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Every Dollar Maximized as Atlanta Area Dental Office Adds Satellite Location

Issue: Fall 2017
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Lemons Dental–Braselton, Georgia

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The consultation room has plush chairs in a serene lush blue. The doctor can display a patient’s intraoral camera and X-ray images during treatment discussions for greater understanding and acceptance.

The challenge of expanding a dental practice can include a number of considerations, from finding attractive, functional sites to the logistics of maintaining patient care at the original location while overseeing construction and equipment selections at the new one. But one issue not often discussed is how a doctor can grow a practice strategically so it is exceptional in terms of equipment, design, and efficiency to maximize financial goals and also fit within a carefully considered construction budget.

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The office feels more like a spa for patients because the clinical equipment is accented with design touches like candelabras, ottomans, rugs, and wall hangings.

Dr. Terry Lemons opened his second office, Lemons Dental, in February 2017, so he has a good working knowledge of how to balance all of those issues and decisions. His new 2,200 square-foot office is a testament to working with a team to get the maximum impact out of every dollar spent, whether it’s on equipment or design pieces. The office is sleek and has a hip feel to it with luxe lighting elements and long sightlines with exposed ceilings that give it an industrial, upscale look.

Located in Braselton, Georgia, 25 minutes from his first office, the new practice is the first phase of the doctor’s larger plan to have a network of five locations around the Atlanta metro-plex. Braselton was an easy choice–it is close to his existing office in John’s Creek, and the area, about 50 miles north of Atlanta, is beginning to boom from its small-town roots into an outer suburb that’s eyed for dramatic growth.

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The doctor, along with his team, were diligent in maximizing budget dollars without sacrificing the high-end look he wanted. The end result is a gorgeous new practice that is welcoming new patients every month.

“Dr. Lemon’s office is located in a high traffic area,” explained David Hashemi, the Henry Schein Equipment Sales Specialist who helped the doctor locate this site and worked with him to design and equip it as part of the larger team. “There are great retail restaurants and medical complexes in close proximity to his office with new commercial properties being built in the area every week. He is also not far from the renowned vineyard and golf resort, Chateau Elan.”

The doctor noted that sourcing the Braselton space was much simpler the second time around when compared to building his first office. And more efficient.

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“Henry Schein is really organized and made the process a lot easier than it used to be,” said Dr. Lemons. “I remember the first time, my wife and I looked for weeks to find a space on our own. She is proud of saying she found the actual building. But this time around, Henry Schein provided me with professional contacts that made the process much more scientific and smooth!” Trina Wheeler, the doctor’s long-time Field Sales Consultant with Henry Schein, was an integral part of advancing the project, introducing Mr. Hashemi to the doctor, running analyses like a DPAT that helped define his fee structure, and also accompanying Dr. Lemons on a trip to the showroom to see equipment options firsthand.

The Braselton office, as a result, is sleek and contemporary, yet soothing in its simplicity. It was designed to be cutting-edge, from the décor to the equipment. The doctor uses three treatment rooms, but has two additional rooms ready to be outfitted as the office grows.

The thing I am most proud of is how the overall design aesthetic came together.

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Soothing blue and gray tones are the foundation of this gorgeous design. The tiled reception desk, comfortable couch, and simple decor offer patients a refreshing respite when they enter the office.
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“My thought was to develop an office that was clean, yet warm for our patients,” noted Dr. Lemons. “Slightly more modern than the area, with a homey feel so our patients are comfortable in their surroundings. We had to, of course, throw some yellow into the décor since my last name is Lemons!”

The waiting room sets the tone for the office, with tall exposed ceilings finished in black, mid-century lighting in a variety of eye-catching geometric forms, and the mosaic reception desk covered in serene blue tiles. The rich wood-like flooring is durable vinyl and a rich contrast against the cool gray walls.

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The doctor used TechCentral to integrate all of his technology into a cohesive, connected workflow, including everything from the conceptualization of the technology plan to the installation of the computer workstations and patient monitors in each operatory, to his 3M True Definition Scanner.

“Dr. Lemons wanted a high-end office,” confirmed Mr. Hashemi. “We had to consider the budget while providing him with great value and equipment dependability. I am still amazed at the quality equipment and technology we were able to put together. His office is as nice, if not nicer, than others that had significantly higher budgets.”

Mr. Hashemi said the team had many conversations about how to achieve the doctor’s objective of having a high-end workspace without delivering a high-end price tag.

“The thing I am most proud of is how the overall design aesthetic came together. Dr. Lemons has high expectations, so getting the design right was incredibly important to us.”

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The operatories are warm and homey, with the slick look of the Midmark chairs and sophisticated Artizan cabinetry softened by flowing window treatments.

The office layout was based on best practices, with the five operatories on the left side to give patients refreshing views from the windows. The sterilization room and onsite lab sit across the hall, a few steps away. There’s also a separate imaging alcove for the Planmeca ProOne panoramic X-ray system, a private consultation room with angled glass walls, an office for the doctor, and an employee lounge with changing area, counter seating, and plenty of room. The long hallways, along with the high ceilings, create an airy and open environment.

Inside the treatment rooms, the doctor selected Midmark equipment, in large part because he liked the aesthetic of the Artizan line of cabinetry. It layers well with other design elements and has a furniture-like feel that is different than a typical dental cabinet. He also chose Midmark Ultratrim chairs with side delivery and LED lights.

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The weathered-looking faux wood flooring adds warmth to a sleek, state-of-the-art sterilization center, which sits behind a full wall of glass in the hallway. A doorway connects it to the onsite lab.
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A separate alcove holds the Planmeca ProOne panoramic X-ray system. The doctor added DEXIS sensors and a Digital Doc intraoral camera to his suite of imaging products, all tied together through Dentrix.

“Through TechCentral, we also helped Dr. Lemons streamline his technology by offering all solutions under one roof,” said Mr. Hashemi. “We handled everything from his data drops to secondary patient televisions in his treatment rooms. We created a technology game plan that helped with office efficiency as well as overall patient satisfaction.”

From a digital imaging standpoint, the doctor added a DEXIS sensor and Digital Doc intraoral camera in addition to the Planmeca ProOne panoramic machine he already had, and all are seamlessly integrated with Dentrix practice management software.

“The size and location of our technology, from TVs to computers makes the office easy to use, and the open ceilings make it seem open and inviting.” Dr. Lemons also remarked, “The workload is less and the workflow is greatly improved for my staff. I leave the office in a good mood and less stressed and tired.”

Mr. Hashemi agrees: “The doctor and staff love having a beautiful place to work in everyday with everything laid out to maximize efficiency and make their work day easier. The office feels more like a nice retail store than a dental office!”

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From Left to Right: Allen Greene, Equipment Service Technician; Dexter Pope, Equipment Service Technician; Marcus Glover, Regional Operations Manager; Dr. Terry Lemons; Scott Carringer, Regional Manager; Trina Wheeler, Field Sales Consultant; David Hashemi, Equipment Sales Specialist.

Since the doctor’s primary goal in building the satellite location was to expand his business, the true measure of its success has to rest with the numbers and the patient growth.

“We started from scratch, but we have seen the office grow from zero to thirty new patients per month and from zero to $30,000 in collections per month,” noted Dr. Lemons. “It’s exciting to see the practice grow month to month, and to get the word out that we are here and ready to serve the community!”