This study investigated the strategic ambiguity of physiotherapy services identity and its influence on the value proposition and competitive position of NK Health Clinic because the clinic possessed adequate physiotherapy capabilities and positive patient experiences yet stakeholders interpreted its service identity inconsistently which generated unclear recognition of what the clinic should be known for within the physiotherapy industry. Researchers applied a qualitative single-case study design while collecting data through document analysis and semi-structured interviews with the clinic owner management marketing physiotherapists and patients and employed qualitative data analysis software to conduct thematic analysis of the data. Results indicated that NK Health was consistently identified as a physiotherapy-oriented health care provider, but its specialization was perceived as musculoskeletal rehabilitation, pain management, neuro-musculoskeletal care, sports injury treatment, and integrated physiotherapy services. Stakeholders agreed strongly on the value proposition of the clinic, which was built on communication, empathy, trust, comfort, detailed explanation, professional problem-solving ability, and patient-centered care. The study revealed that NK Health’s primary difficulty was not low quality of service but a requirement to clarify, align, and articulate its existing value more consistently. An enhanced clarity of positioning and stronger service identity might assist NK Health to improve its competitive position.