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Start-up Practice in North Carolina After Successful 30-Year Career Gives Doctor Fresh Start

Dental Care of Morrisville - Morrisville, NC
Issue: Volume 4, 2017
William Gross, DDS
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Dental Care of Morrisville–Morrisville, North Carolina

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The citrus-toned color scheme and design elements in wood and leather envelop patients in an energizing environment designed to mimic the beauty of a lush rainforest.
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The imaging alcove holds a Planmeca ProMax 3D Mid cone beam system, which the doctor uses regularly for diagnostics in his endodontic and implant dentistry.

After practicing dentistry for 30 years in New Jersey, Dr. William Gross was ready for a change of scenery—not just to a new office, but to an entirely new city! He and his wife planned to move south to a warmer climate and for the opportunity to launch a vibrant dental practice in North Carolina. Although Dr. Gross is in his 60s, he opened a new dental office from the ground up at a time in his career when some dentists are considering retirement. Instead, he decided to build the practice that he always wanted, with the design, décor, and technology he needed to provide a high level of patient care. And he did most of the planning and coordination while still living in New Jersey! What could have been a stressful move has actually turned into a new, exciting phase in the doctor’s already successful career.

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Growing Area in Research Triangle
The new practice, Dental Care of Morrisville, is in Morrisville, North Carolina, a high-traffic suburb of Raleigh that’s inside the Research Triangle, so named because of the number of high-tech companies and universities in the area. The family-friendly town of about 23,000 is growing rapidly due to its close proximity to Raleigh, Durham, and Chapel Hill. In fact, a new school will be opening right down the street from the doctor’s office.

The 2,650 square-foot general dentistry practice is bright and cheerful, designed with a lush rainforest theme. A lively color palette of oranges and greens is fresh and invigorating, with custom lighting that’s unique and adds texture and movement to the reception area. This crisp and contemporary office, with its glass walls, kids’ area complete with iPads, quartz countertops, and faux wood flooring, has a sophistication that is carried into seven treatment rooms—five that are currently equipped, with two reserved for future growth.

“Patients comment on the quality of the finishes and appreciate Dr. Gross’ commitment to offering a top-notch dental experience.”

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The doctor uses Planmeca ProSensors for the different sizes to accommodate a variety of patients for intraoral imaging.
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Top of the line Pelton & Crane chairs, delivery systems, and cabinetry were purchased for the office. The appeal of the 1800 chair and 3100 delivery system was its modern profile, proven durability, and the seamless integration of the electric handpieces, digital camera, and piezoelectric scaler into the delivery unit.

The highly functional operatories are all lined up in the left-hand hallway, and are identically configured for maximum efficiency and flexibility to provide all services in every room. On the other side of the hallway, just a few steps away, are an in-house lab, sterilization center, and imaging room. Down the hall on the right side are the consultation room, doctor’s office, and a spacious staff lounge.

Team Works Long-Distance To Help Doctor Build Dream Practice

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Even young patients have special space set aside for them in the reception area, with sleek brass stools providing a spot to kick back with games on the practice’s iPads.

Building an office while still living thousands of miles away required a strong team of partners in the area. The doctor worked with a consultant to locate the office space, and through that relationship, he was introduced to Henry Schein. Christopher Craig, Henry Schein Equipment Sales Specialist, met the doctor and his wife for the first time at the Pelton & Crane facility in Charlotte and spent a weekend with them on the VIP visit as they evaluated different options. He also met the doctor in Morrisville to interview contactors and finalize the selections.

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The doctor’s use of the Planmeca PlanScan scanner paired with Planmeca Romexis Imaging software, has provided patients with a more comfortable experience and allows the doctor to display images on screen for treatment discussions and send them to an off-site lab with ease.

Todd Schuette of Henry Schein Integrated Design Studio designed the layout. Mr. Craig notes that the Henry Schein team, also consisting of Field Sales Consultant Kate Shanahan, was able to pack a lot into the space, even with the office’s modest footprint.

“Ultimately, the operatories were outfitted with Pelton & Crane Renaissance cabinetry, Helios LED lights, 1800 chairs, and 3100 delivery systems with KaVo electric handpieces, ACTEON SoproCARE cameras, and piezoelectric ultrasonic scalers,” said Mr. Craig “Fully integrated delivery units allow the doctor to access all the technology without having to find single items.”

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The creatively styled, tangerine-hued pedal pendant fixture warms up the office with soft ambient lighting.

Monitors are wall mounted to display digital images captured by the doctor’s Planmeca ProMax 3D Mid and Planmeca ProSensors HD. Since the doctor still lived out of town, technology helped to bridge the logistical challenges of choosing an imaging package for his office.

“We did technology demonstrations virtually with the Planmeca representative,“ explained Mr. Craig. “The doctor chose Planmeca because of the ultra-low dose 3D images and the quality of the 2D images. This office has the newest, high-end technology, so it can immediately compete with the best local dental offices.”

“I am in wonderment at the outstanding beauty of our office,” concluded Dr. Gross. “And I’m crazy in love with the technology!”

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Set behind a wall of glass, the Pelton & Crane Solaris sterilization center is sharp looking and highly functional, with Midmark and Tuttnauer sterilizers, a SciCan STATIM G4, and VistaPure water system. Moving instruments through the dirty-to-clean process with greater efficiency and speed contributes to patient safety and a positive impact on production.
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A separate check-out area with a backlit design element increases patient privacy and creates a smooth workflow going in and out.

The doctor also invested in a Planmeca PlanScan intraoral scanner that interfaces with Planmeca Romexis Imaging software, primarily using it for impressions on implant and endodontic patients.

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Chic light fixtures based on vintage telephone insulators complement the sophisticated but unique design of the office.

The sterilization center setup is another top-of-the-line area in the practice. It’s a 12-ft long sterilization center that is open to the hallway so patients have a clear idea of the protocols and cutting-edge equipment used to ensure their safety. A VistaPure water system is piped throughout the office, delivering water purity as well as prudent financial savings and convenience compared to bottled water.

Beyond the technical aspects of building this practice, it really comes down to one thing—the doctor and his staff are overjoyed to be working in an office that is as stunning as Dental Care of Morrisville.

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From Left to Right: Dr. William Gross; Lissette Gross, Office Manager; Bill Johel, Regional Manager; Kate Shanahan, Field Sales Consultant; Christopher Craig, Equipment Sales Specialist. Not Pictured: Dwight Jones, Equipment Service Technician.

“I am in wonderment at the outstanding beauty of our office,” concluded Dr. Gross. “And I’m crazy in love with the technology!”

The office has only been open since May 2017, but the word is already out about the impressive new dentist in Morrisville. If patient reactions and word-of-mouth buzz are an early barometer of how successful the office will be, Dental Care of Morrisville has a very bright future.

“Patients comment on the quality of the finishes and appreciate Dr. Gross’ commitment to offering a top-notch dental experience,” noted Mr. Craig. “This is a top-of-the-line office!”

Practice Overview

  • Dental Care of Morrisville
  • Morrisville, NC
  • William Gross, DDS
  • Square Feet: 2,650
  • Treatment Rooms: 7
  • Practice Opened: May 2017
Dental Care of Morrisville Floor Plan
Floor Plan: Designed by Todd Schuette, Integrated Design Studio