Left to right: Butch Stenger, Regional General Manager; Shawn Cleary, Equipment Sales Specialist; Debbie Miller; Doug Cavicchioni, Equipment Sales Technician; Doug Lonneman Equipment Sales Technician; Dr. Lairy Miller; and Tiffany Vollmer, Field Sales Consultant
Dr. Lairy Miller’s original office in Cincinnati, Ohio, catered to family and cosmetic dentistry, operating out of a 1,000-sq.-ft. rental facility in an office building with no handicap access, only 3 operatories, squeaky floors, a leaky ceiling, no privacy (staff lounge doubles as a lab), journals “stored” in the private restroom, poorly lit, no elevator, and—oh yes—the all-too-frequent look on patients’ faces that could easily be interpreted as, “Are things sterile in this place?” The practice was clearly “challenged” in its ability to continue operating as a business that instilled confidence in its patients while successfully taking on the competition.
The only way was up—there was a rainbow somewhere at the end of “the challenge”! “We realized that although we were capable of very high-end dentistry—we could not achieve that goal in our present environment,” comments owner, Dr. Lairy Miller. “The decision [to transition] our office began with researching dental design, reading trade magazines, and engaging in conversations with dental sales personnel. We did not want to build ‘just another dental office,’ we wanted an office that would be beneficial to our wide range of patients who were derived from a diverse socio-economic base.”
The biggest obstacle in planning for the new office turned out to be the location. The existing practice was created from scratch in 1992—and, was centrally located—accessible to many communities within a ten-mile radius. Land in the area was not easily available; most commercial properties were already established. Choosing a locale further away from the office’s present base would mean losing about half of the practice’s patients—and maintaining the old office while the new practice worked to solidify a new client base. After careful consideration, it was decided that the practice would stay in its present locale and, the search for land began.
Land was found, but it was residential property. Two houses and land were up for sale—and they were only a quarter mile from the old practice location. Negotiations went on for nearly a year and included rezoning the land for commercial use. During this waiting period, Dr. Miller had been in touch with Sullivan-Schein’s Regional General Manager Butch Stenger. “It was easy to listen to him, and we trusted his advice. We toured several local offices that had been designed by Sullivan-Schein professionals,” notes Dr. Miller. “We had also previously worked with Shawn Cleary, Equipment Sales Specialist, in upgrading our equipment. He came up with the numbers for the new office and Tiffany Vollmer, Field Sales Representative, assisted with further fee analysis and marketing strategies. Butch, Shawn, and Tiffany listened carefully as we expressed our vision for the new office, and were supportive, creative, and highly professional in their approach to getting us where we wanted to be with the project. We valued their opinion so much that we asked them to survey their office and vote on our practice name and logo choices. They were always upbeat...they presented ideas, explained them, and worked out the details—they treated us like friends.”
Nancy Higgins from the Sullivan-Schein Design Group began working with Dr. Miller and his wife, Debbie, at the blueprint stage. She troubleshot the interior design of the new office, bringing together the “look” and aesthetics that would fulfill the image Dr. Miller wanted to achieve. “On our first conference call to her, we told her we wanted to hear ‘WOW’ as the first response when patients walked into the office,” comments Dr. Miller. Serene, sophisticated, and classic—the reception area is definitely a “WOW” zone! Muted sea foam blue greens and chocolate browns;soft, inviting seating with clean lines; arched Palladian windows that flood the room with natural light; custom beveled-glass contemporary doors; cathedral ceilings, granite tops and a wallmounted, slate water feature for ambience, strike just the right balance. Unique florals, sculptures, and art enhance the scenery and allow the patient to appreciate the “artistic dentistry” of Dr. Miller. And, that’s only the beginning.
Stop at the refreshment center for a pick-me-up of your choice from hot cider, bakery fresh cookies, and healthy granola snacks. Nearby, the separate children’s area is glass-enclosed, allowing parents to keep an eye on their kids. A separate little niche they can enjoy with tea sets, Legos, books, and play station. Just beyond, the Doctor’s office continues the traditional mood with rich, dark-toned woods for the cabinetry, carpeting throughout, leather seating, and the same beautiful neoclassical windows as the reception area. The French doors used in the conference area create an air of both privacy and connectedness, encouraging relaxed and comfortable conversation.
The tour continues and so does the “WOW”! The office’s six operatories showcase top-of-the-line equipment from Pelton & Crane (massaging chairs!), Dentrix. Gendex, and KaVo— manufacturers with names that are synonymous with the finest in the industry. The adjacent hands-free red/blue lights stericenter aids in office efficiency while the oversized restroom sports amenities such as hand lotion, toothbrushes, and toothpaste. The abundant space (4,000-sq. ft.) offers the doctor, his staff, and patients much-needed room for streamlined daily activities and the ability to expand as First Impressions Dentistry client base increases.
Enhanced marketing strategies were employed to brand the office. This process helps to secure a business’ identity by reinforcing and codifying its name in all media chosen to carry its message. Its new tagline—Smiles for Life!—was extremely well-received, and its new Web site includes before and after pictures of the office’s metamorphosis. The name of the practice does 110% of what it should. The First Impression walking in our door is quality, modern, sophisticated dentistry.
First Impressions Dentistry projects high-quality patient care and dedication to clinical excellence. After one week, Dr. Miller noted that he felt patients seemed appreciative of the new spa surroundings, and have a new respect for dental treatment. His well-designed facility is evidence of the care and attention he has invested in his vision—and his commitment to his patients. The new office has restored everyone’s confidence. He advises, “Enjoy the process...be patient...it’s an extremely busy time.”
“Our office has proven to be not just about teeth—but about people and friends,” adds Dr. Miller. “My awesome staff has contributed something very special to me—a sincere love for our patients, genuine care for me and my family, and unsurpassed knowledge of their field. And, due to the careful planning of the Sullivan-Schein team, we have combined dental expertise with artistry in an advanced, technology-driven office. This is dentistry today...and patients know—it is sterile!”
Designed by Diane Stacey
march 2008 events