But just being an upper cervical doctor is NOT a USP.  You can’t tell someone, “I’m an upper
cervical doctor, that’s what makes me different,” and expect them to know what you’re talking
about.

You have to speak your patient’s language, and express what you do in a way that they’ll un-
derstand.

You have to clearly state your distinctives in language that your patient can then turn around
and state to others.

Your first step is to sit down with a sheet of paper and state all the distinctives about your
practice.

• How are you different from other chiropractors in your area?
• What are the distinctive needs your practice meets?
• Are there any demographic distinctives?
• Are there any patient services that are distinct? (Being an upper cervical clinic is a big one)
• Are there any cost distinctives?
• Are there any staff distinctives?
• What is your track record?
• Are there any visionary distinctives?

The next step in the development of your USP is to ask your existing patients why they choose
to do business with you rather than all of your competition.

• Are they satisfied with their care?
• Is there anything they would like to see you adjust, or change?
• What caused them to choose you?
• Have they been to other chiropractors in the area, if yes, why?
• Is there a crucial or obvious need that is overlooked and not being taken care of?
• What would they say is unique about you, or that separates you from the other chiropractors
• in the area?

It’s also important to ask your employees what they think your USP is.  You may be surprised
to find out that their ideas are nowhere close to your ideas.

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