Discussion on the Impacts of Customer Service on Client Satisfaction and Profitability at Doctors’ Center- Beirut: Interpretation of Secondary Data and recent observations

Discussion on the Impacts of Customer Service on Client Satisfaction and Profitability at Doctors’ Center- Beirut: Interpretation of Secondary Data and recent observations.

 

Georges S. G. Bellos

IPNET, graduate student. School of Management

 

Abstract:

This study aims to evaluate the relationship between customer service quality and the profitability of the Doctors' Medical Center, focusing on its radiology department. Drawing on the findings of a previous study, the research uses qualitative analysis of secondary data to assess patient satisfaction and its implications for the center's performance. The literature review highlights the connection between customer service quality, patient satisfaction, and organizational success, emphasizing the role of efficient customer service in healthcare establishments.

 The study involves a detailed review of existing reports and patient feedback to identify key issues related to customer service, such as staff responsiveness, communication, and service delivery quality. The expected findings suggest that suboptimal customer service negatively affects patient loyalty and could hinder the medical center's profitability, based on the interpretation of secondary data.

            Based on these findings, the cited study recommends implementing regular customer service training for staff, improving communication protocols, and developing clear guidelines for all departments within the medical center. Our research demonstrates that the customer service is nearly flawless, as are the medical and technical services.

            These actions are expected to enhance overall patient satisfaction and, in return, contribute to the long-term financial stability of the Doctors’ Medical Center. Our study highlights excellent client feedback and positive patient experiences, which indicate they are likely to return. This success is further demonstrated by the opening of a new branch in Dubai in 2024, in addition to the local branches in Beirut and across Lebanon.

Keywords: Doctors’ Center Hamra, Profitability, Patient Satisfaction, Customer Service.

 

1. Object of study

The Radiology Center at the Doctors' Center in Hamra is a healthcare institute located in the heart of Beirut, not far from AUB and near AUBMC. This radiology center has been a pioneer in Lebanon and the region since 1979. Since 2004, this private radiology center has been offering high-quality services to patients using the latest technologies and state-of-the-art equipment, while during this decade, it hass spread beyond Lebanon’s borders (see: https://doctorscenterlb.com).

 

1.1. About the Doctors Center

The follwing message reads in the medical Center’s web site: “Welcome to the Doctors Center Radiology and Laboratory, where quality care meets cutting-edge technology. Our dedicated team of radiologists and laboratory technicians work together to provide you with comprehensive healthcare solutions. With our state-of-the-art equipment and commitment to excellence, we offer precise tests and expert medical advice”. This invites potential customers fro trying the center out for the 1^st time, while encouraging old customers to return (see: https://doctorscenterlb.com/about-us/).

            The center offers its clients "advanced radiology technology for accurate and reliable results." You can contact them at: +961 1 360 260 (see: https://doctorscenterlb.com/).

           At the center, as reads this message “your health and well-being are our top priorities, ensuring you receive the best care throughout your medical journey”, customers feel welcome. Byb reading this other message “trust us for personalized, reliable, and timely healthcare services that meet your individual needs”. customers feel entrusted to taking an appointment at the center since both the messages, and the staff appear reassuring.(see: https://doctorscenterlb.com/about-us/).

           This third message “we are committed to providing our patients with clinical laboratory and radiology analyses that adhere to the highest quality standards, using state-of-the-art equipment to deliver precise and reliable results across the region” also show their professionalism (See: https://doctorscenterlb.com/about-us/).

 

1.2. Useful Information

As a testament to the quality of services offered by the Doctors’ Center in Hamra, the following message from the center addressed to its clientele inspires respect, trust ang good customer servuce (see: https://doctorscenterlb.com/): “Welcome to Doctors’ Center. Start your health journey with us—expert advice, advanced technologies, and compassionate care tailored just for you.”

            To better guide its clientele, the official website clearly provides a link with details on how to access the “About Us” page (see: https://doctorscenterlb.com/about-us/). The “About Us” message from Doctors’ Center Hamra invites its target audience (both potential and existing clients) with the following address:  “Welcome to Doctors Center, where expert care meets cutting-edge technology. Our dedicated team of radiologists and laboratory technicians is committed to providing accurate diagnostics and expert medical advice. By using state-of-the-art technologies and offering personalized care, we prioritize your well-being every step of the way. Start your health journey with us today!” This message definitely encourages clients to get in touch and book an appointment (see: https://doctorscenterlb.com/).

 

2. History of Doctors Center Hamra

The Doctors Center in Hamra, Beirut, is a well-established medical facility renowned for its quality services in radiology and laboratory work. The center's history dates back to 1979 when the laboratory was founded, followed by the addition of the radiology department in 2000, significantly enhancing its capabilities. Over the years, the Doctors Center has undergone extensive renovations and upgrades, incorporating advanced technologies such as PET scans, 3 Tesla MRI, digital mammography with tomosynthesis, and state-of-the-art bone densitometry (see: https://doctorscenterlb.com/).

            The center is committed to providing precise and reliable diagnostic services, supported by a team of highly specialized and certified physicians (see: https://doctorscenterlb.com/). Its laboratory department offers a wide range of tests and procedures, including clinical chemistry, medical microbiology, hematology, immunology, virology, and more (see: https://www.findhealthclinics.com/LB/Beirut/493809500989338/Doctors%27-Center-Laboratory-and-Radiology). The radiology department delivers comprehensive imaging services, such as traditional X-rays, ultrasounds, MRIs, and CT scans (see: https://doctorscenterlb.com/).

            In 2024, the Doctors Center expanded its reach by opening a polyclinic in Dubai, showcasing its commitment to delivering exceptional care and services to a wider patient base. For further details on its services and quality commitments, visit their official website. Additional online portals like Find Health Clinics also provide more insights into the Doctors’ Center in Hamra, which has built a trusted reputation based on positive client feedback and patient trust (see: https://doctorscenterlb.com/).

The Center’s Beirut Branches are both located in Hamra. Its Main Branches are in Abdul Aziz Street (Blue Building) and in Cairo Street (Marignan Center). Among its Other Branches, a few aree locarted in Lebanon, outside Beurit. While detailed information on additional branches is not publicly available, the Doctors’ Center has expanded to other regions in Lebanon, such as the Matn area and the North. The most notable expansion outside Beirut is the Dubai polyclinic launched in 2024.

 

3. What Makes Doctors' Center Hamra Your Ideal Choice

The three below points discuss why is the Beirut Medical Doctors' Center is a great choice for customers to take appointments. If we go back to our research question (RQ1) addressing what the Impacts of Customer Service on Client Satisfaction and Profitability at Doctors’ Center- Beirut are, we understand a positive relationship between good customer services and customer satisfaction on the profitsabilility. of Doctors' Center, Beirut we see a proportional relationship, as in increase in one variable, leads to an increase in the other, while a decewase leads to a decrease as well.

First. Commitment to Excellence: We are dedicated to providing professionalism and medical excellence, always prioritizing your health and well-being. Our devoted team works tirelessly to deliver the highest quality care.

Second. Comprehensive Healthcare Services: With an experienced team and cutting-edge technologies, we offer a wide range of services, from basic care to advanced treatments, ensuring you receive comprehensive and effective care.

Third. Personalized and Compassionate Care: Your comfort and safety are our top priorities. Whether for a routine check-up or specialized treatment, we are committed to offering you personalized care, attention, and support, ensuring the best possible healthcare experience.

 

4. Explanation of the Issue

While radiologists provide essential services to the medical community, customer service is equally critical. Radiology practices must deliver superior customer service to referring physicians and optimize operational efficiency to maintain their credibility, as noted in this report (see: https://doctorscenterlb.com/). Achieving a quality and safety program in radiology relies on four key areas: improving safety processes within healthcare facilities, professional outcomes, evaluation of services rendered, and client satisfaction (see: https://doctorscenterlb.com/)

            Additionally, existing studies in the literature demonstrate a relationship between patient satisfaction, patient loyalty, and financial profitability. This relationship is strongly influenced by patients' perception of the added value of a healthcare service, which is itself shaped by customer service, responsiveness, and the professionalism of the staff at the Doctors’ Center radiology department (see: https://doctorscenterlb.com/)

            To date, major inefficiencies in processes hinder value creation for patients, leading to reduced profit margins for most medical centers. Those lacking high-quality services or optimal customer service risk losing significant market share to competitors offering better services. This is why the Radiology Center at Doctors’ Center Hamra strives to provide the best medical services to its clients but must ensure that its managerial and administrative processes are effectively implemented. The primary concern of the Doctors’ Center is to guarantee the highest level of client satisfaction. This issue addresses a concern raised in a previous study, which noted that the center faces challenges related to managerial problems (see: https://doctorscenterlb.com/). The current goal is to determine whether this issue has been resolved and, if not, what steps the medical center should take to address it.

 

5. Arguments

The current research indicates that the Doctors’ Center in Hamra boasts a highly qualified medical team as well as a customer-oriented staff that provides quality service both in terms of medical care and client reception. Patients choosing this medical center are warmly welcomed from the initial "hello" to the final "goodbye." A previous study conducted 10 years ago highlighted a disconnect between superior medical services and poor customer service, which may have been the case in the past. However, current personal observations tell a different story (see: https://doctorscenterlb.com/).

            Could it have been possible that the center received negative client feedback in 2016? Perhaps. But today, the medical center's website is far better organized than before, reflecting improvements since the last visit. As evidence of their dedication, positive client feedback and high levels of satisfaction have been observed, demonstrating significant progress and trust in their services. Table 1, below, could hint out some potential Strengths, weaknesses, opportunities and threats to currently look out for.

 

Strengths	Weaknesses
Advanced Technology and Equipment:	Customer Service Issues:
Established Reputation	Inefficient Administrative Processes
Experienced Medical Staff	Limited Patient Engagement
Prime Locarion	Lack of Staff Training
Opportunities	Threats
Improvement of Customer Service	Intense Competition
Implementing Digital Solutions	Geopolitical Instability
Expansion of Services	Staff Turnover
Collaboration with Insurance Companies	Economic Crisis

Table 1. Proposed SWOT matrix of the Doctors’s Medical Center in Beirut.

           Looking at the current data at hand, both the "advanced technology and equipment" and the “experienced medical staff” encourages patients to return tome and time again to the Doctor’s medical center, in Hamra. While also the “established reputation” and the “prime location” providing the marketling strategy is correctly established in terms of the 4Ps of Kotler, the price, place, product and promotion, including “Parking” as a 5^th potential P, give the Doctors’ Center, Hamra (DCH) considerable advantages in comparison to its competition, once “Personnel” (as a 6^th potential “P” is taken into account (“Personel” is under “Public”, another argument for the Kottler extended “Ps” to consider). “Process” is also an element of the “Extended Ps “of Kotler to consider, as recent;y, it was found that the better the process is defined, the better the firm performs, and as such, accordingly, itds performance increases, through proper mareketing strartegfies folloing all “8 or 9 Ps”. If we include parking, it’s 10Ps, since Partnerships and positioning are also listed.

           Here are the “4 Ps”. First, the Product at hand, is well defined, through its attributes. Second, the Price is well defined, as the customers are willing to pay for the medical services at the DCH, as opposed to competitors. Third, the place, involving the distribution channels through which the product reaches customers). Last, Promotion, or the communication strategies used to inform and persuade customers.

            The “Extended Ps” sre as follows: First, People. This “5^th P” includes the staff and salespeople who interact with customers and influence their experience. With the Doctors’ Center, Hamra, it is an excellent advantage, as their staffs are indeed qualified. Second, Process . This is our “6^th P” and explains how the procedures and processes involved in delivering the product or service to the customer create quality. Third, Physical Evidence. This is our “7^th P” which involves the tangible elements that support the service, such as packaging, branding, and the physical environment where the service is delivered.

            The last three Ps, Parking, Partnershups and positioning require soecial considerations, Partnerships (The ‘8^th P”) indicates thjat ghe medical center enters in collaborations and alliances with other organizations to improve distribution, operations, or promotional reach, like its collabortation with insurnace companies. Positioning (or our ‘9^th P”)_ shows the unique value or perception of the product in the minds of consumers and how it stands out from competitors. While, the “last P”, parking, gives considerable advantage for companies who provide good parking spots for customers, esoecially if there are competitors arounf who don’t have parking. While, many exoerts claim that parking is included in “place”, I believe it ought to be considered as an independent P (Dr. Elie Khoury, personal communication, 2012).

6. Conclusion.

In conclusion, the Doctors’ Center provides customer service levels that fall below expectations, according to evaluations from a group of its clients. These clients are dissatisfied with the customer services provided, although the majority have expressed satisfaction with the medical services.

 Given the relationship between patient satisfaction and business profitability, it is crucial to take steps to improve customer service levels at the Doctors’ Medical Center in Hamra. Among the recommendations and suggestions proposed by participants are the necessity to organize regular customer service training sessions for the staff and to establish a set of customer service guidelines.

            Therefore, the Doctors' Center Hamra represents an established healthcare institution that continually strives to offer quality medical services to its patients. Although the center has already met the community's healthcare needs, the evaluation highlighted opportunities for development in client satisfaction and the efficiency of non-medical services.

            Improving the quality of customer services, particularly in communication and responsiveness, is essential to strengthening patient loyalty and maintaining a positive brand image. Suggestions gathered from participants, such as continuous staff training and implementing clear customer service protocols, are important levers to ensure a better patient experience and, consequently, increased long-term profitability. Additionally, the center must continue its efforts to optimize internal processes, reduce waiting times, and improve the efficiency of appointment management and services. By leveraging targeted marketing strategies, the Doctors' Center Hamra can enhance its market positioning and attract a loyal clientele while continuing to offer high-quality care.

            By adopting these recommendations, the Doctors' Center Hamra can not only maintain its reputation for medical excellence but also significantly improve its customer service, positively impacting its profitability and future growth. Our arguments stupiulate as a result of its outstanding quality of medical services, good reputation and excellent customer service, the business of the Doctors' Center Beirut, flourished, and recently allowed it to grow beyond Lebanon's borders in order to continue in its path to excellence.