Laserna, Kris Marie R.
Exserves| Dr. Beckett’s Dental Office Case
Study Questions: 1. Which of the eight elements of the services marketing mix are addressed in this case? Give examples of each ‘P’ you identify.
a) Price
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
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*since she was not too knowledgeable about the business side of dentistry, it is a good move to hire a consultant that would do the work for her.
g) Physical environment
Dr. Beckett moved to a bigger space was aligned with her positioning strategy. The new place was designed extension on her personality add to the company’s branding. The new clinic is not just advantageous to attract more customers but on her workforce as well. The investment also was worth it since the physical place is the first thing that customers will see when they visit the dental office. There was intentional balance between function and design which sets the dental office apart from the usual clinical and traditional dental offices.
The add-on features (play area, classical music, headphones, etc) were all aimed at providing a superior and pleasant dental experience minimizing theunpleasant feelings of going to a dentist. The certificate diplomas displayed, which is a standard practice in most professional service industries adds credibility to the dental office
2. Why do you think people dislike going to the dentist? Do you feel like Dr. Beckett addressed this problem effectively?
People dislike going to the dentist because of many reasons, first of all is the needle followed by the pain, anxiety and most especially the poor service combined with noise and smell of the dental clinic. Some people also do not find it necessary unless they
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I attended a dental summer school in London for two days, where I had the opportunity to carve a molar tooth from wax and practise suturing. This taught me that practice is vital. Furthermore, my experience here gave me an insight into the seemingly endless opportunities provided by a career in
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In addition, select an organization with which you are familiar and describe how each one of the four elements of the marketing mix affects the development of the organization’s marketing strategy and tactics.
Correspondence concerning this article should be addressed to Molly Koopman, Expanded Function Dental Assisting Program, Miami Jacobs Career College, Springboro, OH 45066
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The stigmatism attached to going to the dentist goes out the door when meeting the dental staff and their ability to get patient’s minds off of the procedure they are about to perform.
ith a weary face and sweaty palms, I walked into the gloomy dental offices as a yearly ritual. The intimidating environment of the office made me feel knots in my stomach. As a child I never enjoyed visiting dentists because I was convinced that these humans were merciless people who could not care less if I was in pain. Ironically, the lifetime career I seek for now is the career I disliked before. The decision to become a dentist developed when I had the desire to give children a better experience and a different perspective on professionals of this field. From my experience, the dentists were not gentle and did not give me time to collect myself before pulling a tooth out. Orthodontics is a profession that I am pursuing since I have consistently desired to work in a healthcare career that enables me to help people by using my interest and talents in hand motor and communication skills. I strive for perfection and work patiently, as well as diligently, which will help me throughout this profession. There are skills that I need to obtain such as shadowing or volunteering in a dental office, which is also part of the educational preparation needed for dental school. All of these talents combined are essential for a typical day in dentistry in which I need to create a safe and comfortable environment for the excessive amounts of patients daily
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