As part of my own private practice development, I give a lot of educational talks and lectures. It’s a wonderful way to generate collaborative referral connections, but importantly, it’s also a way to showcase my particular area of expertise.
In other words, it gets me known for something. (By the way, if we’ve never met before, I love helping patients who have complex hip and groin symptoms).
At these talks, I have the opportunity to liaise with GPs, Surgeons, Osteos, Physios and expert folk in sport. I make it a point to ask them what they do, whom they like to treat and which kind of clinical problems I could potentially send to them.
Nothing makes my heart sink more than hearing of these six words…
“I like to treat anything, really”.
On the surface, it may seem that the Clinician is being helpful. After all, he or she claims to be able to look after any patient I could send to them. The truth, however, is that rather than being helpful they are actually being forgettable.
When you inadvertently declare yourself to be a ‘generalist’, it doesn’t aid your brand – it marks you as bland.
If you need some convincing, ask yourself, if you were a patient with poorly controlled asthma, would you rather be treated by a leading Respiratory Physician who specialises in restricted airways disease or a Consultant Physician whose web profile says they treat a broad range of clinical conditions, encompassing diabetes, endocrine, cardiac and respiratory disease?
Patients Love seeing experts, so you need to be an expert in something.
In our experience, when Clinicians are starting out in private practice, they may fall victim of FOMO (fear of missing out) when it comes to patients. They try their best to attract as many “any” patients to clinic as possible. Big mistake. This actively repels patients.
Perhaps you feel you are a relative ‘newbie’ in your private practice career, and are ambivalent about where your niche lies. Maybe you’ve told yourself you want to see a few more patients before you decide what you ‘want to be known for’. You might also feel shy about proclaiming your skills, particularly when you work in a hospital surrounded by so many professors and experts, blah, blah, blah.
If this is the case you can either……
A. Get over yourself
B. Take comfort in the fact that you are allowed to change your mind. (We won’t be lining up to engrave it on your headstone, I promise you.)
It’s then simply a case of telling everyone you engage with, what you like to see and who you like to treat.
That way you will help more people in the long run.
If you need help in gaining clarity in where your skills lay in terms of areas of expertise, why not get in touch?
We are here to help you attract more of your ideal patients, streamline your processes and marketing, and grow your successful private practice.
Sometimes, we all need a little extra help in building our practices – from a business perspective, as well as a clinical one.
Are looking for guidance and advice ?
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