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Finding Canals
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Once your design program is established, (see Part 1 of this series), a compilation of all that you intend to include in your office will be created by your dental architect, interior designer, and consulting engineers. This “shopping list” is your thorough and complete set of construction documents; the drawings and specifications that will communicate to your contractor exactly what you wish to have for an office and on which your contractor will base the cost of your project. Moreover, your agreement with your contractor will require him or her to provide and install all that is shown on the drawings. These drawings become legal contracts. If during construction or at the completion of your project you discover that an item has been omitted, your contractor is bound to furnish and install it, as shown on your drawings and as specified.
If your drawings are incomplete or inaccurate, your contractor will have to make assumptions as to what it is that you desire. More often than not, these assumptions are incorrect or inappropriate. Any changes that you request after entering into an agreement with your contractor are called “change orders” and can significantly add to the cost of your project. Typically, your lender has appraised your project at its maximum value before the commencement of construction, and is not interested in providing additional funding for these change order items. The expense of these comes, quite simply, out of your pocket. Consequently, your goal should be to obtain a thorough set of construction documents so that change orders will not be necessary.
The days of obtaining a building permit with the proverbial sketch on a paper napkin are well behind us. The myriad of codes and overlapping federal legislation (such as the Americans with Disabilities Act) require a professionally prepared set of construction documents. Generally, state laws require that your construction drawings be prepared by a registered professional architect or engineer, licensed in your state.
By training, architects are versed in assisting with the development of your design program. It is the role of the architect to glean from you (the client) all the pertinent program data. Your architect will rely on you to “bring him/her up to speed” as to what constitutes your practice life. If your architect is not experienced in dental office planning, you may be paying to be a part of his/her learning curve. It is absolutely in your best interest to request assistance from a design professional with specific and lengthy experience in planning dental and specialty offices. For the best result, enlist the services of someone who has a complete and intimate understanding of what dentists do all day.
Many architects base their fee on a percentage of the cost of construction. This could give rise to the perception that your architect stands to benefit from increasing the cost of the project. This perception (although it may have no basis in reality) runs counter to the team relationship that must exist to achieve a successful project. Contractual relationships which are open-ended with regard to costs are not in your best interest. Regardless of how the agreement is written, once the scope of the project has been established, an amount not to be exceeded should be determined.
This principle applies to your relationship with all the design professionals working on your project. If your interior designer suggests an hourly rate, request that his or her fee be stated as a “not to exceed” amount based on the scope of your project and the services desired. In all fairness, if the scope of your project or the agreed-upon service changes, so should the fee.
Laying the optimal groundwork for your construction or renovation project depends on three key factors:
1. Effective program development
2. Guidance through the planning process by the appropriate professionals
3. Complete project design and documentation
Incorporating these critical elements will help to assure the smoothest possible construction process and maximize the return on your investment in your office.
Dr. Michael Unthank is a registered architect, dentist, and owner of the award winning Unthank Design Group, providing services exclusively to the dental professions since 1980. He has designed over two thousand dental and specialty offices and is an invited lecturer for major international dental meetings. Information regarding his dental office planning seminars is available at www.unthank.com
Dr. Unthank can be reached at mike@unthank.com
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Anytime something is purchased, there is an exchange of value. Whether it’s the purchase of a cup of coffee, a new house or teeth whitening, the person who is paying money in exchange for a product or service is expecting more value coming to them compared to the value of the money that they are giving away. Similarly, the person providing the product or service in the exchange sees the money they are receiving as more valuable to them than the product or service that they are giving away. The transaction goes well, when after the exchange, both parties still feel they received more value than they gave away. Buyer’s remorse occurs when a consumer pays money for something, only to find out after the transaction has taken place that what they received was not as valuable as the money they paid. You know exactly what I’m referring to if you’ve ever bought a car that turned out to be a “lemon” or if you’ve paid for a high priced meal that didn’t taste very good. These things really leave a bad taste in our mouths - no pun intended!
In the effort to grow our practices, I’ve seen many of us lose sight of this concept of value exchange. We all tend to get overwhelmed by the many things we know we should be doing within our practices. As CEOs of our businesses, we have many things to consider, including but not limited to: how to market, what CE courses to take, who to hire, how to train team members, how to budget, what fees to charge, etc. I find that when I start to get overwhelmed by all of these things, it helps if I focus on one core principle - BRING VALUE TO THE PATIENTS! In order to bring value to people, we need to be keenly aware of what is most valuable to them in regards to dentistry. If we approach our decisions with this information, we can find our compass and many decisions become very easy.
Many dental gurus recommend that all dentists should set their fees in the 80-90th percentile for their particular region. I’ve seen many dentists raise their fees based on this advice. The problem occurs when these offices fail to concomitantly raise the value of the dental experience that is provided for their patients. Practices that are struggling are inevitably bringing low value to their patients relative to the fees that they are charging. This is a recipe for failure and frustration. Imagine what would happen if restaurants raised their fees to be in the 80-90th percentile but didn’t change the quality of their food or service. There would soon be a lot of buildings available for rent! So, how can dentists truly bring value to their patients? How can dental offices provide a service and an experience that is seen as highly valuable for thousands of patients?
I’ve learned that we can provide optimal value to the people in our communities by focusing on the main things that people want from their dental experience. It’s not complicated. Most people want to have their teeth evaluated, maintained and repaired in an environment in which there is a lot of trust and minimal discomfort. A valuable dental experience is one that involves minimal anxiety, and anxiety occurs when patients feel uneasy. Uneasiness can come in the form of physical discomfort (a painful injection) or mental discomfort (an unclear treatment recommendation). Whenever a patient experiences any type of uneasiness, the value of the overall dental experience drops. If you are finding that you’re not as successful as you’d like to be, I encourage you to focus diligently on this concept and make changes that are needed to eliminate uneasiness.
We can eliminate uneasiness and bring value to our patients by doing some or all of the following:
My overarching point here is simple - NEVER LOSE SIGHT OF THE PATIENT EXPERIENCE IN YOUR OFFICE. Ultimately, patients are not just purchasing a crown, a root canal or a cleaning. Patients are actually looking to exchange money for trust, comfort and peace of mind as they seek to keep their mouths healthy and looking good. A painless, comfortable and trust building dental experience is extremely valuable. Dental practices that provide these things on an ongoing basis are the practices that are destined for success. Those that don’t bring necessary value to patients will struggle. The good news is that if we keep things simple and genuinely focus on the patient experience, a mutually beneficial value exchange tends to work itself out and everyone wins.
Dr. Ryan Swain is a graduate of the University of Florida College of Dentistry. He practices in Rochester, NY and focuses on Short Term Ortho and other conservative cosmetic dental procedures. He is president and chief clinical instructor for Six Month Smiles. Dr. Swain is a pioneer in the field of Short Term Ortho and constantly on the forefront of GP orthodontics. He has trained dentists internationally and prides himself on de-mystifying orthodontics for GPs.
Dr. Swain can be reached at Drswain@thedentistsnetwork.net
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