1) Market Yourself DifferentlyA unique selling proposition, or a USP, is the key marketing concept that asks the following questions: Who are you serving, and how will you serve them differently from your competition? Why should they choose YOU over your competition? It can be something simple, and it can even be for multiple reasons. The important thing is to pitch your service as exactly what your target audience needs, and it’s something that they will not get from anyone else. To build on a marketing strategy based on your USP, differentiate yourself from your competitor speech therapists. Check out the below outstanding features and see what might make your practice rise above the rest:
Service Delivery Model & OptionsDo you conduct therapy differently compared to other speech therapists? This can range from providing a teletherapy option for your sessions, or even providing feedback recordings that parents can re-watch at their own time and pace.
Flexible HoursAre you available at different hours from your competitors? Offering schedule flexibility can go a long way, especially for clients that have coinciding work hours and tight schedules. Offering evenings and weekend availability are great for parents who don’t have to pull their child out of school and/or take time off work to make their therapy appointments.
SpecializationAre you trained in a particular treatment program? Do you have extensive experience in a particular sub-field? By narrowing your scope of practice, you can focus and increase your skill and renown in a particular field of speech therapy. This is especially the case for those that are trained and experienced in specific treatment programs, age ranges or medical diagnosis and needs. Years ago, I asked my family doctor to refer me to an orthopedic surgeon to get a second opinion about a shoulder injury (from a second orthopedic surgeon). Turns out the second orthopedic surgeon only did surgery on hands (just hands!). It was a complete waste of my time but interesting to see just how specialized these surgeons get.
ConvenienceCan you reduce the client’s additional steps to meet with you? You can provide an additional perk of convenience by offering online services (teletherapy) and even conduct in-home sessions where you meet them instead of the other way around. Perhaps you can also go to the child’s daycare or meet at another convenient location for the family.
Other BenefitsDo you have any other benefits that you uniquely offer? Insurances help with therapy payments but they often have limits to what they can cover. You can offer something unique by going beyond the usual provided by insurance-accepted practices, like extended sessions or additional materials.
Tip: Be Present Online
The first step to acquiring these leads and promoting your USP is to have a great website where it is clear and obvious for readers. Most people will check out your website first before making the decision to reach out to you. If you need some help with your website, reach out to us by booking a free Zoom consultation.
If you need help getting clients and the right people to actually visit your website, you can learn more about our Google Ads Services here.