The Exchange Relationship

The Exchange Relationship

Charisse Isabell

BUS 620 Managerial Marketing

Dr. David Kalicharan

January 16, 2012

There are many products, services, or benefits that we as consumers would rather not need or hope that we never have to use. But, obviously, these products or services must be needed or they would not be available to us.

I have chosen to discuss the exchange relationship between consumers and rehabilitation facilities. Rehabilitation services are not an easy sell because many families would rather not place their loved ones in a rehabilitation facility. Also, the patients themselves would rather not be placed in a facility. Rehabilitation facilities also sometimes come with a negative connotation. Sometimes, this is the last place a person will live before they pass away. There are also many horror stories regarding neglect and abuse that goes on in rehabilitation facilities. The facility has to communicate the benefits of the patient being placed in the facility rather than returning home and how their particular facility is the best place for the patient over other facilities. The issues these types of companies may face are more difficult than other companies. Along with the same issues other companies may face, including competition, remaining current and modern, and making sure they define their purpose, they also have other issues they may encounter. These issues include being empathetic, having higher, or a different level of ethical standards they must adhere to, and they must prove to potential patients that their facility should be chosen over the many other facilities available.

Some of the marketing resources a rehabilitation facility may have include direct contact, networking, speaking engagements, public relations, special events, and advertising. What I have found to be most important, and also according to Nancy Beckley, direct contact is the most effective method for marketing rehabilitation services. Direct contact may be more effective because it comes in the form of word of mouth from physicians and possibly other patients of the facility. This type of marketing seems more reliable than other types of marketing that could potentially be false information. According to Beckley, this type of industry is now driven by market-based strategy rather than a provider-based strategy. This is an intangible service; therefore, you cannot experience the service before you are actually taking advantage of them. In this instance, you have to rely on the judgment of others and your observations.

It is important for the organization to understand the needs and