Mental Health

Mental Health

How I Developed A Lucrative Coaching Niche For Physicians

I wish that I could say that I followed the suggested strategies for establishing a coaching niche. However, I was actually invited by a national Hospital Chain to develop a unique skill enhancement coaching program for “disruptive physicians”. At the time this offer was made (2006) I did not know what a “disruptive physician” meant.

The physician who contacted me explained that the Joint Commission on The Accreditation of Healthcare Organizations was planning to issue a new mandate for physicians who exhibit problems at work in anger management/impulse control. This was to be announced in 2007.

His organization wanted to be pro-active in finding an intervention that was designed to address the problem while gaining buy-in from the physicians.

The specific requests given for this curriculum were:

·      The model developed would have to be consistent with the Joint Commission Requirements relative to “disruptive physicians”.

·      The model developed would have to be non-pathological. This means that it could not include psychological assessments nor counseling or psychotherapy.

·      Evidence based Pre and Post Assessments were necessary.

·      The coaching services would have to be available on-sight anywhere in the U.S.

·      To the extent possible, live, phone and Skype should be utilized.

·      Week-end sessions must be available.

·      Confidentiality must be crucial.

·      Finally, I was given advice and consultation from a committee of physicians most of whom are surgeons. Their goal was to assist in assuring that the model developed would be acceptable to mandated physicians.

Here are some of the recommendations from the experts on how to find your coaching niche and how I used them to my advantage in developing this new niche:

·      Q: What are your other qualifications:

·      A: I was informed that the Healthcare organization in question was aware of my work in Emotional Intelligence and Anger Management Coaching. In addition, my experience as a former faculty at UCLA Neuropsychiatric Institute was considered important. I began my professional career as a Psychotherapist with a specialty in Child and Adolescent Psychotherapy. I previously owned a large Psychiatric Clinic.

·      Q: Can the niche be profitable?

A: I was aware that this niche would be profitable based on the population served. Healthcare is inflation proof.

·      Q: Do you have a passion for working with this population?

A: Based on my own Post Graduate Training at Harvard University School of Medicine plus my teaching and Clinical Supervision at UCLA, I was aware of the joy of working with physicians who are excellent students.

·      Q: Is this niche needed?

A: In the process developing this coaching program, I learned that 3% of physicians each year exhibit “disruptive behavior” at work. This means that the need for services will not likely end soon.

·      Q: Is this niche underserved?

A: In 2006, there were only two major providers for this client population. One was the PACE Program at the University of California at San Diego and the Distressed Physician Program at Vanderbilt University School of Medicine.

·      Q: Is there a precedent for this niche?

·      A: The existing programs are not for profit. The services are not individualized and there were no Pre or Post Assessments nor client workbooks used.

·      Q: Will you be the first to select this niche?

A: My coaching model was the first to offer individual coaching on-site as opposed to classes that are actually Continuing Medical Education Courses (CME). These courses are traditional academically based training offered in a group setting at the respective Medical Schools listed above.

·      Q: Can clients in this niche afford to pay for the services you offer?  

A: Physicians can afford to pay for these services. Many Healthcare organizations are willing to pay for their doctors as a gesture of support.

·      Q: Are the prospective clients in this niche in the same professional group?

A: This mandate is nationwide and is limited to physicians.

·      Q: Can you find these potential clients?

·      A: It is not necessary to find them. It is best that their Healthcare Organizations as well as Medical Societies are familiar with your work.

Q: Is the niche's need for your services short-term or enduring?

         A: It is likely to be long termed.

In order to succeed in Executive Coaching, it is necessary to distinguish your coaching model from others. In selecting a niche, it is essential to determine a coaching niche that is needed and wanted by a population of potential clients who have the ability to pay. It goes without saying that you must demonstrate your competence in the selected niche.