Dr Rita Tandon is a leading South Delhi dentist who has always strived to differentiate her practice on the basis of quality and efficiency. She started her profession 22 years back when costs were low and margins good. So she just focussed on making her services differ from others. Most people dislike going to a dentist or feel that it is an inconvenience and come with a negative attitude. This made her to redesign facilities and equipment to make her patients felt more comfortable and convenient. The treatment areas had plants and flowers with soft classical music playing. She also stocked toys for kids and a DVD Player for educational films to help the patients understand the different dental procedures better. Fear of needles and injections is one of the adult phobias and kids are even more fearful. Instead of using anaesthetic options, she used comfortable dental devices to ensure even injection were much more comfortable. Another of her goal was to standardize some of the routine procedures to reduce error and let all the patients receive the same level of care. Specific times were allotted and office policy specified that no patient was kept waiting for not more than 25 minutes, without being given option to reschedule and employees often called patients in advance if they knew of chances of a delay. The Indian Government had started setting the prices for various services by putting an upper limit on the amount that the doctors and dentist could charge for various procedures. With this, Dr Tandon felt that she would not be able to offer services under Insurance. She wanted to offer the highest level of dental care rather than being a low - cost provider. Positive word of mouth helped to sell and many a times, patients had to wait for 3 - 4 months for a routine cleaning and exam. Since high quality care was more costly, Dr. Tendon's patients sometimes had to pay fees for costs that were not covered by their insurance policies. If the quality differences weren't substantial, these patients might have switched to another lower-cost provider. Questions: A. Discuss how Dr Tendon's clinic is playing the many strategic roles of servicescape and standardization and their benefits? B. Pricing challenge is faced by most providers. How was it tackled by Dr Tandon?

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