It may not be who you think.
Back in the day - the local video store's competition was Blockbuster.
They both rented videos from a bricks and mortar building.
(The local ones were cheaper too, so it wasn't about price!!! I used to rent videos for 99 cents!)
Anyway, today Blockbuster's competition is no longer bricks and mortar - they don't really worry - or at least I hope they don't - about Hollywood Video or any of the other video rental locations.
Their competition?
It's online downloaded movies - Movielink.com
Movies from your cable company Dish Network's Pay Per View
And...movies in the mail via NetFlix and their new plan - an online
movie delivery service that will allow subscribers to watch 1,000
movies and television shows on their PCs at no additional charge.
Netflix's streaming movie plan was developed to counter Blockbuster's Total Access plan.
Innovative products/services and delivery methods.
O&P?
Don't think for two seconds that your competition is other ABC or BOC certifiees, national O&P chains or your fellow AOPA members.
Competition is not just about the product or service - it's also about the delivery method and access to the target markets - reputation and innovation (real or perceived.)
Chiropractors - 100,000+ (and they add approximately 5000 new doctors a year.)
"First, chiropractors are de facto back
pain/spine doctors seeing a limited proportion of the population,
today. That is, as chiropractic is currently practiced it is entirely dependent
on back pain/spine care for its economic survival. Second, the back
pain market is enormous and can provide, by itself, a sufficient
patient base to support the entire profession... The state of mind
regarding the profession that (they) would like to make is: Go to a DC for your spinal health and prevention as you would go to your dentist for your dental health and prevention." from Chiropractic & Osteopathy
(This would be a positioning statement!)
Podiatrists -
There are about 13,320 doctors of podiatric medicine actively in practice in
the United States. There is an average of one podiatric physician for every
20,408 people and they receive more than 60 million visits a year from people
with any number of foot ailments.
Athletic trainers - held about 15,000 jobs in 2004 and are found in every
part of the country. Most athletic trainer jobs are related to sports,
although many also work in nonsports settings. About one-third of
athletic trainers worked in health care, including jobs in hospitals,
offices of physicians, and offices of other health practitioners.
I didn't mention orthopedists, physician assistants, cast techs, physical therapists, OT's, Staples (yes, Staples - they sell wrist braces) CVS, WalMart, online sales...
My own personal observations (if you're patient care, then who will be your Netflix?) - podiatry and chiropractic.
Podiatry = Diabetes foot, ankle and ???? care - check out their website
Chiropractic = new certification. Certified Chiropractic EXTREMITY Practitioner = bracing
It's about access to target markets. (It's not about licensure and restricting access to care. We have a global diabetes epidemic. More providers, not fewer providers.)
What's your prediction?