Dr. Beckett’s Dental Clinic
Case Study

Background
Dr. Beckett is a dentist who runs a dental clinic. She is knowledgeable on dentistry industry but no formal training in running a business. As time passed, cost of business expenses go up to 70-80 % of revenue exclusive of her wages and office rentals. Dr. Beckett refused to become a HMO provider (makes health care cost low) because Dr. Beckett wants her business to give high quality service than being low cost provider.

1. Product- they offer the complete range of dental care from simple teeth cleaning to complicated dental surgery and implants.
Price- Dr. Beckett charges higher fees than HMO provider but with high quality service.
Promotion- Dental Clinic has a magazines for waiting patients. They also educate patients to lessen the fear they feel with visible achievement certificates of the clinic. Dr. Beckett believe that word of mouth promotion is the best way. They also give cards for saying thank you to patients that refers the clinic to the other patients.
Process- clinic routine procedures are standardize to reduce errors and to homogenize the quality of service they provide. They inform patients in advance if there is any delay and cancellation of the service. They employees help each other to make their service good and fast.
People- there is two job function the front office and the back office .they were eight employees including Dr. Beckett. They had trainings to improve their skills. They keep bond to each other and reward given in terms of bonuses and free travel once a year.

Physical evidence
- Room for kinds to play
- Waiting room for patients with a modern furniture with relaxing colors
- Design lighting and spacious
- Conference room with DVD players
- Chairs with leather clothing
- Background classical music
2. Common to some patients to feel fear for Dental