Creating Your Value Proposition: An Interactive Excercise
In our last post, we discussed the importance of having a clear and concise value proposition. Now, we’ll walk through how to create one in this interactive activity. How well do you know your products and services? Are you familiar with all the ins and outs of what makes your business special? Defining your value proposition brings clarity to the differentiators of your practice. This is what you should be marketing! Follow these simple steps to get started creating yours:
Step 1: List the Pros
The first step to creating a note-worthy value proposition is to list the benefits of why a patient should visit your clinic. Consider your target patient—what perks would they look for and what does your business will have to offer.
Examples:
- An educational approach to consultations
- Free skincare samples during every visit
- Birthday specials
- Medical results with a spa experience
- Proprietary treatments or processes
Step 2: Add & Identify Value
After listing your advantages, write how they bring value to your patients and rank them in order of importance. Your unique differentiators that your competition cannot claim should rank higher. Identify your top 3 value drivers—these are the three we’ll work with to create your value proposition.
Examples:
#1 Proprietary treatments or processes: You provide outstanding outcomes, and others can’t offer them
#2 Medial results with a spa experience: Our clinic is beautiful and has better visual appeal than the competition
#3 Educational approach to consultations: We have a very well-defined consultative process that leaves patients feeling satisfied and sets us up for a long-term relationship. Our competition is transactional—we are relationship-based.
Step 3: Identify Pain Points
What are your customer’s primary concerns or pain points? Write them all down on a list—the more, the better.
Examples:
- I don’t want to look fake.
- How can I trust my provider?
- Will it hurt?
- Is aesthetic treatment taboo?
- I don’t want to feel pressured.
- I want to be understood.
- I want to feel pampered.
Step 4: Connect the Value
For the next step in your value proposition outline, you will need to connect the dots between the customer pain points you listed and your value. Your offer must be connected to a pain point your customers have.
For example:
- I don’t want to look fake —> Proprietary treatment process
- How can I trust my provider? —> Educational consults
- Will it hurt? —>Educational consults
- Is aesthetic treatment taboo?
- Our treatment process makes you look natural
- I don’t want to feel pressured —>Educational consults
- I want to be understood —>Educational consults
- I want to feel pampered —> Medical results, spa experience
Step 5: Simplify the Message
Once you’ve clearly defined your value, you can work on creating a simple message to communicate your value to your audience. For example, “We’re here to give you the experience you deserve, with the results you want.” You can even consider attaching a “brand promise” to your value proposition to provide additional context.