2. Background
• Dr. Becket’s running a dental Clinic
• Current office was not spacious for improved efficiency
• Variable cost Industry
• No formal training of running a business or understanding customer
needs
• Overhead cost shooting up
• 70% to 80% of revenues (before accounting for wages and office
rentals)
• “Managed health care” - HMO
10/16/2013
2
3. Mission and Objective
• Internal Mission statement
“ It is our goal to provide superior dentistry in an efficient , profitable
manner within the confines of a caring , quality environment”
• Objective
• To Follow a differentiation Strategy for Profitability and working for high
efficiency
10/16/2013
3
4. Rising in the Value Chain
Differentiation and hence
premium
Low cost
Red ocean
10/16/2013
4
5. Employees in Dental
practice(8)
Back Office (6)
Front Office (2)
Receptionist and
secretarial tasks
10/16/2013
Financial/
Budgetary tasks
Hygienists
Chair side
assistants
5
6. Q1:Which of the seven elements of the services
marketing mix are addressed in the case? Give
examples of each “P” you identify
Product
• They offer the complete range of dental care from simple teeth
cleaning to complicated dental surgery and implants
• Dental service is a credence service
• Differentiating on the basis of quality
10/16/2013
6
7. PRICE
• Revolves around the pricing.
• Planning to go to Differentiation Strategy to gain Pricing power
• Loosing pricing premium due to Commoditisation
• Modern office facilities & equipment’s have also added to price
management Issues.
10/16/2013
7
8. Promotion
• Not allowed by law advertising
• Positive word of mouth
• Educating Customer for high retention and WOM
• Educational films about different dental procedures.
10/16/2013
8
9. Process
• Routine procedures were standardized
• Ro reduce errors and to homogenize the quality of service they provide
• Information Symmetry
• Calling In advance to inform delay
• Cancellation appointment for maintaining Capacity
• Job Rotation and training ensured smooth Process flow
• Initial Examination for Assessment and educating them
• Professional Help in management by a consultant
10/16/2013
9
10. People
• Selection
• Avoidance of “Prima donnas” to effectively
build the team of positive attitude employees
Training
Classes and workshops to update skills of Employee
10/16/2013
10
11. Involvement at all levels
Bonuses
Sharing of financial data
Extra incentive to improve service delivery
Excursions
• Focus on Customer Retention and Experience
10/16/2013
11
12. • Physical evidence
• Ambience of Satisfaction
• Music : Classical music was played in background
Colour : Pink, purple and blue which signified the feeling of relaxation,
serenity and loyalty
Spatial layout and Functionality
10/16/2013
12
13. Design Lighting and Spacious design
Modern furniture, Live plants and flowers
Coffee or tea where patients could browse through the large collection
of magazines and newspapers
Conference rooms and DVD players
Chairs with comfortable leather finishing
Mobile hangings and headphones with wide range of music
Modern equipment and spotlessly clean
10/16/2013
13
14. Q2:Why do people dislike going to dentist?
Do you feel Dr. Beckett has addressed this
problem effectively?
• Fear
• Anxiety
• Sight of dental chair/instruments makes the feeling of nervousness
• Pain
• The lectures for bad Habits
10/16/2013
14
15. Addressing negatives
• Relaxing Ambience
• Headphones
• Buckwheat pillows and blankets for patient comfort
• Educating patients
• Customized interaction with patients both young and old
• Repelling Preconceived options
10/16/2013
15
16. Q3.How do Dr Beckett and her staff educate
patients about the service they are receiving?
What else could they do?
• Goodie box
• toothbrush, toothpaste, mouthwash and floss
• Videos and educational films
• Literature
• Certificates for the Employees
10/16/2013
16
17. Q4.What supplementary services are offered?
How do they enhance service delivery?
• Information flow
Environment architecture
• Entertainment area
• Better Order taking and management
• Traffic Management and Information Symmetry
• Capacity Management
• Improved Billing and Operational Budgeting
• Financial management and Payment Handling
10/16/2013
17
