Carina Shaw explains the importance of looking past open space.
A key element of practice design is respect for patients’ privacy, yet this often takes a back seat in favour of creating a pleasant, open-plan space. However, it can be awkward to be an onlooker, respectfully trying to bury your head in a magazine and pretending not to hear conversations between staff and patients, some of which can be very personal and at times uncomfortable for the patients.
Conversations about treatment plans, details of costs incurred, monthly fees and outstanding bills are, of course, necessary to the running of a dental practice, but facilitating an area of privacy can make all the difference to the way your patients feel and the extent to which they will discuss their options openly.
Greater expectations
Whether you are an NHS, mixed or fully private practice, patients generally have higher expectations nowadays of the conditions in the practice, the quality of service you provide and the time you are able to offer them. If they’re unhappy with the service they receive, or the environment in which they receive it, they’re more likely to take their business elsewhere. What’s more, they may also tell others of their concerns, which of course is bad news for your practice’s reputation.
Gavin Willis from Paradigm Design Solutions explains: "Once your practice moves from the ‘needs-driven’ dentistry arena into the ‘desire-driven’ sector there are some subtle, but important, changes that will occur in your clientele’s expectations. It’s worth trying to put yourself in their shoes; walk into your practice and picture where you would be happy to have a discussion about making regular payments or how to fund a particular treatment plan. If your appointments are widely spaced and there are rarely patients waiting to be seen, privacy is unlikely to be an issue. However, in a busy practice served by several practitioners, a quiet area or separate consultation room is invaluable."
Ideally, such a room would be positioned very close to reception so that it’s easy for both patients and staff to access. Even if it’s simply a separate area of the reception desk, set away from the main greeting point, conversations are much less inhibited if the patient doesn’t feel everyone is able to overhear. Some payment plan specialists work with other providers to offer their members discounts on services such as practice design and refurbishment, as well as low interest loans to undertake the work.
Privacy matters
Modern dental practices are increasingly appointing a ‘treatment coordinator’ to liaise between the patient, the dentist, the hygienist and any specialists needed to put together a patient’s tailor-made treatment plan. It’s a role that often starts with an induction to the practice in which the practice’s range of services can be explained to a new patient and any concerns can be addressed in a less clinical, more relaxed environment than the dental surgery. Since the treatment coordinator can get a feel for what the patient expects from the practice right from the beginning, the role can be a powerful tool in promoting treatments they might not otherwise have considered.
Gavin adds: "Working in the undisturbed tranquillity of a dedicated consultation room gives a treatment coordinator a huge advantage over those battling with phones ringing and other patients queuing to make appointments. They have time to chat to the patient about family and friends who might also want to attend the practice, as well as discussing the patient’s own oral health, so the patient feels comfortable, welcome and receptive to the idea of more advanced treatments where appropriate."
Likewise a quiet area or dedicated consultation room also provides the ideal environment for them to explain the benefits of a payment plan without the distractions of a busy reception area. Being able to determine what plan best suits the patient’s circumstances, answer any queries on the spot and look in detail at what their monthly fee covers is much more likely to achieve a positive result than if a patient feels rushed into making a decision. This can make a huge difference to the success of your practice.
In essence, your practice’s ‘front of house’ is your shop window but it also has to perform its function seamlessly and professionally. By all means wow the patient with a superbly designed interior and some magical lighting, but get the basic layout to gel too and you’ll avoid that awkward moment when the patient needs some privacy and you can’t provide it.