What’s in a niche? A fantastic opportunity to step up your game! If you can figure out what no one else is doing and capitalize on that available market, chances are you’ll be able to find quite a few more opportunities for practice growth as a result. Finding and mastering a distinctive service that caters to a niche market is a common path to chiropractic success. This endeavor can help you establish a name for yourself. Niches can help you find a unique and desirable service to sell. And best of all, they offer you the opportunity to be the only one in your service area offering it.
SELECT A UNIQUE OFFERING
Why do your customers currently come to you versus taking their business down the street to your competition? You may have the advantage of proximity, but there is much more opportunity at your fingertips. Many providers are taking advantage of the niche market, and there are plenty of chiropractic niches to choose from, such as:
- DOT medical examinations
- Specific techniques
- Multiple services offerings (massage, physical therapy, etc.)
- Treatment for specific conditions (carpal tunnel, sciatica, headache, etc.)
- Sports medicine
- Pregnancy and infant care
Not sure where to focus your specific expertise? Try working backwards, beginning with your community at large. What is your local population of prospective patients telling you? Are you in an area with many gyms, fields, or tracks? How about a school district with many sports teams, or a business district with many office workers? Or are there local rowing or running clubs that may have specific, targetable needs? Think about what type of care your patients are routinely coming in to receive. Your current patients may already have your answer for you.
MARKET TO YOUR NICHE
Marketing is one of the most important players in making niche services work for you. Because the niche market is small by definition, targeting your niche customers directly and precisely is of the utmost importance. Without a good marketing plan, you could be spending precious time and money spreading your wares through uninterested patient communities. Seek out online communities, forums, groups, and sites that deal directly with your niche service. Find areas of your community where your marketing is most effective, such as gyms for sports medicine, truck stops for DOT medical examinations, or business districts for carpal tunnel and headache treatment. These places are where you will find your greatest source of interest that can lead to new rivers of income.
REVEL IN REFERRALS
One of the greatest advantages of a niche market is that niche communities are, by nature, much more tightly grouped than the general public. This means they talk to each other more often and share their experiences more commonly, especially those that relate to their interests.
For example, one member of a sports team is much more likely to refer your service to a teammate experiencing the same issue than they are to refer your service to an individual seeking care for an unrelated issue. Referral programs in these circumstances can spread like wildfire and quickly embed your name in that specific community of prospective patients, resulting in long-term rewards.
No one chiropractor can be everything to every patient, but you can be the go-to resource for a niche market in need of your special services. If you can find an untouched niche in your community and devote yourself to becoming an expert in that area, you have created for yourself a great opportunity and placed your practice in a profitable position to capture a rich and eager market.