If You're for Everyone, You're for No One: The Importance of Identifying Your Niche

Have you ever looked at your schedule, saw a name of a patient and thought, "Dammit." Yep, we've all done this and its okay to admit it.

What if you could look at your schedule and it was full of people who were a pleasure to treat and the was reality every day? This is what identifying your niche looks like. 

Who do you serve? I get confused (side ways puppy dog look here) when I hear many healthcare providers tell me:

"I work with people who have GI issues."

"I help pregnant women."

"I work with anyone who has back pain."

I get it, BUT where do they live? Where do they hang out? What are their lifestyle habits? How do they feel on a daily basis? Identifying with exactly who it is you want to help will tremendously help your marketing and overall business growth. Let's talk about how to do this.

First, if you could paint a picture of the ideal patient that you could work with everyday what would they look like, sound like, smell like.... okay maybe not smell, but you get my point.

Ask yourself these demographic questions:

• Where do they live?
• Are they married, single?
• Kids, no kids?
• How much money do they make?
• Where do they hang out?
• What do they like to do?

When answering these questions think about the area you serve and what that population is like. Be as specific as you can when answering these questions, but also be real - you aren't going to be looking for country club individuals in extremely rural areas. Also, being general won't help you identify with these people and WHO they are, which we are going to identify next. 

Write down your answers to these psychographic questions:

• How do they feel about their current situation? Meaning, how would it affect them if they had back pain or how would they feel if it was the first time they were pregnant?
• What is their biggest complaint about going to the doctor (or other healthcare professional)? How will coming to see you solve that complaint?
• What does their day to day life look like? Are they a stay at home mom juggling kids activities and their own health and wellness? Are they an entrepreneur?
• How can you relate to what it is they're going through? Empathy is a powerful thing. 
• How can working with you be the solution they're looking for?
• What does success look like to this person? Failure?
• How will working with you make them feel?
• What's the one thing they can get ONLY if they come to your office? Whats the irresistible offer?

You have now worked up an avatar of the perfect individual you would like to treat. The next step? GO AND TALK TO THEM. You should be able to see now that you have a great story to tell in your marketing. That story may sound something like this:

"Are you a first time mom, who is feeling anxious about the next 9 months? We get it - becoming a mom for the first time is both exciting and nerve racking. As an OBGYN, we understand your emotions are on high and you want the best care possible for yourself and your new little one. That's why we offer 45 min, 1 on 1 consultations for our first time mothers. If you're in the greater Phoenix area and are looking for an OBGYN that caters to new moms, we invite you to check out our office. Click the link below."

Notice what is in this statement:

1. We have identified who it is we want to work with (first time mothers)
2. How do they feel about this situation? (excited and nervous)
3. What problem are you solving? (short time spent with their doctor not getting questioned answered)
4. What solution did you offer the they can't get anywhere else? (45 min 1 on 1 for their initial visit)
5. What failure are they avoiding? (a miserable 9 months of pregnancy)
6. What area are they located? (Phoenix)

Did we answer every questions on the demographic and psychographic form? No, but have we identified a specific avatar we want to attract? Yes. 

So who is your niche person? How do they feel about their situation and how will you help them? When you start talking to your ideal patient about themselves in an empathetic manner followed by talking about your authority to help them, it shows you understand them - their thoughts, their feelings, their desires. 

Stop using statements like:

• When it comes to physical therapy we're your best bet!
• If you're looking for a great OBGYN, we have the most highly educated doctors on our staff.
• We specialize in the most advance surgical techniques for your joint problems.

Again, if you're for everyone, you're for no one. Be specific about who you want to treat and talk TO them. No one cares how much you know until they know how much you care. 

Who is your ideal patent?