Matthew Gillogly discusses why healthcare providers should position themselves as specialists rather than generalists. Two speakers share how claiming a specific niche, like being the best shoulder person, attracts better clients than trying to serve everyone. They reference a mastermind group example of someone who focused exclusively on working with orthopedic surgeons and saw better results.
to be known as the best shoulder person. You'll be amazed, it will bring everybody else. We're like, well, if you can do a shoulder, can't you do my knee? Okay, that's what we're talking about here. I'm not saying to never do another knee again.
So let me give you a real quick story on that. So I did a presentation about 8 weeks ago at our mastermind, and I get up and I say, hey, I only work with doctors. I do marketing for doctors. A woman comes up to me afterwards and she said, I must work with you. I love you. I want to be your client. I said, okay, great. What do you do? I publish books. They'll come.
Yes, they'll come. People are like, when you say you're the best at something, you know, the fascinating thing about— we work like our core customers are orthopedic surgeons, pain management. So that's the regenerative space traditionally, right? And then functional medicine, which is like the whole functional medicine anti-aging space. They're like everything, right? There's not one specialty. I have urologists, anesthesiologists, family docs like you. I have it all. Okay. Those are our two things.
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