I thought I was specialized until I met equine eye specialist, Dr. Rueben.
Wait until you hear how Dr. Rueben is using the phenomenon of niche marketing and specialization, and how you can model his technique to strengthen your small business marketing and increase your clientele.
Now, most veterinarians are pretty scruffy around the edges. After all, they spend most of their time driving around the county in old, dirt-splattered SUVs and tromping around dusty barns and muddy fields to visit one patient at a time. Oh, and did this horse woman mention Nike Blazer Low, that their patients are large, frightened animals that are not feeling well? These sick animals are not too happy to see the vet since all he seems to do is poke and prod them. (And they don't always associate their healing with his visits.)
Not Dr. Rueben.
He wisely chose to not only to specialize, but to specialize in a service that is often used on an emergency basis. (Meaning we, in the horse business, will pay anything to help our animals get better.)
His patients travel to meet with him. So picture this: Three or four horses and their owners are lined up waiting for the specialist to Nike Shox TL1. We're stacked like airplanes anticipating take-off when Dr. Rueben wheels up in his sleek, black Mercedes.
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