When professionals deliver services to a niche group of customers, they tend to attract more business. There is something inherently trusting about going to a professional who only focuses on one thing. People know that this focus will provide more expertise, more efficacy, and more value for the extra money.
I remember reading Harry Beckwith’s book Selling the Invisible about 20 years ago. In this book, he talks about a lawyer in Southern California who was struggling to get his law practice running. He couldn’t figure out out to get more clients. It turns out that he enjoyed riding motorcycles as a hobby. When he finally decided to market elusively to motorcycle riders who were injured in accidents, and he became known to be the attorney to turn to for this specific niche of injury, his business exploded. It turns out, that focusing on this specific niche allowed him to become busier with other types of clients that he didn’t even market to. Other people knew that if this attorney could navigate the muddied waters of motorcycle injuries and all of the facets of law involved, then he could represent their simple car accident claims well. Focusing on this niche really allowed him to expand his law practice.
I’ve seen other examples of chiropractic offices focusing on a niche, but I haven’t seen enough. I would like to see some practices focused solely on neck pain. If a chiropractor has a comprehensive clinical approach to neck pain, and not relying on a niche modality, but keeping it to a niche problem that patients have, then I would like to see it. I know the low back pain clinics exist, but I’m not aware of neck only. I would also like to see more clinics that are ballsy enough to have a lower extremity niche. I remember hearing chiropractic technique teacher Mark Charrett talk about how, if he wanted to, he could build a whole practice around a specific knee adjusting technique that he teaches. He said that if word gets out enough among people with knee pain that he could do the things he can do with this particular adjustment, then he could be as busy as he wants to be. Interesting.
I do know of one clinic in Boise that has developed a well-deserved niche. It’s Kevin Hearon’s clinic. I took Hearon’s classes 15 years ago while I was still in school, but I never bothered to look up his clinical set up until I took his class recently at the Parker Seminar in Las Vegas. Hearon’s got a whole shoe store set up in the front of his clinic. He’s a foot and ankle guy, and it shows. He’s got the treadmill with a camera for gait analysis. He’s doing his orthotic casting. And, as far as I can tell, he is the best guy in chiropractic to do foot and ankle adjustments. If you go to him, and you see the depth of his knowledge and focus, then you know you are in the right place, and you can take comfort in his giving you the best care. Oh yea, and he’s published books and posters for the profession.
San Francisco is aching to have a professional who knows the best clinical practices for neck pain. Especially that neck pain that radiates to the shoulders because the person suffering has been sitting behind a computer all day. The City is packed full of office workers suffering through this process. If the population of The City is 700,000, and on a work day the people here swell to almost a million. If that is the case, then there aren’t enough clinicians who focus solely on neck pain. A handful of them come to me, but I’m not seeing any overwhelming appointments. But if i were to market myself as a niche for this problem? That would be an interesting turn.
What do you think? When you have a medical problem, are you seeking out a niche clinic? Or, do you find someone who can do a good job with a variety of problems?
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