Dr.

Beckett’s dental Office

Case Analysis

By:
G.Hima Priya
 INTRODUCTION

This case is about Dr.beckett a dentist & her willingness to

deliver high quality service to patients and increase the
productivity. Her main focus was on the quality of service,
according to her in this competitive world only service can
make the difference and it can fill the gap between
customer expectations and customer perceived service.
FACTS
 New office gave Dr.beckett freedom to experiment.
 Good interpersonal relationships helps in deliver
the higher quality of service.
 Innovatively designing the office & providing good
ambience & pleasant environment to her
customers.
 She relied more on word of mouth promotion.
 Good HR strategies
 Dr.Beckett shares her goals and objectives with her
employees.
FACTS
 No compromise in providing high quality of
service.
 She thinks Add-on services provide more
chances for customer retention.
 Her standard of operations & procedures were
well appreciated.
 She always encouraged her staff at work &
opportunity to update themselves to new
technology.
 She was firm believer in building long term
relationship with customers and her team
 7P
ANALYSIS
PRODUCT:
 Dr. Beckett’s and her team’s goal is it, to “provide superior
dentistry in an efficient, profitable manner within the confines
of a caring, quality environment” as they stated in their mission
statement. According to the case study, they offer the complete
range of dental care from simple teeth cleaning to complicated
dental surgery and implants. 

PRICE:
 The practice is no member of one of the HMOs, because Dr.
Beckett was not of the opinion that she could provide the level
of service she wanted, at the reimbursements given by the
HMO. Therefore she offers now her dental services at a higher
price, but therefore also at a higher quality.
PROMOTION:
 Dr. Beckett got her patients mainly form her old practice and
from positive word of mouth by current patients. She did no
advertising whatsoever, as she believed word of mouth
promotion to be the best way. According to her, this means
that the new patients would already have heard of her service
and her business strategy of high quality and appealing
environment. Patients wait for appointments even for 3 or 4
month, so the promotion worked so far very well in respect
of attracting new customers.
PROCESS:
 Dr. Beckett tried to standardize the procedures as much as
she could, in order to improve the level of service and to
provide the same level of care to each of her patients.
Special times where introduced as to what kind of care
patients need, so that the doctor could fully concentrate on
the topic and also, that all the equipment is ready.
As an additional service for the customers, the practice offers
the possibility to reschedule their appointments, if they have
to wait too long.
PLACE:
 Dr. Beckett is providing her service in her own practice in a
Northern California town. That means that patients will have to
go to her to receive the dental care. Therefore, it is important,
that her customers do know where her practice is located and
how to get there. In the case study is no further information
provided as to where the practice is located, but it seems likely
that the new office building was built in a reasonable area, with
good access to public transportation.
PEOPLE:
Recruiting the right staff and training them appropriately in the
delivery of their service is essential if the organization wants to
obtain a form of competitive advantage. Dr. Beckett divided up
the team so that each team member can work in his/her field of
specialization also each team member received special training
so that they can fulfill their part of the job as perfectly as
possible. To build up a corporate identity, the whole team wears
the same uniform and they also meet up socially outside work to
build up friendships. Further, to strengthen the feeling of acting
in concert, the whole practice meets every morning to briefly
check the daily work.
PHYSICAL EVIDENCE:
 Physical Evidence is the element of the service mix which
allows the consumer again to make judgments on the
organization. Dr. Beckett wants to provide a friendly,
caring and calming atmosphere so that the patient feels
comfortable.  To achieve that, she designed the whole
building with a lot of light and bright, friendly colours.
Besides, there is classical music playing in the background
and coffee and tea is provided to the patients. Like this, the
customers feel more like guests than patients.
During the treatment, patients can listen to music via
headphone and they can observe birds through the large
windows so they are distracted from the pain that might
occur to them. 
 CONCLUSION
Delivering high quality of service to patients will always
increase the productivity & it can fill the gap between
customer expectations and customer perceived service it
also helps in building long term relationship with the
customers, which in turn results in word of mouth
promotion that always helps in gaining new customers.
With current strategies and procedures Dr.beckeets
dental office Will witness better results in future.
THANK YOU