As OHIP continues to deregulate health care services, Ontarians are becoming accustomed to reaching into their pocket to pay for the improvement of their health and well-being, as long as they understand the value in what they’re buying. Baby-boomers are now entering their 50’s and their health is coming into focus. One of the challenges for service providers in this industry is proving the value of the service they provide. When consumers understand value (i.e., what’s it worth to you to be able to walk without pain, be able to communicate, or chew your food properly?) – price will no longer be an issue.