Open Wide Family Dental Clinic
Ursula Fidora Phillips Gilliam
Dr. Carol Hoban
November 10, 2021
Dr. Sharla Davis is a dentist in charge of The Open Wide Family Dental Clinic. The facility is designated to offer the finest cosmetic and general dentistry in Wake County to offer health services to the people. The Open Wide Family Dental Clinic will quickly gain market share as a result of a combination of industry-guided flexibility and customer service. General dentistry practice will be used in the generation of initial cash flow has the branding for assessment is developed by Dr. Davis to enhance services. General maintenance to cosmetic dentistry shifts as the business percentage tends to be affected with time. Clients who are wealthier and do not depend on insurance plans are the ones making the cosmetic practice to be widespread. Dr. Davis can impact peoples’ orthodontia by making more visible and appreciated specialized cosmetics. Dr. Davis has a plan of leveraging the years she took in the private training in modeling her new business. A large patient base will be created as a result of rapid growth which is being propelled by her experience, customer-centric business model, and forward-looking strategies. Her profits will be attained within the first 10 months of her practice, 1.5 million is the estimated sales volume by the end of the second year.
The facility is entering its second year of business in dentistry practice. Open Wide Family Dental Clinic has been recognized by Dr. Davis in the development of a large, and sustainable customers base. Customer-centric dentistry practice, providing cutting-edge cosmetic enhancement and flexibility are the primary market needs that Dr. Davis will serve.
Open Wide Family Clinic is aware of the market and the attributes that come along with prized clients. The information will be crucial in determining who is to be served, their needs, and how communication between Open Wide Family Clinic needs to be passed to the clients.
Customers with a wide selection of cosmetic enhancement and general dental maintenance will benefit at Open Wide Family Dental Clinic. The Open Wide Family Dental Clinic will gain market shares as a result of increased flexibility from its service providers. Targeted customers will experience the following services.
- A wide range of choices of enhancement will be offered to customers in terms of selection.
- People with varying schedules will be accommodated due to the flexibility parameter of the facility.
- Equality through customer service will be provided where customers will have to experience additional services such as the provision of information on their dental maintenance.
A movement towards selective procedures is the marketing trends that are associated with dentistry. The insurance industry can explain the impetus for this trend. Costs are going through the roof in the healthcare industry and medical officers are being pressured as a result of the amount allowable for reimbursement decreases from the insurance companies. Therefore, an environment that does not allow procedures rely on reimbursement which should be linked from the insurance company. The clients are paid directly by the doctors in this case.
The company’s strengths and weaknesses are captured using the SWOT analysis. Opportunities and threats facing Open Wide Family Dental Clinic are analyzed.
- Pursuing continuous education.
- The cost of dental services is within the standard price.
- Advanced and state-of-the-art facilities.
- A robust skill set is necessary for procedures.
- As the organization starts, it’s difficult to build a brand.
- In the first year of operation, there is weak cash flow.
- The strategic position of the signage.
- Skilled in using advanced technology.
- Participation in a growing market.
- Advance procedure in dental services.
- Increased competitions as procedures become popular.
- Existence of well-known dental clinics/ doctors.
Success is influenced by the following keys;
- Customer service
Providing the finest dental care becomes one of the main purposes of Open Wide Family Dental Clinic. Its existence is to maintain and attract customers. Everything will fall into place when it adheres to this maxim. Service provision will go beyond customers’ expectations.
Objectives and Aims
Decrease customer acquisition cost by 6% per year, increase customer referrals by 25% per quarter and brand awareness should be increased, evidenced by an increase in unsolicited requests for services.
- Profits levels should rise by the end of year 2.
- For the first three years, a double-digit growth rate should be seen.
Two distinct groups of customers are linked with Open Wide Family Dental Clinic.
Adults; younger adults existing between the age of 18-39 who are willing to consider taking cosmetic corrections at a tender age to have a better appearance has they continue earning. This group is made up of both males and females who have individual incomes over Php 240,000.00 a year. Some target segments are the spouse who does not have full-time jobs and live-at-home. Using cosmetic surgery to influence appearance is one of the attributes that is not considered by this group. Adults seek to be health-conscious whereby they look at things from an aesthetic point of view rather than a sustainability viewpoint.
The Open Wide Family Dental Clinic will be positioned as a skilled provider, cosmetic enhancement, flexible, and a professional facility to offering dentistry-related services. The intensity in the amount of customers’ satisfaction, superior work products, and flexibility will be appreciated by Wake County and the areas surrounding the facility. By leveraging their competitive edge, the desired position will be achieved.
Flexibility; busy schedules are one of the attributes that the doctor recognizes about her patients, so the doctor has implemented new strategies that will help him to be flexible enough to attend to her customers. This is an extension of the competitive advantage that is given on customers’ side hence affecting Open Wide Family Dental Clinics. Therefore, the doctor is not expected to have solely office hours or appointments to meet with the patient. Therefore, she has the mandate of making an appointment any time she wants whether it is on a weekend or a night.
Customer service; customer service model is what the entire practice of Open Wide Family Dental Clinics is based on. When Dr. Davis is working with the patients, it is when the business model is emphasized. The patient is supposed to make an informed decision about their cosmetic needs. Therefore she will take time to assess the success/failure rate, any side effects and determine what occurs during the procedures. The patient will be allowed to go forward after being informed of the procedures that are undertaken.
Positioning Open Wide Family Dental Clinic as a service provider in dental and cosmetic enhancement becomes a single objective of the facility. Developing the customer base, working towards customers referrals, and creating customers’ awareness of the service are some of the marketing strategies for the facility to implement.
A variety of methods will be used to communicate the positioning message; use of social media to place advertisements. Facebook is a great platform that can create awareness regarding dentistry and the collection of reviews from existing practices can be attained simply. The use of international seminars is the second method of communication to increase visibility and educate consumers for Open Wide Family Dental Clinics.
Network campaigns will be the last method that Dr. will use as a communication tool to leverage industry relationships that have developed over the years.
The following approaches are used in pricing, customer services, promotion, distribution, and advertisement.
- Customer services; the need of having exemplary services is one factor that is considered by the facility to build a strong and sustainable business.
- Distribution; service provision will be done at the Open Wide Family Dental Clinic office.
- Advertisement and promotions; campaigns consisting of building the brand, ads, seminars, and networking will be used.
- Pricing; prices will be competitive to similar services regardless of the market not being all price sensitive.
In the first month, the facility will focus on getting new office orders beginning marketing activities, and setting up appointments. Few appointments will be recorded in the second month and sales activities should increase before the end of the first year.
Serving as a guide of success is the main purpose of the marketing plan for Open Wide Family Dental Clinic.
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