What’s in a niche? A fantastic opportunity to step up your business game, that’s what. If you can identify something no one else is doing or providing and capitalize on the available market for that, chances are you’ll find quite a bit more money in your wallet as a result. Pinpointing, mastering, and marketing a unique service offering is a reliable path to achieving success as a business. It can not only help you establish a name for yourself but seize some of that more difficult to capture revenue in your community, as well.
Why do your customers currently come to you instead taking their business to your competition? Maybe it’s your location or charismatic nature. Regardless there is much more opportunity at your fingertips. A unique service offering can help set you apart from your fellow chiropractors and help you avoid fighting for the same share of the market as your colleagues in the community. 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
Still not sure where to focus your specific expertise? Try working backwards, beginning with your community at large. What is your local population of prospective clients communicating? Are you in an area with many gyms, sports fields, or trails for hiking? Are you in a school district with many sports teams, or a business district with many office workers? Are there local cycling or running clubs that may have specific, targetable needs? Your current clients may already have your answer for you. Think about what type of care your patients are routinely coming in to receive and how you could provide services to complement their current care.
Marketing is crucial to getting your niche service to gain traction. Because the niche market is small by definition, targeting the prospective clients in your niche requires intention and precision. 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 pages 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 the highest concentration of your prospective niche patients and also where your marketing time, energy, and money will be best spent.
It’s also important to make sure that your desired niche isn’t already occupied. Do some market research and verify that you won’t be directly competing with other local niche service providers. Check out your neighboring chiropractors and identify what makes them unique. If you’re looking to get the best bang for your buck, it’s better to direct your attention toward untapped opportunities.
One of the greatest advantages of a niche market is that niche communities are, by nature, much more tightly grouped than the general public. 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 give your name exposure in that community of prospective niche patients. This is a great way to spur an influx of new patients in the short-term and set you up to reap more long-term rewards from a larger and patient base.
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 unqique 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 relevant and responsive share of the prospective market.