Improving Performance of Private Dental Clinics using Balanced Scorecard

The assignment aims to ensure continuous improvement in the working practices of private dental care associations by utilizing a balanced scorecard. The scorecard facilitates enhancement of service user satisfaction, leading to repeat business and positive word-of-mouth marketing. Marketing strategies can be effective if done properly, but limitations exist. Private dental clinics should plan for promotion and measure performance using a balanced scorecard. Effective methods for promotion include lucrative advertisements and social media engagement.

Dissertation
On
Performance measurement of marketing of
private dental practices
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ACKNOWLEDGMENT
I hereby present hearty thanks to my mentor who encouraged and motivated me for
conducting the current dissertation. It was only under his proper guidance that I was able to carry
out the entire course of work in a fruitful manner. Furthermore, I convey a big thank to my
family and friends who supported me throughout the execution of entire investigation.
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ABSTRACT
The marketing of private dental practices is the crucial task. The health care services of
UK are well known in term of technological updation and quality of services\. This is the reason
behind high customer base in UK for the health care services. However, the dental care services
of UK private sector are not good enough in comparison to UK private dental practices. In this
regard both qualitative and quantitative study has been conduced through collection of primary
as well as secondary data. In this regard in-depth interview has been conducted with health care
professional who are working in the private dental clinics.
Furthermore, services users are also considered for the data collection process. The
findings of study reveals that balanced score card can be used to assess the performance of
marketing of private dental practices. It has also been found that this will provide scope for the
improvement and enables care homes to bring modifications in the present work environment.
Apart from this, study also reveals that marketing of services should be done with inclusion of
appropriate media in accordance with preferences of services users.
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Table of Contents
CHAPTER 1: INTRODUCTION ...................................................................................................5
1.1 Background and Context .......................................................................................................5
1.2 Aims and Objectives .............................................................................................................5
1.3 Scope and Importance............................................................................................................6
1.4 Rationale................................................................................................................................7
1.5 Overview of Dissertation ......................................................................................................7
CHAPTER 2: LITERATURE REVIEW ........................................................................................9
2.1 Introduction............................................................................................................................9
2.2 limitations in marketing of a private dental practice.............................................................9
2.3 development of balanced scorecard to measure the performance of a dental practice.......11
CHAPTER 3: RESEARCH METHODOLOGY ..........................................................................14
CHAPTER 4: DATA PRESENTATION AND ANALYSIS .......................................................17
Results of interview...................................................................................................................17
Result of questionnaire..............................................................................................................19
CHAPTER 5: RESULTS AND DISCUSSIONS .........................................................................24
Balance score card to measure the performance of a dental practice........................................24
CHAPTER 6: CONCLUSION AND RECOMMENDATIONS .................................................27
6.1 Summary .............................................................................................................................27
6.2 Evaluation of Results...........................................................................................................27
6.3 Recommendations based on Evaluation .............................................................................28
6.4 Future Work ........................................................................................................................28
PERSONAL DEVELOPMENT ..................................................................................................29
Appendix 1.....................................................................................................................................30
Appendix 2.....................................................................................................................................30
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CHAPTER 1: INTRODUCTION
1.1 Background and Context
The cost of health and social care has been witnessed increasing day by day that leads to
health care organizational for improving the quality of care, simultaneously, reduction of cost.
However, dentistry has a got an remarkable position within health care industry. The
involvement of government parties is seen less in dental care services, thus, most of the part
remains mainly private (Kominis and Dudau, 2012). The health professions working in the area
of dental care services are known generally to be privates holders who run business at own skills
and risk. Furthermore, dental care is witnessed to be the area of health care that has been
separated on the basis of financing and delivery of care, from rest of medical care. The dental
diseases are very few in number and it is more likely to happen such dental diseases (Gawell,
2014). The individuals have sometime experience the same kind of dental procedure so they
become able to judge the quality of service on the basis of learning from experience. The dental
clinics are responsible for improving their own performance so as to remain competitive in the
marketplace. The marketing of dental services is the most crucial era as dental care services are
seen private. Within UK, NHS dental service is the public unit which provides the care services
to the people of England however, it is witnessed with basic standard of care. In United
Kingdom, there have been evident number of dental insurance policies hence, people are looking
for private dental care as its provides better treatments and care. Furthermore, the limitations of
London's private dental market is lack of skill, lack of experience in staffing and employment
and well and high cost (Kemp et al, 2012). However, the private dental market requires right
marketing activities for selling the services. With an aim of performance measurement of
marketing of private dental practices, this investigation is going to be conducted.
1.2 Aims and Objectives
Aim
The aim of present investigation is to carry out the performance measurement of
marketing of private dental practices in London
Objectives
- To critically evaluate the limitations in marketing of a private dental practice
- To develop a balanced scorecard to measure the performance of a dental practice.
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- To investigate the current literature
- To identify gaps in the functioning of strategy and its delivery and make
recommendations for the same
1.3 Scope and Importance
The major scope of present investigation is to investigate the performance of private
dental practices in UK in respect with marketing of services. From a long time, it has been
witnessed that the the performance of public dental care unit such as NHS dental service have
been declined so the public of England and UK are moving towards private dental care units.
Hence, it is more required to investigate how private care unit are performing in terms of finance,
operations, etc. The increase of demand for private dental care is a good sign for private clinics
to gain good profits and attain a competitive position in the market (White, 2010). The all thing
that is going to influence the growth of private dental market in UK is the marketing practices
conducted by private dental care. The scope of present investigation is to identify the gap
between existing marketing practices as well as in future courses of actions. The performance of
private dental practices are going to to measured on the basis of customer perspective, The
Business Process Perspective, financial perspective as well as learning & growth perspective.
The importance of present investigation is seen throughout the dental industry and to fill the
research gap, however the topic is very crucial to entire healthcare industry, but there have not
been any specific research is conducted. Hence, the specific scope of this investigation is to fill
the gap by carrying out the performance measurement of marketing of private dental practices
(Kemp, 2012).
The important of present investigation is seen for academician, students, research
scholars as well as entire healthcare industry. As a specific focus is given to the marketing
private dental practices, hence, the investigation will helps private clinic owners to design the
effective marketing practices of dental care services. Along with this, it will be helpful for the
organizations operating in dentistry to gain a competitive image while arranging practices in
proper manner. This research is going to investigate to be significant for healthcare students who
are practising for dental services to enhance the skills to manage a dental practice or apply this
approach in a healthcare setting or industry.
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1.4 Rationale
The present investigation significantly aims at carrying out the performance measurement
of marketing of private dental practices within UK. However, the rationale behind choosing the
mentioned topic is the interest of researcher into healthcare field. Furthermore, it was required to
get research and understanding of how to market a dental practice. Prior to investigate it, the
requirements of measuring performance of a practice its limitations is to be investigation. The
present investigation is apt for making strong research into marketing a dental practice as well as
helps in improving and enhancing the skills of dentist to manage a dental practice or apply this
approach in a healthcare setting or industry (Kemp, 2012. ). From a initial investigation, it has
been witnessed that the people of London are increasingly desired for private dental care due to
its improving care for dental diseases. The major rationale behind conducting this present
investigation is to deals with the limitation that are going to be faced by private dental care units
of London.
In dentistry sector of UK, quality of care or services is major problem that can be
overcome by developing good relation with patients and improving the quality of dental practice.
The rationale of present investigation is to develop a balanced scorecard for measuring the
performance of a dental practice and identifying the gaps in the functioning of strategy so that
effective improvements can be made to private dental practices (Chittoo, 2008).
1.5 Overview of Dissertation
This dissertation is going to be conducted within a predefined structural manner in which
the investigation will be shown in different chapters. The chapter structure of this dissertation is
as follows:
Chapter 1: Introduction : The very first chapter represents the aim and objectives of the
dissertation as well as it describes rationale behind conducing the present investigation. The
present investigation aims at carrying out the performance measurement of marketing of private
dental practices in London while using a balance score card.
Chapter 2: Literature review : Review of literature is the second major aspect of an
research study that investigates the secondary investigation that is available in association with
the research topic. The information in LR section includes the limitation of marketing in dental
practices as well as the various aspects of balance score card.
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Chapter 3: Research Methodology: This chapter represents the tools and techniques
that are going to be used for the investigation. The mentioned chapter presents the type of
research and philosophy that is used for this research. In addition the data collection and analysis
tools have also been used for the investigation.
Chapter 4: Data Presentation and Analysis: This chapter discusses about the analysis
that has been made through the information which is collected from range of services. This is the
chapter that represents the information using table and graphs.
Chapter 5: Results and Discussions : The discussion upon the information given by the
respondents as well as the the results of data analysis are shown in this chapter.
Chapter 6: Conclusion and Recommendations :This is the final chapter of the
investigation that represents the crux of entire study and shows the objectives and aim of the
dissertation is attained.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review is the most important part of dissertation because it consists of number
of studies which have already been done by others. It facilitates to create strong base for study so
as to develop valid outcome and provide appropriate recommendations in the same directions.
The literature review for the present study will be done by taking into account different research
objectives a well as aim (Balls, 2008). This is because it shows clear path for researcher to gather
specific data so as to generate valid outcome for the study. Furthermore, it facilitates scholar to
provide to reach at the ultimate aim of the study so as to determine fruitful outcome from the
collected data. Apart from this, themes will be prepared based on research objectives thereby
specific data will be collected to produce valid outcome (Bawa, 2008).
2.2 limitations in marketing of a private dental practice
The marketing of medical services is the crucial task which requires active efforts by the
marketing personnel. It generates need of proper plan thereby management can easily complete
all the business activities and accordingly create awareness among the target buyers.
Furthermore, private dental practices are kept on increasing in the market and it is the reason
customers easily shift from one to another corporation (Bergman, 2008). It is very important for
corporation to assess the performance of such practices in order to ensure well being of both
corporation as well as customers who are accessing such kind of services.
According to Chittoo(2008) now a days it is very convenient to enter into dental
practices. This is because number of practices are already available which aid to enhance the
employment opportunities for residents. These options covers; a private dental practice, setting a
solo private practice and group private practice (Chittoo, 2008). Apart from this, non-clinical
practices are also available through which an individual can start this business in an effectual
manner. However, there are several points which need to be considered such as personal
preferences, long as well as short term goals and current debt status. Apart from this,
Christensen (2008) reported that development of new practices and buying existing one as well
as availability of resource in an appropriate manner. Furthermore, Christensen (2008) stated that
before entering into this business all individual or corporation analyze the local market. A
counter argument might that financial risk must be analyzed effectively to determine long run
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growth in the marketplace. At this juncture, appropriate sources of finance are arranged which in
turn corporations can be able to create competitive edge in the marketplace (Christensen, 2008).
De Looper (2009) asserted that, in public sector there is lack of knowledge thereby they
cannot build good relationship with customers or service users. Here, the relationship between
buyers and doctors also affect the satisfaction level of services who are accessing dental services.
The barriers occur in the marketing of private dental services due to increasing number of
clinics. Also the busy schedule of customers do not allow owners of such kind of clinics to
increase the scope of their services in the marketplace (De Looper, 2009). Here, the most
common thing is awareness about the performance of practices. For example, corporation or sole
traders providing services are not aware of the weaknesses of present plan. Owing to this, they
have to suffer from to huge losses and customer base cannot be increased at the time.
British Dental Association consider that practice website prove to a vital marketing tool
through which large number of service users get valid information. However, most of the
patients make use of internet for their treatment purpose and getting relevant information
regarding their issues (Denzin, 2012). Here, it has been found that 67.4% patients make use of
internet who are attending the hospital dental clinics. It depicts that at present people are not
getting enough detail regarding good dental practices offline. This is the main reason they are
accessing several pother options through which they can get rid from their issues. Furthermore, it
reveals that marketing dental services must be there in accordance with preferences of services
users (Gawell, 2014). It aids to meet their expectations effectively and enables them to approach
appropriate private dental clinic.
Head (2011) asserted that most of the people seek for private dental clinic practices due
to less scope in the public sector. The main reason behind this technological updation in the
private sector and less waiting time for buyers or services users. This in turn prove to be effective
to increase base of services users and enhance their level of satisfaction. Apart from this, NHS
provide very basis amenities for dental service users (Head, 2011). At this juncture, scope of
private sector is enhancing to a great extent. This is because corporation is adding several other
features in the services. It facilitates to deliver good quality of services to number of patients or
services users.
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Apart from this, competition is the greatest limitation by which management cannot
market for the services on right time. As it has been seen that number of private clinics are
increasing day by day just because of high demand in the market (Jones, 2009). Owing to this,
focus on clinics shifted to retain customer in spite of focusing on marketing activities. On the
other hand, technological aspect is another barrier because small business cannot acquire highly
updated technologies for promotion purpose. It also create barriers thereby long run objectives
cannot be met on right time (Jung, 2008).
Kominis and Dudau (2012) explained that, patients generally focus on quality of
services, waiting time and good environment. All these are provided in private dental clinic. This
in turn practitioners facilitate to met expectations of services users and enhance their level of
satisfaction. The other aspect of this marketing of services (Kominis and Dudau, 2012). Under
this, private sector dental clinics need to make efforts to promote their services across the region
and country. It facilitates to give good experience to patients. Furthermore, marketing of services
serves as the source of information through which customer base can be increased.
2.3 development of balanced scorecard to measure the performance of a dental practice
The balance score card is the effective way to which facilitate to measure the
performance of organization in an effectual manner. It is slightly different from other
measurement system as it consists of several criteria. According to Mackey (2013) balanced
score card is based on five key perspective such as financial, customer, internal business and
learning as well as mission and vision. This is the most flexible and adaptable approach whereby
management can easily use the same in order to analyze the performance of private dental
practices (Mackey, 2013). Previously, balanced score card merely used to assess the financial
and non financial performance of corporation in term of long as well as short term objectives.
After that, it was used to understand the business model by focusing on value proposition and
casual relation between objectives (Saunders and Tosey, 2013). At last, the balanced score card
is used to test the business model by taking into account assumed non-financial drivers of
performance and cash flow (Muralidhara Prasad, 2011).
According to Papanikolaou (2008) customer perspective includes that operation
excellence and customer intimacy as well as product leadership. Under this, customer want to
access services good in term of quality as well as cost. Owing to this, management can measure
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the performance on the basis of low cost of production (Papanikolaou, 2008). Here, it is also
direct impact on the performance that whether product and services are provided in accordance
with preferences of buyers. This is the foremost way to create brand image of private clinics in
the region. Pickard (2012) asserted that product must be made in accordance with specific
standard like quality, budget. Accordingly performance is measured and perspective of services
users is noticed to a great extent.
Internal perspective of balanced score card is another most important aspect wherein
innovation, customer management process and operations are included. At this juncture, internal
procedure work in the direction of growth of the private clinics. Here, regulatory and
environmental processes are also considered by clinics whereby well being of both practices can
be ensured effectively (Pickard, 2012). In addition to this, learning and growth and perspective
of balanced score card includes three major factors such as employee competencies, technology
and corporate culture. It depicts that knowledge, experience and nurses training is the important
factors through which performance can be measured effectively (Kemp, 2012). Apart from this,
growth in learning of staff is assessed thereby private dental clinics can easily assess overall
performance. It facilitates them to bring improvement in the workforce or staff members
(Tashakkori and Teddlie, 2010). In addition to this, dental hygienist is also the factor through
which balanced score can be applied to assess the performance of private sector. This prove to be
helpful in achieving in determining long run growth of sectors with increased rate of return.
Financial perspective of balanced score card
The financial perspective of balanced score card deals with financial data of clinics.
Under this, emphasis is laid on value form new products and customers. Furthermore,
management also analyze the performance in term of utilization of assets. It leads to meet
expectations of private clinics effective because they come to know the strengths and weaknesses
through which performance can be improved. This proves to be effective to improve the cost
structure and minimize overall cost of production (Watts, 2009). It leads to enhance the
profitability and adopt the right strategy to provide good quality of services to target buyers. This
depict that financial perspective of balanced score card makes it possible to put emphasis on
increasing customer value through catering their need effectively. White (2010) asserted that
revenue growth is achieved by corporation by creating new products and services along with
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private dental care services. This aid to increase the demand and ultimately other sources of
revenue are also enhanced.
White (2010)explained that customer value strategy is developed with active efforts
which in in turn current profitability can be improved with set standard. This helps sole trader or
private sectors who providing dental services to ultimate buyers to cater need of services users
effectively and determine long run growth of sector (White, 2010). On the other hand,
productivity objectives consists of low production cost and resources optimization. This way
long as well as short term objectives can achieved by organization. Therefore, it is very
important for corporation to bring improvement in the services and meet expectation of business
effectively (Peters, 2007).
The financial perspective is also based on type of business. For example, a small business
may find it difficult to adopt new technology. It create barrier in meting long term objectives
because company have to raise it cost of production otherwise technologies cannot be adopted.
Young (2010) asserted that management need to work upon team which is directly dedicated to
such kind of tasks. For instance, the main objectives is to reduce cost then corporation need to
analyze the time to be devoted and cost to be occurred to bring improvement.
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CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is the section where in researcher needs to use different tools and
techniques so as to reach towards the ultimate research outcomes. This section needs to be
integrated with aims and objectives so that proper outcomes can be derived. In the present case,
several philosophies and methods have been used which are discussed in the below section:
Research philosophies: Research philosophy is considered a belief about which data can
be adequately collected and analyzed for research purpose. Research paradigm includes the
research methods and it is a combination in research that helps researcher to develop the
understanding and knowledge about the research topic (Creswell, 2013). The categories of
research philosophies are positivism and Interpretive and both are based on diversified aspects.
Positivism philosophy is based upon the highly structured methodology to enable generalization
and quantifiable observations. This further also aids in evaluating the result with the help of
statistical methods. It is an approach which uses universal law and the view of everything that
occurs in the nature (Daniel and Sam, 2011). In the present case, hybrid philosophy is taken into
account as it covers number of logic obtained by expressive power to ordinary modal logic.
Further, interpretive philosophy believes that social world of management and business is too
complex; therefore it represents critical thinking about positivism philosophy.
Purpose of research: The present research study has been formulated with the purpose of
measuring performance of marketing of private dental practices. In such respect, focus has been
made on limitations exist in marketing practices of a private dental care. Researcher is also
emphasizing on ways through which performance of dental practices are evaluated (Goddard
and Melville, 2004). Thus, according to the present research study, researcher has been analyzing
different strategies and techniques through which performance of dental practices can be
evaluated and measured.
Research approach: Research approach can be divided into two main categories such as
inductive and deductive and the present study has been using deductive research approach.
Deductive approach usually begins with hypothesis and it gives importance to general and casual
aspects. In the same category, there is no set of rules and the technique is more commonly
associated with quantitative research (Jackson, 2008). Another category is inductive approach
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which uses research questions to narrow the scope of the study. The technique is associated with
qualitative research and is frequently referred to research literature.
Research design: In order to analyze and evaluate the outcomes and findings of the
research, researcher has been using qualitative and quantitative both the techniques. Charts,
tables and diagrams have been prepared in the present study so as to showcase the actual
outcomes of the study (Khotri, 2008). In the present case, several themes have been prepared
under qualitative design and on that basis, findings have been described. Statistical tools have
been used in the present study on that basis, charts and diagrams have been presented.
Data collection: Data collection is the method through which data can be collected
through different sources about the research topic. Primary as well as secondary both the sources
have been used in the present case where in viewpoints of different authors and scholars have
been taken into account (Manion and Morrison, 2007). Under primary research, survey has been
considered where in 15 dental patients have been selected and they have been asked numerous
questions about the care practices. Furthermore, interview is also organized so as to include
opinion of 6 private practitioners in dental care practice evaluation. Using both the sources is
useful for the researcher because of the quality information.
Sampling: Sampling is the technique through which researcher can segregate the
population which would be selected for the research purpose. In the present case, random
sampling technique is selected where in population is categorized on random basis. Sample size
for the current research is 15 dental patients and 6 private practitioners in dental care services.
Research ethics: Under research ethics, researcher has considered several things into
account such as only relevant and authentic data is being used. While developing the study,
researcher has gone through with several articles and books which all proved to be useful and
relevant according to the subject matter. Prior including responses from the participants,
researcher has taken their consent. Identity of all the participants have not been disclosed
because researcher is concerned about ethical facets. Under research ethics, investigator has
taken only quality material and data so as to increase the validity of subject matter (Pennink and
Jonker, 2010). Appropriate code of practice has been followed up in the research study where in
researcher has considered guidance from the assessment criteria given. It involves the application
of fundamental principles to a variety of topics involving research, including scientific research.
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Researcher needs to adhere ethical aspects so as to promote aims and objectives and ethical
aspects also promotes collaborative work such as (trust, accountability, mutual respect and
fairness) (Saunders and et. al., 2006). Hence, these are the criteria through which value of the
research can be augmented. Furthermore, in terms of ethical aspects, it can be said that
researcher owes the study as entire research is his own work and shows his efforts to prepare it.
Research limitations: Non generalized study, long process, lack of adequate information,
financial constraint and elements of personal biasness are the main constraints that were faced
while preparing this research paper. Research limitations restrains the researcher to access
different sources and this also creates many problems while preparing the study. Due to financial
constraint, only a few materials were accessed; on the other hand, certain respondents did not
show active participation while managing the research study (Zikmund, 2013). Though, all the
accurate sites have been considered; however a few seems to be unauthentic when it is evaluated.
Some of the practitioners were confused during the interview session; thus researcher also faces
problems in evaluating the data. This leads to confusion for researcher as well (Pennink and
Jonker, 2010). The entire study is conducted in disciplinary manner where researcher has taken
care of corrective aspects at each and every stage. Hence, these issues could have impeded
credibility of the research; but due to ethical aspects, it did not happen.
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CHAPTER 4: DATA PRESENTATION AND ANALYSIS
Results of interview
In order to collect the primary data from private practitioner dentists, a interview has
been conducted. The data gathered through private practitioner dentists of London, qualitative
methods have been used. The section presents the analysis of primary information on the basis of
qualitative analysis:
Theme 1: Private practitioner dentists are agreed that balanced scorecard is the effective
tool to measure the performance of dental practices
The interview conducted with 6 Private practitioner dentists working in different
organization have shown that there is an specific need of having effective measurement of dental
practices and balance scorecard is an effective measure. However, the respondents have been
make understand with the importance of balance scorecard. The healthcare professionals want to
regularly collect and evaluate relevant clinical and non-clinical indicators that helps in
measuring performance. According to them scorecard addresses quality of care at the different
levels of measurement including financial, customer, outcomes, internal processes, and learning
and growth. The primary investigation suggested that Balanced Scorecards in healthcare can be
more diverse as compared to other sectors. There were 3 Private practitioner dentists who have
positively supported the use of balance score card as it represents how organizations attains the
objectives of quality performance.
Theme 2: Perceived limitations of marketing of a private dental practice
As per the private practitioner dentists there are some limitations of marketing that are
faced by private entity. The majority of respondents have said that the major limitations are
personal barriers like such as lack of skills in business knowledge or experience to run a practice.
As well as there is lack of experience in staffing that is considered as the major influence factor
of limitation. Four private practitioner dentists have responded that the competition national level
is an another limitation. In literature section , it has been viewed that 12 per cent of the dentists
agreed with the similar limitation (BDA, 2012).
Theme 3: Factors affecting financial performance of dental clinics in London?
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The factors such as doctor patient relationship, cost of clinical services, quality of dental
clinical services have been found as the major influencing factors to the corporate entity that has
influenced financial performance. As per most of the Private practitioner dentists, it had been
evident that the satisfaction level of customers is an another factor that affects the financial
performance of dental clinics in London. The majority of respondents said the patients who had
attended a private dental clinic found a high level of satisfaction that is good sigh for improving
revenues.
Theme 4:Improvements can be brought to the private dental practices
According the collection of primary data, it has been found that private dental practices
can be improved with the introduction of updated technologies. It facilitates to market the
services in the market in an effectual so as to increase the customer base. Further, customers
views can be incorporated in the decision making process while bringing improvement at
workplace. Similarly, majority of respondents said that private dental clinics can contact to
government to get financial assistance. This proves to be effective in bringing improvement in
the corporation. Apart from this, four respondents stated that cost effective sources of finance
can be accessed so as to remove potential limitations stated in the literature review.
Theme 5:What are different ways through which dental clinical practices can be
improved?
As per the collected data, it can be revealed that work environment of clinics can be
improved to increase customer base. Further, 5 participants stated that balanced score card is the
most effective method to measure the current performance of clinical practices against the set
standard like high rate of return and high customer satisfaction as well as low cost of production.
Apart from this, some of the respondents said that practitioners need to focus on training of staff
members so they can easily meet the expectations of service users. In addition to this, team
building approach need to be used so that practitioners, nurses and other care workers work
together so as to meet expectations of services effectively. This aspect is also helpful in reducing
cost as team building will serve as the indirect mode to provide training.
Theme 6: What are different measure can be used by health care professionals to market
private dental practice?
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The collected data reveals that health care professionals can make use of internet for
promotion of products and services. This aspect of promotion facilitates to increase awareness
among customer regarding the availability of high quality dental clinic. Also, other number of
medias such as internet, local newspaper and pamphlets can be used for promoting products and
services. The selection of newspaper and pamphlet is based on budget of clinics. In addition to
this, it has also been found that respondents stated that balance score card can also be used to
measure the performance of clinics in term of marketing of services. This prove to be effective to
reduce the gap between actual and expected outcome of privater dental practices.
Result of questionnaire
To access the information for this investigation, a questionnaire is designed and is made
filled by the respondents which were the patients of dental clinic.
Theme 1: Number of patients prefer dental care services
Criteria Responses
Yes 12
No 3
According the collection of primary data, it has been found that 12 respondents said that
they use private dental care services. On the other hand, 3 participants do not use dental care
services which are provided by privately owned organizations. It depicts that number of services
users are accessing private dental practices of London. Thus, it shows that corporation are
outperforming in the marketplace.
Theme 2:Dentist at the practices are skilled and experienced
Criteria Responses
Yes 11
No 4
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According the collection of primary data, it has been found that 11 participants stated that
dentists are skilled and experienced. It shows that, private dental clinics have command over its
staff members thereby need of service users can be satisfied in an effectual manner. Apart form
this, 4 participants stated that private owned dental clinics do not experienced and skilled
workforce. However, majority of respondents stated that private dental clinics ensure inclusion
of highly qualified professionals and practitioners.
Theme 3:Excellent experience in private dental clinic
Criteria Responses
Excellent 7
Satisfactory 4
Moderate 3
Dissatisfaction 1
Worst 0
According the collection of primary data, it has been found that 7 respondents stated that
they had good experience of private dental clinics because it addressed their need effectively and
provide them good quality of services. Further, 4 participants stated that their experience was
satisfactory because they found good environment and their issues was resolved on right time.
Apart from this, 3 participator's experience was moderate whereas 1 had dis satisfactory
experience while accessing services from private dental clinic.
Theme 4 Are you satisfied with the service quality
Criteria Responses
Highly satisfied 8
Satisfied 2
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Neutral 1
Dissatisfied 2
Highly dissatisfied 2
While asking the subsequent question, out of 15, 8 patients said that they are highly
satisfied with the service quality, 2 said they are satisfied enough, 1 patient was neutral to the
same, 2 patients were dissatisfied because they did not find any quality provision in the services
and remaining 2 said that they are highly dissatisfied with the same aspect because a few times,
practitioners have not given proper support and care to them. Thus, on the basis of entire
discussion, it can be said that major number of patients are satisfied with the service quality of
dental care.
Theme 5 Most important factor while accessing services of private dental clinic
Criteria Responses
Quality of services 9
Experienced staff 2
Cost of services 2
Waiting time 1
Other 1
Quality of service matters a lot to all the patients because this is the only reason for which
they acquire services from dental care entity and this can be justified with the help of present
responses. At the time of asking about the factor which client access while acquiring services
from private dental care, 9 patients said that they consider quality of services, 2 said that they
consider experienced staff, 2 said that they consider cost aspects, 1 patient said that they consider
waiting aspect and remaining 1 was in favor of other aspects.
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Theme 6 Private dental clinic market is effective for dental practices
Criteria Responses
Agree 8
Neutral 2
Disagree 3
Strongly Disagree 2
Private dental clinic market is effective for dental practices and this has been evaluated
on the basis of patient's responses where in out of 15, 8 agreed to the same, 2 patients were
neutral, 3 disagreed and remaining 2 said that they strongly disagree to this. Hence, on the basis
of responses, it can be said that private dental clinic market is effective because it helps the
clients to acquire different types of services from the private market place. It is also clear that
people are satisfied with the services delivered at the private dental care.
Theme 7 Most important source of getting information about dental practices
Criteria Responses
Internet 10
Family and friends 3
Local newspaper 1
Other 1
As per the contemporary scenario, internet is highly useful for people and it is also the
most important source of getting information about dental practices. Thus, while asking the
question, 10 patients said that they acquire information from internet sources, 3 patients said that
they get information from family and friends, 1 agree to local newspaper and remaining 1 said
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other sources. Hence, it is clear that for patients, internet is the most useful source that aids in
grabbing information about private dental care entities.
Theme 8 Private dental clinic ensures inclusion of highly updated technology and proper
facilities
Criteria Responses
Strongly agree 7
Agree 4
Neutral 2
Disagree 1
Strongly Disagree 1
Private dental care entity uses different tools and techniques for delivering proper
services to the clients and this has been evaluated on the basis of responses collected from the
patients. While asking this question, 7 patients strongly agree that private dental clinic uses
updated technological aspects, 4 patients agreed to the same, 2 were neutral, 1 marked it to
disagree and remaining 1 marked to strongly disagree. Thus, from the responses, it is clear that
patients prefer to acquire services from private entities because of the use of latest devices and
tools.
Theme 9 In what terms private dental clinic are better than public dental services
Criteria Responses
Highly qualified staff 9
Technological updation 3
Quick response 1
Good environment 2
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Private dental clinics are far better than public dental clinics and this has been evaluated
on the basis of responses collected from patients. 9 patients said that private clinics are better due
to highly qualified staff, 3 said that due to technological updation, 1 said because of quick
response and remaining 2 said because of good environment at the private clinic. Hence, from
the overall responses, it is clear that private dental care clinics are finer as compared to the public
ones.
24

CHAPTER 5: RESULTS AND DISCUSSIONS
The previous chapter analyses the information that is assessed from primary and
secondary sources, however, the analysis part presents the specific results for the private dental
practices and related marketing. The secondary investigation done in the previous section assess
that there are various barriers to the marketing of private dental services. As per the secondary
information the major barrier is the lack of skill to market the services as well as the limited
section of marketing challenges. However, the interview results is too wide as compared to the
available reasons. The private dentists have revealed that personal barriers such as lack of skills
in business knowledge or experience to run a practice as well as the competition at national level
are another limitation for the marketing of private dentist. As per the study of British Association
stated that the online website of private dental clinics is the major marketing tool to provide large
valid information to the service users. However, most of the patients make use of internet for
their treatment purpose and getting relevant information regarding their issues. Here, it has been
found that 67.4% patients make use of internet who are attending the hospital dental clinics. The
primary investigation revealed that the patients are highly satisfied with the service quality of
private dental clinics.
Balance score card to measure the performance of a dental practice
The use of balance scorecard is witnessed among the health and social care industry that
aims at assessing the performance of heath and social care settings. In addition to that it helps in
aligning the business practices with the vision and strategy. The model have four perspectives
for measuring the performance such as learning and growth perspective, business perspective,
customer perspective and financial perspective. In respect with the dental practice, the model can
be used for monitoring the performance of a dental practice as compared to the corporate goals.
The rational behind using balance score card to measure the performance of a dental practice is
its successful implementation of by public health sectors such as NHS and other boards of health
(Woodward et al, 2004). The balanced scorecard (BSC) was developed by the Ministry of
Public Health (MOPH) so as to regularly monitor the progress of strategy to deliver a basic
package of health services. However , a specific focus is to be given to the financial perspective.
The following balance score cared is designed for measuring the performance of private dental
clinics that represents the objectives of private dental practices.
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Learning and growth perspective
Measuring the dental hygienist
Assessment of Dental nurse training
Business Perspective
Assessment of dental treatments
Assessing quality of products
Evaluating services provide by care provides
Checking out patients standards and
requirements
Latest technology initiatives products and
treatments.
Customer Perspective
Assessing patient’s satisfaction
Evaluating dental experience
Confidentiality of data
Financial Perspective
Increase in revenues
Reduction in cost
Improving profit ratio
Improving return on investment
Financial perspective
Table 1: Financial perspective
Key success factors Key
performance
indicators
Target Performance
level
Summary Action Plan
(Explanation)
Improve profitability
Return of
capital
Achieve maximum of
capital employed ratio
in upcoming financial
years
For a private entity profit maximization is
the foremost objective so that major
financial aim of private clinic should be
achieving profitability that can be done
through reducing the cost of service
provided to dental patients. The
achievement of this objective can be
26

measured through evaluating the Return
on capital.
Reduction in cost
Operating
profits
Reduction in operating
expenses
The improved operating profit is the
major criteria of assessing the reduction in
cost of services. The effective use of
clinical equipments and machinery is the
major aspect of reducing the operating
profits. It enables company to use its
assets for income generation.
Increasing return on
investments
Return on
shareholders
fund
Achieve more growth
from the current rate
in upcoming financial
years
The major aspect of financial perceptive
of the private dental practices is to
capture more market share through
business expansion. Therefore, they have
to put lots of investment and higher return
getting on investments is the major aspect
of sound financial performance. There can
be said a major aspect of attract
stakeholders for
Increasing revenues
Continual
increase in
revenue
Achieving increased
revenues by reducing
cost and effective
marketing of private
dental care services.
Use of effective local advertisements and
social media initiatives are the major
aspects of marketing of dental clinical
service is the major attract patients
towards products
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CHAPTER 6: CONCLUSION AND RECOMMENDATIONS
6.1 Summary
The above discussion and analysis chapter depict that balanced score card is the most
effective method to measure the performance of private dental clinics. This is because it has been
successfully used by public health sectors as well as NHS. This way corporations operating the
same sector can easily meet the expectations of service users and provide them good experience.
Thew reason behind selection of balanced score card is to ensure continuous improvement in the
working practices of private dental care associations. It facilitates to enhance the level of
satisfaction among service users. On the other hand, marketing of services need to be done by
using effective mode. This in turn management of dental health care corporations can easily
bring improvement in the services.
The research conducted with service users depict that private dental clinics give rich
experience to services users and enhances their level of satisfaction. It enables them for repeat
purchase and refer the same services to other. Ultimately these have positive impact on brand
image of such type of clinics. Furthermore, there are number of people who directly prefer to
make use of services which are being provided by private dental clinics. It facilitates to create
their competitive edge. However, limitations regarding the marketing of services is the crucial
barriers in the rapid growth of private dental clinics.
6.2 Evaluation of Results
The results depict that balanced score card serve as the most important tool to improve
the overall performance of private dental care services. Here, score card is based on financial
perspective where main emphasis will be laid on profitability, cost of production and return on
investment as well as overall revenue of the firm. Furthermore, corporation which are providing
dental services, also need to take care of cost of production. In this regard, the main aim of the
firms to increase the profitability but by providing good quality of services to ultimate users.
Similarly, balanced score card has standard related to reduction in the operating cost wherein
management need to work accordingly. In case variations are found in the actual and expected
results then necessary actions can be taken to reduce the same to a great extent. However, it is
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very important for organization to lay emphasis on effective utilization of available resources.
This in turn efficiency will be increased and thereby will be smooth flow of production.
Furthermore, professionals views related to marketing of services can also be considered.
In this regard effective media can be used for promotion of products and services. At the same
time, it is also very important to focus on cost structure otherwise overall performance will be
hampered.
6.3 Recommendations based on Evaluation
The evaluation of the study depict that private dental clinic can put effort to plan for the
promotion of products and services. Here, organization can use balanced score card in all
perspective for example learning of staff members or to assess the performance of firm in
financial aspect. The time line for the measurement should be decided in advance wherein all
aspects will be considered like rate of return and return on investment. Accordingly performance
should be measured thereby deviations can be found. It shows that company need to review the
performance on the basis of set time and accordingly bring improvement in overall working
environment.
Furthermore, effective method can be used to promote the services. For example
lucrative advertisement can be prepared to address different issues of service users. Furthermore,
management can also use social media where target audience can ensure interactive session with
service providers. Similarly, focus can also be laid on training of staff members. However,
feedback should be taken from services users and accordingly training can be provided to staff
members. This leads to improve service quality of private dental clinics and enhance the level of
satisfaction.
6.4 Future Work
Further research can be done on comparing the performance of private dental practices in
terms of marketing activities followed by them. With the help of this research, strategies of the
private dental companies can be identified that how they are influencing the customers of the
market. Another research can be done on growth and development of private dental organization
in London that how this sector of health care has been developed and how effectively they are
offering their services in market.
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PERSONAL DEVELOPMENT
Prior to competition of present research I was not aware of some of the management
skills time management and completion of task before time. Also, I was not aware of the use of
balanced score card in dental clinics. Furthermore, before conducting the study I did not not
about the growth of private sector in UK. After conducting study, I learned about time
management strategies. This is because I have completed the project before the time through
which my time management skills has been developed to a great extent. Furthermore, I also
learned the use of balanced score care in health care setting so as to bring improvement in the
overall performance. The current study also affect my current level of knowledge regarding the
health care industry of UK in term of private dental practices.
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Appendix 1
Interview questions for Professionals
Do you agree that balanced scorecard is the effective tool to measure the performance of dental
practices?
What are the limitations of marketing of a private dental practice?
What are different factors that affect financial performance of dental clinics in London?
What improvements can be brought to the private dental practices?
What are different ways through which dental clinical practices can be improved?
What are different measure can be used by health care professionals to market private dental
practice?
Appendix 2
Questionnaire for patients /Service users
Do you prefer private dental care services?
 Yes
 No
Do you think that dentists at the practices are skilled and experienced?
 Yes
 No
How was your last experience in private dental clinic?
 Excellent
 Satisfactory
 Moderate
 Dissatisfaction
 Worst
Are you satisfied with service quality of private dental clinic?
 Highly satisfied
 Satisfied
 Neutral
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 Dissatisfied
 Highly dissatisfied
What is the most important factor while accessing services of private dental clinic?
 Quality of services
 Experienced staff
 Cost of services
 Waiting time
 Other
Do you agree that private dental clinic market for the dental practices effectively?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Which is the most important source of getting information regarding dental practices?
 Internet
 Friends and family
 Local newspaper
 Other
Do you agree that private dental clinic ensure inclusion of highly updated technology and proper
facilities?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
In what terms private dental clinic are better than public dental services?
 Highly qualified staff
 Technological updation
 Quick response
32