Rehability case study

Group 14 – come up with creative name

01. December 2022

Executive summary:

The company “Rehability” successfully created a demand in an uncontested market

space by focusing on a newly identified customer segment “people with disabilities
who want to live life to the fullest". The company aligned all resources to their vision
to create a superior experience along the customer lifecycle.

Case review:

According to traditional medical supply stores, the current industry situation is driven
by health insurance funds as they represent 74% of the total market sales and only
purchase low-priced products. Furthermore, it was concluded that regulations restrict
opportunities for product diversification and innovation. Additionally, it was assumed
that consumers would follow the recommendations of their healthcare insurance
when making purchasing decisions. As a result of this, medical supply stores
focused on low-priced, standardized products, compromising quality to maximize
economies of scale. To enhance these effects large chain stores offering
a bride variety of products were established and service was cut to a minimum,
leading to a conveyed setting of “illness”.

It is pertinent to note that the abovementioned traditional mindset does not only
exists in high regulated industries. It can be a case in any industry with low
differentiation, switching costs and pressure for innovation as well an in industries
where multiple players influence the customer decision journey.

Rehabiltiy assumed that there is room for innovation and that the change in
consumer behavior -- consumers becoming aware of a healthier lifestyle - holds a lot
of promise in addressing the almost 5 million people with physical disabilities (1995;
2.45 million under 65 years of age). Furthermore, they expected that the target
segment of people with disabilities, that want to be an “active member of society” is
willing to pay for superior, high-quality products and services.

Therefore, Rehability focusses on mobility solutions and provided a product portfolio

of personalized wheelchairs and hand bikes instead of standardized wheelchairs.
Through strong networking with consumers and offering activities like seminars, get
together, and sports, they were able to address these pain points. More important,
they offered impeccable service, comfortable stores, and the whole ecosystem that
caters to the need for integration supporting the “new way of life”. In detail to fit the
customer needs in the best possible way, the products were developed by people
who are experiencing the problem they solve. The stores are located on the outskirts
of larger cities with large parking areas, making it convenient for customers to visit
the stores. Customers are provided with an active environment where they can test
the products. In addition, the company hired people with physical disabilities,
ergotherapist and bicycle mechanics and they helped consumers to wade through
administrative requirements of insurance to provide a superior service.

With a clear strategy and coherent actions, Rehability has created a successful
business as well as creating opportunities for consumers to play an active role in
society.