I’d say about 1/3rd of the practitioners I’ve worked with have certain kinds of patients/conditions they like to treat, and almost specialize in. I know practitioners who focus on eye/vision conditions, emotional balance, sports injuries, gynecological issues, fertility, etc. Some are very clear that they like to specialize – others just kind of backed into it.

If you have a certain kind of patient you like treating, why not get more?

Some worry that specializing in one area will prevent you from getting patients who don’t fit that profile. From what I’ve seen, that’s definitely not true. Instead, specialization can get you even more patients.

One practitioner who specializes is Juliette Aiyana (her website is amazinghealing.com). She wrote the book “Chinese Medicine & Healthy Weight Management.” She treats many conditions but likes to focus on healthy living. She owns a practice in New York City, and when I met her, had two other clinicians working for her. She just hired a third. (Congratulations, Juliette!)

Specializing did NOT hurt Juliette. Instead, it attracted more of the patients she likes best. You may want to consider becoming a specialist yourself.

Anyway, Juliette kindly donated three copies of her Chinese Medicine & Healthy Weight Management books for the contests. She explained how she uses them in educating her patients:

“My Chinese Medicine & Healthy Weight Management helps my practice because it aids my patients learning curve about how to take control of their diet and lifestyle. Some practitioners tell me they give the book to each patient by building the cost of the book into the service price or they sell it separately. We review the food diary I ask them to keep, during which time I encourage & counsel them. I also educate them about their TCM diagnosis, treatment plan and the herbs they are taking.

In the book chapters about TCM diagnosis and treatment I circle information pertinent to the patient such as the diet and lifestyle suggestions, as well useful info in the chapter about diet styles. I will point out the breathing exercises they can do at home (which also I use in treatment) and the instructions for abdominal massage (which I demonstrate to them on their own stomach during a treatment). I point out the chart that lists Low Glycemic Index foods and encourage them to shop for foods based on their energetic properties using the exhaustive list of foods and properties I complied in the appendix.

My experience shows that empowered patients are more successful in achieving their health goals then those who feel powerless, therefore I use this book as an informational & educational resource for them and well as a tool for empowerment. As the author of such a book (and a weekly health e-newsletter I send to all patients) it lends to my credibility as a competent and effective practitioner. Patients who may or may not be coming to me for weight management, refer their friends for my services as well as buy the book for gifts.”

I know a few practitioners who give talks at fitness centers, especially the women’s center called Curves. These presentations are usually well attended, and they do get patients. (I haven’t heard the details of how many.) If specializing in healthy living appeals to you, you may want to check out Juliette’s book.

If you find certain conditions interesting or rewarding to treat, consider specializing. You’ll get a lot more of these kinds of patients if you “ask” for them.