Do you expect the new aging Life or Geriatric care movement business to woo customers or referral sources away from the competition? To do that you have to show customers what makes you different.- One of the best methods to do this is to have better service/ products.
A competition survey is used to find out what your competitors are doing that is different, better or worse, and then use that information to your benefit. Few Aging life or geriatric care managements have a menu of products. Services packaged as products make much more sense to the consumer because they are tangible
You want to find what will make your new business stand out and make the customer choose you. This is called positioning.
For example, do you offer a hospital transitions service, when none of your competition does. Medicare fines hospitals now if patients recycle within 30 days. You make yourself stand out to the customer but offering a specific products/ services that allows older or disabled clients to remain home safely after their discharge and not recycle back through the ER.That is how you use your competition survey and why you need to think in terms of products.