Comprehensive Analysis of Services Marketing in Dental Practice

This report provides a comprehensive analysis of services marketing within a dental practice, focusing on Dr. Beckett's clinic. It examines the application of the seven elements of the services marketing mix (product, price, place, promotion, people, process, and physical evidence) and how they contribute to the clinic's success. The report delves into service quality and productivity, emphasizing the importance of patient education and supplementary services, including facilitating and enhancing services. It highlights strategies for educating patients about dental care, the significance of the services offered, and the importance of maintaining good dental health. Furthermore, the report explores the impact of effective staff management, streamlined processes, and a welcoming physical environment on patient satisfaction and the overall success of the practice, ultimately emphasizing the importance of aligning the business with the client's needs.

Running Head: MANAGEMENT 0
Services marketing

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Table of Contents
Introduction................................................................................................................................2
Seven elements of service marketing mix..................................................................................2
Service Quality and Productivity...............................................................................................4
Education to patient about the service.......................................................................................4
Supplementary services..............................................................................................................5
Conclusion..................................................................................................................................7
References..................................................................................................................................8

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Introduction
For any business firm, marketing mix considered as a significant element for the success of
an enterprise. This requires leaders to develop necessary strategies and plans considered these
marketing mix of the company. The four key variables of marketing mix include product,
price, place and promotion. However, the competitive landscape in the business environment
demands for three extra variables including people, process and physical evidence (Goi,
2009).
Seven elements of service marketing mix
 Product – Dental care was found to be product in Dr. Beckett’s practice and she was
known to be offering superior services in dental care like gum care, cleaning of teeth,
tooth extraction and oral hygiene. The differentiation of her products can be said in
terms of high service quality. The services provided by Dr. Beckett also includes
consultation on dental care and hygiene. All these services and high quality care
ensure in growing of client base for Dr. Beckett with upsurge in profits.
 Price – In any business, price is an important consideration, and Dr. Beckett always
ensure that her services are provided at a reasonable rate as many of her services were
not included her clients insurance protects. As there is Excellency in services, most of
the client does not have any such big issue in paying extra amount of money (Dobrea
and Ispas, 2017).
 Place– The clinic of Dr. Beckett was located in Northern California region which is a
good place as it each and every client can easily access Dr. Beckett for consultation
and treatment. This location of choice depends upon various factors such as class of
individuals living there, current clients and practice location. The major people in the
region were white collar employees and Dr. Beckett is also targeting these segments
people.
 Promotion – Considering the case study, it was found that not any sort of advertising
technique used by Dr. Beckett due to their professional code of conduct. Although,
quality services provided to the patient already promoted her clinic with including

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consumer referrals. For instance, all satisfied patient refer clinic name to their
relatives, family and friends and this indirectly works as a promotion for the clinic.
There is not any promotional cost in referrals and therefore, it is considered as an
effective marketing tool for any businesses.
 People – Appropriate staff in the clinic reflects to the patients that an enterprise offers
and provides high quality services that fulfil customer’s needs. Dr. Beckett knows that
there will be regular interaction of people in the business to the clients she has all
skilled eight members of staff. For instance, there are two front-office attendants, who
are the one to whom patient meet first in the clinic. They are directed and responsible
for welcoming clients and gives necessary guidance. There are three chair side
supporters and two hygienists who all ensure that patient gets appropriate treatment in
a right way. All the employees of Dr. Beckett are working diligently to serve the
clients effectively. Hence, it is very important to keep the business staff motivated and
ensure that they have adequate skills, knowledge and attitude that makes customers
interactions highly effective (Schneider and Bowen, 2010). Dr. Beckett has gained
this purpose with hiring significant employees help in making well consumer
relationship while attending the customer.
 Process – It is called to be the system in marketing mix used to deliver specific
services to the consumers. Considering this, consumer response is also identified from
the time taken to provide a service. Dr. Beckett always checks that all patients get free
from clinic in lesser time so as to facilitate efficiency. All the employees in the clinic
were also gets coached and directed to attend all the clients swiftly. In the clinic, each
procedure has a specific timeline that required to be monitored and the staff needs to
check that there will be no errors or delay during the delivery of service. It is
considered as a vital element of market as it beings out more customers or clients and
also benefits in retaining the present one (Kliatchko, 2008).
 Physical Evidence – This element also implemented effectively by Dr. Beckett offers
a particular reflection and impression to her patients. Patients can also more open to
their doctor or dentist in an attractive environment and therefore, physical evidence of
marketing mix signifies the service delivery. The clinic of Dr. Beckett is well
organised with having green plants, clean walls, flowers on desk, latest machinery and
furniture. There is also a kids rooms where children’s are allowed to play videos
games or watch movies. This particular aspects of marketing mix help Dr. Beckett in
attracting more new clients to the clinic.

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Service Quality and Productivity
Service quality appraises the association amid consumers’ expectations from an organisation
and the performance of business (Khang, Yu and Lee, 2014). It ensures that consumers need
are fulfilled and the service quality delivered must be straightly proportion to the amount
charged for the services. On the other hand, productivity assesses the output gained by a
company (Miller et al, 2009). There is a direct relationship between high quality of service
and productivity. The business clientele will grow with high services and the notion of Dr.
Beckett of delivering premium quality of services is one of the significant aspects of her
business development and growth. The reason is that her quality service increases the revenue
corresponding with customer base. The service quality is enhanced with Dr. Beckett believes
that all the patients must be attended without any delays, decreasing errors in practice and
offers personal coaching to fulfil the customer expectations effectively. The result can be
seen with more satisfied customers, greater referral rate and repetitive customers. Hence, her
clinic productivity is characterised with the quality of her dental care services.
Education to patient about the service
In many ways, the patients can effectively be educated by Dr. Beckett related to the services
delivered in her clinic. When the clients wait to be attended, various journals and magazines
can be read out by client with viewing educational movies at their TV on wall. All these
materials are provided as to make understand all the clients about their services they would
obtain. This can also be considered as important as it makes clients aware about the
significance of dental health (Pickett-Baker and Ozaki, 2008). As per Dr. Beckett, most of
individuals not show positive attitude in direction of dental care. Although, the mission
statement of the doctor benefits in realising the clients about the significance of keeping
dental hygiene and health. With regards to this, there is also an oral examination done on the
patients so as to make them aware about the ways in keeping good dental health.
However, there can be other means adopted for education their patients by Dr. Beckett and
her employees. For example, some of contemporary modes can be used by them to make
aware customers about benefits such as delivering newsletters and emails to her interested
patients. This mails and newsletter will include various significant information about dental

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health. Dr. Beckett can also update her clients about the significance of medication and new
technologies. With regards to this, she could also employee various efforts in making
channels and groups on Youtube and Facebook to reach out to patient for dental care.
Supplementary services
The core services at clinic of Dr. Beckett includes dental care. However, the supplementary
services are grouped into two – Facilitating and Enhancing services. Information, taking of
orders, payments and billing are the key services included in facilitating services. These
services are necessary for the clinic in its effective operations.
Facilitating services
 Information - Information shows how she communications regarding her clinic to
patients and prospective clients. For instance, there are brochures through which she
informs patient what type of services they would receive in her clinic. Dr. Beckett
also has clips to play as client sometimes needs to wait while getting attended in the
clinic. The brochures also include data relating to services, prices and follow-ups. It
also shows the ways of payments to clients.
 Order Taking – This is called as the system and procedure through which the dental
services were booked, payment of those services and receiving appointments. There is
a well-structured order processing system in the clinic of Dr. Beckett which allow
clients to book appointments in particular slots and so thereafter, visit the clinic.
Afterwards, the orders can be placed with scheduling of appointments. They also
register as members of the clinic with getting client identification number. With the
help of this number, the appointments can easily be book anytime as per the client
requirement. This shows that the system of order processing in case of Dr. Beckett
clinic is fast and efficient.
 Payments and Billing – When booking order in clinic, the clients are billed for the
particular service they seek to gain and the bill includes the information about the
amount for which the client required to pay, the items that are included by consumer
insurance and those that are not. It also includes discount information relating to the
service and rebates that are reduced on the payments of the clients. Before the service

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delivery, it is compulsory to pay for the service and when the client gets billed, this
payment made through either by cash or cards. Afterwards, receipts are given to the
client and they wait for their number to be presented.
Enhancing services
Hospitality, consultation and exceptions are included in the enhancing services that boost the
core service. It is mentioned below –
 Consultation – It includes presenting any sort of information or advice to clients
relating to the service (Casarett et al, 2008). On consultation desk, patients are
assisted with information what will be the services they are offered and its subsequent
prices. The front-office attendants of Dr. Beckett clinic are highly informative and
welcoming.
 Hospitality – The services offered at Dr. Beckett clinic are highly exceptional like,
clients are greeted and attended by the front-office assistant, and then, later on, they
are provided with snacks and beverages reflection superior way to treat a customer.
The videos were also be played in the clinic keeping client information about the
necessary information. There was also room for kids to play games and TV and this
avoid distractions to their parents from receiving their services.
 Exceptions – Suggestions, complaints and compliments are the key exceptions at the
clinic of Dr. Beckett. Although, there are some other exceptions also like providing
sufficient caring to the patients having some sort of disabilities. These patients receive
distinct consideration from the staff of Clinic so as to make them relaxed. Complaints
and recommendations are also valued in the clinic for the improvement of process of
service delivery.

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Conclusion
Ultimately, it is very necessary to follow the needs of business clients to incorporate a
successful business. Dr. Beckett approach to service delivery can be considered as highly
effective as it helps in increasing the client base as well as revenue. Her strategy help in
attaining competitive edge in the marketplace with incorporation of 7Ps of marketing. One of
the biggest reason for which the approach is considering effective is the greater satisfaction of
the patients with including both the supplementary and core services.

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References
Casarett, D., Pickard, A., Bailey, F.A., Ritchie, C., Furman, C., Rosenfeld, K., Shreve, S.,
Chen, Z. and Shea, J.A., 2008. Do palliative consultations improve patient
outcomes?. Journal of the American Geriatrics Society, 56(4), pp.593-599.
Dobrea, R.C. and Ispas, M., 2017. Comparative Analysis of Consulting Services in Five
European Countries. Valahian Journal of Economic Studies, 8(2), pp.7-16.
Goi, C.L., 2009. A review of marketing mix: 4Ps or more?. International journal of
marketing studies, 1(1), p.2.
Khang, J., Yu, Y.M. and Lee, H.H., 2014. Moderating effects of the fit between service
tangibilization and organizational performance. Service Business, 8(2), pp.239-266.
Kliatchko, J., 2008. Revisiting the IMC construct: A revised definition and four
pillars. International Journal of Advertising, 27(1), pp.133-160.
Miller, N., Pogue, D., Gough, Q. and Davis, S., 2009. Green buildings and
productivity. Journal of Sustainable Real Estate, 1(1), pp.65-89.
Pickett-Baker, J. and Ozaki, R., 2008. Pro-environmental products: marketing influence on
consumer purchase decision. Journal of consumer marketing, 25(5), pp.281-293.
Schneider, B. and Bowen, D.E., 2010. Winning the service game. In Handbook of service
science (pp. 31-59). Boston: Springer.