How to use your USPs to stand out from the crowd
When clients are choosing a health or care provider, they’ll quickly narrow it down to companies in the right place, offering the right services at the right price. But what happens next? When they’ve lined up a shortlist of possibilities with great reviews, how can you make sure yours is the business that stands out?
This is where your USPs in Care Marketing come into play.. If you think back to the last time you made a choice between competitors, you’ll probably remember feeling that one was just a better fit.
Milk is a great example of this. Nothing ruins a cup of tea or coffee like using the wrong milk. Some people prefer creamy dairy, while others like skimmed. Then there are all the dairy alternatives – soya milk, nut milk, oat milk.
Your decision might be based on taste, nutrition, your values, or the milk that just feels right to you. Subconsciously or otherwise, you weighed up their USPs to make your final decision.
How to define your USPs in Care Marketing
Your USPs are what your company does better than anyone else. They’re what makes you different. Often, they’ll go right back to the founder’s vision for your company – the challenge they set out to address or the gap they saw in the market.
If you don’t know what your USPs are, here’s how to figure it out.
Step 1: Take a walk in your client’s shoes.
Imagine you’re looking for a care provider for yourself or someone you love. Write down what your biggest fears are and what you want for them. Remember, this might be your first experience of the care sector, and that might feel totally overwhelming. Think about how a care provider could reassure you.
Example: “I feel guilty that I can’t juggle taking care of Mum and my children.”
USP: Our founder felt exactly the same way – that’s why our services are built around empathy and being human. We’re competent but not clinical.
Step 2: Think about what you do differently.
Take a look at your competitors. What makes your company different? It might be the way you talk to clients, the services you offer or your values. It’s well worth running a competitor analysis to formally identify your competitors and what their strengths and weaknesses are. They might surprise you.
Example: My competitor is difficult to get hold of. They’re only available by phone.
USP: We’re accessible and responsive. Clients can get in touch however they want. They don’t have to make a call during office hours when they might be at work.
Step 3: Which values do you live and breathe?
The difference between having a company motto and a USP is how well you bring your values and mission statement to life. Lots of care providers use language like ‘person-centred’, ‘friendly’, ‘skilled’. How can you show clients that you actually are person-centred and hire skilled, friendly staff?
Example: Your clients genuinely do feel like family because you’ve invested in your team.
USP: We don’t just hire people with the right skills, we hire people with great personalities. And we take care of them. People who feel happy and fulfilled are in the best position to create a supportive and positive environment for clients.
Where to use your USPs in Care Marketing
Not sure where to use your USPs? The short answer is everywhere! These are the things you want to shout about on your website, in ads and brochures and on social media. If you get a review that really shows off your USPs, drop it into a nice graphic and share it as a social post (even better, create a template for reviews so they all have a consistent look and feel in your grid or timeline).
Your team should also have a good understanding of your USPs so they can talk about them when they meet prospective clients. Don’t forget to highlight them when you’re recruiting – they’ll help to give applicants a better feel for your business so you can attract and retain people whose values align with yours.
Get in touch
Need help making your USPs in care marketing shine? We encourage you to drop us a line. There’s nothing we love more than helping passionate care providers get the attention they deserve.
