The GPwSI niche MVP: Setting up on your own

Burn the boats or dip your toe?

In an apocryphal story the Vikings burn their boats on arrival at the New World to force them to focus all in. Are you the type of person to act like this? Or would you feel more comfortable with a gradual exposure, keeping the option of the regular work you know and can return to?

Truth be told a viking funeral but you get the idea. Painting by Frank Dicksee

I think this is very personal and situational. I own part of a medical practice while writing this and so I want niche work to feed towards that practice. I therefore have the assurance of general work always there in the practice, which may slowly ratchet down as niche work ratchets up.

However if I was footloose and fancy free, perhaps I would prefer to set up my own shop for total control. Going all in means you can really devote all your time and energies to this one project – obviously if you other sources of funds to keep you going like savings, partner or a part-time job elsewhere that allows you to focus purely on developing this new niche.

Nope, I’m out of here – setting up on your own

Maybe you just really want a break and a chance to set up on your own. This can be a way to ensure you dedicate your efforts to the one thing – this new niche. This ensures you have very clear differentiation from a seeing-all-comers GP clinic and get known for just this work. You will not have a regular patient trying to squeeze their husband in for a BP check or just the drivers licence form during the niche work you need to focus on. Setting up on your own allows very specific clear branding, marketing and price setting which is only around your niche.

Having a clean break and setting up by yourself also ensures it is very clear that you own all the intellectual property, databases and patient list. This could be less clear working from an existing clinic. This is important if we think long term about selling your niche or business to retire or move on to the next thing. This is why looking at your service contract is important. In older service contracts that were probably more employment models, there could be clauses about the practice retaining intellectual property and geographical restraint of practice if you left. However with the changes to Payroll tax and the improved focus on tenant doctor models being finessed with better agreements, your tenant doctor agreement should not discuss IP or geographical restriction, for fear it turns you into a deemed employee and therefore makes the practice liable for payroll tax.

Costs of setting up your own niche practice

Setting up on your own may of course have increased costs compared to starting where you are. You will need your own technology, software stack, and place to work. You may need to employ people (administration, nursing). You will need a way to get paid and banking and reconciliation software to allow business banking and tax reporting. You may need to buy specific equipment, some so expensive that you need chattel loans to support you. These costs relate to some of what I discussed in the training/costs section – are there some calculations you can devise that assess what revenue you need from patients to make this all worth while? If you are going to need a loan, the bank will want to see a business plan that surveys the current area/market, expected revenue, opportunities for growth and assesses risks.

The GPwSI niche MVP: Training/accreditation

Training/education/certification?

Training and accreditation for a GP niche – what do we need to be safe, effective without spending all the savings to complete?

We do differ from the tech bros around the MVP and fail fast models they promote – we engage with peoples health and we have legislative and medico-legal frameworks to work in. Sometimes this does need to be taken into consideration in your niche.To do the right thing by the patient you need to be safe to work in the area you aim for. Unfortunately we have seen in Australia the consequences of doctors over-reaching their skills and capacity to assess safety – particularly in the aesthetic medicine space. This has led to very negative outcomes for patients and censor and registration, cancellation or restriction for doctors. Longevity in practice is your greatest asset and something you hope niche work supports by reducing burnout risk. Don’t let it risk your career.

aircraft interior with small black sign saying "Don't do anything dumb"

Depending on you niche, there may be craft groups, professional associations or educational groups that you can look to for assessment about training or certification needed.

For some niche work the focus is a deeper dive into usual GP – MHT, paediatrics, FPS and as a result self directed learning, conferences and reading widely may be perfect for developing your niche. For other work that could be a departure from regular care or seen as work encroaching on specialty care – phlebotomy, advanced skin cancer grafts and flaps, thread facelifts you may desire certification to reassure your self you have been assessed safe to work, your indemnity insurer and your patients.

We are fortunate in Australia that much of our extended care work is self-assessed. We should be wary of a UK model where anything outside of sitting down for consultation requires certification and referral and there are several layers of bureucracy involved in a good deal of care. See this screeshot below about how GP surgeries can not provide ear syringing for wax:

Screenshot of ear syringing being ceased in UK GP surgeries
https://www.earhealthservice.co.uk/post/why-gp-surgeries-no-longer-provide-ear-syringing-what-you-need-to-know

I am writing about what I know – supporting general practitioners who already have their fellowship with niche work. Attaining the RACGP or ACCRM fellowship really opens the door to easier private practice than only holding general registration in Australia. Speciality GP registration means access to MBS items via a provider number so the patient can have a rebate, indemnity support and ongoing CPD is smoother. There is now more flexibilty with divers CPD homes now available but membership of one of the GP colleges does give more access to resources, political might and support.

Access to specific niche MBS or medication items.

In Australia, Medicare also provides some guidance in that some Medicare rebate items or prescription privileges are only accessible by certain speciality groups or after training – S100 HIV prescribing, Opiate Substitution training, FFS psychological items, non-directive pregnancy training.

Matters can change here with time – when introduced, Medical Termination medication prescribing required a online course and registration, now it is unrestricted. In Victoria, you have have up to five patients with suboxone substitution without doing extra training.

Watch this space around access to ADHD diagnosis and initiation of stimulant medications being offered to GPs in the future – there is enough public frustration with access that I would not be surprised if this happens for adults.

Hands on training, apprenticeship models, mentoring

Like much in medicine, this niche work can be apprentice model in training. This mentor may engage you with other practitioner in this area – particularly important for small niches like phlebectomy, circumcision which has a small pool of practitioners. With large niches such as skin cancer, psychological medicine, lifestyle medicine there is a plethora of conferences and courses to complete and demonstrate competence.

In this podcast, Dr Moz describes spending a lot of time and money to access further training and education around skin cancer care, both formal courses and assisting with plastic surgery lists.

Does the patient expect or want you to have a raft of post-nominals? I think this is hard to assess. I feel more important is how you describe your work, demonstrate your communication style and relate to the patient. Of course patients expect you to be competent at the work you are offering but come at this without being able to assess this before you have helped them. This is where educational video, clear booking and appointment processes, financial consent and reviews allow the patient to know, like and trust you even before your initial meeting.

Of course a very important factor to discuss around a niche and certification or training is cost. This can be significant to complete a masters of skin cancer, some of the coaching and psychology courses. Some models can even be predatory – historically trainers for circumcision have training contracts that charged a high premium and then garnished future earnings.

There may be nudges from government or other bodies that support or provide training in areas they want more practitioners – Drug and Alcohol training is often paid for and recently the commonwealth via the RACGP has been paying $1200 extra to undertake and complete A&OD training. The Section100 HIV and Hepatitis prescriber training is funded. The Cancer Council has had programs for rural practitioners to access dermatoscopy training and be given a dermatoscope.

Money of course is not everything and some people would pursue a niche even if they did not get paid but there should be some consideration of return on investment before training. Around thinking about expected income, this becomes like a business case plan for income:

  • How many patients do you expect to see?
  • What is the income per niche patient?
  • What is the demographic and expectation of growth of this niche

Therefore is the niche worth exploring and providing from the training costs perspective? A hard headed assessment could mean you avoid spending on a course that does not pay for itself. For other other people they are going to be happy if the new niche makes less income than their regular practice, if it meets that 20% of their golden zone that prevents burnout. Burnout is our greatest financial risk so anything that allows long term engagement with medicine is a win, even if the niche is less per hour that your existing consulting.

The GPwSI/GPwER niche MVP

How

Okay, you have decided that this niche is worth pursuing – what are the next steps? How can you move from the regular consulting life to create some space to build this new venture?

Let’s talk about the bare necessities to get going, where (usual practice, remote, standalone), training or accreditation required, costs and technology stack

The MVP

The Minimum Viable Product – a term invented or popularised by author Eric Ries in his book the Lean Startup. What is the simplest form that allows you to get moving and serving people in your niche? An MVP is important as it allows you to explore this area without great loss if it turns out not be for you, or offer the rewards you imagined.

Book cover of the Lean Startup by Eric Ries

When I was transitioning from rural practice burnout to urban practice I tried on a couple of areas to see if there was a fit for me. This was around in situ simulation and Point of Care Ultrasound. My websites from these projects are still up albeit with very infrequent updates! I tried on these areas like a new outfit but found that they did not offer me enough – interest, reward or challenge. I tried these ideas while still working in my main general practice and stopped them before receiving any income related to either area.

The MVP idea prompts you to think about how to get going with this project without unnecessary trims and finery. You don’t need a wrapped car or a bespoke linen business card – you need a web presence, a way for patients to be booked, seen and billed. Another idea taken from the same startup world as Eric Reis is fail fast – the idea that you test an idea and if it breaks you end it quickly and move on to the next idea. I have previously had websites and was focusing on in situ simulation in general practice and Point of Care Ultrasound in GP, but areas that I started developing but did fit me. Thinking about this relates to the ideas above where you thought about what success looks like. Is it worth setting a time or budget you will give yourself to try this niche before pulling the pin and exiting to the next opportunity?

What would success look like for you?

What will success look like? When will you know that this new venture is working well and meeting your goals – be that financial, time, helping your ideal patient? Will it be the first billing of a particular item number specific to your niche?

Winston Churchill quote: Success is not final, failure is not fatal: it is the courage to continue that counts

For me a feeling of success with my vasectomy work was when I was spending 20% of my time with my ideal group – men seeking vasectomy, either discussing and educating or providing vasectomy. It took a good deal of time, focus and work to get there however there are benefits. I can tolerate a lot of midweek GANFYD and declined referral from the big hospital consults with the knowledge that on Friday I have a solida day of procedures, helping couples out and practising a nice moderately technical procedure that I am good at.

So what is success for you? Maybe is is seeing your overall income increase by a certain%. Maybe it is seeing any income that is not from fee for service consulting but is from some one to many work you do – lecturing, downloaded assets you built, consulting to business.

Maybe it is seeing less of the wrong type of patient for you. Don’t fret on this – there is the perfect doctor out there for this patient that does not gel with you, now they are free to find them.

Depending on how granular you desire to be about this goals, some benchmarks or Key Performance Indicators might guide you. Such as the number of your ideal pt in a week, billing a particular item number a certain number of hours in your ideal work. Taking a snapshot of where you are now and where you aim for would help you feel progress is occurring. As we know without a goal we have not direction. By discussing with others we can make this goal real and bring some accountability to the process. Could you be part of a discussion/coffee group that are also working on their niche? This can bring accountability but also mutual support and encouragement.

What is the reward for this aimed for success? The satisfaction of a job well done? That bicycle/clothing/shoes you have been coveting? A special meal or bottle of wine?

Niche case study – Skin Clinic Website

For us, our new skin clinic is inside an existing medical practice. This existing practice has a website. However for clarity, differentiation and SEO reasons, we created a standalone website for the skin clinic.

We are doing this as owners for these reasons however if you are not an owner then setting up your own website is still an excellent idea for a number of reasons: You have control of design, you have control and ownership of intellectual property (check any work contract!) and it gets you familiar with working on websites. You need some basic skills, even if you have the website built for you.

Next you have to decide about self built, self built using a theme or paying to have it built. I have done all three. The first version of my vasectomy website was built from a theme and worked okay, once numbers built up a bit and I wanted to compete with the big players however I paid a decent amount of cash ($7000 four years ago) for a great looking site. I built the first version of our practice website from blank WordPress, had it re-built professionally which did not help and now run a slighly improved version of the re-built website. For our skin website I paid for it to be built from a company suggested from social media.

Image of our skin clinic GP niche website
Our new skin clinic website home page

Which option is right for you? If you have the time, creating the website, even one that uses a template like WordPress, Square or Wix will give you the best understanding of how a website works. Like knowing how to use Word or Excel, I think these are great basic skills.

For my first vasectomy website, I went to a conference, skipped most of the lectures and stayed in my room and wrote the website over a weekend!

If your project has the budget, paying for a developer to create the website can result in a good looking website, at the expense of money but also time – there will be lots of backwards and forwards with the developers reviewing, editing.

I would suggest getting going is the most important thing so champion creating a site from one of the services like WordPress/Wix/Square to get you going, get some income coming in and if needed you can pay for a better version down the track.

AI builders? Watch this space with machine learning enabled website builders – Bubble, Webflow and other that are coming along that will hopefully continue to reduce friction with building a site (although introducing platform risk – that your website is tied to their service and fees).

Dr Simon Wilson – finding my GPwSI niche

This post is about finding my GPwSI niche. How I developed toward my niche general practice work but never in a straight line! think I have made developing your GPwSI niche sound straightforward in some prior posts. Of course life and work is never that simple! Life takes a meandering course and small twists and turns arise that looking back are important to your journey.

screenshot of directaccessvasectomy.com website by Dr Simon Wilson

I have been developing a GPwSI in sexual health – PREP, MTOP and vasectomy. The vasectomy work has increased as the local tertiary hospitals have stopped offering this. This is useful, satisfying work to do, offering men and couples safe reliable contraception going forward. Obviously not everyone wants to spend 45minutes with an anxious man and his scrotum but it works for me! Providing vasectomies makes up a bit less than 20% of my work currently but still provides a niche that allows me to really develop my workflows, feel confident and autonomous in this area and provides a procedural change in pace to general consulting.

I would love to say I sat down and planned this out but the truth is bumpier than this. I came to medicine as a graduate, I was enrolled to study agricultural science on leaving high school, worked on vineyards in a gap year, started a wine making degree and ended up with a microbiology degree! I then came across to graduate medicine at Flinders university and after graduation worked around South Australia in rural GP positions.

After the children I was working in metro GP and wanted to extend myself. I had a look at simulation in GP my old website is here and the use of ultrasound in GP work as niches to develop. I explored these areas, teaching medical students ultrasound and presenting on simulation at conferences but these areas did not gel as directions to fully develop my work. The skills are rare, but not particularly valuable. However these explorations were not wasted avenues – the ultrasound I use in sexual health work for medical terminations and scrotal US. The in situ simulation training we have used in our practice for collapse after IUD insertion training. Finding your niche is not automatic, but knowledge and experience build up and you bring these skills with you to new areas. Don’t be afraid to try on new identities to see if they suit you.

There did seem to be more demand for sexual health work in Preston however and following some Business for Doctors conferences and seeing the work of George Forgan-Smith and his approach around working for your ideal patient, I started to focus more on this sexual health work.

I now work in a mix of general GP consulting and sexual health – providing Prep and MSM sexual health, Medical Termination and vasectomy. I have given away IUD placement so other doctors in our clinic can focus on this. Work in your area of excellence, other GPs have other skills and interests.

To appeal to patients and allow them to find me, I have folded in other skills – video presentations, building templates, automation’s, pro-forma letters, referral pathways for other doctors. This maintains interest, variety and keeps me keen to get into the practice on Monday morning.

This blog grew out of supporting other GPs in our practice to work on finding their GPwSI niche. I’m keen to keep talking about how I got here and how to help others get there.

Dr Simon Wilson