Case # 3; Dr.
Beckett’s Dental Office
Q#1; which of the seven elements of the services marketing MIX are
address in the case? Give example of each “P” you identify?
Ans:
7 p’s of services marketing, including;
1. Product
They are offering complete range of services, including; Simple teeth cleaning to
complex dental surgery and implant. Differentiating their product (on the basis of quality)
2. Price
Her planning is to go for the product differentiation strategy rather the cost/Price
minimization. Modern office facilities and equipment’s have also added to the price
issues.
3. Promotion
She did no advertising; because of her new business came from positive word of mouth
by current patients.
Educational films about different dental procedures to educate patients were kind of
advertising her work.
4. People
Eight employees involve in the dental practice, including Dr.Beckett who was the only
dentist.
She took extra care while the selection and training of her team, the avoidance of
“prima donnas’ to effectively build the team of positive attitude of employees.
Frequent meetings with staff
Discussion and involvement of staff in decision making.
In meetings employees use made suggestions about how to improve patient care.
Involvement at all levels, bonus, sharing of financial data, extra incentive to improve
service industry added a lot toward labour productivity.
Training; classes and tanning to update the skill of employees.
5. Process
Their routine procedures were standardized so that error was reduced and all patients
would receive the same level of care.
To ensure Homogenized the quality of services to each patient Specific times allotted
for every patient. Office policy specified that patient is waiting no more than 20
minutes, if some delay in appointment than tell the patient in advances.
Professional help in management by consultant
6. Place
Place is the Dr. Beckett dental office, time; working hours of office.
7. Physical environment
Ambiance of satisfaction
Music: classical music played in background
Colors; pink, purple and blue
This signified feeling of relaxation, serenity and loyalty.
Good layout and functionality.
Decoration:
o Modern furniture, live flower, plants and lights.
o Coffee or tea where patients could browse through the large collection of
magazines and newspapers.
o Conference room and DVD players.
o Chairs with comfortable leather finishing.
o Modern equipment’s and spotlessly cleans.
o Mobile hanging and headphones with wide range of music
Q#2; why do you people dislike going to the dentist? Do you feel Dr.
Beckett has addressed this problem efficiently?
Ans:
People dislike going to the dentist because many people have physiological and physical issues
such as dental phobia, fear, pain, suffering, bad experience, anxiety, and nervousness of dental
chair, dentist, and dental instruments.
Yes, because Dr.Beckett tried to reinforce the idea of that quality dental care depended on a
positive long term relation between patients and the dental team. She describe in mission
statement also. Dr. Beckett has addressed this problem efficiently by;
Relaxing ambiance
Music and head phones
Pillows for patients comfort
Movies to educate patients
Movies and DVD players
Good decorated environment
Interaction with patients
Q#3; how do Dr. Beckett and her staff educate patients about the
services they are receiving? What else could they do?
Ans:
Dr. Beckett and her staff educate patients about the service they are receiving through a
DVD player that was used to show patients educational films about different dental
procedures.
Literature was available to explain what patients needed to do to maximize the benefits
of their treatment outcomes.
Dr. Beckett use to educate her staff by Training; classes and tanning to update the skill
of employees.
It could do some educational sessions about dental care and detailed promotion of dental care
through advertising. They also make website and enter all information about dental care on
website where customer can get all information easily.
As far as the further measures are concerned,
Educational sessions- It could do some educational sessions about dental care and
detailed promotion of dental care through advertising.
Website- They also make website and enter all information about dental care on website
where customer can get all information easily.
Goodie box- including; Toothbrush, toothpaste, mouth washes etc
Video and educational films- they will help the patients by giving them the required
information before any dental procedure, because Dr. becket is not advertising her work.
Literature
Certificate for employees
Q#4; what supplementary services are offered? How do they
enhance services delivery?
Ans:
Supplementary services;
In Dr.Beckett’s clinic provide sample and complex procedure of teeth examine and other
supplementary services
Comfort waiting room
Good environment through live plants and flowers
Provide high quality service
Conference room with toys for children
Comfortable chair in examining room
Wide selection of music
Educate patients about procedure through;
o Educational film
o Literature review.
Enhance service delivery:
Appointed more dentists
Provide high quality with less prices
Gives all information to customers about after treatment outcomes
Hired more skillful and experienced people
To reduce the error in routine examining
Safety and security
Consultation facility
Information to patients before treatment via advertisement
Q#5; contract you own dental care experience with those offered by
DR. Beckett’s practice. What differences do you see? Based on your
review of this case, what advice would you give to your current or
former dentist, and to Dr. Beckett?
Ans:
When I was visited an dental care my experienced is that there was an small examining room
with not comfort chair, less waiting area where patients are waiting for their treatment and
difficult for patients to stay here for long time , no entertainment like music. There are no office
policy specified that patients should kept waiting for his treatment and not tell about in advance
in case of delay. Equipment that is used for treatment was old.
Differences
o Delay; My dental clinic always make me wait longer than Dr. Becket’s clinic.
o Preference; Dr. Becket’s clinic care more about quality than cost, whereas my dental
clinic is more into cost efficient.
Issues in Dr. Beckett business;
o Lack of business knowledge
o Lack of promotion, she do promote herself by word of mouth only.
o High rates for high quality services by charging very high price. That’s why only white
color people were the patient of Dr. Beckett.
o Greater ratio of white color customers than other.
o Appointment delay
My suggestion to my dental care;
To make the environment clean and comfortable
Large waiting area
Newspaper and different magazine in waiting area
Some entertainment to patients like music etc.
Conference room with toys for patient’s children
Educational films and literature review about treatment.
My suggestion to Dr. Beckett:
Cost efficient
Advertising
Offers and promotion
Better management
Offer advance services
Allocate feedback
Continuously upgrade staff skills
Special offers for retailing existing customers
More dentist to avoid delay
