Course Instructor: Dr.

Preeti Mehra
Academic Task No.: CA-2 Academic Task Title: Marketing Management (MKT-503)
Date of Allotment: 9th August, 2019 Date of submission: 25th August, 2019
Student’s Roll no: Q1953A06
Student’s Reg. No:11906130
Evaluation Parameters: Identification of main Issue (2 marks), Analysis of Issue (5 marks), Effective solutions (10
marks), Links to course (3 marks)

Learning Outcomes:
A person who doesn’t have formal training for running the business or understanding customer need would find
hard to satisfied his customer satisfaction even if he/she redesign the whole service’s.
Word of mouth is not enough to make your business known to your customer, you must sell yourself to others
by using different promotional or strategy tools you can actually target those customer’s that are really
interested with your services.
Declaration:
I declare that this Assignment is my individual work. I have not copied it from any other student’s work or from
any other source except where due acknowledgement is made explicitly in the text, nor has any part been
written for me by any other person.’

Student’s Sign/Name: Prateek Sehgal

Evaluator’s comments (For Instructor’s use only)

General Observations Suggestions for Improvement Best part of assignment

Evaluator’s Signature and Date:

Marks Obtained: _______________ Max. Marks: ______________

 SUMMARY

Dr. Beckett, she is a dentist. She took a class from dental school, they taught her a lot of about the
technical side of dentistry but not about the business side. Dr Beckett not received any formal training
in mechanics of running a business or understanding of customer needs. Dr. Beckett overhead was now
between 70%-80% of revenue before calculating her wages as well as rental cost. The HMOs (Health
Maintenance Organization) set up the prices for various health services by pulling upper amount limit
that their dentists and doctors could charge for various activities. Dr. Beckett felt that at this rate she
could not provide high-quality care to patients.

Dr. Beckett have a goal to provide superior dentistry in an efficient, effective and in profitable manner
within confines of a quality and caring environment. she wants to differentiate her practice on the basis
of quality. She constructs a new and well-furnished office and redesign the practices to deliver high
quality of services to her patients and also to increase or improve productivity though increased
efficiency. Dr. Beckett realized that productivity gains were much necessary and she did not want to
compromise with the quality of services that her patients received.

Dr. Beckett hired an architect from San Francisco to design an office building with lots of space as well
as lights. The reception area and waiting room were filled with modern furniture. Softly classical music
played in the background. Patients could enjoy a cup of tea and coffee and there is a large section of
current newspaper as well as magazines. In the examining room the chair was very comfortable. There
is a modern technical equipment’s. Dr. Beckett dental degree were displayed in her new office, along
with various certificate from different programs. She and her staff have a modern skill regarding new
and latest technology. There is a small conference room with toys so that children can enjoy over there,
there is a large window to watch birds eating.

Dr. Beckett always valued her friendship with all the staff members. One of the main goals was to
standardize the routine procedure to minimize the all the errors so that every patient can get the equal
level of care. The office policy specified that every patient should be kept waiting no longer than 20
minutes. Dr. Beckett practice mainly included about 2000 “active” patients.
 Main Issue’s

 Dr. Beckett took her class in dental school, she learns about technical side of dentistry but nothing
about business side.
 She didn’t receive formal training of running a business or understanding customer care.
 The dental care industry had changed dramatically like costs rose as a result of labour laws,
malpractice insurance, and the constant need to invest in new equipment’s and staff training as new
technologies.
 High price on high quality, but there are competitions who provide same service with lower hard
quality service with lower price may be hard to maintain.
 There was a movement in united states to reduce health care cost to insurance, employers, patients
by offering them managed health care through large health maintenance organizations (HMO).
 HMO set price limit for various services.
 HMO doctors and dentist would not be able to offer certain services that might provide high quality
care.
 She is facing many difficulties in explaining patient’s about quality services.
 She felt like walking on eggshells because patients were anxious and uncomfortable.
 Dr. Beckett facing difficulties to maintain positive attitude.
 Dr. Beckett practise was so busy that patients often had to wait 3-4 months for a routine check-up
and routine cleaning.

 Issue Analysis

Dr. Beckett is learned about the technical side of dentistry. She doesn't take any formal training in the
mechanics of business. The professional guidelines discouraged the marketing and advertising. After
redesigning of service Dr. Beckett is providing the huge facilities of their patients that it is reflecting
the work environment and personality as well as values. Dr. Beckett is having a perception of that she
providing 90% of quality treatment.

Dr. Beckett started the Practice for the Profit margins had good in begin but afterwards it is declining.
Dr. Beckett's overhead was now between 70%-80% of revenues. This could be a very big problem to
practice. On the same time Dr. Beckett wants to provide a quality treatment to their patients but the cost
is risen. This is problem that could not be able to continue the practice for long period of time.

Once the HMO movement is coming in united states to reduce the health care cost to Insurance
companies, employees, patients. This HMO is setting the price limit on doctors and dentists could
charge for various procedures.

The Advantage to patients was that their health insurance is covered virtually all costs. The price
limitations mean’s that HMO dentists & doctors would not be able to offer some services that might
provide better quality care but were too expensive. Dr. Beckett's revenue on this HMO will reduce to
15%-20% from this treatment.

Dr. Beckett wants to provide the treatment in which the HMO's reimbursement amount of 80%-85%
with the lower cost and lower quality of treatment to patients. Dr. Beckett was also providing the
treatment with offers and this treatment would not be profitable and it can't be reaching the Dr.
Beckett's wish that it is profit margin.

Dr. Beckett felt the she can provide a high quality through this investment only. Dr. Beckett want to
provide a high-quality treatment with lower cost to their patients. These changes presented some
significant challenges to Dr. Beckett, who wanted to offer the highest level of dental care rather than
being a low-cost provider.
High Quality treatment means costly treatment that it is not covered in insurance and the patients also
had to pay the costly remunerations. If the Quality is not sustainable then the patients will opt to the
HMO dentist which will be more advantages to patients. So, that she was redesigned the practice with
architect from Sans Francisco with huge facilities and equipment and also having staff of eight
members and Dr. Beckett was divided the work into total eight members.
Dr. Beckett wants to provide the quality treatment then education parameter is also important and that
will attract the practice. Staff has more responsible to educate their patients and helping them to
become responsible for their own health services. Staff and Dr. Beckett was discussing about the daily
changes and patient’s problem.

Even though Dr. Beckett is providing the high-quality treatment patients are not interested/disliked on
Dr. Beckett's treatment. The patients are not going to the practice or felt that it was an in convenience
and so came in with a negative attitude.

Dr. Beckett tried to reinforce the idea that quality dental care depended on a positive long-term
relationship between patients and the dental team. Dr. Beckett could be difficult to maintain a positive
attitude. Dr. Beckett is feeling like anxious and uncomfortable which it is more critical to deliver the
service.

Finally, Dr. Beckett realized that productivity gains were necessary, she did not want to compromise the
quality of service her patients received and that also satisfied the personality and values of job.

Dr. Beckett is having a main goal was to standardize the routine procedure or checkups, so that the
error will reduce but this will take more time and the persons who are waiting for the treatment are not
able to handle the time. So that the patients are choose another dentist. This is also reason to Dr.
Beckett is reducing their patients.

 Effective solutions

 Information: -
  To provide maximum benefits to patient’s literature was available to explain what patients
needed to do to maximize their benefits
 Staff of Dr. Beckett show educational videos to patients about various dental procedures
 Dr. Beckett explains about her services to new patients at the time of initial examination

 Order-taking: -
 No patient would be kept waiting for more than 20 minutes without giving proper option to
reschedule
 Dr. Beckett should provide online services for appointment to provide higher quality of services
 Services should be rendered on first in first out basis i.e. token based system should be adopted
Dr. Beckett dental office

 Consultation: -

 Dr. Beckett and her employees consult their patients before and after examination
 Dr. Beckett and her staff should guide their patients regarding treatment procedure
 Help patients to feel comfortable during routine checkup

 Hospitality: -

 In waiting room coffee, tea and current magazines were available so that patients will not feel
bored
 Small conference room with toys for children
 Large windows to watch birds eating and feel nature
 Attractive mobile hangings from the ceiling to distract patients from unfamiliar sounds

 Promotion: -

 Some free “checkup and advice” programs should be organized

 Advertisement or e-marketing should be done to attract more patients
  Loyal customers should be rewarded with some discounts

 Supplementary services: -

 Staff should track all customer needs and provide related services
 Attract children who hate going to dentist by giving some gifts or chocolates
 Maintain better billing system and show taxes separately
 To provide faster services to patients Dr. Beckett should hire some dental specialists so that
patients wouldn’t wait for a period of 2-3 months for their routine cleaning and exam

 Overcome the challenge: -

 Try to raise patient’s positive attitude through advertisements

 Compare their services with certain things through picture, video clip to help customer easy to
imagine about the service
 Try to demonstrate their quality services to patients
 Should build better relationship with patients through their positive attitude

 Place and time: -

 Run office at evenings, so that patient who can’t attend in working hours will attend
 Dr. Beckett dental office should be located in prime area so that many new patients can avail the
quality services provided by Dr. Beckett

 Suggestion’s

 Dr. Beckett and her staff should be aware of new technical skills.
 To make patients feel comfortable waiting room and reception filled with modern furniture.

 Make service more tangible and personalized like making a tour around the treatment area and
back office for customers to reduce the psychological risk.

 Provide mandatory workshops to staff to enhance their skills.

 Run office on weekends so that patients can get better services.

 Reference’s
o Case Study
o https://www.slideshare.net/LalitRana1/dr-becketts-dental-office-case-analysis
o https://www.slideshare.net/LalitRana1/dr-becketts-dental-office-analysis?next_slideshow=1
o http://fac.ksu.edu.sa/sites/default/files/case_3.pdf
o https://www.scribd.com/doc/82622300/Dr-Beckett-s-Dental-Office
o http://its-a-market-thing.blogspot.com/2011/07/dr-becketts-dental-clinic.html
o https://dokumen.tips/documents/dr-becketts-dental-office.html