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Dr beckett’s dental office Case Analysis
Dr. Beckett runs a dental clinic that is facing issues with overhead costs and efficiency. The objectives are to follow a differentiation strategy for profitability and high efficiency. Several elements of the services marketing mix are addressed, including product, price, promotion, process, people, physical evidence, and supplementary services. Patients often dislike visiting dentists due to fear, anxiety, and pain. Dr. Beckett has worked to create a more relaxing environment to address these issues through ambient design, patient education, and customized care.
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Dr beckett’s dental office Case Analysis
- 1. 1 Dr Beckett’s Dental Office PRESENTEDBY: (12006) ANAND M.A (12071) ATIULLAH ANSARI (12112) SULGADLE MANJUNATH (12146) LALIT KUMAR RANA 10/16/2013
- 2. Background • Dr. Becket’srunning 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 theValue Chain Differentiation and hence premium Low cost Red ocean 10/16/2013 4
- 5. Employees in Dental practice(8) BackOffice (6) Front Office (2) Receptionist and secretarial tasks 10/16/2013 Financial/ Budgetary tasks Hygienists Chair side assistants 5
- 6. Q1:Which of theseven 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 aroundthe 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 allowedby 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 procedureswere 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 • Avoidanceof “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 alllevels 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 andSpacious 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 peopledislike 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 • RelaxingAmbience • 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 DrBeckett 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 servicesare 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
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