Abstract
M.Com. (Enterprise Management)
This study is concerned with the marketing of dental services in South Africa. The past,
present and future, with special reference to the role of the Dental Association of South
Africa and the dentist in private practice.
The distinguishing characteristic of every profession is a very long tradition of service to
mankind. Significantly it is this ethos which today has given impetus to the need to
develop marketing skills to sustain and further the socially valuable aspects of the
professions' service.
In the past there was massive resistance by professional people to the concept of
marketing. Primarily it was fear of the unknown. It was a basic misunderstanding of
what marketing is and an alarm at the twin thoughts of what it might be and what It
might do. There was a fear that marketing is advertising and that the high cost of
advertising will be exacerbated by the need to cut fees to gain promotional advantages.
Reduced fees will mean trimmed service and a consequent drop in professional
standards. All of this will be ruinous to the professional and worse, will damage the
dignity that underpins the professional ethos.
Marketing is not only perfectly compatible with the professional ethos but in many ways
is to be regarded as a professional responsibility, it follows that universities and the
teachers of aspirant practitioners should accept marketing principles and acquaint
themselves with marketing practices.
It is important for the dentist to have a fundamental knowledge of the principles of
marketing and the legal aspects that restrict the freely use of all the tools of marketing.
Since marketing is based on an understanding of consumer behaviour this is a very
important study.
Today, more than ever, businesses are looking for a competitive edge, a strategic
uniqueness to distinguish themselves from their competition. One strategic route is
emerging as the answer, namely customer satisfaction, through the principal factor of
customer service quality. Understanding customer expectations is a prerequisite for
delivering superior service...