One Man’s Junk Is Another Man’s Treasure

Posted in dental design, interior design with tags , , , , , , on 18 October 2008 by James

When I’m working on a dental office design project I am always looking for interesting materials that will help me to create a unique space and interior branding message that is consistent with my client’s overall branding.  One of the sources for fun and interesting materials is the local architectural salvage store.  At Doc’s Architectural Salvage I can find all sorts of interesting treasures that can be incorporated into a project to help give it that special something that will make a memorable impact on the dentist’s patients. 

For example, old doors are very versatile.  Old barn doors can be brought inside and used as part of a conference room or meeting area where double doors are required.  Another neat feature is to use a door as the top for a conference room table.

Carriage Door Table

Carriage Door Table

 

 

 

The unusualness of this alone is enough to stimulate an emotional response in patients and have them talking about their trip to the dentist to all of their friends.  Of course, this is what we want out of the interior design! 

 

 

The rich patina and distressed nature of so many of the objects to be found at a salvage store go a long way toward setting a definite mood.  By choosing the right pieces, richly worn but not broken down, a real feeling of comfort and hominess can be achieved.  Additionally, so many pieces capture a grandeur that isn’t often seen in late 20th century architecture and furnishings.

 

Gothic Door

Gothic Door

 

 

I’m also a big fan of mixing and matching materials and textures.  So, when I use something like an old chair or sofa, I like to breath new life into the piece by adding new cushions or upholstery.  New throw pillows also go a long way to helping to create a rich and comforting mood.  With the older pieces throw pillows made of leather really add a subtle up-scale touch to a waiting room.  Of course, we have to be conscious to use leather that has been treated for commercial applications.  After all, while the room may look like someone’s living room, it is going to receive a lot more wear-and-tear than one!

Also, adding a resin panel with an interesting pattern or color in place of glass in doors can help provide cohesion to a theme.  This feature is also a good way to allow natural light to pass into hallways from waiting areas without diminishing privacy.  I recently used Lumicor’s Botanicals in Natural Leaf in the French Doors leading from the waiting room to the treatment rooms as part of the remodel of Dr Robin Raub’s offices in Noblesville, Indiana.  This same leaf theme was also picked up in the upholstery fabric and coordinated with the framed prints of woodland ducks that Dr Raub has throughout his office.

So, even though the office is getting a facelift, this does not mean that everything in it has to be brand new.  Remember, one man’s junk, with a little creativity and innovation, can become another man’s treasure that will help to create a unique interior design and interior branding message that sets the new office apart from all it’s competitors.

At the IDDS Golf Outing

Posted in dental design, general with tags , , , , , on 15 October 2008 by James
This past Sunday I spent a beautiful, sunny afternoon sitting on the 17th green at Hillcrest Country Club (www.hillcrestccindy.com) watching for a lucky golfer in the IDDS Foundation Annual (www.indydentalsociety.org) Golf Outing to hit a hole-in-one!  I had my book, I had my cooler of Diet Coke (should have been vodka), and my lounge chair.  I even had my hole watching buddy, Wanda from ProAssurance (www.ProAssurance.com) to talk to and to help me not miss any of the action.
 
Alas, though we had a great time talking to each foursome as they came through, the $5,000 prize was in no danger of being one.  Out of 52 golfers on Sunday, only one put their ball on the green on from the tee.  Regardless, we had a great day!  I’ve uploaded some pic’s for people to see.
Thanks to Carolyn Hansen and everyone that put together a wonderful event!      

 

 

James Kuester to Speak at The Art Institute of Indianapolis

Posted in dental design, general, interior design with tags , , , , , , , on 2 October 2008 by James

(INDIANAPOLIS, IN. 2 October 2008) –James Kuester, principal of küster will be speaking to students at The Art Institute of Indianapolis on Thursday, 9 October 2008 as part of their “Pizza with the Pro” series.  The series is aimed at providing Interior Design students at The Art Institute an opportunity to hear first hand about the different directions their degree can take them in their career.  “We like to bring in professionals that are able to open our students’ minds,” says Nicole Stultz, Career Services Advisor for The Art Institute of Indianapolis.  “We order pizza for the students and they get to listen to [a professional’s] presentation,” adds Stultz.

For his presentation James will be focusing on his work in commercial design and interior branding for clients such as The Coca-Cola Bottling Company, Advanced Cosmetic Dentistry and TMJ, and The Tech Stop.  Interior Branding focuses on combining the elements of color, light, and texture; human interaction; technology; ergonomics; and a “defining touch” to design the emotional response in clients, that is, a company’s brand.

ABOUT The Art Institute of Indianapolis:  The Art Institute of Indianapolis is one of The Art Institutes (www.artinstitutes.edu), a system of more than 40 locations throughout North America, providing an important source of design, media arts, fashion, and culinary arts professionals.  The Art Institute believes that at it’s school, students have a unique opportunity to learn from professional instructors in a hands-on environment that will help them get ready for the real world.  The Art Institute of Indianapolis is a branch of The Art Institute of Las Vegas.

 

 

 
 

 

Indy’s New Airport Misses the Mark

Posted in dental design, general, interior design with tags , , , , on 26 September 2008 by James
Tonight I went to a pre-opening party and tour of the new Indianapolis Airport Midfield Terminal.  (see www.newindianapolisairport.comThanks to John and the gang at the Indianapolis Convention and Visitors Associations (www.indy.org) for including me on the guest list.  While I had fun at the party and really enjoyed seeing the new terminal before it is even completed,  (The terminal is slated to open for business on 12 November 2008) I will admit to being disappointed with the project.  Don’t get me wrong the new terminal is lovely, but I felt like I was in JFK in NYC.  The ticket counters, color scheme, style of the architecture – all of it was a dejavu feeling with JFK.  There is at least one other airport that I’ve been in recently that it also feels like, but I’ve been racking my brain all evening and cannot think of it.  Anyway, the point is that there is nothing about the design that says, “Welcome to Indianapolis!”  It is pretty yes, and it definitely says “airport.”  But, I swear it feels like the plans were pulled out of a drawer from a previous project and duplicated for Indianapolis.

I’m a big believer, if you couldn’t tell from my blog, that the design is an integral factor in creating the brand of a business. The Indianapolis Airport Authority and their architect missed the mark on this project entirely in creating a unique brand for IND (Indianapolis International’s three letter code). If I were a visitor arriving at the airport for the first time I’d think that Indianapolis was a franchise of JFK in New York. Indy is my hometown and I like it a lot, but it ain’t New York – by any stretch of the imagination!!!

When designing a new office or remodeling an office for a dental client, I spend considerable time up front in order to understand the unique branding concept that the dentist is striving for. While certain elements may be similar to other offices I’ve worked on, each is unique, just as every dentist has his/her unique personality and each practice should have its own unique brand. This is where the fifth element of interior branding, the “defining touch” really comes into play.


I wish more time had been spent trying to understand Indy’s “defining touch” so our new airport could really have said, “Welcome to Indianapolis!” rather than just welcome to another 21st century airport terminal. Such a wasted opportunity.

 

Can Interior Branding Help Fight A Recession?

Posted in dental design, general, interior design with tags , , , , , on 22 September 2008 by James
Even those that don’t spend time watching the financial markets will be hard pressed not to have heard about the turbulent state of the markets recently.  Regardless of the causes such uncertainty is never a good thing for consumer confidence and spending.  Given this, how can one protect and possibly even expand one’s practice during times of uncertainty?
 
The key to protecting one’s practice or even increasing it is to invest in one’s brand.  According to Blackett, Liddle, and Swystun at Interbrand, “[b]rands are valuable because they represent a relationship of trust.  Traditionally this has been defined in the context of the consumer, where brands stimulate demand and help secure future earnings through increased loyalty.”
 
Many dentists I talk with struggle with the notion that they even have a brand, but all businesses have one whether they realize it or not.  A brand is that emotional response or memory a patient or consumer has about a company.  This may be from first hand experience, advertising, or reputation.
“But,” you argue, “I just can’t afford to invest in updating my office and training my staff right now!”  According to Nigel Hollis, Chief Global Analyst for Millward Brown, “Reduced noise during a recession provides opportunities.”  Hollis goes on to say, “A new product launch may actually have greater impact during a recession than at other times….”  So, making that investment in the Color, Light, and Texture portion of the brand and holding an open house to show it off may not bring the new patients in the door right away, but will accelerate the process as the economy improves.  Hollis goes on to say that, “…competing in a recession is like running a marathon.  A smart frontrunner will seize the lead and work to increase it while others are flagging. If the other runners allow the gap to widen, it will be really tough for them to regain the lost ground when the pace picks up again.”
The objective of an interior branding message is to design the five elements (Color, Light, & Texture; Human Interaction; Ergonomics; Application of Technology; and The Defining Touch) so they work in concert to create that emotional impact that builds patient trust and loyalty.  Thus, the brand becomes valuable to the practice because it delivers patient retention and referrals through the bad times as well as the good. 

Is Visiting the Dentist the Same Around the World?

Posted in Uncategorized with tags , , , , , , on 12 August 2008 by James

I see a lot of dental practices in the U.S. and have a pretty good grasp on the variation of services that are out there.  The following blog post desribes one gentlemen’s recent trip to see a dentist in Sweden.  From his description, it sounds like the dental experience in Sweden is very similar to the current state-of-the-art in the U.S.  This begs the question, “How does the dental experience vary around the globe?”  I’d love to hear some examples.

http://markolson.ca/2008/08/11/visiting-the-swedish-dentist/

A New Technology that May Enhance the Client Experience

Posted in dental design, interior design with tags , , , , , on 6 August 2008 by James
I came across the following press release for a new on-line appointment scheduling system that allows an email to be sent to patients who are in need of a visit inviting them to schedule an appointment.  From reading the PR it sounds like this could be a nice use of technology that would enhance a patient’s experience with their dentist.  Does anyone have any experience with it and care to comment?
http://www.prnewsnow.com/Public_Release/Dental/222038.html  

Reducing Patient Cancellations Through Interior Branding

Posted in dental design, interior design with tags , , , , , , , , , on 31 July 2008 by James
Traditionally, people don’t like going to see the dentist.  There is a lot of fear associated with visiting the dentist.  Personally, I don’t get this, as I have always liked my dentist.  Those five years in braces may have pushed me beyond any fear of pain that I may have had when I was younger.  The fear associated with a dental trip causes people to find excuses not to keep their appointments.  Any little thing is a reason to cancel.  It is raining, or maybe it’s snowing.  Perhaps, it is even too sunny and a day to the beach is in order.  Or, if you live in the Midwest, perhaps the recent rash of earthquakes is enough to signify a bad omen and cancel.  Whatever the reason, cancellations are a very real cost to doing business as a dentist.

So, how can you reduce the cancellation rate and thus lower the costs?  Focus on improving the experience of the dental visit.  Through interior branding the patient experience is designed to generate a positive emotional response in the patient so he or she walks away feeling good.  If the memory of the last trip is filled with positive emotions, there will be less motivation to find an excuse to cancel.  Interior branding creates these positive emotional responses by focusing on the design of the interior space (color, light, & texture), the human interaction between patient, doctor and staff; the creature comforts of the patient and staff (ergonomics); the application of technology; and what I call the defining touch of the practice.  This is some element that makes you and your practice unique.

 

In one practice back massagers have been installed on the examination chairs so patients get a massage while they are sitting there.  Another has built a fireplace in the waiting along with overstuffed, leather chairs, to create a living room like ambience.  One of my personal favorites is the practice that has installed a milk shake machine in the checkout area.  Each patient receives a free, fresh milk shake as they are leaving.  Now, how is that for creating a positive emotional response?  I think everyone, whether they’ve actually been to one or not, has very good feelings associated with old time soda fountains and a hand-dipped shake.  I know I do. 

Now, lest you think that all that is required is some gimmick, interior branding is about crafting the total patient experience.  Attention must be paid to every aspect from the moment the patient walks through the front door until he or she leaves again to carefully shape the emotional responses in the direction desired.  Successfully implemented a solid interior brand will build strong patient loyalty, reduce the costs associated with cancelled appointments, and help grow your practice through positive patient referrals. 

 

Project Progress Report

Posted in dental design, interior design with tags , , , on 22 July 2008 by James

I have a project that is currently under construction and thought that seeing everyone would enjoy seeing a few pictures of how things are progressing.

Waiting Room Before Construction

Waiting Room Before Construction

 

Another angle on waiting room and reception desk.

Another angle on waiting room and reception desk.

The new reception desk under construction.

The new reception desk under construction.

New Fireplace under construction.

New Fireplace under construction.

Dr's office.

Dr's office.

The Total Experience – In Summary (last in a series)

Posted in dental design, interior design with tags , , , , , , on 11 July 2008 by James

Over the last several weeks we have been discussing the five elements that comprise interior branding. As you recall these elements are: color, light, and texture; human interaction; application of technology; ergonomics; and the “defining touch”.  The objective is to craft the total experience for the patient and generate a set of emotional responses that will keep them coming back and will cause them to tell their friends about how great they think you and your practice is.  By paying close attention to the five elements and the interaction between them, what exists and occurs inside the four walls of your practice will be a strong, strategic tool for building your business.  Competition is stronger than ever and the days of merely hanging out a shingle and sitting back while the patients roll in are gone. 

Every experience a patient or prospective patient has when they set foot inside your front door defines your brand in their mind.  Leaving that experience to happenstance rather than having had defined and controlled it is a sure way to gamble with your practice’s future health.