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Why Niching Down Is Good For Attracting More Of Your Ideal Patients

Published By: Uli Iserloh
Date: February 26, 2019

Are you secretly scared to niche down because you're afraid that it will negatively impact your earning potential?

Or are you really opposed to niching down because you feel that you can and you want to help all kinds of patients?

I used to feel the same way when it came to marketing my services, helping a lot of entrepreneurs with their sales funnels, filling conferences, and selling products.

While it was intellectually stimulating, I could never help many more people other than two or three practitioners at the same time because it took so much time getting to know their project, to research it, to tell my team what to do.

It really impacted my ability to help A LOT MORE practitioners with their website and marketing.

Now, the moment I niched down, it became easier to market, easier to have sales conversations, easier to fulfill the program.

Just because we were focusing on one set of clients (that's integrative health practitioners) - so their problems and the solutions that they required are very similar.

And that allows me now to serve a lot more health practitioners at a lot lower cost - because now I don't have to charge $20,000 or $25,000 for a website and an integrated marketing solution. We can deliver this at a fraction of the cost because we're delivering something very similar to each and every client.

It's not saying that everybody gets the same solution, it still gets personalized and customized. But the framework of the marketing, the structure, the instructions for my team are always the same.

So, the same may be true for you as a health practitioner. I'm not saying that you have to clinically niche down. When you see a patient, you do whatever you need to be doing. Nobody says that only because your practice is around gut health or cognitive health, that you can't help somebody that has maybe autoimmune issues.

You know it all starts in the gut, so you do what you need to be doing, and you are starting to help the person.

Recognize that this niching down is only for the purpose of marketing - although when you really think about it, it should be the soul of your practice.

Imagine being perceived as the go-to choice in your community for ONE thing!

The moment that happens, when everyone in your community - and the community could be people in a 20-mile radius around your practice - everybody says, "You gotta get go to Dr. So and so, he's a total expert at X-Y-Z."

When that happens, your marketing, your sales conversation, your fulfillment becomes radically easier, and you can help a lot more patients in your community.

Let's talk a minute about this concept of "specialist" versus "generalist":

If you're in primary care, urgent care, acute care, you're helping a lot of different patients. And it's very hard from a marketing perspective, saying "I am an expert at X-Y-Z," when everyone has different problems.

Yet what I'm really talking about is more for practitioners that have a focus on chronic disease.

It could be about the actual diseased area, cognitive health, gut health, autoimmunity, et cetera. Hormone imbalance.

Or it could be the approach that you're taking.

Positioning yourself as a medical detective that really gets to the root cause of your disease, and talking more about this concept of lifestyle and functional medicine and make that the centerpiece of your website.

For your website, your website visitors need to recognize that they are dealing with an entirely different health practitioner.

They may have seen 10, 15 other health practitioners before for their problem, and maybe they presented with a skin condition and everyone thinks it's a dermatology problem that needs to be seen by a dermatologist.

Here you come and say, "Hey. Not so fast. Let's get to the root cause of why you have these skin conditions, and figure out how that arises and then deal with the root cause of that symptom," and resolve that.

Again, that is one avenue where you can position yourself on a website as a specialist that's actually specializing in figuring out the root cause of hard to treat or chronic diseases brought on by lifestyle.

So I hope this video was helpful. If you have any questions, or if this topic is resonating with you in some way, I'd love to hear about it. Post in the comments, and I'll see you in the next video.

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Uli Iserloh
As one of the leading marketing strategists in the integrative/functional medicine space, Uli Iserloh has been advising many of today’s leaders on marketing strategy and marketing technology for over 23 years — helping health practitioners increase new patient enrollment predictably… even if they cringe at selling, hate to be on social media 24/7 or have never run paid ads. Uli Iserloh is on a mission to equip health & wellness professionals to consistently pre-educate prospects into patients… largely on autopilot. After 10 years in the pharmaceutical industry, he founded Big Boost Marketing, an award-winning digital marketing agency serving many of today’s Functional & Integrative Medicine leaders. He’s the host of the Getting To YES podcast as well as the co-creator of the Evolution of Medicine Practice Accelerator.


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