Services Marketing

Group Assignment 1
Dr. Beckett’s Dental Office

Term 5
Abishek Hariharan (2021PGPxxx)
Sahil Bhagtani (2021PGP041)
Akriti Kulshrestha (2021PGP069)
Sharad Agarwala (2021PGP120)
Aayush Kumar Jain (2021PGP126)
Aishwarya Naresh Gulabani (2021PGP129)

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Q1. Which of the seven elements of the Services Marketing Mix are addressed in this case?
Give examples of each “P” you identify.

Ans 1.
a. Product –
 Aligned with its vision of offering superior quality dentistry, Dr. Beckett aims
to provide customers with a beautiful smile and good dental hygiene for
greater confidence.
 According to the case study, the clinic offers a complete range of dental care,
from simple teeth cleaning to complicated dental surgery and implants.
 Dr. Beckett is conscious that people don't enjoy visiting a dentist. Still, she
continues providing superior quality service to correct misconceptions and
remove typical customers' negative feelings.

b. Pricing –
 The pricing element of Dr. Beckett's marketing mix is highlighted by the fact
that her services are slightly more expensive than those of business rivals.
This is because of her increased financial investment in the ambiance and
efficacy of her practice.
 The clinic contains state-of-the-art facilities, an updated modern design, and
several value-added services. Moreover, consumers tend to perceive higher
prices to represent relatively high-quality services.
 The pricing strategy also aligns with the conceptual target market that Dr.
Beckett wants to capture - white-collar workers who can pay and see the
value of having beautiful, well-maintained teeth.

c. Place –
 Dr. Beckett moved from a small office to a larger one, which provided her
with the ideal opportunity to revamp her customer service. The design of the
new place was aligned with Dr. Beckett’s personality.
 There is a well-thought-out balance between function and design, which sets
the dental office apart from traditional dental clinics.
 The additional amenities (play area, classical music, headphones, etc.) aimed
to provide a superior and pleasant dental experience, minimizing the
unpleasant feelings of going to a dentist.
 The certificate diplomas displayed, a standard practice in most professional
service industries, adds credibility to the dental office.

d. Promotion –
 Dr. Beckett's dental practice has been operating for 22 years and has grown
its clientele to 2,000 active patients through word-of-mouth referrals from
customers.
 Despite changes in the market landscape (increased competition, reduced
health care costs, etc.), Dr. Beckett continued with her vision of providing
superior quality service to capture a broader customer base.
 She advertises her services in unique ways, such as providing an office with
an executive look, occasionally giving her clients some presents, displaying

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 her degree certificates on the wall, etc. Her clients' referrals are her means of
promoting her work.
 Patients wait for appointments for 3 or 4 months, so the promotion has
worked very well so far in attracting new customers.

e. People –
 Dr. Beckett places a substantial value on the welfare & growth of her staff
members assigned in the 'front' and 'back' offices. This is important for a
services company because a happy staff translates to good service.
 Dr. Beckett's staff receives monthly bonuses and an annual team trip. They
are also given regular opportunities to update their skills through classes &
workshops.
 Dr. Beckett recognizes the importance of her staff in delivering the company's
vision and goals. She encourages open communication, and the team gives
input on how service can be improved. As a result, there are good dynamics
among the staff, who view themselves as part of a larger team.

f. Process –
 In Dr. Beckett's dental office, processes and service are very professional. The
office system was redesigned to reduce error and provide the same level of
care.
 The initial exam by Dr. Becket, who provides education & counseling to
patients, adds a personal touch and credibility to the service.
 The procedures are timed & staff work to meet the set time. Clients do not
queue for relatively long periods before they go into the dentist's office,
which is strategically located. Cancellations are also filled in to maximize
capacity.
 The only point of concern could be the waiting time of 3-4 months to get an
appointment. This gap is too long and could lead to customers trying other
competing dental services.

g. Physical Evidence –
 Dr. Beckett got her clinic custom-made with lots of light and space.
 The waiting room and reception area were filled with modern furniture in
muted shades of brown, grey, purple, and green. Classical music played softly
in the background. Patients could enjoy tea/coffee or browse through
magazines.
 There was a small sound-proof room for children to play or watch movies
while their parents were treated. The chairs in the examining room were
covered in leather and were very comfortable.
 Overall, the ambiance of the place, coupled with the amiable staff, created a
welcoming environment.

Q2. Why do people dislike going to the dentist? Do you feel Dr. Beckett has addressed this
problem effectively?

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Ans 2.
People dislike visiting the dentist because of physiological and physical issues like dental
phobia, fear, pain, suffering, bad experience, anxiety, and nervousness about dental chairs,
dentists, and dental instruments. They find the entire experience uncomfortable and often
don't get quality service.

Dr. Beckett believes that quality dental care depends on positive long-term relationships
between patients and the dental team. She has addressed both physiological and physical
issues. She gives sufficient time to her patients. She tries to make the patient as comfortable
as possible with modern equipment and high-quality services:

 Relaxing ambiance
 Music and headphones
 Pillows for patients' comfort
 Movies to educate patients
 Movies and DVD players
 Well decorated environment
 Customized Interactions with patients

So, yes, Dr. Beckett has addressed this problem effectively.

Q3. How do Dr. Beckett and her staff educate patients about the service they are receiving?
What else could they do?

Ans 3.
Dr. Beckett tried to assess the needs of her patients to ensure that superior quality service
was provided, which also differentiated her clinic from others.
 Dr. Beckett and her staff educated patients about the service they are receiving
through a DVD player that was used to show patients educational films about
different dental procedures.
 Literature was available to explain what patients needed to do to maximize the
benefits of their treatment outcomes.
 Dr. Beckett also educated her staff through training and classes to update their skill
of employees.
 There are dedicated assistants who offer patents with hygiene advice, services and
treatment procedures.

Dr. Beckett and her staff can do more to educate her patients regarding the sevices offered:
 They can have before and after treatment photo albums for new patients, which
may reduce their fear.
 Brochures can also be a valuable way to educate patients. They can place brochures
on the service counter that specifically state the dental office's quality services.
 The dental clinic should have a better website that educates the patients on better
medical treatments and data.

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  Besides educating the patients, Dr. Beckett can have another dentist partner to
balance the excess demand.

Q4. What supplementary services are offered? How do they enhance service delivery?

Ans 4.
The office provides its clients with a conference room equipped with children's toys. This is a
crucial differentiating service because it relieves parents of the burden of wrangling their
children in the waiting area. Additionally, Dr. Becket's office gives patients headphones with
various music to pick from; this is essential, especially for patients like me who are afraid to
visit the dentist. Because music has a calming effect, Dr. Beckett can work with less stressed
patients.

Dr. Beckett enhanced the service delivery by:

 Appointing more dentists
 Providing high-quality service at lesser prices
 Giving all information to customers about after-treatment outcomes, i.e., being
transparent with their customers
 Hiring more skillful and experienced staff
 Advertising about themselves & providing information to patients before treatment

Q5. Contrast your own dental care experiences with those offered by Dr. Beckett’s practice.
What differences do you see? Based on your review of this case, what advice would you give
to (a) your current or former dentist and (b) Dr. Beckett?

Ans 5. xxx

Q6. Evaluate Dr. Beckett’s website (www.chicogentledental.com). What strengths do you

think the website has? What improvements would you suggest?

Ans 6. xxx