The Biggest
Challenge
Dr. Beckett's dental office case study represents a dentist interested in
differentiating her practice on a quality basis. Nevertheless, her strategy has
resulted in a rise in the overhead expenses up to 70-80% of revenues
excluding the wages and office rentals. As a consequence of the increase in
the provider overhead costs, a movement in the U.S had been initiated
through the establishment of large health maintenance organizations (HMO)
tasked with the role of setting prices for services by setting an upper limit on
the amount to be charged by dentists for different procedures. Nevertheless,
the HMOs lead to the dentists offering low-quality services for low prices.
As a consequence, Dr. Beckett opted not to be an HMOs provider and
focus on quality. As a common resolve, their decision was to offer
superior dentistry in an efficient, profitable and in line with the confines
of a caring and quality environment. The challenge has been making the
patient aware of the quality differences to ensure they shift from the
low-cost services dentist and opt for Dr. Beckett quality but costly
services. In this case, this report provides an analysis of the marketing
tactics adopted by Dr. Beckett's dental office and recommendations for
strategies of increasing overall revenues.
In Service Marketing, this
business falls under:
Service Industry
SERVICE
INDUSTRY
Dentistry is a professional service! As
we know, dental services are intangible
and cannot be touched; indivisible in
that production and consumption occur
simultaneously; changeable in that
dental services vary depending on who
offers them; and perishable in that they
have no ‘shelf life' and cannot be kept
or returned.
Explaining the problem in this scenario…
• There are people who don’t like going to dentist because it
feels like an inconvenience;
• Maintaining a positive attitude while giving quality service
to a patients who feel anxious and uncomfortable;
• Creating long term relationship with the customers;
• Dr. Beckett wants to upgrade the quality of her practice
but is not easy to convincing patients about the higher fees.
Option 1: UPGRADED SERVICE
PROS
CONS
• Their service will be aligned with their
company’s mission and vision statements
• It is difficult to sustain the high
• Existing staffs are already aware with the
quality of service all the time
changes in new service design and the quality
• Higher operating costs
• Focus on customer satisfaction
• Higher price for a high quality and consistent
level of service
• Already invested to a bigger space and facility.
Option 2: LOW COST SERVICE
PROS
• Less pressure and effort to sustain the high
standards set
• Removing some free extra service like offering
of drinks will not affect the performance of the
business
• Can attract many customers due to the lower
service charge
• Can maximize the space in the facility
CONS
• The redesigning that they started
will be put to waste
• Their old clients who wants a
high quality service will transfer to
other dental services
Whose point of view is looked at in this scenario?
Third person point of view because this viewpoint can
be solitary or plural, just as sex explicit or sexually
unbiased. Words like "he," "she," "it," or "they" are
utilized in this perspective. In the text " She said it was
especially difficult since most people either disliked
going to the dentist or felt that it was an inconvenience
and came in with a negative attitude." In this text writer
use the word "She" because of that I can conclude that
this scenario is a third person point of view.
THANK YOU!
Does anyone have any questions?
Group 7
Argote, Meriam Margaret
Contreras, Jamie A.
Eley, Sharon Joy
Manlapas, Jessa
Milano, Alyx
Pacinos, Rose Ann