Services Marketing

Dr. Beckett's
Dental Office

SMk2 - Case 1 - Group 1

 SMk2 - Case 1 - Group 1

question
01.
Which of the seven elements of the services marketing mix are
addressed in this case? Give exams of each “P” you identify.

2
 marketing
7P

Product Price Promotion

Wide Range of Services High price Word of Mouth

Aim to differentiate the Use strategies to have pricing Educational films about
product on the basis of quality & power. The equipment, office different dental procedures
the dental service is facilities, and furniture create are given to educate new
trustworthy and highly valuable more management issues patients

SMk2 - Case 1 - Group 1 3

 marketing
7P
Place
Reflect personalities and
values, also a pleasant place
for staff to work
Process
Redesigned process. Less than
a 20-minute wait. Initial exam
for new patients
Need further improvement for
the 3-4-month waiting time
SMk2 - Case 1 - Group 1
People
Avoidance of “prima donnas”. Incentives.
Open communication. Good dynamics among
staff
Physical Evidence
Exclusive office building design.
Modern furniture, live plants, flowers, an
artistic wall. Soft classical music, coffee or tea,
magazines. Technical equipment is modern
and 100% clean. Dr. Beckett’s dental degrees
and certificates
4
 SMk2 - Case 1 - Group 1

question
02.
Why do people dislike going to the dentist?
Do you feel that Beckett has addressed the problem effectively?

5
 Dr. Beckett addressed this problem
effectively

Most people dislike going

01.
Dr. Beckett tried reinforcing the idea that
to the dentist quality dental care depended on a

because they did not find positive long-term relationship between

patients and the dental team
the quality service that
satisfied their needs and
expectations and felt it was She reminded herself that she was

02.
providing quality service whether patients
inconvenient. appreciated it or not. "So I just do the best
job I can and make them as comfortable as
possible."

SMk2 - Case 1 - Group 1 6

 SMk2 - Case 1 - Group 1

question
03.
How do Dr. Beckett and her staff educate patients about the
service they are receiving? What else could they do?

7
 The way Dr. Beckett and her staff educate
patients about the service they are receiving

01. 02. 03.

Created a conference
Follow-up calls, “Gift” bag, Beckett’s dental degrees
room with DVD player &
Standardize some routine and other certificates
literature
procedures were displayed in the office
Customers can easily find
Show dedicated customer Guarantee the technical
out information about all
service aspect of their services
the services offered

SMk2 - Case 1 - Group 1 8

 Developing a comprehensive website

01.
Provide detailed information and answer
common questions. This allows patients to
learn more about the services. They could
create a section on their website that

What else features patient testimonials.

could they do? Social media engagement

02.
Share informative and engaging content
about dental health on social media.
Update some changes in their schedules or
discount events. Receive a wide source of
reviews and feedback from customers.

SMk2 - Case 1 - Group 1 9

 SMk2 - Case 1 - Group 1

question
04.
What supplementary services are offered?
How do they enhance service delivery?

10
Facilities & Equipment
Educational Films and Literature: educational

01.
films, a DVD player in a conference room, toys for
children, and literature about treatment outcomes.
→ Educate and inform patients about their dental
care

02.
Children-Friendly Amenities: Provide a small
conference room with toys for children, creating
a family-friendly environment.
→ More comfortable for children and families

03.
Comfort Items during Procedures: Buckwheat
pillows, blankets
→ Positive and comfortable experience, reducing
anxiety and enhancing overall satisfaction.

SMk2 - Case 1 - Group 1 11

 Patient Appreciation Services: "Thank you" cards,
Service Personnel
01.
showing appreciation for their loyalty and referrals.
→ Follow-up calls are made to patients after major
procedures, demonstrating a commitment to post-
treatment care and patient well-being

Patient Gift Bags: Patients receive a "gift" bag after

02.
teeth cleaning, containing a toothbrush, toothpaste,
mouthwash, and floss
→ This serves as a gesture of appreciation & encourages
ongoing oral hygiene practices

Visual Distractions in Treatment Rooms: Large windows,

03.
watch birds at feeders, and mobiles hanging from the
ceiling
→ Visual distractions contribute to a more relaxed and
pleasant atmosphere during dental procedures

Employee Training and Skill Development: Dr. Beckett

04.
provides her employees with opportunities to update their
skills by attending classes and workshops
→ Ensures that the staff is well-equipped to provide high-
quality care, contributing to the overall service delivery

SMk2 - Case 1 - Group 1 12

Procedures &
Patients

Regular Staff Meetings and

Collaboration: Regular brief morning
meetings and longer meetings every
other week allow staff to discuss the
day's schedule, and strategic issues, and
address any problems.
→ Open communication and collaboration
contribute to a cohesive team and
improved service delivery.

SMk2 - Case 1 - Group 1

14
 SMk2 - Case 1 - Group 1

question
05.
Contrast your own dental care experiences 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 (a) to your current or former dentist, and (b) to Dr. Beckett?

15
 HCMC Dental Hospital

What differences do you see?

Low-cost provider → Main customers are university students and households

with low to middle income because they can utilize their health insurance to
receive money deductions

SMk2 - Case 1 - Group 1 16

HCMC Dental Hospital

What differences do you see? Solutions for

demonstrating a high level
of quality to patients

01.
Facilities & Equipment: Modern and new
equipment. However, the interior design, is old-
fashioned, with antique furniture and design

Educate patients on what

Service personnel: does not provide coffee the procedure is about
02. and tea and there are no pictures of the staff,
multiple employees situated in the hall and the
elevators’ door

Start daily conversations

03.
Procedures and patients: No specific time
slots for each procedure compared to
about the patients
Dr.Beckett’s clinic. No rescheduling if the waiting
time is more than 20 minutes

SMk2 - Case 1 - Group 1 17

HCMC Dental Hospital

Advice for my current dentist Advice for Dr.Beckett

Provide some drinks, tea, and some newspapers,
and magazines for customers when they have to Catch up with the latest technology
wait for their appointment

Study business foundation

Build a conference room with toys for children

Increase dentist staffs

Make follow-up calls to the patients

Tailor treatment plans

Briefly introduce the procedure, how it will help

the patients, and the painfulness of the Provide post-treatment care & aftercare
procedure before starting

18
SMk2 - Case 1 - Group 1
Services Marketing

Thank you!

SMk2 - Case 1 - Group 1