UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------- Nguyen Dao Kim Thuong DISSATISFIED PATIENTS AT THIEN CHUONG DENTAL CLINIC MASTER OF BUSINESS ADMINISTRATION SUPERVISOR: Dr. Nguyen Phong Nguyen Ho Chi Minh City - 2017 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------- Nguyen Dao Kim Thuong DISSATISFIED PATIENTS AT THIEN CHUONG DENTAL CLINIC MASTER OF BUSINESS ADMINISTRATION SUPERVISOR: Dr. Nguyen Phong Nguyen Ho Chi Minh City - 2017 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com SUPERVISOR’S REPORT ON THE THESIS PROPOSAL SUBMITTED FOR DEGREE OF MASTER of BUSINESS ADMINISTRATION The thesis proposal title: THE REDUCTION OF CURRENT PATIENTS AT TC DENTAL CLINIC Student Name: Nguyen Dao Kim Thuong Supervisor: Dr. Nguyen Phong Nguyen 1.
General comments: • Remarks on the student’s attitude: ………………………………………………………………………………… ……………………………………………………………………… • Remarks on the assignment’s academic quality: ………………………………………………………………………………… ……………………………………………………………………… 2. Overall assessment: Meet requirement for submitting Not meet requirement for submitting 3. Other remarks: − Did the student follow the report schedule? Yes No Other…………………………. − The Turnitin plagiarism percentage: Supervisor’s signature LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Table of Contents Executive summary .3 Initial causes effect map .4 Updated cause – effect map .5 Potential central problems of interest.
11 Part 2: Central problem justification .1 Central problem definition. 20 Part 3: Causes validation and solutions .1 List of real causes .2 Central cause validation .1 Stage 1: The communication training for employees and manager.2 Stage 2: Commending and rewarding .4 The comparison about the price. 48 1 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Executive summary Thien Chuong dental clinic was established in 1999 with over 15 years experienced in healthcare industry. Recently, the revenue of clinic is decreasing and the patient’s transaction is also reduced from 2014 to 2016 specifically.
This research is written to find possible problems lead to decrease patient then give solution in order to improve and enhance patient engagement. The face to face interview were conducted with three patients and the clinic manager. At the first interviews, explanations for reducing patients were dissatisfied which regarded weak communication between doctor-patient, lack of specialize machine and long time for waiting. Nowadays, health care is not only pay attention to quality of treatment by excellent diagnose, treatment process but also concerns about delivering professional customer service.
Patient oriented is the mission that clinic aims to achieve. It can be said that satisfied patient’s needs will get patient’s appreciation, enhance patient engagement and patient loyalty. Patient satisfaction is one of the most priority of some clinics in general and TC in specific target to achieve. For the loss of patients since 2014, the central problem is dissatisfied patients that impact on returning decision of patient which cause by poor communication between dentist-patient.
Thus, this research focuses on the solution to solve the poor dentist – patient communication. 2 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Part 1: Background 1.1 Company background Thien Chuong dental clinic (TC) is a private clinic was official established in 1999 by Dr. Dao Minh Thien Chuong. It is known as one of the high reputation dental clinic at Tuy Hoa city.
It first location was private home at 14 Nguyen Cong Tru street, Ward 1. However, it was a small premise and inconvenience for expanding operation so the clinic moved to new location. The clinic is leasing a house located at 55 Tran Hung Dao street, Ward 1, Tuy Hoa city, Phu Yen province. It is in central Tuy Hoa which nearly 1.5 kilometer away interprovincial coach station, near train station around kilometers, away 700 meters to Tuy Hoa market, around 700 meters and close to administrative office of Ward 1.
It can say that its location is belong in densely populated area and also convenience for others accessing. With the slogan “Elevating Vietnamese Smile” TC always cares and understands needs of oral health care as well as oral beauty of every patient. For that reason, all of dentistry equipment and material are selected carefully from classy and prestige manufacturers. This is a kind of family-owned corporation.
It operates under the control of Dr. Dao Minh Thien Chuong. In the beginning, it operated and managed by only Dr. Chuong, since 2001 he has co-ordinated with Dr.
Vo Ngoc Doan Phuong-his wife and they develop clinic until now. The clinic operates on Monday to Sunday. The clinic official time starts at 8:00 AM and closes at 7:00 PM. On Sunday the clinic close sooner than others at 6:00 PM For over fifteen years of establishment TC has expanded operation scale in which o 2 specialized doctors o 5 dental hygienists 3 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com o 3 dental assistants o 1 receptionist o 1 accountant o 2 sanitation staffs o 1 security guard Dr.
Chuong and Phuong graduated from University of Medicine and Pharmacy at Ho Chi Minh city with Doctor Specialty I degree. Most of the staffs are not required high diploma or years experienced. The 5 dental hygienists with Intermediate Professional degree in which are dental technician and several are pharmacy technician. The receptionist required graduated high school, fluent in using computer skill and good appearance.
The accountant must have relevant certificate and at least 1 year experience in this field. Currently, there are six dental clinics in central Tuy Hoa city which two of them are new reputation branches clinic from Sai Gon - Viet My dental clinic and Sai Gon dental clinic. No Name of dental clinic 1 Viet My dental clinic 2 Sai Gon dental clinic 3 Nu Cuoi Xinh dental clinic 4 Nha Chin dental clinic 5 School dentistry 4 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 6 Hoang Son dental clinic 7 Minh Tri dental clinic Table 1: Dental clinics in central Tuy Hoa city 1.2 Symptom 29,800 29,610 29,600 29,400 29,331 29,200 29,000 28,908 28,800 28,600 28,400 2014 2015 2016 Chart 1: The volume of patients from 2014 to 2016 (Source: Thien Chuong dental clinic finance report 2014-2016) From 2014-2016 the volume of patient was in a decreasing trend was indicated in Chart 1. This made the profit went down in the same stage as Chart 2 showed below.
5 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 10,000,000,000 9,000,000,000 8,000,000,000 1,450,771,440 1,217,338,229 1,689,220,000 7,000,000,000 6,000,000,000 5,000,000,000 4,000,000,000 6,897,680,000 7,055,218,560 7,165,981,771 3,000,000,000 2,000,000,000 1,000,000,000 - 2014 2015 2016 operation cost Profit Chart 2: Revenue of TC 2014-2016 (Source: Thien Chuong dental clinic finance report 2014-2016) The loss of profit kept increasing around 18% to 22% by time. This abnormal number was over the acceptable gap 10-15% from doctor manager. Additionally, the operation cost was insignificant changed – it was under 3% for each year in the period 2014- 2016. The operation cost includes budget spend for leasing fee, equipment, salary, and others variable cost increase every year in a fixed amount.
Besides, 2015-2016 the manager also controlled cost well by decrease expense from 2.3 Initial causes effect map In depth interview was carried out with three chosen patients aged from over twenty to under forty-five years old who have experienced in service at TC over five times. Gathering information from three patients the researcher realizes there is a common from three point of view is they were uncomfortable with the service at TC, in another way they were dissatisfied with the service was listed down: Difficult access dentists or hygienists, Poor communication between staffs and patients, Poor facilities in the clinic. 6 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Per Mr. Nguyen said that he has known TC for 3 years, his daughter and he also experienced service here several times.
His last treatment was veneer and was quite satisfied with his teeth but he complained about the service. He had to wait for long time although he did made appointment before and he also said the receptionist was unfriendly. “The receptionist is extremely rude and will not let you get a word in. First rule of customer service is: listen to the patient.
I was interrupted three times before I could get my question in. I don’t think a person who work in service industry should do that”. Lastly, he shared that his daughter was braced at VM dental clinic. The staff was consulted kindly and also gave him the detail treatment process although he just only asked for referencing.
After that, an interview with Ms. Diem has experienced at TC over a year. Her treatment is braces and the progress is fairly accurate with doctor’s expectation at the beginning stage. She said one of the lack of specialized machine – X-ray machine caused difficulty in diagnosing treatment.
Because her jaw structure was complicated with the overcrowding issue so she had to go to Saigon to take X-ray film. That was inconvenience to her by spending more time and cost. Furthermore, because there were many patients so dentists did not spend time to check detail stages, the dental hygienists in charge most of part but they are weak in interacting with patients and their colleague, and they also weak in consulting. “Dental hygienists seem to not know what they're talking about.
They don't seem to communicate well with each other and with the doctor. One would say one thing and the other would completely say a different thing. Feel not at ease after my appointment. Things could be better explained and could be more organized.
I was nervous at the beginning. Occasionally the dentist does work on the teeth and it probably won’t be every appointment, but he sometimes pop in and check the teeth, to make sure the dental hygienist is doing everything correctly”. She also complained staffs were unprofessional when they were talking loudly while doing. Cong shared he had a good impression about the clinic by the good interaction with patient of Dr Chuong.
However, he complained about the hygienist’s working style that she did not focus on her work and poor at consulting. He said “During my 7 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com treatment the hygienist was talking on the phone most of the time. I felt it was so annoy. I was so nervous that time if she forgot and drilled a big hole on my teeth.
Then, she told one of my wisdom tooth swelled up and the only choice was I had to extract it. But, when I asked whether it was necessary or not to do it she could not explain”. All of interviewers were admitted that the space was quite small especially the waiting room. Sharing by Mr.
Cong that “When I came in the peak time, there was no place for me to sit, so I had to wait outside the room. Diem” said “It doesn’t have enough space for many patients so it’s uncomfortable” However, it was clean and ensure institute for medical quality. Nguyen commented “Cleaning rooms and tools are replaced new every checkup” and Ms. Diem said “Generally, everything is clean and neat, but the waiting room is a bit small, it doesn’t have enough space for many patients so it’s uncomfortable”.
According to Mr. Nguyen and Ms. Diem high price is not important to them, Mr. Nguyen explained “I just only care about the quality and service because I believe health care is priceless.
But it should appropriate with the quality” From all information of patients and doctors shared, the initial cause-effect map was drawn below for noted signal affect to volume of patient. 8 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Long waiting time Unfriendly receptionist Poor communication between staff- The hygienists patient Dissatisfied current Reducing patients consult unclear patients Lack of specialized medical machine Poor facilities in the clinic Small waiting room Map 1: Initial cause-effect map 1.