I agree that it is a specialty within our profession–and probably a great marketing hook.
The largest local market seems to be “nursing homes”–especially the ones which emphasis rehabilitation vs. end of life care. I have worked on a few of these, and it’s interesting to talk with the physical/occupational therapists….
I believe there is a great future in this. Even if the owners/managers of these facilities are clueless about the inherent benefits, there is a real rush to differentiate themselves and plenty of money behind the desire.
One of the best marketing tips I ever got was “follow the baby boomers, and what they will need”. For the next 10+ years, this will be it.