Stand out and Outshine Using April Dunford’s Framework for Crafting a Compelling Positioning Strategy

You’ve gathered crucial insights after diving deep into customer needs through Jobs-to-be-Done interviews and analysing their choices with the Four Forces of Progress. These steps are the foundation. You must then craft a compelling positioning strategy to differentiate, stand out, and outshine your competition. April Dunford’s approach to positioning is a battle-tested framework.

Positioning is not what you do to your product/service. It’s what you do to your prospect’s mind. April Dunford emphasises that effective positioning creates a context for your product in your customers’ minds, making your unique value crystal clear. Here’s how to apply April’s methodology to bolster your growth strategy.

1. Understand Competitive Alternatives

Start by identifying direct competitors and all possible alternatives your customers might consider. Continuing with the example of a physiotherapy clinic in Edinburgh, this isn’t just about other physiotherapy clinics in Edinburgh. Think broader:

  • In-house exercises: Many clients might try home exercises or self-care routines they find online.
  • Gym memberships: Some might consider joining a gym, thinking physical activity will solve their problems.
  • Specialist doctors: Others might visit orthopaedic specialists for their issues.
  • Alternative therapies: Other treatments like chiropractic care, massage therapy, or acupuncture.
  • Pain medication: A common alternative is managing pain with medication.

Understanding these alternatives helps you highlight what makes your clinic unique.

2. Identify Your Unique Attributes

Next, zero in on the attributes and features that set your product/service apart from the above alternatives. Choose the attributes that are truly unique to you and skip any common features.

In the case of the clinic, here are some attributes you might consider:

  • Personalised treatment plans: Unlike generic gym routines, your plans are tailored to each client’s unique health conditions.
  • Holistic approach: You integrate various treatments, such as manual therapy, exercises, and education, addressing the root cause of pain rather than just symptoms.
  • State-of-the-art equipment: Your clinic might use advanced equipment and techniques unavailable elsewhere.
  • Expert team: Your physiotherapists have specialised training and extensive experience.
  • Convenient location: Located in the heart of Edinburgh, making it easily accessible.

3. Translate Attributes into Value

Once you’ve identified your unique attributes, translate them into tangible benefits. Each attribute should give your customer a clear advantage. 

  • Personalised treatment plans: These plans provide faster recovery times and more effective pain management because they are specifically designed for the client’s condition.
  • Holistic approach: Reduces the likelihood of recurring issues by addressing all contributing factors.
  • State-of-the-art equipment: Ensures the most effective treatments, leading to better outcomes.
  • Expert team: Clients receive top-tier care and trust they are in capable hands.
  • Convenient location: Saves time and makes regular visits more feasible, increasing the likelihood of successful treatment.

4. Gather Proof

Back up your claims with evidence to firm up your positioning. This could be in the form of case studies, testimonials, or specific metrics.

  • Testimonials: Share stories from clients who have successfully recovered and improved their quality of life through your clinic.
  • Case studies: Detail specific cases where your personalised plans and holistic approach led to significant improvements.
  • Metrics: Provide statistics on recovery times, patient satisfaction, and long-term outcomes.

5. Which Target Market Segments Care

Knowing exactly who benefits the most from your product/service, you can tailor your marketing efforts to address each group’s specific needs and pain points, making your positioning more effective. These segments should be specific enough to target effectively, yet broad enough to ensure a sizeable market.

  • Athletes and sports enthusiasts: These individuals often need physiotherapy to recover from sports injuries and improve performance.
  • Office workers: People who spend long hours sitting at desks may suffer from chronic back and neck pain, requiring professional help.
  • Elderly population: Older adults might need physiotherapy for issues related to ageing, such as arthritis and mobility problems.
  • Post-surgical patients: Individuals recovering from surgeries, particularly orthopaedic ones, who need structured rehabilitation.
  • Pregnant women and new mothers: Women who require specialised physiotherapy to manage pregnancy-related pain and postnatal recovery.

6. Market Category Frame of Reference

Establishing a market category frame of reference involves clearly defining the context in which your product/service exists. This helps potential customers with a reference point that helps them quickly grasp the value and relevance of your product/service. Examples include:

  • Healthcare services: Positioning your clinic as part of the broader healthcare services industry might emphasise your role in medical treatment and recovery.
  • Wellness and preventive care: Highlighting your treatments as part of wellness and preventive care can appeal to those looking to maintain their health proactively.
  • Rehabilitation services: Framing your clinic within rehabilitation services could underline your expertise in helping patients recover from injuries and surgeries.
  • Specialised medical practices: Emphasising your specialised care can differentiate you from general healthcare providers and highlight your unique capabilities.

7. Craft a Compelling Narrative

Finally, weave the above elements into a compelling narrative that resonates with your target audience.

You might position your physiotherapy clinic as the premier choice for physiotherapy in Edinburgh by emphasising the comprehensive, personalised, and effective care you provide. Here is a sample narrative:

At our Edinburgh physiotherapy clinic, we believe that every patient deserves a treatment plan that is unique to them. We understand that when you’re in pain, you need more than just temporary relief; you need a holistic approach that targets the root cause. That’s why we go beyond standard exercises and routines. Our personalised treatment plans, crafted by a team of highly trained experts, are designed to get you back to your best self quickly and sustainably.

Our holistic approach integrates manual therapy, state-of-the-art equipment, and patient education to ensure you effectively understand and manage your condition. Located conveniently in the heart of Edinburgh, our clinic is easily accessible, making it simple for you to stick to your treatment plan and achieve the best possible outcomes.

Don’t just take our word for it. Our patients’ success stories and the measurable improvements they’ve experienced speak volumes. Join us and experience the difference a truly personalised and comprehensive physiotherapy approach can make.

April Dunford’s approach to positioning helps transform the insights from Jobs-to-be-Done interviews and the Four Forces of Progress into a strategic asset. By understanding competitive alternatives, identifying unique attributes, translating them into value, gathering proof, and crafting a compelling narrative, you can create a strong, differentiated positioning for your service. This clarity attracts the right customers and ensures they understand and appreciate your unique value, driving sustained growth and success.

Crafting a compelling positioning strategy using April Dunford’s framework is pivotal in our ROOTS methodology and Growth Marketing Programme.