The aesthetics industry is booming. Interest in non-surgical procedures has skyrocketed in recent years, and as a result the market is more crowded than ever – with clinics popping up on high streets all over the UK. This is without even taking into account the growing number of beauty salons that are turning their hand to cosmetic procedures!
The sheer volume of practitioners and clinics for patients to choose from is only going to rise, as growth in the industry shows no sign of slowing down. This is why it is more crucial than ever to differentiate yourself and your clinic in order to survive and give patients a reason to choose you.
Focusing on Unique Selling Points (USPs)
Differentiating your clinic is absolutely key to keeping ahead of the competition, and should be the focal point for all your PR and marketing efforts. Going out with a compelling message that engages your target client base is paramount to convincing an interested audience that you are the best option for them. Whilst a visible profile is a good foundation – through your websites, blogs, social media, or speaking engagements – it is not enough to effectively tackle competitors. Rather, your profile should be there to facilitate and promote what is unique about your business – your USPs.
Your unique selling points allow you to create a niche within the market that compels audiences into believing you have clear advantages over your competitors. A good method for figuring out what to push as your USP is to assess the content your competitors are putting out in their own marketing and PR tactics, and ensure yours differs from this in a positive way and engages with the audience on a higher level.
Making It About You
When considering USPs, it is all too tempting to focus on the treatments you provide – this is, after all, what you are trying to sell! However, this is not what makes you unique. Considering most patients will use the internet to research potential treatments for themselves, this approach will not help you stand out from competitors who offer similar or identical treatments. Your USP needs to focus on what is unique about you, your clinic, approach, team, or ethos. If you strip away the treatments you provide, what is it you have to offer potential customers that they wont find elsewhere?
For more information on standing out and finding your USPs, check out our video below:
Please dont hesitate to contact us if you have any further questions!