Dr. Beckett runs a dental clinic that was in need of improvements to increase efficiency and address rising overhead costs. The clinic's mission is to provide superior dentistry in an efficient and profitable manner while maintaining a caring environment. To achieve this, Dr. Beckett plans to differentiate her services and adopt a strategy of premium pricing to gain a competitive advantage. She addresses common patient concerns about visiting the dentist by creating a relaxing environment, educating patients, and offering various amenities. Supplementary services like an entertainment area and financial management tools also help enhance service delivery and operations at the clinic.

1. 1
Dr Beckett’s Dental
Office
PRESENTED BY ABC
10/16/2013

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
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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
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4. Rising in the Value Chain
Differentiation and hence
premium
Low cost
Red ocean
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5. Employees in Dental
practice(8)
Back Office (6)
Front Office (2)
Receptionist and
secretarial tasks
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Financial/
Budgetary tasks
Hygienists
Chair side
assistants
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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
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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.
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8. Promotion
• Not allowed by law advertising
• Positive word of mouth
• Educating Customer for high retention and WOM
• Educational films about different dental procedures.
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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
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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
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11. Involvement at all levels
Bonuses
Sharing of financial data
Extra incentive to improve service delivery
Excursions
• Focus on Customer Retention and Experience
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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
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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
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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
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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
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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
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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
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18. THANK YOU
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