A unique selling proposition for home care (USP) is what you provide that your competitors do not.
Also referred to as a unique selling point, your USP focuses on the different benefits your company offers your clients.
Answer the question from leads about why they should hire your company instead of another company.
Be clear on the advantages of choosing your business.
And focus on your ideal clients that can maximize your growth.
Read on to learn the 5 steps to set your company apart from other agencies in your area.
5 Steps
Step 1: Brainstorm What Clients Want
Make sure your unique selling proposition is client-centric by focusing on a benefit to families.
The USP for your senior care agency needs to resonate with your prospects.
What do leads request that they say no other company has? This can be your unique selling point.
Look at patient solutions you manage differently than other agencies. Perhaps you have an admissions team in the office on weekends and holidays in addition to regular work days.
Your USP should also focus on increasing revenue.
What do you offer that brings your company the most profit? For instance, clients who require 24-hour care.
Step 2: Research Your Competitors
I notice that many senior care companies do not feature their unique selling point on their website. So your agency will have a competitive advantage when you do.
Take time to look at the websites of other agencies in your area.
An example of a good unique selling proposition is “In-Home Care that Elevates the Human Spirit.” Comfort Keepers writes about their uplifting care. They also screen their caregivers for empathy.
And another effective USP is “When Experience Matters Choose VITAS.” For over 40 years, Vitas Healthcare has been in business. This is longer than many hospices.
Stand out to leads who want to know why you are the company they should choose.
Step 3: Decide Top and Secondary USPs
Pick your main unique selling point that will mean the most to your leads.
But you may have more than one unique selling proposition for home care.
And two USPs can complement each other. For example, your van transportation services can work with your company’s dementia home care program.
If another company has the same USP as you, explain how yours is different. For instance, two agencies can interpret “quality care” differently.
One company may say “quality care” is all about staff communication to families. And the other agency may interpret that “quality care” means highly trained caregivers.
Step 4: Write Unique Selling Proposition
Now it’s time to create the USP for your home care company.
Checklist:
- Address the needs of older adults and families.
- Show prospects the benefits they will receive.
- Clarify your difference from your competitors.
- Be clear and concise with a touch of emotion.
Examples:
- Our caregivers receive additional training not required at other agencies.
- Relieve your family’s anxiety with our After Hospital Home Care Program.
- We have a simple online 24/7 care communication and payment portal.
Gain clients when you sucessfully communciate your USP to leads.
Step 5: Add USPs to Key Website Pages
Include your unique selling propositions on home care website.
Display your USPs in prominent places on your site. Because leads will skim your web content quickly.
Add USP to the following pages:
- Homepage: make part of your value proposition at top of page.
- Services: explain why your USP benefits the older adult and family.
- About: show how your unique selling point is the reason for your company.
Your unique selling point is an important part of your value proposition. Together they explain to families what your company does for older adults and what outcome they can expect.
Plan and write every web page and blog article with your USP in mind.
Continue to justify to leads how you will best fulfill their needs.
Conclusion: Unique Selling Point for Senior Care
If you want to earn the business of your ideal clients, you need to have a unique selling proposition.
Think about what USP will help families.
Determine what you provide to older adults and their caregivers that other companies do not.
Confirm which USP will have the biggest impact on client business.
Write your unique selling point.
Add your USPs to your website to increase your leads online.
Remember this: your unique selling proposition shows leads that your company has what they need.
Keep reading: Essential Guide to Home Care Website Copy Planning
