For many people a trip to the dentist is a less than pleasant activity. Rather than be seen as wellbeing maintenance it's viewed as a chore to be avoided at all cost. Even if that cost is oral hygiene and health.
And while we can't snap a finger and change people's perceptions overnight, we can create experiences for those that do visit their local practice that assure them and have them booking their next appointment before they leave. Patient service and friendly staff go a long way to improving the dental experience, but an often overlooked aspect is the environment itself.
It may come as a surprise to many that potential patients have judged and dismissed your surgery before walking through the door. As explained in Dentistry Today, perception and expectation is judged by the layperson by more superficial factors than your ability to carve the perfect filling.
“Facilities are up to date: This ties in with the research patients are doing before they walk through the door. Patients know what an intraoral camera is; they understand high tech, and to them high tech equals high quality of care. We know this is not necessarily true; but again, it is all about perception and expectations.”
Once a potential new registration gets past the external signage and facade they're into the perception of your care based on the attention and pride you've placed in the presentation of your surgery. And as first impressions go your reception may be the most crucial.
Reception
First impressions count and while a friendly receptionist makes a massive difference, the quality of finish and presentation make an even bigger impact. Just like a hotel lobby sets the expectation for the rest of your stay, and a business class lounge begins the travel experience before you board the plane, the reception is a statement about the service on offer.
An interior design thesis paper supported previous research by Robert Ornstein in his book The Evolution of Consciousness which showcased how humans have developed to assess their environment based on many facets of its make-up and make judgements based on these cues. The former resource found that “design elements and furniture arrangements in office reception areas on individuals' perceptions of companies.” Dental surgeries are not immune to similar prejudice so additional care and consideration towards the company's presentation should be considered.
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Waiting room
Waiting is an unpleasant experience for many people. As quoted under research around waiting areas, Gary Clapton's research piece drew upon the observations of Becker and Douglass in their Journal of Ambulatory Care Management which identified two emotional responses from waiting: uncertainty and anger.
This places additional pressure on waiting areas to provide opportunity to alleviate stress and anxiety related to the forthcoming treatment, while combating the sense of wasted time that comes from sitting around in anticipation of someone else's readiness. Many suggestions have been made as to how waiting rooms can achieve this. From a soothing fish tank to free WiFi the opportunities to pass the time exist but at the core the space within which people wait must be soothing and comfortable. Historically a TV was the primary distraction from the unpleasantness of waiting, although this relied heavily on the selected channel being engaging for all! It's important to consider the anxiety patents may be experiencing during this portion of their visit, especially with children.
Seating is of paramount importance in a welcoming waiting room as is a neutral and calming setting for people to process the experience of their visit in their own way.
Treatment rooms
Distracting patients from treatment is one method for easing the treatment process. Noise cancelling headphones, aromatherapy and even reflexology have been suggested as coping mechanisms for a patient's visit to the treatment chair. Yet it's not just the patient that needs a treatment room built around them, but obviously the practitioner as well.
An efficient, ergonomic and practical treatment room which balances the needs of the practitioner with the expectations of the patient is a fine balancing act. A calming space that enables fast and effective mobility involves a symbiotic design approach, one which the team at Dentec know how to achieve.
Treatment rooms with views of nature, or wallpaper that simulates the same, help reduce anxiety yet it's details like lighting, chair comfort and ambient noise that really provide the right environment for your patients.
Rooms for staff to enjoy
In addition to creating an inviting atmosphere for patients, be sure to put in consideration for the rooms where staff will be spending a lot of time. It's not easy finding good team members and placing the same level of attention in making them comfortable as you do your patients can make the world of difference to retaining good people.
Staff rooms and office areas - Break areas are incredibly important to staff, but their design plays a larger role in keeping staff than previously believed. In fact, a survey conducted by the firm IPSOS on behalf of National Business Furniture, and featured in Facility Executive, found that “76% of respondents between the ages of 18 and 34 said the design and aesthetics of an office influenced their perception of that organization. This contrasts with 55% of those between the ages of 35 and 54 and 39% of adults ages 55 and up who feel the same way.” And while an office isn't a breakroom it lends credibility to the notion that environmental design plays a large part in culture and workplace satisfaction.
Sterilisation rooms - Utilitarian doesn't have to mean devoid of design aesthetic, so while all Dentec's fitouts are designed for compliance with AS/NZS 4187:2014 “Reprocessing of Reusable medical devices” that doesn't mean they can't also be designer rooms that staff enjoy spending time in. In fact, the team at Dentechas installed several colourful splashbacks into sterilisation rooms to enhance the vibrant look of the room, without compromising functionality.
Unlike an office, where employees simply have to sit at a desk and work, a dental practice is home to work that is highly complex and medical in nature. It therefore seems unusual that patients and staff would hold such a place to the same high standards as an office, hotel reception or premium airline lounge when it comes to their design expectations. Creating a space where the actual work isn't compromised in the name of aesthetic aspirations is a fine balancing act.
Yet it is fortunately one that the team at Dentec juggle frequently and to great effect. Unlike a traditional architecture firm, the team has intimate knowledge of the oral hygiene profession so can balance architecturally-inspired design with the practical needs of the practitioner. So when you need a practice that's welcoming, professional and industry-leading then you need Dentec.
