In the Allied Health world, having a clear Unique Selling Point (USP) is key to quickly establishing trust with potential clients.
Your USP is the promise you make to clients about what’s unique about your clinic, so you can attract and retain the right clients.
Follow this step by step guide to create a USP that really sets you apart:
Step 1: Know your target market
To create a USP you need to know who you’re talking to. Ask yourself:
- Who are your ideal clients? (Demographics like age, gender, occupation, lifestyle and specific health concerns.)
- What are their challenges or pain points?
- What do they expect when they see an allied health professional?
You may already know the answers to these questions but it can be really beneficial to have it documented – so that you, or anyone doing your marketing can easily refer back to when creating marketing content for your audience. To dive deeper, check out this guide on creating an ideal client profile.
Example:
If you’re targeting athletes, their main concerns will be recurring sports injuries and rapid recovery. They will want fast, effective treatment with minimal downtime.
Step 2: What’s unique about your clinic/practice
Next define what sets you apart from others in your industry:
- What services or treatments do you offer that no one else does? (Or if this is a bit tricky, what do you do differently?)
- What qualifications, certifications or specialisations do you have that may help set you apart?
- How do you approach patient care differently to others?
Example:
Your clinic might offer a holistic approach that combines physical therapy, nutrition and mental health support, that no one else in your local area does.
Step 3: Competitors
Knowing your competition is key to differentiating yourself:
- What are their USPs? How are they positioning themselves in the market?
- Are there gaps in the services or experiences they offer?
- What are clients saying about them (good and bad)?
Example:
If most competitors are quick symptom focused treatments (hello Physios 😉), you could position your practice’s messaging around long term wellness plans that appeal to clients looking for more than just short term relief.
Step 4: What’s the core benefit
What’s the main benefit clients will get from choosing your business:
- How does this solve a specific problem or meet a need?
- Why does this matter to your target market?
Example:
If your core benefit is customised treatment plans that focus on long term health, your USP might be helping clients achieve long term health improvements not just short term fixes.
Step 5: Keep it simple and snappy
Your USP should be easy to remember and say:
- Can you boil it down to one or two sentences?
- Is it easy for potential clients to remember?
- Does it clearly show how you’re different to competitors?
Example:
“Personalised holistic care for athletes to achieve peak performance and long term health.”
Step 6: Test and refine your USP
Finally make sure your USP resonates with your audience and your business:
- Does it speak to your target market? (Get feedback from current clients.)
- Is it aligned with your business values?
- Are you delivering on the promise of your USP?
Remember you don’t have to perfect it the first time round. Get something on paper, then refine it as you go – progress over perfection!
Example:
Put your USP into your marketing and ask clients for feedback to see if it matches their experience and expectations.
Real-Life Example
An osteopathy practice repositioned their USP to be injury prevention for athletes. By putting this into their marketing they saw a big increase in client retention especially with athletes who valued long term care.
This was effective because the practice’s new USP directly addressed a specific need and desire within their target audience—athletes who prioritise injury prevention and value long-term care strategies over short-term fixes. By repositioning their USP to focus on “injury prevention for athletes,” the practice clearly communicated a unique benefit that resonated deeply with this group.
Sample USP
For an Osteopathy Practice targeting Athletes:
“Holistic osteopathic care to keep athletes in peak condition with customised treatment plans that prevent injuries and promote long term wellness.”
This USP clearly states the value of the business and speaks directly to the needs and expectations of the target market.
Common Mistakes to Avoid
- Being too general: Your USP should be specific and show what makes you unique.
- Focusing on Features: Clients care about the benefits they get not the features of your services.
- Over promising: Make sure your USP reflects what your business can deliver to set realistic expectations.
Match your USP to your marketing
Your USP should be the foundation of all your marketing from website content to social media posts. Consistent messaging builds your unique value and your brand.
Get Started
Ready to have a USP that differentiates your business? Contact us today or download our free worksheet to get started!