Laserna, Kris Marie R.
Exserves| Dr. Beckett’s Dental Office Case
1. Which of the eight elements of the services marketing mix are addressed in this case? Give examples of each ‘P’ you identify.
Dr. Beckett charges higher fees than competitors for better quality of service and refused to become an HMO provider as she feels that it wouldn’t allow her to give the quality she aims to deliver. b) Product
their goal as indicated on their mission statement is to “provide superior dentistry in an efficient, profitable manner within the confines of a caring, quality environment”. They offer a wide and complete range of dental services for all possible markets. c) Place and Time
Dr. Beckett hired an architect from San Francisco to design a contemporary office building with lots of light and space. Though it increased the building cost to 100,000usd, it is worth it if better quality is what she desire. With the area in the building where her patients/customers are comfortable and relaxed that they would not mind waiting. Time related elements:
• Patients could have coffee or tea and browse through a large selection of current magazines while they waited for their appointment • Office policy specified that patients should not be waiting for more than 20 minutes without being offered to be rescheduled *time is crucial in providing services, which is why service providers do their best to minimize the time needed to do the service, and make other strategies to keep the customers busy while waiting d) Promotion and Education
Dr. Beckett didn’t advertize her services but she’s getting her patients via referrals which is a good promotion. A word of mouth about the quality of her services also answers a good evaluation. According to her, this means that the new patients would already have heard of her service and her business strategy of high quality and appealing environment. Patients wait for appointments even for 3 or 4 month, so the promotion worked so far very well in respect of attracting new customers. • A VCR is also 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 the treatment. *this indoor marketing style helps the clinic through showing to customers what treatments they could avail of • Thank you cards are given to those patients who referred other patients. • Goodie box was given to patients including toothbrush, toothpaste, mouthwash and floss. • Dr. Beckett’s dental degrees were prominently displayed in her office, along with certificates from various programs that she and her staff had attended to upgrade their technical skills. e) People
There were eight employees including Dr. Beckett. The seven staff members were divided into two job function: the front office and the back office. The front office duties include receptionist and secretarial task and financial budgeting wok. The back office includes 2 hygienists who handle routine exams and teeth cleaning and 3 chair side assistants that help them and Dr. Beckett with treatment procedures. They had specialized training but did not finished college. They were team-oriented and were empowered by the dentist. She maintains a personal bond with them and treats them as friends. Dr. Beckett also gives them bonuses when the business is doing well and pays for a trip once every year for them. f) Process:
With the help of a consultant, all the office systems were redesigned. One of their main goals is to standardize some of the routines to reduce errors and to homogenize the quality of service they provide. Employees often call patients in advance if they knew there would be a delay. They also fill in cancellations are maximize the office capacity. Employees could substitute for one the others and help in tasks which are not in their job description just to get things done more smoothly. All new...
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