Performance Measurement of Marketing in Private Dental Practices

This dissertation investigates the performance measurement of marketing strategies within private dental practices, specifically focusing on the UK market. The study begins by outlining the background, aims, and objectives, emphasizing the increasing importance of private dental care and the need for effective marketing. A comprehensive literature review explores the limitations in current marketing practices and the potential of a balanced scorecard approach for performance evaluation. The research employs a mixed-methods approach, including in-depth interviews with healthcare professionals and surveys of service users, to gather both qualitative and quantitative data. The analysis reveals the applicability of the balanced scorecard for assessing marketing performance, offering insights into customer perspectives, business processes, financial aspects, and learning & growth. The findings highlight the importance of tailoring marketing efforts to user preferences and utilizing appropriate media channels. The dissertation concludes with recommendations for improving marketing strategies, addressing identified gaps, and suggesting areas for future research, providing valuable information for dental practice owners, researchers, and students in the healthcare field.

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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