Watch Your Back – Service Substitution is More Threatening than Direct Competitors!

Those of you who have participated in my marketing webinars have heard me discuss service substitution versus direct competition.  There is no better example of this than the recent NY Times article    A Grays Job Market for all Ages.

Check out who is running specialized fitness classes for older adults ( hint- not a PT) and who are holding themselves out to the public as home modifications “experts” ( hint- not an OT)

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