Why Your Dental Practice Needs a Unique Selling Proposition

It’s a simple question, but one that isn’t easy to answer: What does your dental practice do better than any other practice? The answer is your Unique Selling Proposition. Robert M. Pick, D.D.S., M.S., and principal of Progressive Periodontics & Implants, says your practice absolutely must have one if you want to succeed. Watch this clip as a basis for forming one for your practice.

Interview Transcript (Modified for Readability)

“Unique Selling Proposition is a great word. And my suspicion is, USP is something that most physicians, dentists, chiropractors don’t know what the word is. It comes as part of branding, and again, something you come up with at a business retreat. Especially early on, you develop your brand. What do you do better than any other practice? So the USP stands for either Unique Selling Proposition or Unique Selling Point. The USP, oftentimes when there’s a dental entrepreneur, is the dentist. What does that dentist do? He’s the USP. But there’s micro USPs. Your team can be a unique selling proposition. So the USP is key, critical, you’ve got to figure it out when you develop your brand.”

“To go back to the lecture I gave today on ‘Powerful Secrets to Developing the Million-Dollar Plus Practice,’ I believe it was secret number 14 or 15, is social media. It’s imperative today. You cannot let it go. But, while so many dentists like to micromanage, they shouldn’t be managing it. You need to have a social media coordinator — a person on your team that’s the designated person in doing social media. You delegate it to that person. It’s a must-have. It could be an hour answer, which I won’t give you. But it involves video. It involves posting at the right time. When you do it right, you’re going to get a plethora of patients from social media.”