How to Differentiate Your Cancer Center in a Crowded Market

Let’s be honest – if you’ve seen one cancer center billboard, you’ve seen them all – the smiling doctor in a white coat, the hopeful patient, maybe a cancer ribbon or two. You’ve driven past a dozen in the last few months, and you probably barely noticed them. 

But I don’t blame the doctor’s cheesy smile for being unremarkable. (Although I like to tease my doctors that they have “a face for radio.” They love that.).  

I think the billboards fail because most marketers just don’t quite nail their center’s USP –  the Unique Selling Proposition.  

Do you know your cancer center’s USP?  In other words, what sets your cancer center apart and motivates a patient to choose you over a big-name academic institution down the road? 

It’s not just about what you do – it’s about what you do differently and better.  

To figure yours out, start by asking yourself and your team: 

  • What do we do better than anyone else?
  • What do our patients rave about?
  • What do our referring physicians appreciate about working with us?
  • What’s something that we offer that others don’t? 

Maybe it’s your cutting-edge technology. Or the fact that you do same-day consults. Maybe it’s your friendly staff and your spa-like waiting room. Sometimes it’s your easy-to-access parking lot! 

And yes, I know you have great doctors! So does everyone else. What makes them different? 

Do you offer radiation therapy for benign disease treatment? Are you treating plantar fasciitis, Dupuytren’s, or osteoarthritis with radiation? That can be a game-changer, and it’s definitely a conversation starter. 

Get clear on what makes your center what it is, and why your patients and colleagues choose you.   

Still stumped?  You’re in luck – we have a free resource to help you brainstorm!   Get the USP Discovery Workbook by filling out the form on this page.  

When you know what makes you great, then we’ll talk about how to get the word out.  Be sure to follow along and stay tuned for Part 2!  

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