FEATURE MARKETING EMBRACE BEING DIFFERENT How to make it work for your business BY BRAD COTE W e all have things that make us unique – our per-sonalities, experi-ences, passions, and our overall interests. One of the most empowering things you can do as a healthcare prac-titioner is to be unique in your position-ing within the marketplace and creating your own niche. Why this is important is simple: You want to be able to work with people that you’re most passionate about and skilled at dealing with. When you’re first starting out, a large majority of your time will be seeing dif-ferent types of patient cases: you may treat seniors, younger populations, peo-ple with different types of medical con-ditions, etc. During this process you start to really get a feel for who you most like working with. Now, it doesn’t mean that you’re not going to be working with other types of patients. But, you generally are going to start resonating more towards one population, condition or goal. Over time, you will start to become more magnetically attracted to a passion or skill, as well as an overall fulfillment in your career to that specific niche. This can become tricky because often Vague Specific It’s possible to be too vague, or too specific in finding your niche market. practitioners get into the mindset of “I really need to just treat everyone to grow my business.” This is simply not true and routed in a scarcity mindset. Patients are looking for experts to help them, if you are having car troubles you want the licensed mechanic not a friend of a friend who does it part time. Some practitioners may want to start finding different courses to take, read different supporting research that helps them better define the types of patients they’re trying to attract. Ultimately, we want to build our business, marketing messages, and how we’re seen in the community and marketplace as the pre-eminent provider for those specific issues conditions or types of people that we want to work with. Creating that “magnetic messaging” also allows us to stand out from a com-petition because we’re no longer just deemed the same as everyone else, weather that’s massage therapy or chi-ropractic, physical therapy, etc, we’re able to differentiate ourselves, just enough so that your ideal patient who has the problem that you can best solve and are most passionate at dealing with is able to seek you out confidently. To start creating your “magnetic messag-ing.” We want to address three keys: 1. Who is the ideal patient you are seeking? Will they have the resources (financial, willinginess, travel time) to be able to follow through on on the treatments and plan of care you can recommend? If you are targeting professional ath-letes, for example, and you live in a town that’s outside the city, and has a lower population, chances are it’s going to be more challenging for those pro-fessional athletes to both find you, reach you, and utilize your services. It’s important to have the ideal perfect patient that we want to help. 2. Include messaging that talks about solutions and outcomes, instead of just your services. People buy solutions, not services. If someone is dealing with chronic low back pain, they’re not thinking, “I need to go get my chiropractic adjustment.” www.Cndoctor.ca BRAD COTE is the founder of Link Performance Therapy, a successful cash pay private practice with a focus on athletes. He has grown his clinic from zero to 7-figures revenue within 18 months of operation using a combination of proven structures, systems and strategies that he now shares with healthcare business owners across North America who are looking to gain new patients and grow their business. 8 Chiropractic and Naturopathic Doctor March/April 2021
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