Your client may not want to go so far as to adopt a brand that is singularly focused on doctors, as it may unnecessarily limit her ability to grow or change focus later without having to launch a new brand. Before taking that step, she should understand the potential of that niche – is it big enough to allow her to get all the business she wants/needs?
Regardless of whether she decides to adopt a doctor-focused brand identity, she absolutuely should aim all of her marketing squarely at the niche.
Effective marketing communications will always speak directly to the prospect. Your client should develop versions of her materials to be doctor-specific. By addressing this very targeted group, she has the opportunity to “go deep” with her copy, thus better demonstrating her experience and skill working with poeple just like the prospect.
The advantage of avoiding a company name that could become limiting is that as she wants or needs to expand to other niches, she simply needs to create another version of her materials that speaks directly to the new niche.
