Private practice is definitely not for everybody, but for self-motivated, forward thinkers and goal directed physiotherapists out there, it’s the epitome of success in their chosen career. But as with running other types of business, there are things you definitely need to learn about, and be ready for when planning to have your own private practice. In the case of physiotherapists, this includes learning how to don both therapist cap and business cap, when running their own private physical therapy clinic.
Own way to market yourself as a physiotherapist is to appropriately market your own business clinic. This includes knowing your target clients. You don’t need the ‘we will fit anyone” approach in this market, as you will either end up having too wide of a net that don’t catch anyone or clueless in promoting your clinic. The most important thing your private practice clinic is to narrow your focus and finding the right niche where you can better position yourself for success. Thus, marketing should be specific and tailor-made for your potential patients.
So how would you do this?
Start with Your Specialty
Physiotherapy is a wide field of medical practice, with lots of branches that are very different from each other. As said earlier, you can’t be a “Jack of all trades, master of none.” Thus, if you haven’t thought of your specific niche of practice, then now is the time to do it.
Evaluate yourself and lay down all the services you can provide that will set your clinic apart from its competitors. Whether your field is in pediatrics, elderly care, sports, rehabilitation, etc., it is important that you take the time to write down all the things you’re excellent at on a piece of paper. Understand yourself, your knowledge, skills, and experience, and be as specific as possible.
Once you have everything you can write, look for the similarities of things you’re good at. Highlight those you have long experience with.
To better guide yourself with your list, answer these questions:
- What form of physical therapy do you really enjoy doing?
- What type of patients do you want to work with?
- What’s the potential of the market in your preferred area?
- What are your experiences in your chosen type of service that will help you succeed in your private practice?
- Are there any other physiotherapists out there who have become successful in their private practice in your kind of niche?
You may find your niche in the most unexpected time and places. Be observant of your environment and open to new ideas.
Or Your Clinic Can be a Jack of All Trades and Master Everything
Of course you can always offer multiple services and hire multiple physiotherapists to help you fill in the diverse demands of variety of potential clients. You can have a clinic with highly experienced clinicians that specializes in different fields, such as therapies for sports related injuries, work related problems, ergonomics, etc.
Whatever you choose, make sure you put in time and effort in your homework to give your business the best chance for success.