Dr Beckett’s Dental Office

PRESENTED BY:

(12006) ANAND M.A

(12071) ATIULLAH ANSARI

(12112) SULGADLE MANJUNATH

(12146) LALIT KUMAR RANA

04/13/2023

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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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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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Rising in the Value Chain

Low cost Red ocean

Differentiation and hence premium

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Back Office (6)Front Office (2)

Receptionist and secretarial tasks

Financial/ Budgetary tasks Hygienists Chair side

assistants

Employees in Dental practice(8)

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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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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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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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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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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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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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•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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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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• Fear

• Anxiety

• Sight of dental chair/instruments makes the feeling of nervousness

• Pain

• The lectures for bad Habits

Q2:Why do people dislike going to dentist? Do you feel Dr. Beckett has addressed this problem effectively?

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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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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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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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THANK YOU