Niche marketing offers you a fantastic opportunity to step up your game.
If you can figure out what people are looking for in healthcare (that no one else is providing in your area) and capitalize on that available market, chances are you’ll be able to find an opportunity for practice growth.
Finding and mastering a distinctive service that caters to a niche market is a common path to chiropractic success. This strategy can help you establish a name for yourself. And, best of all, it offers you the opportunity to command a monopoly position in your service area.
Select a unique offering
Why do your customers come to you as opposed to taking their business down the street to your competition? You may have the advantage of proximity, but there is much more opportunity at hand. Many chiropractors are finding their niche market, and there are plenty of niches from which to choose, such as:
- DOT medical examinations
- Specific techniques
- Multiple service offerings (massage, physical therapy, etc.)
- Treatment for specific conditions (carpal tunnel, sciatica, headaches, etc.)
- Sports medicine
- Pregnancy and infant care
Not sure where to focus your expertise? Try working backward and begin with your community at large. What is your local population of prospective patients telling you? Are you in an area with multiple gyms, sports fields, or running tracks? Are you in a school district with sports teams, or in a business district with office workers? Are there local rowing or running clubs that may have targetable needs?
Think about the 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 a niche market is by definition a small one, targeting niche customers directly and precisely is of the utmost importance. Without a good marketing plan, you could be spending precious time and money advertising your services to 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 or headache treatments. These are the places where you can 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 tend to share their experiences, 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 a specialized 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 unique services. If you can find an untapped or underserved niche in your community and devote yourself to becoming an expert in that area, you can create an explosive growth opportunity and place your practice in a profitable position to capture a rich and eager market.
Robert Moberg is a business professional with a solid combination of corporate and entrepreneurial experience. As CEO of ChiroTouch, he has helped establish the firm not only as a trailblazer in the chiropractic software industry but also as a leader in the profession. From supporting state and national associations to the chiropractic colleges to the Foundation for Chiropractic Progress, he works tirelessly to help raise awareness of chiropractic. He can be contacted through chirotouch.com.