Synopsis
Dr. Beckett's recently moved her dentist office to a new location in a bid to attract and retain clientele that were willing and able to pay a premium for differentiated quality dental services. Therefore, there is need to optimize on the service marketing mix if her investment is to be sustainable in the long-run (The Marketing Mix).
Situation
Her office has been able to satisfactorily attract and retain clients as she boasts of over two thousand patients who fit the description of her target market.
Problem
The need to identify the range of the services marketing mix that Dr. Beckett's office makes use of and recommendations on how to improve on them.
Evaluation
The business has eight employees with two working on the front while the rest in the back office. The staffs work as a teamwork and are involved in decision making of the business. Her patient list is primarily made of working class individuals. Physical evidence in the office is palpable. The new office has a Scandinavian design that allows more space and exquisite views. The office is further dotted with modern furniture with classical music playing in the reception. Pricing is an important element in the business. Dr. Beckett offers unique services that attract clients willing to pay a premium and in return she offers quality and differentiated services.
Recommendation
In a bid to improve the promotion of its services, Dr. Beckett should work to reduce the time on the waiting list that is at the moment an average of 3-4 months to about a month by increasing the number of back office staff.
Why people dislike going to the dentist
Synopsis
Many patients in the dentistry practice show distaste for paying a visit to their doctor. The reason cited is poor interaction between the patient and staff.
Situation
Majority of the patients in her office come with a negative attitude too though she ignores it instead focuses on providing quality services as that is her primary objective.
Problem
Evaluation
Dr. Beckett has made all efforts to ensure that patients are well received and cared for by her staff. Staffs are mandated to follow a mission statement whose primary target is client satisfaction.
Recommendation
She should continually work to improve the experiential aspect of the clinic.
3.Educating patients
Synopsis
It is important for patients to have an adequate understanding of the procedures they ought to undergo.
Situation
She has made efforts to educate her patients on dental procedures through a DVD player in the reception area.
Problem
The need to improve patient educational services
Evaluation
Through the use of the DVD player, patients are educated on procedures; however, given that the average waiting for patients in the reception area is twenty minutes, it is relatively short to adequately educate the patient.
Recommendations
Dr. Beckett should seek ways to improve the time of contact with the educational material and the patients. They should also use other means such as magazines and fliers to inform the clients.
Supplementary services
Synopsis
Supplementary services help improve customer experience improving the probability of retaining them.
Situation
Dr. Beckett offers such services including educational material to her patients through the DVD player. She also has a room stuffed with toys with which visiting children can use for entertainment.
Problem
Evaluation
The additional services she offers have the effect of improving client experience. In turn, they improve the probability of retaining customers. Furthermore, they make clients feel involved about their dental health and as part of the clinic which increases loyalty.
Recommendation
She should make the educational facilities more interactive.
Dental Care Comparisons
Synopsis
It is hard to offer a homogenous level of services to patients by different dentists. However, some basic standards have to be met. Dentists whose services are exclusively paid for by insurance perform a shoddy job.
Situation
Dr. Beckett has made considerable efforts in a bid to offer quality care for patients while at the same time improving their experience in the clinic though at a much higher cost. It is in contrast to my current dentist who does not feel obligated to offer any service more than merely providing dental services.
Problem
Contrasting between Dr. Beckett's level of service and that of my current dentist.
Evaluation
Different levels of dental care are expected from various dentists especially given the price differentials. However, irrespective of the price, dentists should strive to offer some minimum standards at any one time which is not the case with my current dentist. Often, clients would be willing to pay a high price in exchange for quality services (The Marketing Mix) as is the case with Dr. Beckett.
Recommendation
Given the need to offer high-quality, differentiated services to patients, Dr. Beckett should continue with her current policy of providing quality services and not succumb for calls to lower prices. It is especially the case given that her clients can afford her high fees. My dentist should make efforts to improve the experience of visiting his clinic by offering supplementary services even if it will be at the expense of a slight increase in the fee.
The problem Dr. Beckett faces is providing high-quality dental services against the backdrop of high operating costs. She should strive to improve the experience of the clients in her clinic as it will encourage them to pay a premium above the standard rates.
Works Cited
The Marketing Mix staff. Marketing Mix Definition - 4Ps & 7Ps of the Marketing Mix. 2015. Web. 06 Mar. 2016.
