So far in our deep dive into focusing your marketing we’ve discussed the Five Ones approach and I’ve shared how to pick your ONE Target.
Next up to refine your niche even further is to establish yourself as an expert in ONE area of health. ONE problem that you love to solve for patients.
Remember, that doesn’t mean you won’t be helping people with other health problems, it simply means in your marketing you focus on one problem and build a reputation as “the” Naturopathic Doctor to go to for that problem.
Why focus on one area of health?
Because you can attract and fill your practice with your ideal potential patients easier and people trust experts.
Who would you rather go see for a thyroid issue? A general practitioner, or the naturopathic doctor who wrote the book on The Thyroid Fix? Dr. Soszka is the obvious Thyroid expert and that’s why patients with Thyroid issues flock to his busy practice in Portland Oregon.
Picking what area of health or problem to focus on is easier than most people think.
Think about your current mix of patients…
Some you love to work with, some you don’t. (Be honest, no one loves working with every single patient the same way!)
Some you are very confident you can help, you’ve done it hundreds of times and get great results for those patients when they follow your care plan.
Others you want to help but maybe it’s not something you don’t do very often and possibly need more research or more time. Like one of my clients who had some cancer patients in his mix and he really wanted to help them, but as cancer is such a horrible disease, he found it emotionally draining when he’d lose them to cancer. Another client who worked with younger families found she couldn’t handle the extremely rambunctious kids.
If you spend little time thinking about the patients you love to work with, what common problem they have that you are very confident you can help them… you’ve picked your niche!
The next question becomes, is that health issue common enough for you to make a great living by helping people with that issue? As my coach said to me many years ago “It’s admirable that you want to help people, but you can only help people who want your help. And if you want to make a living at it, you can only help people who are willing to pay you for it.”
Not to get off topic but most NDs are reluctant to charge what they are worth and think they have to try to help everyone. Not true, it’s ok to say “no” and in fact it’s a must if you want to grow.
What did you pick? Hormones? Menopause? Thyroid? Weight loss? Headaches? Kids health? Pregnancy? Diabetes? Anti-again? Energy? Something else?
Whatever you picked, congratulations… own it!
You now have One Target and One Problem that you are going to focus your marketing on. You are well on the way to being able to scale your practice.
Tomorrow let’s work on what your ONE Solution is going to be. Don’t worry, it’s not going to be a one size fits all approach!
More on that tomorrow!
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