Healthcare (A): Rehability, Innovation in a Highly Regulated Industry

Executives in highly regulated industries like healthcare often feel like their hands are tied by rules and regulations, some of which some say may even affect their ability to innovate. Therefore, it is not uncommon for regulated companies to compete in the same way for decades without even questioning the status quo. The case “” Rehability (A) “” describes the conditions of the highly regulated medical device industry in Germany and shows how traditional players, linked to the conventional logic of competition in this industry, concentrated on offering the most standardized products. profitable. and the broadest range of complementary products Food Supplements in the trade and overlooks the pain points of the users of these products and therefore gets into increasing and price-based competition. Accompanied by a theory-based two-part film, this two-part case explores conditions in the healthcare industry and the traditional approach to the medical supplies industry, demonstrating Rehability’s strategic move to change the direction of the industry. and create a blue ocean. Together, the theory-based film and the case are great for teaching MBAs and executives how to rebuild an industry through the six-way framework. Theory-based movies and lecture slides are available at https://www.blueoceanstrategy.com/teachingmaterials/rehability/

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