Case - Dr. Beckett’s Dental Office
1. Situation analysis
1.1 Analysis of the 7 Ps
1.1.1 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.
1.1.2 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.
1.1.3 Promotion
The practice does with 2000 “active” patients very well, at the moment. 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.
1.1.4 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.
1.1.5 People
An essential ingredient to any service provision is the use of appropriate staff and people. Recruiting the right staff and training them appropriately in the delivery of their
1.1 Analysis of the 7 Ps
1.1.1 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.
1.1.2 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.
1.1.3 Promotion
The practice does with 2000 “active” patients very well, at the moment. 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.
1.1.4 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.
1.1.5 People
An essential ingredient to any service provision is the use of appropriate staff and people. Recruiting the right staff and training them appropriately in the delivery of their