What you want to be known for, in my opinion, encompasses more than just your interest in an area. You definitely need to be interested but you also need to consider what you are really good at and who you want to work with.
For example, let’s say that you are crazy interested in treating perimenopause. You love the idea of supporting women who are suffering during this life transition. That being said, you are timid and lacking a bit of confidence in your practice at this point. You find that women of that age category tend to take over the visit and it prevents you from providing them with all of the information that they need to understand your treatments. Because of this, even though you are a walking perimenopause encyclopedia you aren’t getting the results or the patient retention you want.
Now consider your 40 something patients coming in for issues with their thyroid function. They are often experiencing the early effects of hormone change and you can help to ease their transition into perimenopause. They come back time and time again and are extremely eager to soak up all of the information you can give them. These patients seem to refer their friends with thyroid and hormonal issues and leave you feeling energized.
Looking at both of those scenarios can you see how even though you want to treat perimenopause it may not be what you want to be known for? It is also clear that you can experience a lot of joy from using your knowledge to prevent the hormonal chaos. The following activity can be used to help you to identify not only what you want to be known for but exactly what type of person you want to help (this helps to communicate it to them!)
Brainstorm answers to the following questions. This should take no more than 30 minutes.
- Who are your favorite clients/patients?
- What conditions/problems do they have/ how do you support them?
- What is their age, gender, how would you describe their personality?
- How does your admin staff describe their personality?
- What do they value? Does that align with your core values?
- What questions do they ask you? What do you teach them that excites you?
- What are their tendencies? (See Gretchin Rubin 4 Tendencies)
- Where do they shop, what do they buy?
- What are their hobbies?
This set of questions helps you to understand where you shine, which may or may not align with the people you enjoy treating the most.
- What conditions/problems do you get the best results with?
- What are the conditions/problems of those who refer you the most business?
- What conditions/problems do you treat the most?
- What conditions/problems do you have the best patient retention with?
Now, look at everything listed above. What are the common themes? Does it show you what you want more of or what you want to be known for?
Now turn this into a one liner to go on your website and all marketing materials related to this subject.
Start first with stating the problem as you see it. Then state your personal solution to that. What you do that is unique, again this is both the problem and methodology that you want to be known for. Finally state the result. Your patients will feed you this information. What do they come to you for? It’s not for the result of losing 10lbs, sleeping better or reducing hot flashes. They want something, to have energy to play with their kids so that they feel like a good mother. To sleep well so that they have the energy to perform better at work and get a raise so that they can finally buy that cottage and have a place to bring their family together to relax. You don’t need to include all of this in your line but KNOW that they have a full on story in their heads and when you see enough of these women in your ideal audience there is always a common theme.
For example: Most women with weight loss resistance don’t understand their hormones or inflammation levels, our Naturopathic Doctors offer extensive investigations that will help you to personalize your weight loss journey and finally feel at home in your body.