Signs of a good niche
- You enjoy it. You will spend years on it.
- There is demand nearby. Enough patients in your area need it.
- Someone refers it. GPs, surgeons, coaches, midwives or gyms who see these patients.
- It is specific. "Runners with injuries" is a niche; "sports" is too broad.
Examples
- Running injuries.
- Pelvic health and pregnancy.
- Older adults and falls prevention.
- Post-operative knee and hip rehabilitation.
- Desk workers with neck and back pain.
- Dancers, climbers or a specific sport.
Build real expertise
Courses, reading, mentoring and lots of patients. Measure outcomes so you know you are good, not just say it. See measuring outcomes.
Get known for it
- Write and post about it. See content that brings patients.
- Talk to the groups and referrers who see these people. See building a referral network.
- Run a class or workshop for them.
Keep a general caseload too
Most niche physios still see plenty of other patients. The niche is what you are known for; it does not have to be all you do.
Let it grow into more
A niche opens doors to teaching, online programs and workshops. See teaching other physios.
Frequently asked questions
Should a physiotherapist specialise?
Many benefit from being known for one area. It makes referrals easier and builds deep expertise.
Will a niche limit my patients?
Usually the opposite. Being known for something brings referrals, and you can still treat other conditions.
How do I choose a physio niche?
Pick something you enjoy, with demand in your area and referrers who see those patients.