Should I focus on one specialty or serve all types of providers?

Should I focus on one specialty or serve all types of providers?

Should I Focus on One Specialty or Serve All Types of Providers?

Both approaches can work, but choosing a specialty often may give you a competitive edge—especially when you’re starting out. Choose the strategy that is right for you.

Benefits of Focusing on One (or only a few) types of Specialty:

  • Deep expertise: You’ll understand codes, payer rules, and workflows more thoroughly.

  • Easier marketing: Messaging is more targeted and relevant.

  • Stronger referrals: Word spreads quickly within specialty networks.

Benefits of Serving Multiple Specialties:

  • More opportunities: Broader client base to market to.

  • Diversified revenue: Less risk if one sector slows down.

  • Good for larger teams: If you have the capacity to handle varied requirements.

NotesConsider starting with one specialty (or only a few) if you want faster traction and credibility. You can always expand once you’ve built a strong foundation.

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