Which of the eight elements of the services marketing mix are addressed in this case? Give examples of each “P” you identify

  1. Which of the eight elements of the services marketing mix are addressed in this case? Give examples of each “P” you identify.

From the case study given, all the marketing mix are easily identifiable.

  1. Product:  In the analysis of these marketing mix, the product element  can be exhibited as stipulated in the company’s mission statement which indicates that the goal of the company to provide superior product (dentistry), in a manner that is profitable and that which aligns within the confinement of a caring and quality environment (Fortenberry, John and Fortenberry 275-276). One can further indicate that before Becket moved into the new office, there was low cost dental care, but upon establishing a new office, the product could be said to have improved in quality. The supplementary services that were offered by his dental clinic, including information, billing and parking adds value to the product as well as differentiates her products from those of the competitors.
  2. Place and time: Place is exhibited by various factors, including the attempt to find an office space at North Carolina but was not able to get what she wanted and therefore hired an architect to design one for her in San Francisco, thus leading to a more spacious and  beautiful facility (Kapoor, Ramneek,  Paul, and Halder 275). The specialized equipment at the new place, prompts patients to go to the office for treatment. The service delivery hours occur between 7am and 5pm, though the employees’ sometimes work until late to cater for the unfinished procedures and patients special requests. Time is also exhibited by the aspect of Dr. Beckett’s working during the weekends to attend to the emergency cases.
  3. Process element: The dental operations take place in a systematic way. At the same time, before a patient can see the dentist, there is a process that must be undergone from the receptionist to the dentist billing, up to the time one is allowed to leave the facility (Berkowitz 318).  The redesigning of the office system to standardize certain procedures in order to reduce errors explains a process. One is also required to undertake a dental test so that Dr. Becket could do a need assessment before seeing them. All in all, time and money have been invested in an attempt to improve the front and back office
  4. Element of productivity: The mission statement at the back of the office sums it all. Dr. Becket is aware of the need for production of quality service in the confinement of a caring environment. The case study indicates that she moved to a new office so that the office could run effectively and efficiently. This is supported by her realignment of the various office systems, including ordering and patient treatment. The aspect of standardizingsome procedures in order to minimize errors and enable each patient to receive standardized care can be seen. At the same time, there has been time allocated for each production procedure which has to be met daily, thus prompting the staff as well as Dr. Beckett to work for extra time. To enable a continued production capability, the employees substitutes one another to tackle more effective roles when their production posts are dormant or ineffective.
  5. People: The whole scenario requires people and Dr. Becket is aware of this situation since her business is that of service. She has employees who have to be motivated since a demotivated employee is a disaster for a business. She therefore motives these employees through trainings, vacations, and gives ear to the suggestions made by the staff. The perception of quality is derived from the front office staff and therefore expects them to treat patients with care.
  6.  Physical appearance: The environment exhibited by the new office is modern and attractive. The equipment as well as the building itself is also good. The employees have uniforms that match the decorations of the office, thus creating a sense of uniformity. The first experience that visitors notice is that of a visually clean and wonderful parking lot, with nice designs.The qualifications of the Dr., as well as those of her staff have been displayed in a noticeable place in the wall, thus adding quality of the physical environment. The office logo and business cards portrays are also displayed strategically.
  7. Promotion and education: To position themselves above others, the staff uses word of mouth to promote the facility (Singh, Douglas 461). The DR. believes that referrals would help the facility increase the number of patients reporting. The patients are also shown VCRs so that they can know the dental processes. Literature materials about the dental are also available to the patients so that they can know about the treatment procedures and stimulate what to expect.
  8. Price: The element of quality revolves around the price. The facility’s option of differentiating its product in order to gain the pricing power is evidenced. At the same time, the introduction of the HMO insurance is likely to affect the price, as the patients will be required to pay the extra costs not covered by the insurance. The introduction of the modern office and dental facilities added to the price issues.
  9. Why do people dislike going to the dentist? Do you feel that Beckett has addressed the problem effectively?

There are various reasons that make many people dislike going to a dentist. From the case study, Dr. Beckett has addressed these problems and include

  1.  Financial costs: Patients may encounter financial problems, though to a large extent, this has been covered by the insurance. Only those reporting to Dr. Becket’s facility pays for the extra service that have not been covered by the insurance contributions.
  2. Physical environment: The aspect of people going to the doctor and experiencing unpleasant sensitivity for tooth extraction and treatment. Some people visit the dentist as a result of pain, though many of them would report feeling fine after entering the dentist’s office as they imagine what would be done to their teeth. DR Beckett  and the staff, tries to be nice and gentle when treating and attending to the patients, and sometimes use pain leaving enhancers including Novocain. The employees also prepare the patients of the likely pain during the procedure.
  3. Psychological and sensory expectations: The experience or the assumption of visiting a dentist leads to unpleasant psychological costs.Sensory costs are as a result of the unfamiliarity of the dentals environment. Dr. Becket employees tries to educate the employees of the impending pain and experience.
  4. Time implications: This entails the waiting and the service time. This is reduced by providing educative literatures as well as VCRs to help the patient feel occupied. At the same time, the office encourages advance bookings and appointments, thereby reducing waiting time. To avoid time wastage, the employees work overtime. All the processes are also standardized to enable equal time allocation to patients.
  5. How do Beckett and her staff educate patients about the service they are receiving? What else could they do?

As the patients report to the facility, they take an initial exam with the doctor to ascertain needs assessment and the available remedy for the problem. At the same time, videos and pamphlets with dental literature are also used to educate the patients. Other educative options would include having the patients view the feedbacks of patients who have succeeded with the dental treatment at the facility (Singh, Douglas 461). To minimize the increasing demand, Dr. Beckett could partner with other dentists. At the same time, the facility would create a website whereby feedbacks and important dental materials could be available for potential employees to read.

  • What supplementary services are offered? How do they enhance service delivery?

There are many supplementary services that the facility offers. These include information flow. This service enables the patient to familiarize with the dental procedures and the expected service time. Order taking occurs when patients book in advance and when they make appointments. It helps create order and efficiency in the service provision. Improved billing helps in the financial management as well as payment handling in the facility. Entertainment is also a supplementary service that helps the patients to reduce the psychological disturbance as well as educate them on the available services.

  • Contrast your own dental care experiences with those offered by Beckett’s practice.What differences do you see?Based on your review of this case, what advice wouldyou give (a) to your current or former dentist and (b) to Dr. Beckett

Having been in a dental facility, my experience does not match that of Dr. Becketts setting. My experience is that of a poorly organized environment, whereby there were few staffs with no state of the art dental equipment’s. The rescheduling pattern was not effective as at some times the dentist was not available to attend to issues. Though the office worked during the weekend, the few employees compromised on quality. There was no standardized routines and this led to longer waiting.

The advice that I would give my former dentist’s experience would be to redesign the premises and equip the facility with modern tools. At the same time, the facility ought to provide quality services in order to meet the competition needs (Wolper 421). I would also advice that routines be standardized and the staff increased to meet the soaring demand. There should also be the provision of educative materials in the facility.

To Dr. Beckett, her service is superb and therefore, I would advise her to seek partners who would help her reduce the workload and many scheduling options.

Works cited

Kapoor, Ramneek, Justin Paul, and BiplabHalder. Services Marketing: Concepts & Practices. New Delhi: Tata McGraw Hill Education, 2011. Print.

Berkowitz, Eric N. Essentials of Health Care Marketing. Sudbury, MA: Jones & Bartlett Learning, 2011. Print.

Wolper, L. F. (2004). Health care administration: Planning, implementing, and managing organized delivery systems. Sudbury, Mass: Jones and Bartlett Pub.

Fortenberry, John L, and John L. Fortenberry. Health Care Marketing: Tools and Techniques. Sudbury, Mass: Jones and Bartlett Publishers, 2010. Internet resource.

Singh, Douglas A. Effective Management of Long-Term Care Facilities. Sudbury, Mass: Jones and Bartlett Publishers, 2010. Print.