Great thought on niche, @Robin_Dickinson. I think many DPC practices think DPC is the niche in itself, which is definitely not true.
Since we have started with the goal of multiple physicians / providers and locations, we have started quite broad in our marketing / communication efforts in regards to our 'niche.' We've tried to scratch the itch of accessibility (a DPC core value) and friendly, helpful staff (which is unfortunately quite rare in our community) that will go the 'extra mile' for our members.
As a physician, Dr. Edgerly seems to attract people that want a physician who is not going to judge them for the lifestyle they have lived (we take care of many type 2 diabetics, hypertensives, and other common chronic issues related to lifestyle health issues).
We haven't communicated that in our marketing because of our desire to expand. BUT, I could see where a physician similar to Dr. Edgerly could use that to their advantage - where the pain point of the community would be 'feeling judged by my physician,' and we would be the welcoming arms to those who just want to be treated.
*As a side note, we realized Dr. Edgerly's niche in the beginning and chose to include a mental health counselor as part of our included membership services - this seems to be working tremendously, as Dr. Edgerly can treat patients, but can then recommend them to see our counselor for some more core issues they are dealing with.