Your value proposition is the foundational building block that will help drive your business. From messaging to an in-clinic experience, your value proposition lies at the core.
First, let’s start with a simple question—what do you sell? If you said “injectables” or “skincare” you’re not wrong, but to uncover your value proposition, we need to dig deeper. Are you selling injectables or confidence? Skincare or the radiant feeling your patient gets each day when they adhere to your prescribed skincare regimen?
That’s what we’ll look at today. Your value proposition is what helps you stand out from the crowd. The purpose of your value proposition is to clearly define the value that your business plans to bring to clients based on the intersection of your practice differentiators and your customer pain points. To get started, check out our interactive value proposition exercise.
Why Is It Important?
Clinics with a strong handle on their value proposition have higher patient retention rates, higher conversion rates on their websites, and improved customer loyalty than others practices who are unable to communicate their value and differentiators to patients.
Living Your Value Proposition
Saying your value is not enough—you have to prove it through your actions. After establishing your value proposition (based on where your differentiators and customer needs meet),you can start focusing on how you will reflect your value in your business model.If one of your values is you deliver a spa-like experience, you need to ensure that every step of the patient experience from booking to consultation to treatment is relaxed and makes them feel pampered.
What a Value Proposition is Not
- External Facing: Your value proposition should be clear to your team so they live it, but you’ll want to carefully message your value to your patients to ensure it resonates with them.
- A Tag Line or Slogan: Slogans and tag lines are typically short and offer little context. Your value proposition should be as long as it needs to be to communicate why your company is unique and important.
- A Product or Service Offering: Your value proposition is not “we sell aesthetic services”. Your value is the deeper reason that people would want to interact with your company, and it is the foundation of building a strong brand.