Unless you’re the only chiropractor in your town, you’ll need to differentiate yourself from your competition through your unique selling proposition or USP. Even if you are the only chiropractor, you’ll still need to differentiate your practice from all the other options that patients have. These options include patients’ most commonly chosen alternative—to do nothing at all. A strong, instantly recognizable USP is a central component of your overall marketing strategy. It can make or break practices operating in competitive markets. Until you can articulate what your USP is and learn how to capitalize on it, your practice will be just another voice clamoring to be heard.