title: From production to performance: solving the positioning dilemma in dental practice.
abstract: 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.
authors.affiliation: AARM Dental Group, Vancouver, British Columbia, Canada.
authors.forename: James
authors.initials: J
authors.lastname: Armstrong
authors.forename: Leyland
authors.initials: L
authors.lastname: Pitt
authors.forename: Pierre
authors.initials: P
authors.lastname: Berthon
mesh_terms: 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*