Marketing of Service Products in the CBD Dental Center in Perth, Australia - Case Study Example

Marketing Service Products Executive summary Clients develop attitudes towards service products based on the salient beliefs they have about the particular product service. Choices made by consumers are made in reference to the value, psychological or product consequences as well as the beliefs they hold about the service. There are a number of criteria that contribute to the choices made in certain situations. However, these criteria or attributes vary especially dependent on their contribution to the choice one is about to make at the particular time (Muzondo et al 2007, pp.154-165). Marketing is meant to highlight the attributes possessed by the service product, which can then be considered by the consumer as a first choice when considering decisions. Matching the offers of the marketer with the needs of a target group of consumers is the main essence behind a service provider having competitive advantage. If marketers want to attain and maintain the service provider’s competitive advantage in the long term while sticking to marketing concepts, the focus of marketing should be on attributes that are attractive to specific target markets that they deal with. Different services give different challenges to marketers. Among the most challenging are healthcare products because it is harder to make services available amenable to matching customer anticipations. Services offered in healthcare have characteristics that include customization, inseparability, complexity and variability. Thus, it is increasingly important for healthcare practitioners to develop healthcare services that fit with customer expectations and for them to maintain and improve of these services (Palmer et al 2005, pp.313–333). This is more imperative in the dental setting owing to reduced birthrates and better oral hygiene thus, a plateau in demand. In addition, the last decade has seen the increase of the number of dentists by about 50 percent. Introduction This paper will explore marketing of service products using the framework of CBD dental center in Perth, Australia. A critical analysis of the services provided at the dental center will be evaluated with the guidance of literature of marketing services products. Special attention will be given to the 7Ps of service marketing. They include product, price, promotion, place, people, processes and physical environment. Recommendations on improvement of the dental services offered will be made with specific attention given to four of the seven Ps. Marketing services takes on a different form especially since these types of products have characteristics that must be acknowledged in marketing strategies. They include intangibility, perishability, heterogeneity and inseparability. The potential of the dentistry service can be maximized if the employees are educated and tackling problems that have been encountered before effectively. Market segments put different levels of priority of different attributes before deciding on which dentist to visit. Consequently, it is important for dental practitioners to ascertain the prioritized attributes within each of the segments. Competition between dental practitioners is happening using strategies through service quality produced for greater differentiation (Palmer et al 2005, pp.313–333). The more successful often place focus on a paradigm governed by services thus investing in technology, people and human resource policies as well as compensation of employees. Main body The 7Ps of service marketing are an extension of the 4Ps.These marketing concepts are used in marketing areas characterized by scarce corporate resources that are meant to achieve objectives of the organization or business. People, processes and the physical environment are dependent on the firm implying that the firm can control them. They heavily influence the decision made by the customer to purchase a service as well as whether they will repurchase. More emphasis is placed upon them especially in the dental industry because of the nature of the service. Service providers have a heavy role to play in these cases. The 7Ps are a set of parameters that the firm bends. They are marketing tools that are tactical as well as controllable so that the organization can customize them in order to get certain desired responses and results from their target market (Al Muala 2012). The fact that they can be bent as well as their dependency on the organization is what makes them suitable for marketing services. Services in a dental center often vary in nature and demand. Thus, they need different marketing strategies. Analysis Product This refers to the elements that make up the product or service. The product in the case of service industries is the service delivered to the customer (Zineldin & Philipson 2007, 229-241). The service in this case takes on different shapes. The product should be characterized by high quality and innovation that will meet the needs of the consumer. The service should leave room for modification especially since there is always need to alter the product to suit the customers’ needs. The nature of the product is also affected by the equipment available and expertise of the personnel. High quality and innovation is fueled by infrastructure and personnel specialization. A service industry with a greater variety of elements is likely to please diverse market segments. CBD dental center offers a wide range of services that fall under dental emergencies, check-ups and implant dentistry. The center often updates the services as newer clientele come into the center with different requirements. Before any efforts are made to market the product, the dental institute should have a grip on the exact services they are providing and the perception users hold of the services (Al Muala 2012). For instance, it is common that most people dread dental visits and the fact that CBD dental center promises to finish most minor functions in under an hour is attractive to their market segments. Other than that, the organization should be conversant with the cost it will take to deliver their services effectively. In addition, the effect of how the service is delivered should be noted. Positive feedback should be followed by reinforcement of things that led to this while negative feedback should be followed up by a cutting back or modifying of possible harmful practices. CBD dental clinic is conversant with this since they have improving their equipment and infrastructure and, these are the most positively reiterated among consumers in social circles. Dental care is a service offered in most areas in Australia. Though there are many healthcare institutions that offer dental care, CBD dental center provides the services in a greater variety and, in a faster, customized and efficient manner. The product is meant to add some value to the customer and CBD dental center is committed to ensuring their customers leave feeling better. Price The prices placed on the services rendered represent the customer cost. The customer will need to accept this price as necessary. It is up to the service providers to ensure that the customer finds the services provided as satisfactory thus, worth the money spent (Zineldin & Philipson 2007, 229-241). CBD dental center has made sure that most of its clientele can afford their services in one way or another. All health insurance are accepted. There are also payment plans available for those who may need more time to settle their bills with the center. These payment plans are dev eloped and updated as different customer needs come up in their daily activities. Place is not just about location but also about indirect reach such as through advertising and the people that will most likely be the easiest to reach. With common dental services, prices between competitions are easily contested and there are some places that are cheaper. This makes it a greater challenge for CBD dental center services to be distinguished from our competitors basing on prices. If the competition decides to undercut the prices, it will be harder for CBD dental center to avoid loses. However, the variety in terms of payment methods and arrangements gives us hope. Promotion Promotion is meant to inform the consumers of the services available and how well they can be utilized. Promotion is an essential part of marketing especially since it enables two way communications between the organization and the customers (Al Muala 2012). This is the part of marketing that also involves manufacturers and the government. Consumers are often considered the experts because of their exposure to tactics, messages, and programs. In addition, their like or dislike of a promotion tactic will pave the way forward for the organization. When organizations promote their services, they are able to show the customer what type of satisfaction they will experience with the services provided. In essence, it provides customer satisfaction. Through the CBD dental center website, customers can enquire on issues that they need to know and get replies. Among their newer products include porcelain crowns that are fabricated and fitted in one sitting without the need for temporary fillings or crowns. This is because of their new CADCAM technology. This technology was implemented following customers needing crowns without having to go for second visits or using temporary crowns. Once the issues that need promotion have been identified, it is important to take note of the cost it will take to promote services. CBD dental center makes most use of its website and brochures found at the center. Resources that can be used in promoting should be inventoried including websites and other print resources. Feedback from past efforts at promotion should be noted and, so should the possible cost of deciding to alter promotional efforts. Place The place refers to the location of the services. It is meant to provide convenience. The location should be at a place where a majority of the target market can be accessed. This is also the area that deals with time settings (Vargo & Lusch 2004). The location and the times when an organization functions are important as they help the customer know when they can access the services offered. The CBD dental center specifies both of these parameters clearly. The dental center has a flexible schedule that allows them to fit patients at any time. The location of CBD dental center is at the center of Perth. The office is function on weekdays (Monday through Friday) from 8.00am to 7.00pm and on Saturday from 8.00am to 5.00pm. This is the information in their website, which also informs of the possibility of evening consultations. The central location of the CBD dental center in Perth is a major strength for marketing. Research shows that most working individuals have little time to visit the dentist. Consequently, CBD dental center location gives these individuals an alternative. They can stop by whenever they are free. People This refers to those who have a direct or indirect link with the consumption of the service. These are the consumers of the particular service. In the dental industry, these are the clients who need services that the dentists have to offer. The aim of considering this is to give services offered greater tangibility (Zineldin & Philipson 2007, pp.229-241). This group is also inclusive of personnel and contact employees. Dentists have contact with the customers more than in other services. Owing to there being inseparability between production and consumption of service products in the dental industry, the dental industry is heavily reliant on contact employees to act as the marketers. In essence, contact employees are the major contributors of the quality of service since it is up to them to create a favorable image of the firm they represent. CBD dental center has a reputation for keeping time with its appointments as well as servicing customers faster and efficiently. In addition, it has earned a reputation for being professionals, dentists and other practitioners who come into contact with clients have been praised for being professionals and polite. This shows that they have been taking steps towards improving their interactions with people. However, it has also been mentioned that walk in patients have a harder time getting appointments. Despite this, the center has developed an online booking system that prevents clients from having to wait in long queues. There are also other measures that have been put in place to improve interaction between contact employees and customers. One can make calls even over the weekend and get prescriptions as well as short consultations. They are able to do X-Rays, flossing, cleaning and evaluation in under an hour. The center is located in the middle of the town thus; their timely effectiveness can enable people to visit during their breaks or lunch hour. All these actions have helped the center develop a positive image with their contact employees as the sole determinants of how clients perceive the CBD dental center. Another parameter is that providing better services than competitors is also among the duties of contact employees. CBD dental center has made considerable effort in proving efficient and timely services that keeps clients coming back to them thus, the need for an online booking system to avoid clashes. Contact employees can only provide such services efficiently if they are well trained (Zineldin & Philipson 2007, pp.229-241). This is because they produce the service in real time and as such, they are essentially the service. CBD dental center has taken note of the fact that consumers have different preferences including in the doctors they want to see. Out of those available for service production, clients are allowed to consult with those they prefer over the phone and even make appointments to specifically see them. Services firms need to constantly update the ways that they interact with their customers in terms of managing employees. Management will include training and adjusting behavior and attitudes displayed so that they are conducive to deliver the services in a manner that gives the firm a positive image before the clients (Nusairat & Al-Dmour 2004, pp.406-421). Employees are often variable in service provision attitudes and behavior. Training them will results in a somewhat heterogeneous nature of service delivery. Soon customers will soon come to expect to associate the firm with certain behavior and attitude types within the employees. It is important for these perceptions to bear a positive note since they influence other behavior in customers such as referring others and visiting the center. CBD dental center has gone a step further to offer specialized services with each of the dentists specializing in certain areas. Processes These are the operating systems and delivery of procedures involved in the services. This includes the flow of activities as well as the mechanisms that enable the consumption of services. Dental services are often offered and performed for the client and, they involve a varying sequence of activities dependent on the nature of dental services being performed (Nusairat & Al-Dmour 2004, pp.406-421). Customers evaluate the steps and make judgment following this. Among the most despised processes for customers is waiting. Waiting time needs to have a purpose and a way forward. Making appointments online has helped the CBD center combat waiting time relatively well. In addition, walk-ins do not always have to wait for a long time because service delivery happens faster. Creating as well as managing service processes for effective delivery is essential for dental institutions to deliver services effectively. Other than that, CBD dental center has a state of the art infection control system that has been acknowledged by the Dental Board of New South as among the best ever implemented. Managing processes is of grave importance in service product delivery due to their perishable nature. These services cannot be returned, stored, inventories or reused. They are characterized by the needs of the customer and are thus, customized for use by particular clientele. The delivery system used for the services should allow the employees to customize services to come as close as they possibly can to customer expectations. Delivery systems are meant to lend themselves wholly to customization scopes. This should be coupled with flexibility of contact employees so to ensure that they have the ability to exercise effective customization (Nusairat & Al-Dmour 2004, 406-421). Service blueprinting is useful in managing customization especially since services are dynamic. The service system should have the following zones: line of interaction, line of visibility, line of internal interaction and line of implementation. Customers often occupy the top zone while management occupies the bottom zones. The blueprint is meant to help institutions and organizations in bridging the gap between client demand and organizational or managerial intent. Physical environment\ The physical environment is sometimes known as physical evidence. This is the context within which the service is delivered. In the dental industry, this would refer to the center or clinic within which the services are offered (Munusamy & Hoo 2008, pp.41-56.). In addition, this also includes the tangible commodities that are meant to facilitate delivery of services such as brochures, internet, business cards and reports. This also includes the environmental characteristics such as lighting design and the setting. The appearance and attitudes of employees also falls under this category. In a dental facility, it is important because it communicates on the specifics of the service and helps the consumer understand the specifics of the institution. Since the services and the assets of a dentist center and intangible, customers are often looking for a way of understanding these intangible services. From these, the get cues as to the nature of the services they will receive. The more the customers understand these services, the more successful the institution will be. The most intangible services need to be made as tangible as possible. CBD dental center has made efforts especially using their internet services to give their intangible services greater tangibility. Their website describes services such as sterilization, CADCAM and digital imaging using diagrams as well as words that assure the client of greater services. The rooms and infrastructure used for these services are described in detail and illustrated using diagrams. Specializations of specific dentists are made known and these are accompanied by pictures of these doctors and ways of contacting them. CBD dental center is also reputably clean, which is among the most sought after attributes in medical institutions. Consumers will believe that they are in good hands if the evidence available for them to prove this is convincing. Recommendations Following the above analysis of CBD dental center, I have made the following recommendations that I feel will be beneficial to the dental center and will result in them seeing more patients with greater efficiency. Physical environment Rather than only improving the appearance of the CBD dental center, more focus should be placed on completely changing the office space. This will make the clients notice. Improvement of infrastructure should be accompanied by a change of appearance. This goes for the evidence as well. CBD dental center should change the appearance of their brochures and websites as well as business cards every now and then to get the attention of customers. Especially if there has been a change in the services, a modification or an additional dental service. The change in appearance will get clients to notice before they proceed to read the brochure or article in the website and know more about the change. New and different ideas should be prioritized and made mandatory after a certain period to ensure that CBD dental center stands apart from the competition. Another method of providing an understanding of CBD dental center to market segments should be community involvement (Munusamy & Hoo 2008, 41-56.). The center should find an activity or a method of getting involved with the community such as providing free dental checkups to children’s homes once in a while. Not only will this give tangibility to their services but it will also help the community to see a good attitude from contact employees. It is not enough for the website and reviews to say that the employees and professional, polite and helpful; people need to see this type of environment for themselves. People There should be more inclusion of customers in the people parameter. Certain clients should be identified and classified. These are the ones who have significant influence over decisions that others make (Cengiz & Yayla 2007, pp.74-86). These people can be identified by looking for individuals who give their opinions to CBD dental center and send referrals to the center as well. Gaining knowledge on issues plaguing these individuals will give direction to corrective actions that need to be taken as well as areas that need improvement or reinforcement (Cengiz & Yayla 2007, 74-86). They will most probably have the most significant feedback to give about endeavors undertaken by the dental center such as new advertising campaigns. Most of the details in advertising should be focused on them. Other than that, it would be beneficial if the center developed or found a niche, such as children, then established a specialty in serving them (Muzondo et al 2007, pp.154-165). The services for the niche should be extraordinary. Once this expertise has been developed, the expertise can be transferred to other areas. Children are always accompanied by adults who are also potential customers and in seeing that their children are served well; they may decide to be part of the clientele (Muzondo et al 2007, pp.154-165). Process In order to improve customization and make the processes more effective in lending to tailoring of dental services, the managerial staff of CBD dental center should read dental publications. They are a good source of information about the trends in the industry and the effect that different decisions and trends affect the practice. From this, they can get ideas on innovations and services that will give the center strategic advantage. This can also be done by listing services and products from other industries that the managerial staff may find to be remarkable and highly successful and effective. Some of these practices can be transformed into something that is of use in the dental community. Processes can also be borrowed from other industries and prove to be more effective. Product Products should be packaged within a framework of the market (Nusairat & Al-Dmour 2004, pp.406-421). A systematic method should be followed in this regard. Some of the issues that should be considered while packaging include market segmentation. This will involve identifying the foundation for segmenting the market. Following this, profiles can be created and attractiveness weighed before the targets are selected. After this market targeting, market positioning should be done, which includes positioning the segments within the market. One this is done, products that are most common for the top most segments can be packaged in a way that attracts them. For instance, if the top market is mostly the elderly, dental services specific to them can be advertised and highlighted more than others. Conclusion People are always looking for ways to best fulfill their needs and this is especially true for healthcare services. The 7Ps provide guidance as to some of the best practices of marketing service products. CBD dental center is in a strategic position in the market to fulfill the needs of customers efficiently. The difference with the services offered at the center is embedded within service delivery and timely response. In addition, the infrastructure at the center is also of superior quality giving it an added advantage. The dental industry has unique characteristics that have in turn influences how CBD dental center followed the 7Ps of marketing. However, the center appears to be successful thus far. List of References Al Muala, A 2012, Assessing the Relationship between Marketing Mix and Loyalty through Tourists Satisfaction in Jordan Curative Tourism, American Academic & Scholarly Research Journal, vol. 4, no. 2. Cengiz, E & Yayla, HE 2007, The Effect of Marketing Mix on Positive Word of Mouth Communication: Evidence from Accounting Offices in Turkey, Innovative Marketing, vol. 3, no. 4, pp. 74-86. Muzondo, BN, Muzondo, N & Mutandwa, E 2007, Determinants of Parents’ Choice of a Paediatric Dentist: An Application of Factor Analysis, African Journal of Business Management, vol. 1, no. 6, pp. 154-165. 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