From production to performance: solving the positioning dilemma in dental practice.
BACKGROUND
Thriving dental practices are excellent at providing a warm personal experience or are efficient, fast and cost-effective. Those that that attempt to do both end up being mediocre at just about everything.


CONCLUSIONS
Introducing ideas from dramaturgy and service simultaneity in the services marketing literature, the authors provide a model for the conceptualization and redesign of the dental practice.


CONCLUSIONS
Successful dental practices will be those that concentrate on low customization of activities in the back office or high customization of activities in the front office.
Armstrong
James
J
AARM Dental Group, Vancouver, British Columbia, Canada.
Pitt
Leyland
L
Berthon
Pierre
P
D003729:Dental Care / Q000523:psychology; D003770:Dental Offices; D006801:Humans; D008389:Marketing of Health Services / Q000379:methods*; D017146:Models, Organizational; D011215:Practice Management, Dental / Q000458:organization & administration*