MKW 3301 - Services Marketing

Ai Lyn Lon
26075474
Thursday 10AM - Mr. Hum
Week 4 - Dr. Becketts Dental Office Summary

Dr. Becketts Dental Office case summary gives a clear picture that the service matters
more than the skills portrayed. She intends todifferentiateherbusinessbythequalityand
not by being a low-cost provider. By being a HMO provider, Dr. Beckett would only get
reimbursement of 80-85% and that would not cover variable costs thatareincreasing.The
problem she had was that her current office does nothavesufficientspacetoimprovethe
efficiency of staffs. She does not do any advertising, instead, she relies on word-of-mouth
of her current patients, which amounts toanactive2,000patients.Sheknowsitiseffective
because, patients wouldnt mind waiting for a few months just for her.

The ambience that the clinic is of a Scandinavian design which reflects that littledetailsdo
matter, which reflects her personality as well. She adds on live plants and flowers to add
some greenery to the surroundings and gives the area a little bit of life. She serves coffee
and tea with a wide range of magazines for patients to killtimewhilewaiting.Wallartsare
just a bonus on top of wide clear windows that allows natural lights to come in. Classical
music playing at the background of the clinic to show calmness. Also, she has a children
area for children to play while waiting for their parents.

Her team consists of peoplewhoarereliableanddoesnothaveprimadonnasattitudeas

Dr. Beckett sees that attitude as something that would destroy the teamwork ofherteam.
She constantly have a brief meeting every morning andlongermeetingsoncertaindaysto
discuss crucial matters. She provides classes and workshops for her teamtosharpentheir
skills and chairside assistants do not need a college degree but specialized training is
needed. To drive her team, she gives incentives and constantly encourage her team to
maximise costs. She practicestransparencyinherworkplace.Shehastripsonceayearand
that would make bonds better between her and her team.

She worries on the waiting time andso,standardizingherprocedurestominimizeerrorsis

essential. If the waiting time exceeds 20 minutes, they would give the patient time to
reschedule. Also, job rotations between employees were necessary when it is needed.