Podcast Summary: "Crickets to Cha-Chings" Episode 189 – "The Riches Are in the Niches: Medical Subspecialties"

Release Date: October 10, 2024
Host: Julie Berninger, Gold City Ventures

Introduction

In Episode 189 of Crickets to Cha-Chings, hosted by Julie Berninger of Gold City Ventures, the focus shifts to the lucrative potential of targeting medical subspecialties on Etsy. Julie emphasizes the importance of niching down beyond broad categories like nurses or doctors to tap into specific subdivisions within the medical field. This strategy not only reduces competition but also caters to a more dedicated audience seeking tailored products.

Notable Quote:

“[Julie Berninger, 00:00] … the riches are in the niches.”

Understanding the Importance of Accurate Search Terms

Julie begins by highlighting the critical role of selecting the correct search terms to optimize visibility and sales on Etsy. Using EMT (Emergency Medical Technician) as a case study, she illustrates how varying terminology can significantly impact search results.

• EMT vs. EMS/Paramedic:
  • EMT: Approximately 865 monthly searches.
  • EMS/Paramedic: Less than 20 monthly searches.

Insight: Even if alternative terms are commonly used colloquially, leveraging the most searched keywords like "EMT" is essential for visibility and sales.

Notable Quote:

“[Julie Berninger, 00:45] … EMT is what people will be typing in and shopping for.”

Product Opportunities in the EMT Space

Julie explores various product categories that perform well within the EMT niche, particularly in the print-on-demand sector.

• High-Performing Products:
  • Hoodies, sweatshirts, and jackets.
  • Patches and T-shirts.
  • Candles and other gifted items.

Example:

• Trending Localized Niches: Colorado EMT saw an uptick in searches, indicating potential in region-specific products.
• Extended Niches: Adding roles such as “paramedic wife” to target gifts for spouses of EMTs, addressing the dual identity and support system within the EMT community.

Notable Quote:

“[Julie Berninger, 02:30] … sometimes it's about gifting for the wife of that person because often that is a difficult, demanding job.”

Diversifying within Medical Subspecialties

Julie doesn't limit her discussion to EMTs but broadens the scope to other medical tech fields, noting their varying search volumes and potential.

• Popular Subspecialties:
  • Pharmacy Techs: Around 800 monthly searches.
  • Veterinary Techs: Approximately 250 monthly searches.
  • Lab Techs: About 135 monthly searches.
  • Radiology & Endoscopy Techs: Estimated 25 monthly searches but with potential underestimation based on listing views.

Insight: Even subspecialties with lower search volumes can be profitable if leveraged creatively, as evidenced by the radiology sticker example which garnered substantial views despite low search estimates.

Notable Quote:

“[Julie Berninger, 05:00] … a radiology tech keyword might actually be searched more than it's listed here.”

Gifting Trends and Product Ideas

The episode delves into specific gifting trends within these niches, providing actionable ideas for Etsy sellers.

• Humorous Gifts:

  • EMT Space: Stickers with playful phrases like “Hot girls hit curbs” tailored for ambulance drivers.
  • Co-worker Humor: Badge reels with lighthearted or role-specific sayings, such as “Surgeon Babysitter.”

• Educational Resources:

  • Study Guides, Notes, and Flashcards: High demand in niches like nursing and surgical techs.
  • Printable Survival Kit Tags: Estimated $1,000 monthly revenue for products like surgical tech survival kits.

• Accessory Customization:

  • Pharmacy Techs: Tumblers decorated with pill-related visuals.

• Games and Interactive Products:

  • Operating Room Games: Trivia games designed for specific medical subspecialties, suitable for events like baby showers.

Notable Quotes:

“[Julie Berninger, 07:15] … humor was a little bit at play here in that particular space.”
“[Julie Berninger, 08:45] … survival kit tags had about $1,000 per month estimated revenue.”

Digital Products and Educational Niches

Julie acknowledges the surge in digital product sales within medical niches, particularly educational materials.

• High Revenue Areas:
  • Nursing
  • Surgical Tech
  • Other Subspecialties (e.g., pharmacy techs, lab techs)

Advice:
For creators with expertise in these areas, developing specialized educational resources can tap into the consistent demand from students and professionals seeking study aids.

Notable Quote:

“[Julie Berninger, 09:30] … really high monthly revenue for those type of educational resources.”

Leveraging Co-worker Relationships

Highlighting the importance of workplace camaraderie, Julie suggests creating products that resonate with colleagues within these subspecialties.

• Badge Reels:
  • Custom designs with profession-specific humor or acknowledgment.

Example:

• Badge reels with phrases like “Surgeon Babysitter” cater to the inside jokes and unique experiences shared among coworkers.

Notable Quote:

“[Julie Berninger, 11:00] … badge reels are always really big in these particular niches, but they were funny ones.”

Strategic Niching for Increased Revenue

Julie emphasizes that while individual subspecialties may not each generate substantial revenue on their own, collectively targeting multiple subspecialties can significantly boost overall earnings.

• Strategy:
  • Develop a versatile product line that can be easily customized for different subspecialties.
  • Focus on scalability by adapting designs to cater to various niches simultaneously.

Notable Quote:

“[Julie Berninger, 13:00] … if you could quickly take a product and then turn it into a bunch of other products that meet the needs of five of the subspecialties … then that’s a way it can add up to a larger amount of revenue for you.”

Conclusion

Julie wraps up the episode by reiterating the immense potential within medical subspecialties on Etsy. By accurately targeting niche markets, utilizing the right keywords, and diversifying product offerings, Etsy sellers can uncover untapped revenue streams. She encourages entrepreneurs to consider these specialized areas, leveraging both physical and digital products to meet the unique needs of each subspecialty.

Notable Quote:

“[Julie Berninger, 14:30] … the riches are in the niches.”

Final Thoughts:
Harnessing the power of niching down into medical subspecialties allows Etsy entrepreneurs to create meaningful and profitable product lines. By understanding and catering to the specific needs and identities within these niches, sellers can establish a strong presence and achieve sustained growth on the platform.

Thank you to Erank and Everbee for providing valuable data insights used in this episode. Good luck niching down and transforming your Etsy shop from crickets to cha-chings!