"A number of factors came together at the
same time that precipitated the move,"
notes Dr. Brian Schaefer regarding the
timing of his decision to build a new
office.
"Much of our older equipment was breaking
down...production was declining...and my lease was due to be
renewed. There was a great thread on DentalTown called
"Show Me Your Office." I was seeing all these great offices, and
hearing stories of how the right location could rejuvenate a
practice. When my new lease arrived in the mail, I was facing a
Left to right: Jerry Laes, Equipment Service Technician; Cindi Matt, Designer; Sue Schaefer; Dan Krueger, Equipment Sales Specialist;
Todd Gregory, Field Sales Consultant; Paul Batley, Regional Manager; Bob Ross, Equipment Service Technician; Dr. Brian Schaefer.
major decision...I knew that this lease was going to tie me to
the current office for the rest of my career."
Dan Kroeger, Henry Schein Dental Equipment Sales Specialist
recalls his conversation with the Doctor around that time.
"I stopped by the old location to advise Dr. Schaefer on a
ceiling-mounted light. After looking at the shape of the
existing equipment, I suggested that he might want to consider
moving rather than replacing some of the equipment...he could
increase productivity...enhance his image...and set the tone for
the quality of care he was providing in a better location."
Dr. Schaefer's practice dates back to the 1930s, when most
dentists practiced in downtown Green Bay. In the late 70s it
was purchased and moved across the river and reestablished
near the west side of Green Bay. It was there that Dr. Schaefer
became an associate in 1986 and went on to purchase the
practice in 1991. One year later, he moved his business to a
1,800-sq. foot leased space in a newly constructed office
building where he practiced for 16 years until opening his new
office, seven miles north. "In a city like Green Bay...long-time
residents still have an issue with having to cross the river for
anything," comments the Doctor.
"I think that the phrase ‘All the way out there' when referring
to a location more than 5 miles away or across the river, was
coined in Green Bay!"
When discussing the demographics with Dr. Schaefer, Dan
Kroeger estimated that moving the practice about five miles
away would retain about 90% of its patients. In fact, patient
loyalty exceeded that number-about 97% of the Doctor's
patients stayed with him, as did his staff.
The area chosen for the new facility was an ideal match-and
was also surrounded by two medical clinics and the local
school system. After a more in-depth check on the area's
demographics, the plan was sealed.
"Dan got back to me immediately...and was very informative
about the whole process...he did a fantastic job in guiding me along,"
notes Dr. Schaefer. "Dan worked with interior layouts
and then brought in a design-build construction company to
help put together some ideas and make sure that the property
was a good fit for a dental office...once that was done he was
instrumental in helping us with our equipment selections."
Along with Dan Kroeger, the complete Henry Schein team
also included Todd Gregory, Field Sales Consultant; Cindi
Matt, Interior Finishes Department; Jay Kohlhaas
and Jennifer Rhode from the National Design Group; and
The facility's spa-like feel also extends
to the operatories where the best in
hi-tech supports the staff's activities
and provides the patients with
a soothing environment-complete
with treatment chairs in ultrasoft
leather with a built-in back massage.
Bob Ross, Installation Team Leader. Their collective expertise
created Dr. Schaefer's six-operatory, 4,105-sq. foot dream
office-fully equipped with the technology his business
requires to keep it efficient, productive, and competitive.
There is apparent playfulness to be found as well
in the adjacent children's area that sports "kid-sized" club chairs,
toys and a large-screen television.
The office's interior motif was coordinated by Cindi Matt-
with inspiration and assistance from the Doctor's wife, Sue.
The end product is the perfect combination of tranquility and
sophistication. Warm, earthy tones of browns, greens, and
copper and an abundance of contrasting textures were used for
walls, floors, and furnishings, which include oversized couches
and club chairs in the reception area. Ambient lighting casts a
soft glow to the area. There is a dedicated space for patients
to relax and browse the Internet while awaiting treatment.
But there is apparent playfulness to be found as well in the
adjacent children's area that sports "kid-sized" club chairs, toys,
and a large-screen television. A hand-painted wall mural offers
a backdrop of the tropics-swaying palm trees, a sandy beach
with lapping waves, and a treasure chest literally invite the
viewer to "step in" and take part in the adventure that seems to
be underway. In the distance, high atop its mast, a ship reveals
an unfurled Jolly Roger-the pirate's flag. Just the type of
imagery that brews up excitement in the mind of the
beholder-young or old!
The facility's spa-like feel also extends to the operatories where
the best in hi-tech supports the staff's activities and provides
the patients with a soothing environment-complete with
treatment chairs in ultrasoft leather with a built-in back
massage. The operatories give patients and staff a glimpse of
the great outdoors as well. Designs for the spaces were
reconfigured to take advantage of a beautiful lake on the east
side of the building that offers a refreshing view of a 16-ft.
water fountain and resident wildlife.
The building sits on an acre of highly visible property with all
of its four sides exposed. This allowed the exterior to be detailed
with an upscale stone and brick facade that takes advantage of
the premises' prime location and may prove to make it a local
landmark. The practice's signage follows the building's style and
includes a 28" x 10' LED high-resolution, full color message
board that has proven to be an excellent marketing tool.
"We have had an incredible response from the local
community since moving our practice," notes Dr. Schaefer.
"Everyone who calls or stops in comments that they have been
waiting for a dentist to move to this part of the community.
In the first week, we picked up 85 new patients and ended
our first month at 250 new patients scheduled. Production
was 50% higher than our average from the old office...and we
have not done any external marketing yet." The office is also
seeing a great number of secondary referrals and it is
anticipated that the practice will have doubled its patient load
within about 5 months.
The new design is beneficial to staff and patients, literally
directing daily activities in a much more effective manner.
"Ergonomics and staff positioning help define the environment
in the operatory," adds Equipment Sales Specialist Dan
Kroeger. This makes the delivery of dentistry much more
efficient...in a more relaxing arena. Better patient care is
evidenced throughout the office...making it a friendly place to
visit. The new patient count is way up and [the] stress levels
are lower. There are now designated spaces for the specialized
equipment used-such as the CAD/CAM and laser
technologies brought into the business."
"This is an office that makes you look forward to coming to
work," points out Dr. Schaefer. "Our staff has been with the
practice since the days of the 900-sq. ft. basement office. We all
feel that this work environment has been earned through the
years-and we are very, very proud of it. After 22 years, I feel
that I am finally measuring up to my vision of how I always
wanted to practice. I am the same dentist that I was before the
move-and we offer the same services-but to see business just
explode with a new location has been nothing short of
incredible! I can't thank everyone at Henry Schein enough for
all the time, talent, and expertise that they put forth to make a
project like this come together. They are true professionals."
What else has hopefully been gained by the completion of the
new office? In the words of Dr. Schaefer, "Long-term peace of
mind-and a chance to play more golf!"
Who could disagree with that great analysis?
