If you do competition survey to research whether you should add geriatric care management to your private duty home care agency, you should survey alldirect and indirect GCM competitors. This can be public agencies like your local the area agency on aging which may have a GCM arm, for profits like accountants or elderlaw attorneys who include geriatric care management in their service mix. Non-Profits often add geriatric care management to their mix of service to support low cost services they offer.
Identify substitute providers like you local hospital who add this to avoid Medicare discharge penalties. These can also be part of your competition to take market share from you. But you have to discover whether they have a certified geriatric care manager as part of their staff. Tracking this down takes calling all of these agencies and talking to the actual geriatric care manager and asking for their credentials. Professional Patient Advocates in your area should also be tracked as possible competitors.
All these competition surveys will recommend marketing/positioning alternatives in your this competitive landscape. What you need to discover is what products/ services they offer and you must design products /services that make you different will make the aging family customer choose you instead of your competition.