This time of the year is a good time to revisit the concept of the USP:
Unique Selling Proposition
USPs are things that you either say or do online, offline, and face-to-face to and for your customers that answer the question…
“WHY SHOULD I CHOOSE OR STICK WITH YOU
VERSUS ALL OTHER OPTIONS…
INCLUDING DOING NOTHING AT ALL?”
Now they will never ask you that question nor do they consciously ask themselves, so it is your job to ask and answer that question for them…
Not in a blatant way, but in a more subtle and “elegant” way.
Here are some sample USPs that ChiroTrust members should be leveraging each and every day…
- No appointment needed
- The ChiroTrust pledge
- No unnecessary long-term care
- Clean and professional office appearance
- Clean and professional Doctor and Staff
- Photos with happy patients (The ChiroTrust “Social Proof” sign)
- Access to your “Online Information Center”
- Daily value-added articles via email and social media posts
- The ChiroTrust business card
- The “Modern Physician Letter” counter display
- The ChiroTrust DomeTags
- A “no pressure” attitude
All these things are what ChiroTrust and elegant marketing is all about.
It’s where your product BECOMES your marketing and your marketing BECOMES your product.
It’s all the same.
It’s how they should experience you before, during, and after their care….
THAT’S how to build a successful, self-sustaining, low stress, and low overhead practice.
While most Chiropractors are in the patient-replacement business, you are minding your own business (literally), knowing that no matter how many patient visits each patient requires, they will come back and refer others.
It’s not about “PVA” (Patient Visit Average).
It’s about the accumulation of hundreds or thousands of patients who come back and refer others…
Not over a few weeks or months but over their lifetime.