A dentist seeks to differentiate her practice on the basis of quality. She constructs a new office and redesigns the practice to deliver high-quality service to her patients and to improve productivity through increased efficiency. However, it's not always easy to convince patients that her superior service justifies higher fees that are not always covered by insurance, Facilities and Equipment stonage and transmission capabilities. The hygienists D. Beckett first looked into the office spaces that were used a tool called a DIAGNOdent during teeth cleaning available in the Northern California town, where she procedures. The DIAGNOdent was a non-invasive laser practicod. She didn' find anything she liked, so she hired that scanned teeth for decay and detected cavities that were an architect from San Francisoo to design a contemporary first starting to develop so that they could be treated at a office building with lots of light and space. This increased very early stage. the building cosss by $100,000, but Dr. Becket felt that it Exhibit 1: A modern, state-of-the-art treatment room projects a would be a critical factor in differentiating her service._ prafessional image to visiting patients. Dr. Beckett's new office was Scandinavian in design (reflecting her Swedish heritage and attention to detail). The waiting room and reception area were filled with modern furniture in muted shades of brown, grey, green, and purple. Live plants and flowers were abundant, and the walls were covered with art. Classical music played softly in the background. Patients could enjoy a cup of coffee or tea and browse through the large selection of current magazines and newspapers while waiting for their appointments. The treatment areas were both functional and appealing. There was a small, sound-proof conference room at the front of the office where children could watch movies or play with toys while their parents were being treated. Educational videos and readings were available here to demonstrate different dental procodures and to explain what patients Service Personnel Selectionofmusic.-De.Beckettwithtreatmentprocedures.TheyhadspecializedTheentirebackofficestaff(includingDr.Beckett)worerwohygienistshandledroutineexamsandtoethcleaning,trainingfortheirjobsbutdidnotneedacollegedegree.The uniforms in cheerful shades of pink, purple, and blue two hygienists handled routine exams and teeth cleaning, were prominently displayed, along with certificates from sed education (a bachelor's degree plus specialized training) and inthetreatmentroomswasverymodernandspotlesslyclean.Eachroomhadachairsidecomputermonitoryeryfortunatethatherhygienistsviewedthemselvesaspartofalargerteamthatworkedtogethertoprowidedestroyanypossibilityofteamwotkamnongtheofficesalif. where both patients and staff could view digital x-rays and photos while discussing treatment options. The digital x-rays provided many benefits, including reduced radiation Dr. Beckett valued her friendships with staff members and emissions ( 80% less than traditional x-rays), high-quality also understood that they were a vital part of the service images that could be viewed immediately, and digital delivery. "Ninery percent of patients' perceptions of qualiry Dr. Beckett's Dental office 511 comes from their interactions with the front desk and the trips togecher once a year (paid for by Dr. Beckett); spouses other employees-nor from the staff's technical skills," she were welcome to participate but had to cover their own trip stated. When Dr. Beckett began to redesign her practice, expenses. Past destinations for these excursions included she discussed her goals with the staff and involved them Hawaii and Washington, DC. in the decision-making process. The changes meant new expectations and routines for most employees, and some were not willing to adapt. There was some staff turnover (mostly voluntary), as the new office procedures were With the help of aconsultant, all the officesystems (including implemented. The current group worked very well as a team. billing, ordering, lab work, and patient treatment) were the waiting area; and a photo album in the waiting area with because new patients didn't come in "cold." She did not have to sell herself because they had already been told about her most people disliked going to the dentist or felt that it was of her service delivery. It was not uncommon for patients an inconvenience and came in with a negative attitude. to say negative things to Dr. Beckett even before treatment Dr. Beckett tried to reinforce the idea that quality dental began (such as, "I really hate going to the dentist-it's not care depended on a positive long-term relationship berween you, but I just don't want to be here?"7). When this happened, patients and the dental team. The website for the practice she reminded herself that she was providing quality service (chicogentedentalcom) was designed to emphasize this whether patients appreciated it or not. "The person will concept. This philosophy was also reflected in a section of usually have to have the deatal work done anyway, ,she the patient mission statement hanging in the waiting area: remarked, "So I just do the best job I can and make them "We are a caring, profexsional dental seam serving motivated, as comfortable as possible." Even though patients seldom quality-oriented pattiens interested in keepping healthy smiles for expressed appreciation for her services, she hoped that she a lifetime. Our goal is to offer a progressive and educational "made a positive difference in their healch or appearance that environment. Your concerws are our focces. " would benefic them in the long rua. Exhibit 3: A team of closely knit professionals working under the guidance of a clear, common mission statement can help the dentist. 1. Which of the seven elements of the services marketing mix are addressed in this case? Give examples of each 2. Why do people dislike going to the dentist? Do you feel Dr. Beckett has addressed this problem effectively? 3. How do Dr. Beckett and her staff educate patients about the service they are receiving? What else could they do? 4. What supplementary services are offered? How do they enhance service delivery? 5. Contrast your own dental care experiences with those offered by Dr. Beckett's practice. What differences do AlthoughDr.Beckettenjoyedherwork,sheadmitteditwouldyougiveto(a)yourcurrentorformerdentist,yousee?Basedonyourreviewofthiscase,whatadvice couldbedifficulttomaintainapositiveattitude.Thejoband(b)Dr.Beckett?wouldyougiveto(a) required precision and attention to detail, and the procedures were often painful for patients. She often felt as though she Was "walking on eggshells" because she knew patients were anxious and uncomfortable, which made them more critical