Most physical therapists choose to build their practice by following the generalist path. However, some are inclined to take the path less traveled. If you’re beginning your career or have been in the field for some time, and are seeking a change, perhaps you should consider narrowing your focus.
Discovering your Niche
In 2011, Jeff Worrell, a founder of Advantage Medical, wrote a whitepaper titled Building Your Own Physical Therapy Niche that contains a still relevant blueprint to accomplish this objective.
He suggests writing down a list of all your PT-related experiences and looking for patterns and things that stand out.
Worrell also suggests PTs ask themselves the following questions:
- What aspect of physical therapy do I most enjoy?
- Who are my favorite patients—and what do they have in common?
- What makes me uniquely qualified to excel in a specific niche?
- How much do patients in my area need the services I’m interested in providing?
- Has anyone else in my field built a thriving practice in the niche I’m considering?
Marketing Your Niche
Once you’ve chosen your specialty, you’ll need to market yourself to prospective patients. Here are four strategies suggested by WebPT to bring in more of the people you want to serve.
1. Go where your people are.
They recommend choosing publications, websites, and other advertising vehicles that will put your practice in front of the people who are actually in need of the niche services you offer. Research your ideal patients and where they go to learn about their healthcare options.
Most people today do online research before selecting a healthcare provider. That means you should have an online presence so they can find you.
2. Build relationships with other service providers in your niche.
You’ll want to start building solid relationships with other healthcare providers in your niche. It would be best if you also worked to form bonds with non-healthcare service providers with similar ideal customers. If you’re looking to specialize in treating athletes, you should develop relationships with running shoe stores or bike shop proprietors.
3. Let your passion show.
Ideally, you have selected a niche that you’re genuinely passionate about. That way, you are well acquainted and familiar with the community and understand deeply the services that are needed. Consider BikePT. According to the company’ website, company’s website, they are “the definitive education source on bicycling related injuries, treatment, and bicycling biomechanics, for healthcare professionals and all bicyclists.” BikePT also offers:
- Classes
- Online education through blog posts, newsletters, and articles; and
- Bike buyer’s guides.
They even certify other physical therapists to provide BikePT-approved care. And there is a good chance the BikePT team is out at every major cycling event in the area, establishing themselves as pillars in the biking community.
4. Be a thought leader.
The final suggestion from WebPT is to establish yourself as a thought leader—a trusted resource for valuable information and expert advice. The best way to do that is to start a blog, maintain active social media channels, send a regular email newsletter, and host classes and workshops that are of value to your ideal patients.
If you follow these steps, you’ll likely be on your way to a more rewarding career—if not financially, then at least personally.