Do What You Love. It'll Become A Niche
My situation was similar to the one faced by Jordan Lipton and Elizabeth Perry in "Getting Noticed" (Winter, 2005). I have worked in hospitals and started a natural medicine clinic three years ago. Initially I was worried about making ends meet, so I only marketed treatments for ailments that are very common, such as back pain. Later on, when I felt confident that I would be able to support my family financially, I started doing what I like the most: I started treating ailments that are not commonly treated with acupuncture and herbal medicine here in New Zealand.
This was the best marketing and business decision I made, even though I wasn't aware of it at the time. I focused on something that I know and like, something which also happens to be a niche in the market. That has brought me more patients than any "marketing" strategy I've tried.
Dr. Vitalis Acupuncture
Auckland, New Zealand