Marketing 3rd Edition by Dhruv Grewal,Michael Levy

Exercise 6

Assume you work for a U.S.-based medical imaging services firm that positions itself as having experts that personally review and diagnose clients' films and tests. Clients are unaware that most of the diagnosis and review work, bookkeeping, and other record keeping are done by a company in India. The local doctor's office simply reviews the recommendations and signs off on the diagnosis. Yet as your manager points out, the American medical practice still supervises each patient's account. After recent news stories about the practice of off-shoring sensitive transactions, clients have been commenting about how grateful they are to have a local firm. What, if anything, should you tell your clients about the firm's practice of off-shoring?