Narrowing niche in weight loss world and feeling like I have nothing unique to offer

I’m a medical doctor with a certification in obesity medicine. My niche is otherwise highly successful people who feel out of control around food.

I’m actually really good at helping people lose weight and keep it off (have been doing it for years in clinical practice) but am having a lot of trouble making the transition to making an offer for paid coaching. My potential “clients” are used to getting me for “free” through insurance.

Here the “product” I’m offering is different because it’s more focused coaching that allows me to work on the issues that cause over-desire for food. How can I get people to want to pay for something they feel entitled to for free?