CASE 3 (Dr. Beckett's Dental Office) [PDF]

Zitiervorschau

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.

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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

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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.

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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

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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:

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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