Do you have a private practice niche?  Are you an expert in a specific treatment population or approach?  If not, you should start to think about establishing your niche.

Why is a practice niche, or specialization important?  Let me count the ways (or whys, in this case):

1.  A niche allows you to become an expert in treating specific clients or mental health issues.

2. A niche lets you become very proficient at treating specific clients or presenting problem. 

3. It is easier to keep up to date on the latest research on evidence-based practice and other effective interventions when you have a niche.

4. Establishing a niche allows current and prospective clients to clearly understand what you do, who you help,how you help them and why they should invest their time, money, and  most importantly trust you to support them during a difficult time in their lives.

5.  Generalists compete with all mental health professionals,while specialists narrow their competition significantly.

Pay particular attention o points 4 and 5.  This case example can help us  understand why a niche practice is superior to a generalist practice for overall business development and growth.

Mary has an 8 year old son, Kevin,  with ADHD.  He is a relatively well-behaved child, but has great difficulty organizing his school work and completing homework.  Mary does her best, but finds herself losing her patience more than she would like.  She admits that she yells and nags at Kevin a great deal.  She is stressed, Kevin is stressed and the family does not function well as a whole.  Mary wants to find a psychotherapist to help Kevin be more organized and compliant with homework demands.  Mary is also aware that she can use support in her parenting skills.

Now that she has made this decision to seek out therapy and support Mary starts the process of finding an appropriate psychotherapist.  Her pediatrician gives her a name, and her managed care provider gives her two names of therapists in-network.  Mary calls the two in-network providers and inquires as to their practice specialty and therapeutic approach.  Both providers tell Mary some version of the following, "I see children, adults and couples.  I work with children in an eclectic way supporting their needs and treatment goals.  I see  many children diagnosed with ADHD,as well as other difficulties."

When Mary calls the therapist recommended by her pediatrician, Dr. Brown, she  tells Mary "I specialize in working with children with ADHD and their families.  My specific approach utilizes cognitive behavioral therapy and behavioral therapies.  These approaches have been found to be very effective in helping children with attentional difficulties.  I also work with parents to assist with parenting skills and strategies."  Dr. Brown is not in-network for Mary’s insurance.  However, Mary decides to start working with Dr. Brown, even though it may cost her more.  She feels confident Dr. Brown understands Kevin’s needs and cannot be so sure about the other therapists who seem to see a wider range of clients.

Dr. Brown’s specialization eliminates confusion and doubt for Mary.  She knows that this therapist has a specialty that fits for her son’s need and her needs.  She knows what Dr. Brown does, how she does it and knows why she will spend her time money with Dr. Brown.  Just knowing about this niche allows Mary to start to build trust in Dr. Brown’s ability to understand her son and help them both.

Action step:

If you do not already have a specialization or niche now is the time to start thinking of developing one.  Consider the types of clients and presenting concerns that interest you most.  Make sure your niche is one that you enjoy and are willing and able to stay up to date on emerging research and findings that impact your treatment approach and recommendations.  Make  a list of possible niche areas that are of interest to you. You will eventually need to narrow this down to one specific area, but a broader list is a great place to start.