How To Differentiate Yourself From Others In Private Practice

How do you ensure that your standout from the competition in Private Practice? 

If you’re a knee surgeon or a dermatologist just starting out, how can you compete with the ‘big hitters’ who are already established? 

Have you ever hesitated to move into a particular hospital, clinic or geographical location, because you thought that the market was already saturated with people doing the same thing as you? 

So, what’s the secret to standing out? The secret is to have a niche, and, most importantly, know how to articulate that niche to patients and referrers.  

You might be thinking, ‘I don’t have a niche’. ‘I like treating any kind of knee problem’.   

Whilst you may be entirely capable of treating everything that can go wrong with a knee, or every kind of skin condition, it doesn’t really work that way in Private Practice.   

When people are investing their money to come and see you, they want to see an expert. 

They want to know that when they come to see you, they are seeing the someone who is passionate about their problem and has treated hundreds of patients like them. 

Some Doctors get stuck with the issue of ‘niching’, and it’s usually because they are concerned about one of the following:  

  1. If they narrow down and focus one main area, they’ll lose out on patient referrals 
  1. They don’t want to turn away patients in need 
  1. They’ll de-skill 
  1. Somebody else is already in their niche.  

The reality is, when you sign post to patients that you are the go-to person for ‘x’, you’ll get more referrals, not less, and don’t worry, there are plenty of other clinicians out there to take care of all the clinical areas you’re not niching in.   

The biggest stumbling block, in my humble experience of coaching many clinicians these past five years, is that they think it’s ‘one clinician for one niche’.  

In other words, if somebody is already out there offering spinal cord stimulation, or microneedling for acne scarring, you might hold back from offering the same service, simply because somebody ‘got there before you’. 

Here’s the thing.  We’re all individuals as clinicians, which means we all bring something a little bit different to the table. Patients buy into a relationship with us, as we take them on a health journey, and our clinical styles, medical backgrounds and personalities shape the experience for the patient. 

You need to figure out your niche, and your secret sauce. Then you need to tell people about it in the wording on your website, in your social media posts, and when you communicate with other clinicians. 

Not sure how to do this? 

Have no worry. 

Take five to ten minutes to grow through this quick little exercise

It will help you define your area of expertise, and then be able to articulate what it is that you do.

  

Get a pen and paper, and answer the following: 

  

What’s the one kind of clinical problem that you love treating the most?  

  

Which patients do you feel less keen on treating? 

  

Which patients do you understand the best?  

  

What can you offer your ideal patient that others can’t? 

 

How have you helped people in the past to improve? 

   

What have you got, that other clinicians you know, haven’t? 

Then have a go at writing a single sentence that will crystalize your niche, which you can use in your conversations with referrers, and when you’re reaching out to patients on line.  

I help ………………………………………………………………..…………., 

who have…………………………………………………………..problems,  

by……………………………………………………………………………….., 

so that they…………………………………………………………………….. 

 (e.g. I help runners and triathletes who have persistent hip and groin pain, by taking them through a diagnostic and treatment process, so that they can get back to the sport they love).                               

If you need help in figuring out your niche, and how to promote it, get in touch. I’m at Drcath@clinic-alchemy.com 

 

 

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By |2019-09-19T18:50:02+01:00September 19th, 2019|How to, Marketing|0 Comments

About the Author:

I’m a high-earning Sport and Exercise Medicine Consultant in Private Practice, and I really understand the pressures of clinic life. I’ve a passion for helping clinicians to ethically promote what they do, and helping them by pass having to learn the business of private practice from scratch. I get a real kick out of watching practices boom.

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