Optometric Office Design Ideas

New Barbara Wright Design Website and Blog

2012-01-24T13:36:00.000-08:00

Discover a boatload of helpful articles and inspiring office design photos on the sleek new Barbara Wright Design website and blog. Get the latest on optometric office design and optical displays here:

Barbara Wright Design website

Barbara Wright Design blog

20/20's Retail Design Survey 2008

2009-03-17T10:31:00.000-07:00

Just in case you missed this article from the
August 2008 issue of 20/20, here it is.

No matter how good your service is, no matter
how fantastic your product, the look of your
practice is a very vital part of how you are
perceived by your patients. While 20/20 would
never downplay the importance of providing
excellent healthcare and great customer service,
part of that service is having a dispensary that
reflects an image of high-quality and trust.

How you display products is many times just
as significant as the products themselves.
Read more:
http://www.2020mag.com/ViewContent/tabid/136/content_id/9599/Default.aspx

Dr. Todd Wiley's Office Featured in Eyecare Business

2009-03-17T10:29:00.000-07:00

Nature was the inspiration for Spokane,
Wash.-based Advanced Eye Care's new
5,400-square-foot eco-friendly practice
and dispensary. In fact, owner Todd Wylie,
OD, has a penchant for plants and the great
outdoors. "My family does a lot of outdoor
activities and we have a greenhouse at our
home," he says.

When the opportunity to move into a new
space came forward, Wylie knew he wanted
to make it as earth-friendly as possible and
also bring a nature-inspired theme indoors.
Read more:
http://www.eyecarebiz.com/article.aspx?article=102582

1st Quarter News

2009-03-17T10:27:00.000-07:00

Well, the first quarter of 2009 is nearly over
and I'm hearing good news from our clients.
January and February were tough months for
a few people, but lots of practices are doing
just fine.

One New York client's office was torn up with
major expansion and remodeling during those
months. They managed to work through it all
without closing for even one day.

His numbers were slightly ahead of last year
despite the construction. I can't wait to hear
how the practice does after a couple of full
months in the totally renovated facility.
Photos coming soon.

Another client in Louisiana was named
"2008 Business of the Year" by the Chamber
of Commerce. This new building is a modern
interpretation of the genteel Acadian style
unique to the region. Photos coming soon.

I have decided that we are not participating
in any economic downturn, slowdown or
recession. I hope you have decided the
same thing for your practice.

SELECTING A LOCATION FOR YOUR VISION BUSINESS

2009-01-23T10:52:00.000-08:00

When the “got to have a new office” bug bites, you may find yourself in a dilemma. Your growth has flattened. You’re seeing the maximum number of patients possible. The optical needs a facelift. You have no room for more equipment or more staff. Check out the whole story here

Taking an Optical Floor Plan from Good to Great

2008-12-12T17:38:00.000-08:00

How can you tell if the floor plan for your new optical or optometric office is good enough? Learn some of the strategies and tactics that we at Barbara Wright Design employ to turn an ordinary optical floor plan into an extraordinary productivity builder.

Optical Floor Plan Case Study 1

Project: New Building in Joplin, MO
Size: 4,841 SF
Exam Rooms: 4

Demographics
Patients are mostly blue-collar with insurance, median income $49,000. The practice
also has some higher income patients but is not selling many high-end frames.
Situation
Lorry Lazenby, O.D. began designing a new optometric building with his architect. He thought the general plan was good but was concerned that he might have missed some things. He was not satisfied with the optical layout. Barbara Wright Design was called in to design the optical and consult on possible improvements to the overall floor plan.

The practice is very busy and needs to move a high volume of patients through the office without making them feel they are on an assembly line. The optical also needs to handle a high volume of patients and prevent the bottlenecks and back-ups experienced in the existing office. The practice is missing out on high-end frame sales due to lack of proper presentation.

The “Before” Plan Analysis
As a patient enters he is presented with the sharp corner of the reception desk. The wall behind the reception desk where the practice logo should go is angled away from the entrance and can’t be seen well by entering patients.

The restroom door is directly visible from waiting making it uncomfortable for patients. In addition the coat rack and coffee area are located right by the rest room door, a potential bottleneck if all three are being used at the same time. The hallway between the central core and waiting area is wider than necessary resulting in wasted space.

The general strategy of a “racetrack” layout for circular patient flow in an optometry floor plan is good. However, this layout causes patients to traipse the entire length of the space to get to the exam rooms. Then they return to the front via another equally long hallway, wasting precious minutes of time for both staff and patients.

In the optical there is inadequate circulation space between one of the dispensing tables and the corner of the reception counter. A storage closet is placed on a wall that would be better used for more frame displays. The optical is too small for this very busy office. There are no separate delivery tables or workstations for the opticians.

The Challenge
The two major challenges were to create a functional optical and to improve the clinic area layout so patients could move more efficiently from data collection to exam to optical.

The “After” Plan Solution
The reception counter faces the entrance and has a back wall for the practice logo, creating a more welcoming and very professional first impression on patients. The restroom door is accessed from the hallway, which has been narrowed so there is no more wasted space.

The “racetrack” is now a “dumbbell shape” with all staff rooms off a private back hallway. The patient path is considerably shorter. The two data collection rooms in the central core have dual openings into both hallways to funnel patients efficiently to all exam rooms with the fewest steps.

The optical has been enlarged to display 750 frames and has a locked showcase for high-end frames. The opticians have their own office with windows to view the entire optical along with walk-in storage and workroom for completed orders. There is a separate delivery table with a small hidden adjustment counter minimizing trips into the main lab.

The file cabinets are integrated into the business office. As the practice gradually goes paperless Dr. Lazenby can remove file cabinets and add more work counters along these walls as needed.

Conclusion
Switching the general layout strategy from racetrack to dumbbell greatly increases the efficiency of this office and separates the staff area from the public area. Increasing the size of the optical and providing designated space for different activities makes opticians more productive and patients more comfortable and less hurried. Providing a special high fashion display section showcases high-end frames to higher income patients without alienating the middle-income patients that are the backbone of the practice.

How To Succeed in 2009

2008-12-09T12:18:00.000-08:00

The practices that succeed in 2009 will be the ones that are the best in their categories. That means they will be the best in selling, best in patient care and customer service, best in positioning themselves, best in describing themselves and best in creating a following. These excellent practices will take tons of market share away from "lesser" practices, potentially putting them out of business altogether.

This is so for two reasons. First, in a contracting economy, there is less business to go around so "survival of the fittest" applies. Second, savvy marketers know that this is not the time to cut the marketing budget or hold off on improving the look and feel of the physical facility. If anything you need to spend more on marketing in difficult times and go on with remodeling or moving to create a better atmosphere, attract new patients and boost your average sale.

Our current clients are doing things like:
1. Taking over the space next door, doubling the size of their optical and getting their displays built for 25% less than they would have paid a year ago. (The fixture manufacturers are hungry and willing to work for less.)
2. Buying new office condominiums at bargain prices with generous build-out allowances
3. Starting a brand new practice in a middle to upper income area with low rent, $30,000 build-out allowance and free rent for the first 4 months.
4. Buying an empty foreclosed medical building at a great price, using 60% of the existing improvements for their practice and spending less on construction.

All these folks are stepping up their game while most others are running scared. They are getting good value for their construction dollars. Within the next six months they will have stunning new offices that will attract new patients and tease more high end sales out of existing patients. Their competitors with old tired offices will go on grumbling about how bad things are and lose business to those with newer and better offices.

By the time these new offices open their doors, it's likely that the economy will be improving and these practices will get carried upwards on the rising tide. Consumers will want to make sure they are getting great value for their money as they cautiously open the pursestrings. Why should they go to a ho-hum office when there's a newer "wow-you" office in the area? Why should they settle for the same old experience in a so-so place when they can have a great experience in a really special place?

When it comes to my own business I am optimistic, courageous and action-oriented. I believe that when you strive to be the best and do not listen to the nay-sayers you always win in the long run. When the herd zigs, I zag. It's no surprise that our clients have the same attitude.

I love working with positive confident people helping them realize their vision of being the most successful practice in town. Next year there will be some practices who don't survive while those who differentiate themselves with true excellence will thrive. Which will you be?

OFFICE DESIGN TRENDS 2009

2008-12-09T11:55:00.000-08:00

Totally Digital Office
New offices will have computerized diagnostic equipment and office management software all linked together to provide quick access to information from just about anywhere in the office. In the optical every styling table will have it's own computer. Multiple data collection rooms and multiple check out stations are a must to prevent bottlenecks and keep patient flow running smoothly even in a small office.

Design for Patient Experience
In economically difficult times the best way to make your practice stand out from the competition is to provide a great experience for the patient. The newest and most successful retail store designs take all of the senses into account. Hearing, smell, taste and touch are incorporated into the visual environment to create a sense of comfort. Optical offices can use a similar strategy to create a unique and memorable experience for the patient that makes them tell their friends about you and keep coming back.

Sustainability
The volume of sustainable materials for office interiors continues to expand, making it easier to find paint, furniture, fabrics and finishes free of unhealthy chemicals. Many commercial carpets now contain yarns made from recycled fibers. Being green is becoming mainstream.

Energy-conscious Lighting
LED (light-emitting diode) lighting technology improves by leaps and bounds. Prices have come down some but initial costs are still higher than for conventional fluorescent or halogen fixtures. However, LED's prove their worth over time with long lamp life and 60% or better reductions in electrical bills. Getting good color rendition for retail applications is still an issue. Most LED's are too cool (color temperature 5500K) or too warm (2700K). Some are available now in a 4200K lamp that gives a good balanced white.

Nature-inspired Colors and Patterns
The greening of America extends to colors inspired by natural materials. Greens are great for health care environments because of their calming quality. Dark brown and walnut wood tones are increasingly popular and work well with greens or blues. Spice tones provide warm but toned down accent colors like curry or nutmeg.

Gray is returning after a long run of tan and beige tone nuetrals. The newest grays are warm (pink undertone) rather than cool (blue undertone) and look great paired with walnut wood.

Dark walnut and medium cherry wood tones are paired with a touch of lime green for a warm invitation to the latest Morgenthal-Fredericks Opticians in Manhattan's Plaza Hotel upscale retail mall.

The two-toned wood floor in the Peter Lik Gallery (in the same mall) is so incredible it nearly upstages the amazing art photos. It certainly got my attention. I don't think I'd put a floor quite this bold in an optical because it would take attention away from the frames that should be the stars of the show. But it works for this gallery.

David Yurman Line Price Range Update

2008-10-27T11:23:00.000-07:00

The David Yurman line that I mentioned in a previous post actually has retail prices starting at $325. Most of the line retails for under $1,000 so it is within reach for a larger number of people than I originally thought. They will be coming out soon with frames that include real diamonds and other precious jewels and will retail into the thousands, but the initial styles are much less than that.

Vision Expo "Best of Show"

2008-10-10T13:23:00.000-07:00

I had a very busy and productive three days at Vision Expo. Between meetings with current clients, prospective clients and magazine editors my dance card was full! With me at the show were Jennifer Anderson, our business manager and Jeff Cary, our architect. We were like the three musketeers scouring the show for the newest and best display products and frame lines. Here are my picks for "Best of Show."

New frame lines:

David Yurman - This jewelry designer is so well known and admired among the wealthy that he doesn't need to plaster his name or logo on the frames. And he actually designs the frames himself, unlike many designers who just license their name for use on a line designed by others. Yurman's frame designs have the same signature motifs and details as his jewelry, so those who know his jewelry recognize a Yurman frame immediately.

This is a very exclusive line with retail price points into the thousands, so it is definitely not for everyone. However, it is a great example of true luxury, elegance and sophistication. If your patients buy David Yurman jewelry, they will buy David Yurman eyewear.

Shanghai Tang - China's first brand name designer launched his first line of eyewear at the show. Each style is embellished with intricate metal details inspired by traditional Chinese jewelry, coins and art, each with it's own story. The combination of very wearable frame shapes with delicate symbolic ornamentation is a real winner. I loved these frames so much, I bought one for myself.

You only have to buy 28 frames to get their gorgeous showcase. It looks like a lacquered Chinese chest and comes with a red-tassled hand mirror. The silk brocade cases for these frames are a work of art on their own. Retail price points start around $300. With the great presentation and intriguing story behind these frames, you should have no problem selling them to patients who want something different and unique.

Andy Wolf - I don't often get excited by a men's frame line, but this one out of Austria really wowed me. The shapes are strong and masculine; some styles are thick and heavy but done with sophisticated European style that makes a man look absolutely great. Engineers, artsy and tech types will dig these frames.

Brand Identity Stand Out
Kio Yamato - If you carry this line, make sure your sales rep gets you the wonderful brand identity display piece shown in the photo. It is eye-catching and beautiful and really does a great job of communicating the essence of the brand. As you see in the photo you just place this display with the frames and you don't need anything else. Simple. Stylish. That's great merchandising.

The Shadowless Frame Display
Fashion Optical has been touting their "shadowless" frame display panels, but frankly, I didn't believe it until I saw it for myself. It works like magic. The panels look like textured glass, but they are actually acrylic made with a patented process. The t-shaped open temple frame supports show the frames very well, but normally has a lot of shadowing behind them.

The material somehow absorbs light and diffuses the shadows caused by intense halogen lighting and makes them disappear. Result? No more busy distracting shadows behind the frames. A great and unique product available only through Fashion Optical Displays.

Preventing Frame Theft

2008-09-04T12:07:00.000-07:00

In a retail setting like a mall or even a strip shopping center theft is a problem that goes with the territory. These days even practices in a more professional medical setting can experience theft of frames (politely referred to by accountants as "shrinkage") The busier you get, the easier it is for dishonest people to get away with it.

One of my clients has his higher-end vendors help soften the blow from "lost" frames by getting the sales reps to give him a couple of no-charge personal frames every month or two. He says that he doesn't want to lock up his entire high-end inventory because he sells more if some frames are out and available for try-ons. That makes them more vulnerable to loss, but as long as the vendors help him out with personals he figures they both end up selling more frames in the long run.

So what can you do about it? Here are some suggestions.
• Sensormatic (or similar) inventory control system - has tags placed on each frame and an alarm that sounds if someone tries to walk out with a frame that hasn't been paid for. It entails having sensor stands on both sides of the door. The stands may not be all that attractive, but they send a message that you are not easy pickin's.
• Locking display cases and locking frame bars - It's not practical to lock everything up, but you should at least lock up your more expensive frames and sunglasses. It actually adds to their perceived value when they are presented behind locked glass doors.
• Surveillance cameras - some people put in fake ones that move as if they are panning around so people feel that they are being watched. Real surveillance cameras with a monitor in the lab are good for seeing if someone is in the optical, but a thief can too easily slip out the door with merchandise before you can stop them.
• Staff training - make them more vigilant with security training and a strict policy of always having an optician in the retail area whenever a patient is. Reward them with a bonus tied to decreases in the shrinkage rate.

20/20 Features Vision Source Texarkana!

2008-09-04T11:59:00.000-07:00

Our design for Dr. Allen and Moser's new Vision Source Texarkana office building was featured in last month's issue of 20/20. The results achieved by this design have exceeded everyone's expectations, even my own!

Check out the whole story here

An Eco-Tech Optometrist

2008-07-24T11:16:00.000-07:00

Advanced Eyecare and Optical
Spokane, Washington

When practice owner Todd Wylie, O.D. decided it was time to move to a larger office he wanted a one of a kind design that would combine his top two personal interests. Dr. Wylie enjoys the great natural beauty of the Northwest and wanted to bring it inside. He also wanted to build his new office as "green" and energy-efficient as possible while incorporating all the latest high tech equipment. "I don’t plan to move again at this stage in my career," he states, "so this was my last chance to build my dream office."

He leased a 5,550 square foot two-story building with an elevator that formerly housed a credit union. He knew he needed some expert assistance to bring his ideas to fruition and make the patient flow work smoothly on two levels. Read more.

How to Build an Optical WITHOUT Expensive Display Fixtures

2008-07-24T10:31:00.000-07:00

When you're opening a small office, especially if it's your first office and you are opening cold, you are probably looking for a way to get it designed and built economically. You can go to one of the fixture companies and they'll give you a free floor plan. But the optical will consist of a layout with the fixtures they expect to sell you. And those fixtures can cost $25,000 or more.

Many of you don't want a "me, too" office that's just a box with fixtures stacked against the walls. So what else can you do? I've got the answer for you. Now you can have a Barbara Wright-designed office at a price that won't break the bank.

The Ready To Build Plan Package is a set of pre-designed plans for your space with a good-looking optical that's easy and inexpensive to build---no display fixtures required!

Your office can look just as great as the one in the photo. A local contractor built this entire display wall himself--no display fixtures, and no custom cabinets needed. It doesn't get any cheaper than that! Heck, if you're handy enough, you can build it yourself!

But you've got to know how to build it and what size to build it. You've got to know exactly which light fixture to put in and where to order it. That's why you need the Ready To Build Plan Package. All that information and more is right there on paper so you or your contractor will know just what to do.

Our Ready To Build Plan Package enables you to design it yourself with the help of your contractor or a local drafting person. These are designs proven to make your frames look so good, they practically sell themselves.

When you buy this package, you get personal consultation from me as a bonus. This is an option that you ought to explore if you want an office that works at a price that works for you.
Learn more at our website.

Or just call our office and make an appointment to talk with me. I'll explain how the Ready To Build Plan Package works and then you decide if it's right for you.

Call toll-free 888-422-0361

Barbara

Tech. Stations Large and Small

2008-06-02T11:47:00.000-07:00

One of the factors that helps a growing practice increase efficiency is having one or more technicians to do pre-testing and assist the doctor in many ways. Some ECP's describe their lead technician as the "quarterback" of the office who manages the movement of patients to create a smooth patient flow for the doctor.

Even a practice under 3,000 SF can benefit from having a small "tech station" where technicians can use a lensometer, do paper-work and keep an eye on the exam rooms. In larger offices a tech station is almost a necessity if you want maximum productivity for your techs. Give them a computer, a file drawer and any other equipment they need.

The placement of a tech station is critical. Techs need to see what is going on, who needs help, and who is ready to move in or out of an exam room. The need for these visual sight lines must be anticipated by the designer and created in the floor plan stage of the design. If a tech station has not been planned in from the start it's unlikely that you'll have space to add one later.

Get a Tax Break for Energy-Efficient New Facility or Equipment

2008-06-02T11:45:00.000-07:00

Here's a tax tip for you gleaned from DHL's monthly newsletter:

Energy-related credits—Uncle Sam believes in energy efficiency and offers different types of tax credits to reward you. Whether you’re building a new facility or upgrading using energy-efficient components (e.g., Energy Star-rated appliances, solar panels, etc.), there are credits available to you. Look for these credits at the state level as well.

You can find the full article here: http://www.dhlsmallbusiness.com/200805-1.html

Be sure to ask your accountant about these credits if you are buying new equipment or building a new office this year.

Which brand would fill shoppers closets if money were no object?

2008-06-02T11:40:00.000-07:00

The following is an excerpt from the June 2008 issue of VMSD magazine:

That's according to a survey by the Nielsen Co. more than 20,000 consumers in 48 countries voted the fashion leader, known for its desirable logo on handbags and accessories, as the most sought-after luxury brand Chanel and Calvin Klein tied for second.

Morganthal Frederics NYC

2008-05-06T10:53:00.001-07:00

This well-known optical chain has stores sprinkled throughout the city in nearly every upscale neighborhood so going into the Columbus Circle Center was a natural fit for them. The large photo graphics let shoppers know what the store is about from a distance before they can even read the name. The storefront is fairly conventional, reminiscent of a fine French boutique with tall double doors propped open in a welcoming stance.

The showcases and woodwork are of dark wood with light-colored interiors and built-in halogen lighting. This store sells both sunglasses and Rx frames and their inventory is more extensive than what meets the eye. The opticians have a large bank of shallow drawers filled with frames. The service is very personal and professional. They really do their best to determine what you are looking for and to find just the right style to make you look fabulous.

In fact, when my husband and I went to inside to check out the interior, the optician deftly pulled out a few pairs of Chrome Hearts sunglasses. Next thing you know my husband was trying them on and we were all saying, "Wow, those look great on you!" It was all I could do to drag him out of there before we ended up spending $1,000 on those sunglasses! That optician was GOOD!

Seriously, though, this really is a beautiful store and I could tell that no expense was spared on the design. The cubicles are very similar to the ones I've been doing for years. I like the way that the brightest lighting is concentrated on the frames and everything else is like a stage setting for the merchandise. Imagine if just a corner of your dispensary had a look and feel similar to this store. You'd be selling more high-end frames than you ever thought possible.

Solstice Sunglasses NYC

2008-05-06T09:36:00.001-07:00

On a recent New York visit I carved out some time to see one of the newest upscale shopping centers at Columbus Circle (59th St.)

The Columbus Circle Center is not as large as those you find in Los Angeles, but it boasts two optical shops. Solstice is strictly sunglasses with mid-range priced styles displayed on the wall and higher-priced styles in locked table top showcases. Brand names are displayed neatly above each row of frames. I was impressed that the check out counter was kept relatively free of clutter.

The back-lit photos are dramatic and eye-catching. Even when the store is full of shoppers you can see these photos from a distance because they are above head-height. The all-glass storefront is a luxury that most optometric offices don't have, but the take-away lesson from this photo is that simple wall displays can be very effective. This designer wisely spent the construction budget on good lighting, graphics and elegant showcases.

Vertical frosted glass panels with a single small shelf on each panel make an eye-catching window display at Solstice. Only one brand name designer is featured at a time with a matching graphic above. This is a good example of how an utterly simple concept makes for great merchandising.

March Q & A

2008-03-05T14:24:00.000-08:00

Q - Great Blog! I have read it and it is inspiring me to get ready to try to open up my own practice. I have been leasing space in a chain store for the last 5 years which is very successful. I have many patients who have asked me when I am going to start my own practice but I have been hesitant since I am close to one of our major employers and have a one year 3 mile non-compete clause.

I have many "high tech" machines such as the Optos, digital retinal cameras, and other automated machines and would love to start a paperless optical with a cool dispensary.

I recently saw a space for lease but I am afraid of the competition (a new Lenscrafters that will be opening across the street from the strip mall).

Do you think I should hold off on pursuing this lease with a Lenscrafters across the street or do you think a well-designed dispensary in a small office of about 1100 sq ft (about 3.7 miles from my current office) could compete against them? I have just begun to search for locations to open but have no idea where to begin.

A - A few years ago I had a client with the same concerns as yours about Lenscrafters. The office I designed for this doctor had been open for a few years in a mall and was doing well. Then he started sweating when he heard that Lenscrafters was building a new store in the same mall.

When I spoke to him a few months after they opened, he laughed and said that Lenscrafters had done him a big favor. They did a lot of expensive advertising to get people in to their store, but many of those people came to his optical to do some comparison shopping before they made a decision.

He made sure to carry some great designer lines that Lenscrafters doesn't carry. Sometimes his regular prices were lower than Lenscrafters for the same frame and lenses. The end result was that his sales and his profits went UP after Lenscrafters entered the picture!

So don't worry about it. The same thing could happen to you! Just don't try to go head to head with Lenscrafters. Make sure your optical has the "wow factor" and carry some different frame styles. Concentrate on making your patients have a great experience from start to finish. Figure out what your strength is as an O.D. (contact lenses, low vision, great chairside manner, etc.) and build your practice around it.

Create a good marketing program for staying in touch with your patients every couple of months, not every couple of years. Getting a new patient is the hardest part. Once you get them, do what it takes to keep them coming back.

A really cool optical with great frame styles will get people talking about you and sending you their friends. Find yourself a location with good visibility and then go for it. You may have already found a great location from what you said. If you can take your patient records with you, then you're on solid ground.

There is no better time than now to build a new office because housing starts are down and the contractors are hungry for work. You'll get a better price this year on your build-out than you would have gotten last year.

I recommend that people start with about 1,500 square feet if at all possible, but if the location is superior, then the 1,100 square foot space is workable. You might just outgrow it faster than you think. (A good problem to have.)

Pay attention to your patients! They want to come see you in a nice new office! The reason you're feeing hesitant is because you don't know where to start and how to make this all happen. You are exactly the kind of person for whom I wrote my new book, Optometric Office Design Process & Pitfalls. Get it , read it and it will help you get started the right way.Barbara

P.S. Check out the book here:

Ask the Expert

2008-03-05T14:22:00.000-08:00

Q. - Do you recommend having the lab close to the front of the office or as a combination lab/staff lounge in the back to save space? I'm starting to hear the latter more and more. Also, do you think it's wise to equip the lab with an edger immediately or is it better to wait if budget is tight?

A- For smaller offices (under 3,000 square feet) we most often put the lab right next to the optical so the opticians will take the fewest steps possible going back and forth between the optical and the lab. When a practice is large enough and busy enough to have a full-time optician who spends nearly all their time working in the lab, then having the lab in the back can be beneficial. In this case we would put a mini-lab up front for minor repairs and adjustments.

In a small office the lab often has to serve as the staff lounge as well by equipping it with a refrigerator and microwave and some counter space for a coffee-maker. Once you have 2,000 square feet or more to work with you can usually find room for separate lab and staff lounge.

If this is a startup practice opening cold it doesn't make sense to spend money on an edger at first. That money would be better spent on the construction. You need to have enough frame sales volume to make edging a profitable investment. Your accountant should be able to help you figure out how many frames per day you need to sell in order to make the cost of the equipment worthwhile.

New book coming soon! Subscriber only discount!

2008-02-04T14:40:00.001-08:00

My new book, Optometric Office Design Process and Pitfalls, will save you thousands of dollars and help you avoid the exasperating problems and runaway costs that other practitioners experience when they build a new office.

We’re in the final stages of setting up the web page for the book and it will be available as an instant downloadable e-book on or before February 15. We’ll be offering a subscriber-only discount for a limited time, so watch your in-box for the announcement.

You also get a valuable F*R*E*E* bonus – Barbara’s Best 25 Floor Plans – with the book if you order by the deadline.

First Look – Mother Nature Meets High Tech

2008-02-04T14:39:00.000-08:00

(CLICK IMAGE FOR FULL VIEW)

Here’s a first peek at the office of Todd Wylie, O.D. in Spokane, WA, a 5,550 square foot 2-story building for a one-doctor vision therapy practice. That’s not a misprint: one doctor, 5,550 square feet. This view shows the main area of the optical, which occupies most of the first floor.

For the whole story of how Dr. Wylie developed such a successful practice with 10 employees and zero associate O.D.’s you’ll have to wait for the article to be published. We’ll let you know when and where it will appear as soon as we know.

When I first spoke to Dr. Wylie he said that he wanted a “Northwest woodsy feel” in the design of the office but also wanted to emphasize patient education and the latest technology. You could call it “Mother Nature meets high tech.” We used a combination of natural greens and browns with rich cherry and maple wood tones.

This optical is a good example of how to merchandise for a wide range of income groups—something for everyone at a glance. Frame bars hold the lower-priced frames, cabinets with open glass shelves present mid-priced frames organized by brand name, and curved cherry cubicles show off high-end frames, one designer per cubicle.

New Name – Optometric Office Design Ideas

2008-02-04T14:37:00.000-08:00

We’ve got a new name for our newsletter that better describes what you will be receiving every month: Optometric Office Design Ideas. You will be the first to see a new office the moment we photograph it. I’ll continue to give you my tips and opinions on all things related to office design.

If you like this newsletter, please feel free to forward it to colleagues who are likely to be interested in office design.

Bad News for Builders is Good News for You

2008-01-04T15:17:00.000-08:00

The media is having a field day with the latest economic figures released by the government. All the business commentators are talking about the country going into an economic slow-down (no one wants to use that bad word "recession" just yet).

They love to sound the alarm and play on the public's fears. It's good for ratings. When housing starts slow and home prices slide backwards the construction industry is the first to feel the pinch. People start cutting back their spending because of the bad news, and sure enough, the economy slows. Many practitioners see their numbers drop and start crying the blues, blaming it all on the economy.

However, well-prepared practitioners have nothing to fear. If you have had a good marketing program going all along, you might have to turn up the heat a bit to keep on the same growth curve. If you have no regular marketing program or if you just do it hit or miss, you could be in trouble with no quick way out.

Getting a good marketing program in place takes time. It requires testing for results and then tweaking to make improvements gradually. When you first start out with a new plan it's like the flywheel on an engine. It takes a lot of effort up front to get it spinning, but once it gets going it has momentum on its own. The time to get it in place and working is before the economy gets rocky.

Successful people don't sweat it when the real estate market and the construction industry are down. That usually means interest rates are down too, so they can see opportunity where others see lack.

What are smart practitioners doing these days? They're out finding new space to lease or buying an existing building or land for a new building. Contractors have had a long run of fairly good times and high construction prices in the last few years, but now that's all changed in most parts of the country.

For people who have all their ducks in a row this is a great time to build a new office. Contractors don't have as much work as they used to, so there is more competition for the work that there is and bids are lower. That's good news for the customer.

Let the rest of the world run scared. If you have worked hard to make your practice successful and are ready to take a step up, 2008 could be the perfect year to build the new office you've been wanting!

Construction Costs - Reality vs. Wish

2008-01-04T15:13:00.000-08:00

When people call me to talk about building a new office, one of the questions I ask is, "How much per square foot have you budgeted for construction?" The answers mostly range from "I don't know" to $50 per square foot, which is way too low for an all-new interior build-out.

My rule of thumb for estimating construction costs is to figure $100/SF or more for interior only projects. If a client budgets for that amount and it comes in under, then we celebrate. For new buildings you can figure $250 per square foot or more.

Florida is one of the most expensive places to build, topped only by California and New York.. The last project I did in Florida, which was completed in the spring of 2007, came out to $125/SF. And that was for a very simple, no-frills design!

When you are planning a new practice you need to be informed on the realities of construction and design costs. People in the midwest and rural areas like West Texas can often get their construction done for less. But just about anywhere on the East Coast or West Coast it's always higher than you thought it would be. I'm hoping that my projects that are going out for bid in the next month or two will come in for less than last year's average. That's because there's less construction going on and more competition among the contractors now at the start of 2008.

You have to keep in mind that we work almost exclusively with clients in zip codes where at least two out of the top five lifestyle groups have a median income of $75K or more. When all the median income figures fall below $50K, we may not be the right design firm for the project. We don't go overboard with expensive finishes, but we do design to high quality standards that perform well for our clients for 15 to 20 years or more. Quality does not come cheap.

The point is you must do a lot of planning and research when it comes to opening a new practice or moving your existing one. Make sure you get realistic average construction cost figures for your area. If you are going into a higher income area that fits our profile, you can call me and I'll tell you what the latest "BWD Construction Cost Index" is.

Don't be discouraged if the numbers don't look like they will work out the first way you try. You may have to look for a smaller space or a place with lower rent. If you want to attract higher income patients, you can't skimp on construction costs, but there may be another strategy you can employ to make your project work.

Top 10 Reasons and Ways to Go Green

2007-12-03T13:46:00.000-08:00

By National Association of the Remodeling Industry (NARI)

Should you use green (environmentally friendly) building materials the next time you remodel or build a new office? The National Association of the Remodeling Industry shares reasons and ways to go green.

1. Lowers energy consumption
2. Reduces operating costs by increasing efficiency
3. Conserves natural resources
4. Increases the value of the building
5. Improves indoor air quality and in turn, overall health
6. Reduces waste and emissions.
7. Lowers pollution causing less harm to the environment
8. Increases productivity of occupants
9. Improves quality of life and raises comfort
10. Saves money

Design Blunders: Display Background Color

2007-12-03T13:40:00.000-08:00

Optical design and theatrical design have much in common. Both have a stage (background)
upon which the star (merchandise) is presented. Both rely on strong lighting to bring the audience’s attention to the star.

To make your frames into star performers, show them on a white or very light-colored background with the best lighting you can afford. Frames displayed against a dark background or mirrored surface are not seen as well because the background absorbs the lighting. There is too little contrast between eyewear and background.

Light backgrounds make the light bounce and reflect off the delicate details and subtle colors of the frames. It’s easier to bring out the jewel-like qualities of the frames on a light background.

Fortunately this can be an easy problem to fix. If your frame backgrounds are dark, simply paint them white. If your frame backgrounds are mirrored have a contractor install white panels over most of the mirrors, leaving an adequate amount of try-on mirror space exposed.

Designing for Sales

2007-11-05T14:47:00.000-08:00

The latest feature article by Barbara in the October addition of Eyecare Business magazine.

Practitioners often struggle because the look of their office is at adds with the image they try to create with their marketing. The office environment become an obstacle to overcome instead of an asset that promotes the desired positioning.

Read this article in it entirety...

Common Design Mistakes: Poor Sightlines

2007-11-05T12:36:00.000-08:00

The line of vision between a person and an object is called a sightline. In optical design controlling the sightlines of what patients will see as they travel from one room to the next is a nuance that is left out of many office designs. When done correctly patients don’t realize that their sightlines have been carefully planned and limited. What they perceive is a very neat, clean and professional office.

A good optical designer knows where the messy places are likely to be: lab, contact lens storage, business office, private office, staff lounge. In addition patients in the main waiting area should not be able to watch doctors and staff scurrying about in the clinic area. You need to anticipate which rooms and areas should be completely hidden or partially obscured, then position walls and doors to allow little or no view for the patient.
Concealing unsightly areas must be thought-out and designed into the floor plan right from the start. If you don’t like what patients can see after the office is built, it’s too late to fix it.

Food for thought from a recent SCORE, "Counselors to America's Small Business" newsletter

2007-11-02T12:17:00.000-07:00

I found a fascinating interview with business writer and lecturer Dan Pink in a recent SCORE (Counselor's to America's Small Business) newsletter. He says, "you can’t compete by process or economies of scale, but you can differentiate yourself through design, storytelling, the ability to see the big picture, and empathy."

Q: You stress the importance of design in right-brain thinking. What does that mean?

A: It's not solely about image. Design is utility enhanced by significance. You understand who your customers are, what they need and why, and what it takes to give meaning to your product or service. For example, many studies have found that the environmental aspects of health care facilities can enhance the healing process. Now, these facilities are being built with more natural light, meditative gardens, and other features to enhance the patient's experience.

Q: How does the design concept apply to small businesses?  

A: Small business owners should be more attuned to a high-concept design because for them, it's a matter of survival. How you position yourself and the processes by which you serve your customers are all design decisions because they differentiate your business from something that may otherwise be perceived as a commodity. Many functions that professional services firms used to provide are now automated—e-filing taxes or checking mortgage rates online, for example. A high-touch approach may be your only way to offer customers something they can't find anywhere else.

Q: How can a small business owner develop design literacy?  

A: Do things to enhance your sensibility to design, such as keeping a design "diary." Jot down any examples of good and bad design—whether it's a store layout or a company's customer service process—and review them periodically. That kind of awareness sharpens your eye and enhances your level of understanding.

To view the newsletter in its entirety, visit:

September SCORE Expert Answers

Q & A - Customized Storage

2007-10-02T11:29:00.000-07:00

Someone asked me a question recently about customizing a cabinet design for storing stock lenses in the lab. It prompted me to think about how many different items need customized storage in a typical optometric office. How can you be sure that the things you want to store will fit in your new cabinets? Here's the original question and my answer.

In designing our new lab we have the idea to utilize a cabinet as the stock lens drawer. We are wondering if there is already a concept design for this? We are thinking of have the shelves on an incline for easy viewing, and the shelves slide out.

I usually recommend buying an all metal stock lens cabinet from your lab equipment supplier that's designed to hold a lot of lenses. You can eliminate a base cabinet and put that unit in its place.

It is possible to custom design drawers for lenses if you work directly with the cabinetmaker on the detail. You'll need to give him a lens sample in the largest size you would be using, discuss your ideas with him and have him do a "shop drawing" of it.

The cabinetmaker's shop drawing is a very detailed technical drawing that shows how he will build the cabinet. He starts with the designer's cabinet elevations, then draws up each cabinet design after he has taken field measurements.

He may have to adjust some of the original dimensions to fit the actual space available. The designer and you as the owner or tenant should both review these drawings to insure that all the colors and materials are correct and that any changes made still reflect the intent of the design.

Once the shop drawing is done and appears to be correct, you may want to have a sample of one drawer made so you can try it out with the lens blanks and see if it needs to be further modified. These drawers would need extra heavy-duty glides and extra-strong joinery to be able to stand up to years of heavy use.

Anytime you want to put any special item or piece of equipment (like a computer tower or trial lens tray) inside a cabinet, do not assume that there will be enough room for it. Your designer and cabinetmaker will do their best to interpret your needs. However, unless you give them the exact dimensions you want or a sample of the item you want to store, you might be disappointed in the end result.

The more specific your cabinets need to be, the closer you must work with your cabinetmaker. If you provide samples to him, and then the item doesn't fit when he delivers the cabinets, you can make him re-do it to get it right.If you do not provide a sample of the item to him and require that he create a mock-up for you to approve before going ahead, you will have to just take what you get, whether it fits or not.

Your designer should note on the plans where specific items must fit and state that the cabinetmaker must obtain a sample of the item and provide shop drawings (and mock-up if needed) for your approval before he starts fabricating the cabinet. That's the best way to protect yourself from being disappointed in any of your cabinets.

Accessory and Lens Display

2007-10-02T11:25:00.000-07:00

At GW Eye Associates in Carlsbad, CA this passage from clinic area to dispensary provides a convenient and quick stop for lens brochures, samples, products and accessories. Although my general rule for frame display is to have a white background, we can break the rule in secondary display areas like this.

The shallow adjustable glass shelves hold mostly items with a lot of color and mass, like the literature holders, lens cleaner bottles and such. Here a dark background makes those colors pop. Showing only a few frames on this rich purple background works fine here.

However if this display was showing only frames, the dark background would make many of them almost disappear. If you have a situation like this where your frames are displayed, there’s a fast and easy cure. Just paint the back wall of the display white or install a fabric-covered panel on it. Now you’ll be able to see all the frames in that display, even rimless and delicate metals.

One other design feature to notice is the “radiused” (rounded) corners around the open doorways. In this case the walls are entirely wrapped with wall covering, but a painted finish would look good too. This detail adds a lot to the overall atmosphere of the office design. It’s softer and more contemporary.

Little touches like this can make your office feel special and inviting. Patients may never comment on the rounded corners. All they know is that they love being in your office.

LED Lighting Revolution: Why Gucci Snatched Up These Light Fixtures

2007-09-12T11:56:00.000-07:00

Oh, boy! I'm steamed! Months ago I specified new state of the art LED lighting fixtures for a green-conscious forward-thinking client. When it came time to ship the order, the manufacturer said, "Sorry, all of our inventory was sold to Gucci for their new store in New York."

I know that my client had personally ordered those fixtures over three months ago because they told him it was a long lead item that could take 12 weeks. We were able to get a different LED fixture as a substitute but it was not my first choice. That just chaps my hide, as they say in Texas!

The question is: why did Gucci throw their weight around to snap up all those fixtures for their newest store? Why are manufacturers scrambling and failing to meet the demand for these new LED fixtures?

LED (Light Emitting Diode) technology has been used in some products for years, like laptop screens and flat screen TV's. Until recently LED's were cost-prohibitive for general lighting products. Now at last LED lighting fixtures at justifiable prices are available to the commercial construction and consumer markets.

Why have designers been chomping at the bit for LED's? Take a look at the upside and the downside of using LED's in your next office.

LED ADVANTAGES

1. SUSTAINABLE
When burnt-out fluorescent tubes hit the garbage can, the inert chemicals and glass in them end up in our landfills. They cannot be recycled. LED's are a sustainable lighting product, which nearly all other lighting products are not. Many of the materials used in their manufacture can be recycled.

The light source lasts for 10 years or more. That means no bulbs or tubes to throw out and replace. Nothing goes into landfills during the useful life of the fixture.

2. ENERGY EFFICIENT
Initial costs are higher than conventional fixtures, but over the long run you get lower utility bills and zero replacement bulb costs.

3. LOW HEAT EMISSIONS
LED'S provide a solution to the long-standing problem of heat produced by halogen lamps. Halogen display lighting held the title of "king of display lighting" ever since it was introduced. It produced the whitest and brightest light for merchandising difficult products like eye wear and jewelry.

LED's are clearly superior when it comes to the heat problem. Their heat emissions are practically non-existent compared to halogen or incandescent.

4. COLOR RENDERING

The color rendering (how true colors look) of the light was poor in early LED's, being either too warm or too cool. Bright, well-balanced white light is required to bring out the colors and details of eye wear.

Now you can get LED's with the kind of light that we could only get from halogens in the past. So, not only has the heat problem been solved, the color rendering problem has been solved too.

LED DISADVANTAGES

1. INITIAL COST
Although prices are gradually coming down for LED's, they are still more expensive than halogen lighting. But as more manufacturers jump on the LED bandwagon, prices will come down. If you invest in LED's now the lower energy usage can make them less expensive than halogen over time.

2. AVAILABILITY
As of this writing delivery time is 12 weeks or longer for the few manufacturers who are actually producing these products. There is no telling when the supply will catch up with the demand, but eventually it will as the factories get into gear to produce mass quantities.

For years I scoured our trade shows and industry magazines for the retail designer's holy grail: lighting that was white enough and bright enough to make eye wear spring to life but doesn't produce all that heat.

Just like any other technological wonder the first products weren't perfect and were relatively expensive to boot. As manufacturers raced to solve the color problem, I knew it was just a matter of time until they got it right and brought the prices down. When they get the availability problem solved, we will be able to light our homes and workplaces with light that is good for us and light fixtures that are good for the environment.

From now on all my clients are getting LED lighting wherever it is appropriate. Oh, yes, I forgot to mention that many LED's can be dimmed without expensive transformers or special switches. That means you can have money-saving LED's in exam rooms and data collection areas too!

The manufacturers are working hard to get more product produced in their overseas factories now, so the lead times will shorten in the coming months. In the meantime I'll be pushing clients and their contractors to get their LED orders in super-early, before the plans are even submitted for permit.

Just because we're not a multi-million dollar fashion house, that doesn't mean we can't have the same state-of-the-art lighting for our offices and shops. So there, Gucci!

Learn more about LED lighting at these websites:

http://www.ccrane.com/lights/led-light-bulbs/index.aspx

http://www.llfinc.com/demos.htm

What is the smallest space for a refracting lane and exam room?

2007-08-03T13:51:00.000-07:00

The smallest refracting lane/exam room I've ever done was 7'-6" x
10'. I spoke to this client recently and he says it's working very
well for him. He has a small writing counter and sink to the right
of the chair and the computer with digital eye chart monitor to the
left.

This client was in a situation where he needed to fit 3 exam rooms
into the space that originally held 2 exam rooms. The narrow width
of the room actually works to his advantage because it only takes a
short roll on the stool between computer and writing counter.
Believe it or not, he even has a guest chair in there!

I've seen people make exam rooms as narrow as 6'-6" work but only
when the phoropter is wall-mounted. Most folks find that 8' x 12'
is a comfortable size for an exam room. However, it is possible to
work in a smaller space if you have to.

Printemps

2007-08-02T13:50:00.000-07:00

The elegant Paris department store, makes it's home
in this massive architectural wonder. I always enjoy shopping the
high end department stores in New York, like Bloomingdales, Barneys
and Saks Fifth Avenue, but I'll never be able to look at them in
quite the same way now that I've see Printemps.

The spectacular glass dome is the centerpiece and heart of the
store. Three tiers of exquisitely detailed balconies rise from the
main floor to ring the domed atrium. My hat is off to the Printemps
store design team. They have preserved the original architecture,
but added modern lighting in a way that enhances the grand style of
this building.

The different colors behind the railings are a high-tech addition
that you'll see in more and more new stores here in the states.
This LED (Light Emitting Diode) technology is harnessed and
programmed by computer to change color throughout the day.

LED''s are energy efficient and run cool, unlike halogen or
incandescent lights. The initial cost of LED lighting is higher,
but the light source runs for thousands and thousands of hours
(could be 10 years or more!) before you ever have to service the
fixture. Studies show that the average utility cost is much lower
over the life of the fixture.

The cost of these systems is still prohibitive for smaller
retailers, but like all technology today, the cost comes down as
each new generation of the product is created. I predict that it
won't be long before color-change lighting systems will fit into
the construction budget for O.D.'s who want to attract high-end
business.

Here in the USA we have fewer opportunities to find spaces with
beautiful architectural detailing like this for an optometry
office. However, we can be inspired by these ideas and adapt them
to add a touch of high-tech wonder to new designs.

The Happy at Work Manifesto By Alexander Kjerulf

2007-08-01T13:46:00.000-07:00

Much of what happens to us in life is beyond our control, but
Kjerulf tells us that being happy at work is a choice. His message
is simple, yet inspiring: When you decide to take steps toward
being happy, you can be.

http://changethis.com/36.04.HappyatWork
http://changethis.com/pdf/36.04.HappyatWork.pdf

A Most Unusual Display

2007-07-03T10:13:00.000-07:00

As I was going through all my retail display photos from Italy, this one stood out from the crowd. It definitely caught my eye as I was walking along the street. Is it a shopper-stopper? Yes. Is it innovative? Yes. Is it effective? Maybe. Does it help to sell frames? Maybe.

I think it works better with sunglasses. The dark lenses give them more mass so they stand out from the display. The other frames get lost in all the twists and turns of the metal rods.

What is your opinion?

Fed Up With Spam? This can help!

2007-07-01T03:30:00.000-07:00

Are you as frustrated as I am with Spam? This week I got an apologetic message from a client who was thoroughly embarrased by a spammer who stole his e-mail address. This creep sent everyone in this doc's e-mail address book a solicitation for porn, complete with a smutty photo! And somehow it was sent from the doctor's e-mail server so his address was in the "From" field. How horrible!

Luckily I hadn't checked my e-mail account that morning, so when I did I recognized the spam and trashed it. In the last few weeks not just one, but TWO of my e-mail addresses have been hi-jacked by spammers. One of them was a new address I had just set up! I hadn't even used it yet and in just 3 days I received 185 spams!

I thought using a contact form on my website would be a safe way for people to send me an e-mail without exposing my e-mail address to spam-bots that crawl around websites harvesting addresses. Boy, was I wrong!

I called my webmaster because I thought there might be some security breech on his servers. He explained to me that some spammers now have automated programs that will take your domain name and try dozens of name and initial combinations derived from the domain name when your real name appears in it. Sometimes they stumble on an address that works!

So, what can you do about spam? My webmaster recommended this book to me and it delivers good value at very reasonable $9.95. We've added the recommended security measures to my contact form and I now have a strategy for setting up hard-to-guess and "disposable" e-mail addresses.

World's Narrowest Optometry Office

2007-07-01T03:00:00.000-07:00

This little shop made me shake my head in wonder when I happened upon it in Florence, Italy. I thought I had designed a few incredibly narrow spaces in my time, but this one has me beat. It couldn't be more than 8 to 10 feet wide!

It must be an optometrist's office because you can see the equipment in the back room. The marble floor looks like it might be centuries old. But then EVERYBODY in Italy has marble floors!

The displays are nice–simple openings no more than 12" deep with beautiful wood frames, some with sliding glass doors for security. The "trade-show" style halogen lights are also a pleasing design element as they march down to the back of the office.

The two-tone wood reception counter is good-looking. The display on the back wall is brightly-lit, which helps draw your eye to it.

I can't help but wonder why they didn't switch the positions of the display and the door to the exam room. Where does your eye go when you look in this door? Straight back to the exam room! If the display was in that position, you'd be looking at frames instead of equipment.

This is a good example of designing almost everything well in a very difficult space, but missing the boat on the back wall design. I hope you never have to deal with a space this narrow for a new office, but this is proof that it can be done.

An Architect Confesses!

2007-06-04T12:39:00.000-07:00

You have probably read my views on the trouble with architects. (See Disasters article.) They tend to make their design more important than the merchandise.

Now here's confirmation in print from an architect who agrees with me and has seen the light.

The following is an excerpt from the May 2007 issue of Visual Merchandising & Store Design magazine featuring an interview with David Kepron. He is a principal at the Philadelphia based architecture firm, SPG3. Kepron earned his architecture degrees from McGill University in Montreal and is an active member of the American Institute of Architects.

What has been your biggest challenge as a designer?

"Early on, it was understanding that store design wasn't all about me, the design and the architecture. I had to learn to let go of a series of messages learned in college that, as an architect, I should be saving the world from itself. I've learned to see the customer, the merchandise and the brand as the stars and that the things I design play a supporting role in their show."

How do you measure the success of a store design?

"When walking in the store, if the customer can understand the product assortment, navigate the space with ease and have the brand environment resonate in a corporeal way, while the cash register rings constantly, then you've got success."

Kudos to Mr. Kepron. I'm thrilled to see that there are some architects out there who do understand what their role should be in retail design.

Productivity Zapper: E-mail Overload

2007-06-03T13:02:00.000-07:00

Are you or your employees in the habit of constantly checking your e-mail?It's become the all-American pastime for many of us. But it's more harmful to our productivity than you might think.

Download this excellent article and talk about it to your staff. I have instituted the solution the author suggests in my office and have noticed a significant gain in our productivity and ability to focus.

************

The Low-Information Diet: How to Eliminate E-Mail Overload and Improve Productivity By Tim Ferriss

It's Monday morning and your To-Do list for the day is lengthy. You turn on your computer, log into your inbox, and spend the next six hours starting, stopping and backtracking, your To-Do list untouched. Tim Ferriss offers immediate solutions to improve your productivity and quiet the constant information interference.

http://changethis.com/34.04.LowInfo
http://changethis.com/pdf/34.04.LowInfo.pdf

Is Your Dispensary Suffering From Poster-itis?

2007-06-01T13:04:00.001-07:00

Talking about overload I recently paid a visit to three offices that I designed some years ago. The owners were all very happy with the design and the increased growth and profits they were experiencing.

But two out of three dispensaries were suffering from "poster-itis"—too many posters standing all over the place. There were posters on the shelves, posters on the dispensing tables, on top of showcases and even on the floor!

All these posters made the dispensary look cluttered and crowded. Clutter is the enemy in the dispensary and poster-itis is usually the main culprit.

Posters on the floor or on top of showcases or displays are an absolute NO-NO! This does absolutely nothing to help you sell frames. So if you are guilty, lay down the law to everyone who works in the dispensary—no more posters on the floor!

The only place to use posters is on a shelf next to the brand of frames depicted. Here is the rule: You may only use ONE poster per shelf. Spreading multiple posters across the same shelf is another NO-NO!

Now if you don't care about selling more higher priced frames you can ignore this advice. If what you are after is a dispensary that looks like a bargain basement, go wild with the posters. Jam them in and don't leave an empty spot anywhere. It will look cheap and communicate to patients that they should expect bargain basement prices.

There is only one cure for poster-itis: Take them ALL out! Then pick out only ONE per brand name and put it back in next to that brand of frames.

The dispensary will probably look bare to your eyes when you get all those posters out of there, but believe me, the patients won't think so. Less posters means less distraction for the patients. They will be able to focus better on the frame styles and colors without a jumble of posters vying for their attention.

Best of Paris

2007-05-07T18:04:00.000-07:00

These two photos show one of the best optical shops I found in Paris. It couldn't be more than 10 or 12 feet wide, but the curving walls and soffit above help to distract the eye from the long narrow shape. The window display on the left is small but very eye-catching. I often use these type of cubicle displays in my designs because they work so well for upscale eyewear.

The use of light maple and dark cherry wood for the interior is nothing new, but balanced very nicely. Using dark wood at the back wall makes that wall seem closer than it really is. A bevy of halogen lights in the ceiling give the whole place a warm inviting feel. I'm sure this place is a magnet for shoppers looking for high fashion frames.

French But Funky

2007-05-04T18:16:00.000-07:00

You'll rarely see the words French and funky in the same sentence, but when you combine antique style chairs with in-your-face color and top it off with pop art, what else can you call it? This place has a hip, fun point of view that's bound to attract a hip, fun clientele.

The front window, though, is a disaster zone. The pink miniature couch is cute and colorful but there's just too much "stuff" in this display. Mon Dieu, mon ami! Less is more!

Parisian Sunday Strollers

2007-05-03T18:39:00.000-07:00

Hot fashion sunglasses were everywhere in Paris, the bigger the frame, the blacker the lens, the better. Saw a fair amount of aviators too.

Effective Leadership = Higher Profits

2007-05-01T19:04:00.000-07:00

An effective leader is the key to any successful team. In Get Everyone in Your Boat Rowing in the Same Direction leadership expert Bob Boylan teaches you how to push your team to its full potential.

If you asked your employees the question, "Who are we, anyway?", would they all know the answer? Would you get different answers or just a blank look? As a leader it's your job to communicate to employees:
1. What's important around here
2. Where we are headed
3. What we stand for

Boylan says when everybody knows and believes in these three things, you've got a group of people working toward the same goal. And that translates into higher productivity and more profits.

I love this book. It's a short and simple read with great ideas you can put into action in your practice right away. Maybe you're not a born leader, but you if you don't learn to lead your people, your practice will never reach its full potential.

Some wise man once said, "Your level of success in life depends on how well you can get things done through other people." This book will help you step it up a level or two. And what's more it's only $9.95 at Amazon - http://tinyurl.com/34hydm

Photos: Vision Source of Texarkana

2007-03-05T09:44:00.001-08:00

This office was completed in November, 2006. Dr. Mark Allen reported a 21% increase in average revenue per exam within their first 3 weeks in the new facility.

Dr. Allen was very concerned about how to display and sell more high end frames without losing patients who were looking for more moderate priced frames. The solution was to create a high fashion boutique within the optical defined with a barrel-vaulted uplit ceiling and columns. The see-through showcases divide the reception counter from the optical.

The high end frames are shown off in cubicles that are individually lit with halogen strip lights. The moderate priced frames are presented on frame bars and glass shelves built in to the wall.

We'll have more photos of this office up on our new website soon.

Fabulous French-Italian Retail Tour April 4-23, 2007

2007-03-02T16:33:00.000-08:00

I'll be in Paris and Italy for three weeks in April to scout out the best in French and Italian retail design! I'll be cruising through some of the finest optical shops (like Alain Mikli in Paris) and the best boutiques and retail shops in Venice, Florence and Rome.

Naturally, we'll do a bit of museum hopping too, but my main intent is to steep myself in world class merchandising, design and architecture for creative inspiration. In today's global economy people's tastes are getting to be more similar according to their income group than their geographic location.

Many of my clients are opening new locations in high income areas or wanting to attract more high income patients. People who want high quality merchandise also expect high quality interior design whether they live in Paris, France, Toledo, Ohio or Palm Beach, Florida.

On the other hand, stores like Target have shown us that great design isn't just for the rich. Target sells a whole line of Michael Graves kitchen wares and Isaac Mizrahi clothing and shoes. People with moderate incomes respond to great design, too.

I expect to come back from my trip with a boatload of ideas for display and design that I can translate and adapt to any income level. Of course, I will bring back photos too and you'll be the first to see them if you're one of my subscribers.

Not subscribed to my mailing list yet? Fill out the form on my home page and you'll get a free report too!

Websites Need Remodeling Too!

2007-02-27T20:42:00.000-08:00

How's your website? Have you added more content, made any improvements lately? It's easy to hire a company to set up a nice looking website. Sometimes the website is part of a package that you get when you buy practice software or marketing services.

Most people are relieved when the website finally goes live. Then they get so busy with other things that new content is added on a very sporadic basis. The site may not have anything new for months at a time. Sound familiar? I'm guilty of this too.

The problem is that unless someone is assigned the task of sending update material to the web master on a regular schedule, it simply won't get done. One of the obstacles to website updating is that you have to get the web master to do it. Then you have to check whether what he or she did is working properly and get them to fix what is wrong.

This has been a big frustration for me and I decided that I was NOT going to be at the mercy of some web master's work load any more. After months of research I found a web site design program that we can handle in-house. (We're using Freeway Pro, which is only for Macs.)

Many of the internet marketing guru's recommend "throwing a bomb" into your website every couple of years and doing a complete re-design. So that's what we did. To save time, I hired a web master who knows the program in and out to do the initial design and set up.

Now my assistant and I are in the final stages of adding new material and fine-tuning everything ourselves. Our brand new totally re-designed website will be up by the end of March (maybe sooner!). We've given our business a fresh new look with a new logo and color scheme carried through in printed materials (business card, letterhead, etc.) and on the internet.

Sometimes you need to "throw a bomb" into your old image and start fresh again. When you remodel or move to a new location, think about the image you present in your printed materials and on your website. Your identity sticks in the mind of your patients only if it's consistent across the board.

I'm so happy to be in total control of my website at last. Now if I want to add a new photo or case study my assistant can do it and I'm right there to edit it as I see fit. And new content can go live the same day! No more waiting for the web master to do it! Your website may be larger and more complex than mine, but that doesn't mean you can't have better control over updating it.

If your website was built with DreamWeaver (one of the most popular web design programs) you can use a program called Contribute that allows you to make changes and updates only to certain portions of the site. Your web master can set it up so it's impossible for you to mess up the code on the essential elements.

The web is an important marketing tool that no practice can afford to ignore. When you have an easy way to do changes, you'll stand a much better chance of keeping your web site up to date.

The New Demographics: You Are Where You Live

2007-02-02T18:06:00.000-08:00

People sometimes wonder how I can successfully design offices all over the country without setting foot out of my hometown Portland, Oregon. Now I'm revealing to you one of my "secret weapons" that I use to help me understand who your patients are. Knowing their lifestyle preferences, income, age levels and such enables me to design just the right style and color scheme that appeals to them.

My secret weapon is a website called "My Best Segments" featuring free demographic information from Claritas, a world leader in demographics and customer segment profiling. They have taken a mountain of data on consumers, filtered it into cohesive lifestyle groups and given them each a clever title like Money and Brains, Bohemian Mix, Kids & Cul-de-sacs, etc.

At the website you enter the zip code of the area you want to know about and up pops the top five groups living in that zip code. You can click on each group name to find out information like income, number of kids, favorite restaurants and TV shows, types of sports they like, even the make and model of car they are likely to drive!

Demographic characteristics such as education, housing and race/ethnicity are also available. So it's easy for me to get a good picture of the folks who are my client's typical patients and then tailor the office to fit their tastes and lifestyles. It's fun to put in your own zip code and see which group you fit into.

Think of MyBestSegments as a "photo album" of consumer markets. Each of the Claritas market segments has its own pages that display "snapshots" of the segment's demographic traits, lifestyle preferences and consumer behaviors.

Did I mention that all this great information is FREE? Try it for yourself:

http://www.claritas.com

Design Disaster: This Beauty is a Beast

2007-02-02T17:55:00.000-08:00

Architects just don’t get it.

Look at this new office in Germany. It was featured in Interior Design magazine last month. This design firm made the whole place a monument to their nifty architectural ideas, but totally missed the boat on displaying the frames!

Those horribly outdated fluorescent back-lit displays are the way people displayed frames 25 years ago when I started in this business! It was bad then and it’s an even worse crime now! I can’t believe they didn’t use any halogen lighting for the frames, not even some measly track lighting!

I’ll bet that anyone who is reading this knows better than to use cheap ineffectual fluorescent back lighting for their frame displays.

The real travesty is that these guys spent all the client’s money on fun stuff like the way-cool eyeball in the ceiling, while doing absolutely nothing to help sell the merchandise!

What’s even worse is that the owner of this place must be getting a rotten return on his investment. He probably has no clue how much money he’s losing on this beautiful, but dysfunctional design.

If this is European optical design at its best, they are in big trouble over there. I must stop ranting now before my brain explodes!

Top Three Office Design Trends of 2007

2007-02-02T17:52:00.000-08:00

High-tech, hospitality and HIPAA (Health Insurance Portability & Accountability Act) drive the evolution of future optical interiors according to top designer Barbara Wright, of Barbara Wright Design. Here are Barbara’s top three design trends for eye care interiors in the coming year.

1. HIGH-TECH EQUIPMENT
• Computers Everywhere
The paperless office is now a reality for many practices. For a new practice it makes sense to go paperless right from the start. Designers locate computer outlets in every room whether they will be immediately put to use or not.

• Multiple Data Collection Rooms and Workup Areas
One Data Collection room is not enough, even for the smallest office. Practitioners feel pressured to increase productivity but don’t want to sacrifice quality patient care. Having staff perform more data collection allows the doctor more personal interaction with the patient. The ongoing proliferation of new and better data collection devices requires two, three or more separate rooms or nooks to prevent bottlenecks and keep patient flow running smoothly.

• Flat Screen Video Monitors
Video screens dot the future office landscape because they are such excellent tools for patient education, product and service promotion. Large plasma screens put the message across in waiting areas; smaller flat screens replace the “old school” eye chart projector in the exam room and add MTV-style flair to frame selection in the dispensary. Adding extra electrical outlets for every possible future video screen location is a must.

2. HOSPITALITY INSPIRATIONS
• Reception Counter
When patients step up to the latest reception counter designs they may feel like they are checking in to a fine hotel. Reception counters often have granite countertops and gleaming brass logo signage on the wall in back of the counter. The new style reception counter has no untidy piles of paperwork or messy file cabinets in sight to mar the mood.

• Coffee House/Bistro Corner
No need to stop at Starbucks before going to the eye doctor. There’s a coffee bar in the waiting area. Some practices take it a step further and provide bistro-style table, chairs and a copy of the daily newspaper to make waiting a pleasurable experience.

• Restaurant-style Restrooms
Plain old utilitarian restrooms aren’t good enough if you want to impress patients. Now restrooms are equal to those at your favorite fine dining establishment with colorful ceramic tile floor and walls, elegant lighting and sturdy built-in stainless steel paper towel/trash unit.

• Adventurous Color Schemes
Richer darker colors on walls, multi-colored art glass pendant lights, tapestry upholstered chairs and elegant patterned carpet are just a few of the elements designers borrow from the restaurant industry to create an indelible first impression. Earth tones have morphed into the new botanicals: deep olives, pale artichoke, sage greens and other hues drawn from plants and dried herbs.

3. HIPAA REGULATIONS
• Patient Record Privacy
Records must be filed out of sight of patients in lockable file units or in a room with a locking door. Computer screens showing patient records must be positioned so the general public cannot see them. Designers must anticipate visitor sightlines during the floor plan design stage to prevent privacy problems.

• Confidentiality at Check Out Counters
Containing conversations at check out counters is important for patient privacy. Multiple check out counters are becoming the norm in order to prevent bottlenecks at the front desk. Building walls between counters, dropping the ceiling above and providing background music to mask conversations help provide confidentiality in the new offices of 2007.

It's 2007 – Do You Know Where Your Numbers Are?

2007-01-06T12:23:00.000-08:00

You should be getting your year-end figures from your accountant soon. Are you one of those people blessed with a knack for numbers who is eagerly anticipating gains over last year? Or are you one of those too busy running the business to bother with numbers?

The fact is that you can't improve what you don't measure. Now you're probably wondering, why is this designer going on about numbers? Isn't my accountant or bookkeeper supposed to keep track of that stuff?

Your bookkeeper can keep your checking account straight. Your accountant can do your taxes. But until you start tracking and comparing how your business is performing from one year to the next, you're like a ship's captain without a compass.

If you keep on sailing in the same general direction you’ll probably hit some land sooner or later. But it won't be the destination you hoped for. If you want your practice to sail into the port called success, you have to start by finding out your current position. Then you'll be able to set specific goals and figure out strategies and tactics to reach those goals.

When I talk to practitioners who want to move to a new office or build a new building, one of the first things I ask for are a few basic financial statistics on their practice. Then I can talk with them about how the right design for the new office can result in big gains in those numbers. We can't set measurable objectives for the new facility without having current numbers to start from.

Many times the gains turn out to be higher than they first dared hope for. I like to know the numbers so I can keep score on how well my designs perform for my clients. (By the way, I know the numbers on my own business and I use them to improve our performance year by year. I practice what I preach.)

Office design is first and foremost about higher performance and productivity, which as a bonus comes wrapped in an attractive package. When you have "before and after" numbers for comparison, you can figure out the exact return you are getting on the investment you made in the new office. If you have a nice-looking new office, but aren't seeing significant gains in your numbers, you have made a bad investment.

What are these magical numbers that you should know about your practice? Here are the very basic statistics that will tell you if you're going in the direction of your dreams or foundering in the doldrums.

1. Gross revenues
This is the easiest. Most people have at least a rough idea of how much money came in the door last year or last month. But it's much better to have an exact number to work from.

2. Growth rate
Compare this year's gross revenue with last year's. Did you take in 10% more (average), 20% more (better than most), 30% more (on the fast track!)? If your growth rate is less than 10% you are in the danger zone and you'd better do something about it pronto, like hire the best practice consultant you can find!

3. Average number of exams performed per month
Your office management or accounting software should be able to pull up this number for you without much fuss. If it doesn’t, have your accountant or bookkeeper figure out a way to get this number and report it to you monthly.

4. Average revenue per exam per month and per year
This is a simple calculation that even the most number-resistant business owner can and should look at every month. Just divide your monthly income by the number of exams performed that month.

At the end of the year average out all twelve months to see your average revenue per exam for that year. Here's where the story gets more interesting. Small improvements in either or both of these numbers can translate into a great deal more income over time.

Is your practice maxed out on productivity? If you are booked out two weeks or more and office bottlenecks prevent seeing more patients, then it's time to start planning a move up to a bigger office! A business that’s not growing is in danger of slipping backwards.

Is your dispensary set up right so the frames practically sell themselves? Or are your opticians handicapped by poor lighting and outdated displays? Improving the dispensary should always result in higher average revenues per exam, putting more money in your pocket whether or not the number of patients seen increases.

However, a dispensary upgrade should also result in more word of mouth referrals and more new patients. When you invest in a new dispensary, reserve some money for advertising and promotion of your new and improved look.

One of the most powerful words in advertising is the word “new,” so take advantage of having something new to promote! With a one-two punch of new dispensary plus promotion, your average revenue per exam can easily shoot up 20% or more.

5. Profit
When all expenses are subtracted from all income, this is the "bottom line" that the business gurus always talk about. If some of your other numbers show gains, but there is little or no gain in profit, then you need to do some serious pruning on those expenses. Or maybe take a look at whether you're spending so much on new equipment that it's eating up all your profits. Equipment junkies will hate to face that one!

There are many more sophisticated comparative statistics that a business consultant can help you glean from your accounting records. Then a good consultant will teach you how to use them to improve your practice and your profits. At the very least you must have a handle on the basic five above if your ambition is to join the ranks of the top practices in your area.

Bargain Alert: Leather Side Chairs $106.99

2007-01-04T13:10:00.000-08:00

Spotted during my last Costco run: Beautiful dark brown leather-upholstered side chairs perfect for use at dispensing tables for $106.99 (Item #809625). If you want new dispensing chairs at an incredible price, this is it. Now be forewarned – these chairs are residential grade, not commercial grade, so you can't expect them to last as long as a commercial grade chair.

However if the style and color works with your decor and you want a low-cost way to spruce up your dispensary, these chairs are a great value. If your local Costco doesn't have them you can order similar chairs online at the Costco website. The online styles shown as of today's date range in price from $219. to $369. – still a bargain for well-made chairs.

Mystery of the Missing Profits

2007-01-02T16:32:00.000-08:00

A while back I spoke to a client whose office I designed some months ago. When he told me that he hadn't met all of the financial objectives we set at the beginning of the design process, I was surprised and puzzled. The average revenue per exam had only increased 11%.

This troubled me greatly as I am used to glowing reports from clients that their average revenue jumped up 25%, 35%, sometimes more. I racked my brain thinking back over the dispensary design and couldn't find a reason why people weren't spending more. He was offering a bigger selection in a beautiful new dispensary with state of the art lighting. Something was not right.

I decided to call and talk to the head optician to see if there was something I could suggest that would boost the dispensary sales to the level where I knew they should be. Just a few minutes into the conversation, he gave me the key to solving the problem.

Turns out the doc wouldn't let him order the more expensive designer lines and in-demand brands! The doctor was afraid no one would buy them. He had a great new dispensary with a special area designed to sell high-end frames, but no high-end frames to sell!

It took another call and some convincing from me to get the doctor to remove the price-point handcuffs he had put on his optician. I had to remind him that optical retailing is the ONLY retail industry that has incredibly liberal return policies. If it doesn't sell, the sales rep will take it back. His risk was very low, and the upside potential very high.

With a little more coaxing he agreed to try just two or three high-end lines. "Work with the sales reps," I said. "They know what's selling in this area and will get you started with a good selection of their most popular styles." I promised to call back in two months and see what progress they had made.

When I called my client back I could tell from the happy tone of his voice that there was a big smile on his face. They had experienced the thrill of their first $1,000. sale and the higher ticket frames were practically flying out the door. What really shocked the doctor was that some of the patients he had pre-judged as tightwads actually wanted those high fashion frames and spent more with no arm-twisting.

Sure the moderate priced frames still make up the majority of the sales. But between the new higher income patients that he was now attracting and the existing patients who stepped up their style, his average revenue per exam had leapt up from $265 to $393. That's a 67% increase...and $25,600. more revenue in one month if you figure an average rate of 200 exams per month. He’s probably doing many more exams by now.

With this kind of result the entire cost of the new office would be recouped in less than a year. I suggested that he send a postcard to all the people he had examined in the new office before the new merchandise arrived. Offer them a little discount and invite them back to see the new styles.

I don't know if he followed up on it, but I bet that if he did, he is probably buying tickets for that Hawaiian golf tour vacation he's always dreamed of.

Optometry and Dental Office Together?

2006-12-30T13:52:00.000-08:00

From Ask The Expert:

Q. Have you ever built a joint optometry and dental office?

A.I have been involved in a number of projects where an optometrist and dentist are side by side. It seems to be a natural fit that works well for both practices. Last year I did a project for a husband and wife – he's an optometrist, she's a dentist. They purchased a building and put both their practices into it.

I did the interior design for the optometrist, another firm did the interior design for the dentist and we coordinated our design work on the shared entry and public restrooms. I think both clients got the best results by using designers who specialize in their respective fields.

A bit of wrestling went on between the two designers because both of us were fighting to get all the space we needed for each of our clients. It took quite a few revisions of the shared areas and the location of the demising wall separating the practices before we reached a solution that was satisfactory for both. The client's marriage survived the conflict in good shape because they let the designers duke it out (in a very professional manner, of course), rather than having husband and wife butt heads over design issues.

I've done other projects where an O.D. shares a waiting room with another type of practice. I think that some separation of the two practices is generally better than combining them. Business-wise, each practice needs separate accounting and office functions.

If you want to consider combining optometry and dentistry, you need to think through how everyday operations would work. Would patients (and possibly staff) get confused with two kinds of practices going on in the same space? You may want to talk with a practice management consultant before deciding what your best set up would be.

Why Would I Want To Use You?

2006-11-11T19:56:00.000-08:00

Q. Why would I want to use you? Most of the optical display companies will do free floor plans. My builder will do all the other drawings from there.

A.That's an excellent question so let me take the time to give you a thoughtful answer.

You are right, anybody can give you a plan. It's like the old joke about doctors: "Do you know what they call the guy who graduates dead last in his class in medical school?... they call him doctor." Yes, anybody can draw you a plan.

My plans do two things better than anybody else's plans: 1) make the most money possible, every year, for the life of the office and, 2) give patients and staff a great feeling about being in the space that goes beyond the lighting, the colors, and the style.

Some people think so much of my designs that when they want to sell their practice they advertise it as a "Barbara Wright designed office." Once a practitioner has had me design a space for them they often have me do their second, third and all their succeeding offices. (My clients tend to be very successful people.)

My initial design helps them to outgrow the first office so they can step up with confidence to a bigger one. This is true especially if they value their time during the planning process, want to increase their profit per square foot and value the feel of their space no matter what the size.

These days managed care is forcing every practice to operate at peak efficiency or be left in the dust. Your level of efficiency is either built-in or botched in the floor plan design. If you make mistakes in your floor plan, you'll have to live with them for the next 10 years or more because they are too costly or downright impossible to correct later.

Some people, however, save a few dollars, get a free floor plan design and never realize what it cost them. They may have saved a few thousand dollars up front by not using me but passed up the typical 20% to 30% increase in profit possible from one of my designs vs. the free one done by a “no-name” designer.

Let's be conservative and say that the average additional profit from my design is just $200. per day. If a practice is open 20 days per month that's an extra $4,000. per month or a total of $48,000. possible profit increase in the first year alone. Over a 10-year office life span, that means $480,000. that never materializes, all because they tried to save a few bucks.

I recently spoke with a client whose office I designed four years ago. He reported that the practice experienced a 25% increase in the first year alone, but subsequently has grown another 25% in the second and third year, as well. It looks like the fourth year will be the same story. This phenomenal growth went way beyond his expectations.

Those “free” designs are offered by fixture manufacturers with the expectation that you will buy the company’s pricey products. Most practitioners realize that the plan is not really free and that it's liable to be worth little more than what you paid for it.

If you are in a moderate to low income area, have a very small space to work with, have no concerns about staff turnover, and have no intention of optimizing your profit per square foot of floor space... then you don't need me.

If optimizing your profit and the feel of your space is critical for you then I am the best deal going and we should talk further. This is especially true if your time is worth the $500+ per hour that I suspect it is and your specialty is not office design; it takes precious few mistakes to blow both your budget and your time.

If you still want to try doing it yourself, my book Ophthalmic Office Design Guide can help you. But if you want to be certain your new office will be a model of efficiency that pulls in maximum revenue for you, then give me a call toll-free: 888-422-0361

Let's discuss your project and your goals. Then you can make an informed decision on whether investing in top-notch office design makes sense for you.

Which Building Shape Is Best?

2006-11-10T12:59:00.000-08:00

From Ask The Expert:

Q. My building started out 60 X 40. Told the builder I needed about 3200 sq ft. I would prefer the building be made longer, wider or both to make the size.The builder wants to make the building the size I need by adding a 25 by 30 extension on the back (he had his architect draw this in with a kitchen, Dr offices and Flex Future Lab). I faxed this plan to your office and want to get your help with my design.

My question is this, am I correct that a square or rectangular building will work better (better design potential and less heating/cooling problems because the addition has 3 exposed walls) than a building with an addition on the back. Next, if I can't have the exterior design changed, because of building position, set backs or what ever, how much of a problem do you see designing a well working building with the back addition.

A. Regarding the plan you sent, an L-shaped building footprint would not be my first choice. An "L" shaped plan cannot be as efficient as a rectangular or square shape. It will require more hallway space. That creates extra steps for you and your staff.

Heating and cooling an L-shaped building should not be a problem as long as your architect gets a good mechanical engineer to design the system properly. You might want to consider having a system with 2 or 3 zones that can be regulated separately.

If there is no other choice because of setbacks or other factors, I can certainly work with that shape and give you the most efficient patient flow possible within those confines. Putting staff rooms (lab, breakroom, private offices, storeroom, etc.) in the back leg of the "L" is usually the best solution. We'll keep all the patient traffic in the main part of the building so you'll still be super-efficient where it counts.

A rectangular or square shape is preferred because it enables me to make the best use of every square foot. It requires less hallway space which means more space devoted to patient care and less steps for you and the staff. The closer the shape of the building is to a perfect square, the easier it is to achieve the coveted one-way circular patient flow that is a big contributing factor to high productivity.

Sometimes the final shape of the building is dictated by factors that we cannot change, such as set-backs, irregular lot shape, easements, driveway requirements, etc. If that's the case I will wrestle the footprint of your building into the most advantageous size and shape possible despite the restrictions.

I'm delighted to be working with you and I'm very glad you brought me on board at the beginning of the project. Now I'll be able to coordinate my work with your architect to make your patient flow perfect and your dispensary a visual drawing card for your practice.

C.L. Training in a Small Office

2006-10-21T20:57:00.000-07:00

Q. Just wondering, I am buying a 1002 sq. ft office and wondering if I should have a separate CL fitting room or incorporate it into my dispensary??? I will have two exam rooms with a pre-test room.

A. When you put two exam rooms into a 1002 sq. ft. office it is definitely a challenge to find space for a C.L. Fitting/Training Area.

From the patient's point of view, learning how to insert and remove contacts can feel awkward and uncomfortable. Doing this in the dispensary in view of other patients would only add to their discomfort. Therefore, I do not recommend it.

Here are several better possibilities for the location of your C.L. Training Area:
1. A nook or widened space in a hallway, away from the dispensary
2. A small table in one of the exam rooms

You don't need a separate room for C.L. Training, but you do need a place that is semi-private and away from the front office (Reception/Waiting/Dispensary) area.

Color Scheme Struggle

2006-10-10T19:54:00.000-07:00

From Ask The Expert:

Q. I am struggling with my selection of a color scheme and time is running out. I have purchased used mahogany frame boards and I like classic design features. Would a selection of earth tones be in my best interest? I am considering a sand neutral for the majority of the public areas and white for the exam rooms. I am also considering a brick red to compliment the sand on one wall in the dispensing area.

What do you think? I am also concerned because my contractor wants me to go ahead and paint before selecting counter tops and floor coverings and I think I should do it the opposite due to the fact that you can always match paint up to your other selections.

Your book has helped me immensely! Thanks! Chris

A. The professional way to create a color scheme is to start with the carpet. Choosing a multi-hued carpet with an overall pattern or texture is the easiest path to a good color scheme because the carpet designer has already chosen colors that look great togther. Once you have a carpet that you love, you can pick out colors from the carpet to match or blend your plastic laminates (Formica) , paint, wallcoverings and other floor coverings like tile or vinyl.

Selecting paint first and then trying to find a carpet later is a recipe for disaster. Your idea of a sand neutral and brick red accents with mahogany cabinets can work very nicely, but I strongly recommend that you find a carpet that has the sand and brick colors in it first. Then you can match up the paint to the colors in the carpet and it will all look good together.

White is a color that can be very tricky to work with. There is a wide range of shades of white with subtle differences that the untrained eye may not pick up from looking at a paint chip. There are warm whites, cool whites, creamy whites, greyed whites and more. With your sand and brick color scheme you will have to be careful to stay on the warm side of the spectrum with your sand tone. I'd recommend going with a cream or ivory shade of white.

The wrong shade of white could make your office look harsh and cold. You would benefit from getting some professional assistance in putting together your color scheme. Don't let the contractor bully you into putting paint colors on the walls before you have selected your carpet and other elements (plastic laminates, tile, vinyl, wall covering, etc.)

Paint colors are the LAST thing to select because you must be sure you get the exact shade that will blend with all your other choices.

I Want A New Office...Where Do I Begin?

2006-09-10T15:50:00.000-07:00

From Ask The Expert:

Q. I am a solo ophthalmologist who has been in practice for 6 years and have rented space within a family practice office. I have now outgrown the rented space and would like to move on up to about 1600-2000 sf for me with room for a dispensary and another office or two to rent out. What is the best way to start looking and creating the office of my dreams? (or the one that I can afford). I know this is a vague question but I 'm at a loss for how to begin this journey.

A. You need to do some business and financial planning before you'll be able to really start down the road to your dream office. Knowing what you can realistically afford is the first step. Otherwise you have no way of evaluating whether a location is a real possibility for you.

I'd suggest speaking to a few different practice consultants about what you want to accomplish. Then select the one who seems best able to guide you in putting together a business plan for your practice.

You will most likely need a loan to build your new office and the bank will require a good business plan (and the track record of your current practice) in order to approve the loan. In the course of putting together the business plan you can do some preliminary scouting for office space and find out what the rental rates are in your desired area.

Good luck with your new office!

New O.D. Wants to Start Practice

2006-08-02T19:45:00.000-07:00

From Ask The Expert:

Q. I am a fairly new licensee ( 2 years ) from Boca Raton Florida. I am anxious to open up an exciting new practice. Only, I feel its so far away and overwhelming. I received some cards in the mail and ran into your info. I went to your website and see you offer design services. How would it work with you being located in Oregon?

Q. We work with OD’s like you all over the country. All we need is an accurate plan of your space to work from (often the landlord or building architect provides this for you). Photos of the space are helpful, too.

I really enjoy getting new OD’s off to a flying start with a creative design that will fit within the typical tight budget of a first practice. Opening your first practice can certainly seem like an overwhelming task. That’s why it’s important for you to select your designer carefully. A well-designed dispensary should practically sell the frames for you and you need someone who is experienced in optical design to do that.

You will find my Office Design Guide book very helpful. It gives you a great overview of all the factors you need to consider for your new office, plus 100 floor plans. You can order it here: http://www.barbarawrightdesign.com/book.html

How Much Will My New Office Cost?

2006-07-17T18:33:00.000-07:00

Q. How much will my new office cost?

REMODELING PROJECTS are the most difficult to "guess-timate" before you have actual plans in hand because the amount of work can vary so much. If you are remodeling a small dispensary you probably need to budget at least $20,000. to do enough to make a real difference. Medium to large dispensaries can cost $30,000. to $50,000. or more.

BUILDING OUT AN INTERIOR SPACE varies according to labor costs in your area. Generally it's more expensive to build on the East Coast or West Coast and less expensive in the Midwest and South. Figure on spending $75. to $100. per square foot on the average for a nice office with good quality materials, custom cabinets and state of the art dispensary lighting.

BUILDING FROM THE GROUND UP starts at about $125. per square foot (not including the land) for a simple building in a medium or small size town with lower construction costs. You could easily spend $150. to $250. per square foot and more for a building in or around a busy metropolitan area.

You can ask contractors in your area what a typical commercial building costs in your area, but the numbers he quotes you will not include the specialized display fixtures and lighting you'll need in the optical area. Be sure to add on $25,000. to $50,000. more for your optical.

How To Pick Exterior Color for a Building

2006-05-10T20:22:00.000-07:00

From Ask The Expert:

Q. I own a small (2,800 square foot) professional building. We remodeled the interior last year and I want to repaint the outside, which is stucco. How do I pick a color for the outside? I want something that's a little bit different than the typical beige, but I don't want it to turn out looking too bright or too dark. Can you help?

A. Selecting an exterior color is a two step process. First you need to select three or four colors that appeal to you. You may want to get some professional advice at the paint store to help you your select your possible colors. Buy a small can of each color.

Next pick a wall that can be seen from a distance and paint a good size swatch of each color (3' x 6' or 4' x 8') on the wall with some space between the colors. Let it dry and look at the colors several times over the next few days. Check how they look at different times of the day: morning, noon, dusk. Look at them on a bright, sunny day and on a cloudy day.

You'll be amazed at how different a color can look from one day to another or from one time of day to another. Make sure you look at the colors from a distance, the way people driving by will. After a few days of observation you will be able to decide which one looks the best to you.

Orphan Dispensaries and the 11th Hour Save

2006-05-06T14:12:00.000-07:00

It happened again this week. An O.D. who shall remain nameless called me in a panic. He's in the middle of construction on his new building and he was not happy with the dispensary design that the building architect did for him. He thought he could do it himself and started by ordering a few showcases. Now he doesn't know how to do the rest and how to put it all together so it won't look like an afterthought.

It sounds unbelievable that someone would put all that time and effort (and money!) into his building project and then leave the dispensary design til the end. They wait until they are stressed out and in a bind to get help from an optical design specialist when they should have done that in the first place.

This type of project I call the "11th hour save" because that's what I have to do for the client. Step in at the last minute and save the day like some cartoon superhero. These can be the most difficult design projects to do. We have to work with what's already been done in a piecemeal fashion, design whatever is missing, and pull it together so it all works and looks wonderful to boot! And we have to do it all in half the time it normally would take.

Maybe I have not done enough to educate people on how to work with their design and building team to avoid these kind of problems. The design of the dispensary is such a critical part of any new office. When it's done right it helps to create maximum profits for the practice. It's too important a profit center to treat like an orphan.

I am not out to trash architects here. Just like any other profession, there are good ones and bad ones. If you want a really special looking building, you need a talented architect to design the building shell for you. But if they are not intimately acquainted with the complexities of optical retailing and optometric practices, letting them do the interior design and especially the dispensary sometimes leads to disaster.

Don't let this happen to you. If you are in a position to build from the ground up, do your homework. Assemble a team of experts and let them do their best for you. Don't wind up with an "orphan dispensary" and a frantic search for a superhero designer to save you at the 11th hour.

New Office Photo - Couple of Eyes

2006-04-14T19:51:00.000-07:00

Just received this photo of a new office that I designed right here in my home town, Portland, OR. The practice is called "Couple of Eyes," owned by husband and wife optometrists. When they first came to me they were thinking of leasing 2,000 square feet for their very first practice, opening cold. I advised them to scale down to 1,500 square feet or less to keep their initial construction costs and overhead down.

They wanted a very contemporary interior with a minimalist style and colors that would reflect their Asian heritage. I had to do a bit of searching to find just the perfect shade of brick red for the back wall. The reception counter is faced with metal laminate. Natural slate flooring in the entry provides rich texture and color.

Although the look is very "hip" we did not want patients to think all the frames are higher priced. Simple locking frame bars signal that the optical has moderate priced frames as well as high fashion frames. The contractor, Norwest General Contractors, did a great job and actually finished on time. That doesn't happen every day!

Display fixtures: Catalog or Custom?

2006-04-12T19:42:00.000-07:00

Q. Should I buy display fixtures from a catalog or have my local contractor make them custom?

A. There is an upside and a downside to both approaches. You must weigh the choices and decide what is best for your particular situation.

CATALOG FIXTURES - Most fixture manufacturers will do a free dispensary layout for you and give you an exact price for the whole package. Fixtures can go with you if you move to a different location and it's easy to add more pieces in the future by just placing an order from the catalog. However, display fixtures are fairly expensive and some people want their office to have a different look than what can be achieved with pre-made fixtures.

CUSTOM FIXTURES - Your local cabinetmaker can build your dispensary fixtures if he has a well-detailed set of plans from a designer or architect experienced in optical design. The cost of your dispensary can vary greatly depending on how much custom cabinetry is required and you won't know the actual cost until the plans are done and you get the bids.

The quality of the work can vary also. It's up to you to choose the contractor wisely and refuse to accept any sub-par work. With custom fixtures your office will be one-of-kind and could cost less than if you bought all fixtures.

Many offices have a combination of the two. Free-standing showcases with built-in lighting and locking doors are complex pieces best left to a specialty manufacturer who builds them all day long. Your local cabinetmaker may not be able to give you the high quality you need in a showcase. However, much of the other cabinetry in the dispensary can be handled by a good local cabinetmaker without a problem.

How Long Will Construction Take?

2006-04-10T21:40:00.000-07:00

How long will it take to build my new office?

Interior build-outs should take about 6 - 8 weeks, but always add another two weeks or more on to whatever date your contractor promises. Contractors rarely finish on time, even the good ones!

For the average small to medium size professional building a good contractor can do it in 6 months or so, but don't be surprised if it takes longer.

Do I Need A Building Permit?

2006-04-10T21:27:00.000-07:00

Q. Do I need a building permit?

If you are doing minor cosmetic changes without any effect on the structure of the building or changes to the plumbing, heating or electrical systems, you probably don't need a building permit. If you are building walls, adding or moving electrical outlets, light fixtures, plumbing fixtures, etc. you DO need a permit.

Q. What if I just go ahead with the work anyway without getting a permit?

In small towns and rural areas, the building department is usually more lenient than in a big city and you may be just fine. But in larger cities and towns the building department is more likely to come down hard on those who try to get away without a permit.

They can actually shut down your job and stop any work from progressing until you get a permit. They can make you tear out the drywall to see if your electrical outlets have been installed according to code. It simply is not worth the risk and aggravation. If you suspect you need a permit, go to your local building department, discuss your project with one of the planners or inspectors and find out for sure.

The worst case I ever saw a client go through involved having to enlarge and upgrade a restroom to meet current ADA (Americans With Disabilities Act) requirements. Against my advice this client did extensive remodeling to an existing office on the second floor in a professional building WITHOUT a permit.

They opened for business and all went well for about 2 months. Then a city official stopped in and asked for their business license, which they did not have. When they applied for the business license, the city figured out that there was no building permit issued for this new business. They were caught!

They had no certificate of occupancy, which you get with your final inspection approval. The city shut down the practice and made them apply for a permit and do the restroom upgrades, which I had included in my plans. I knew the restroom had to be upgraded but they didn't want to believe me.

Don't let this happen to you. Get a permit!

How Long Does It Take To Get Plans Done?

2006-04-06T21:05:00.000-07:00

Q. How long does it take to get plans done?

A. For an interior build-out a complete set of architectural plans takes an average of 6 - 8 weeks for your architect or designer to complete. It can take longer depending on how many revisions it takes to get your approval on the final drawings.

For a building it can take 4 months or more depending on how long it takes to get preliminary approvals on the site plan before the actual construction drawings can be started.

Determining Size of Optical

2006-03-06T18:01:00.000-08:00

From Ask The Expert:

Q. I'm planning a new building about 4,000 square feet in size. I want to have an optical of about 700-800 square feet with four dispensing tables and 1500 frames. We'll have two doctors and four exam rooms to start, possibly adding another exam room or two in the future. What do you think about the size of the optical?

A. A good rule of thumb for the ideal size of the optical is 15 - 25% of the total square footage. Yours calculates out to 20%. In my experience your optical is a good size (actually larger than average) for a two doctor practice. Most other offices in this size range of 4,000 SF have six exam rooms, often with a somewhat smaller optical area than yours.

If you plan to do a lot of serious marketing specifically to increase your optical sales you might think about making it larger. However, I’ve learned from my clients that the physical setup of the office can usually handle more patients quite easily. The thing that can limit growth is lack of space for the increased number of staff members required to handle the higher volume of patient traffic.

This has to be a decision based on your overall vision and plan for your practice. Do you think those four dispensing tables will be adequate during busy times? How many opticians will you have working at the same time during peak hours? Will you provide space for more work stations for additional staff people in the future as the practice grows?

If you think you’ll need five or six dispensing tables, then you probably need a larger optical. If the four tables you are planning will be enough, then you probably don’t. Another idea that you could consider is having a separate delivery counter with frame warmer and tools in addition to your four dispensing tables. Then those tables can be used exclusively for styling and selecting frames.

Of course all this has to fit in to a realistic construction budget. If you enlarge the building and then can't qualify for the larger loan required, you will have lost a lot of valuable planning time and effort.

Some of my clients "hedge their bets" in this area. If your building lot is large enough you can plan for a future addition if and when it is needed. In this case, we layout the floor plan for the future addition and create an easy way to connect the old with the new when the time comes. If you build for now but plan for the future, then you will not be spending more money than necessary on initial building costs.

I think that this will give you plenty to mull over. Take the time you need now at the beginning stages of your building project to consider your options and their financial impact carefully.

Opening First Practice

2006-02-27T14:01:00.000-08:00

From Ask The Expert:

Q. I'm opening my first practice cold and I found a location I really like, but it's a little over 2,000 square feet. Is that too big? If it is, can I build most of it now and do the rest later?

A. The ideal size space for a first practice is 1,200 - 1,500 square feet. If you take a space too much larger than that you could end up with with monthly overhead costs that are too difficult to meet in the first year or two. If you are going solo, 2,000 square feet is really more than you need to start your practice.

Successful solo O.D.'s usually start in a small office under 1,500 square feet and build up their practice gradually until they are "bustin' at the seams." Then they move up to a bigger office between 2,000 and 3,000 square feet or so. They don't move until they know they've got a good patient base and the cash flow to handle a larger monthly outlay.

When you first start out, it's vital not to bite off more than you can chew! Find a smaller space in the best location possible. Get yourself enough of a construction budget to build an office that gives you a professional image in the clinical area and some retail pizazz in the dispensary.

If you take a larger space and leave some of it unfinished, it doesn't save you a whole lot of money in construction costs. The higher rent could seriously hamper your chances of making it a success, not to mention the extra stress it would cause.

Be conservative with your first practice and then you will get to move up to a larger office when the time is right.

Barbara Wright Design Website Map

2006-01-07T07:19:00.000-08:00

If you are looking for office design information, inspiration or ideas see our website:

Barbara Wright Design Home Page
Designing your new office shouldn't be a struggle. Find help here.

Is This You?
If you fit any of these descriptions, you might be the type of person we like to work with.

How We Work Together
Describes how the design process works and why you'll get superior results using local talent plus specialized expertise.

Photo Gallery
One picture is worth a thousand words. See dozens of our office designs here in styles ranging from classic to contemporary.

Office Design Book
It's the only manual of its kind written just for eye care professionals, loaded with over 100 floor plans plus designer tips and tricks for every room in the office. Order it online through PayPal.

Articles
Free articles you can download, plus links to magazine articles on office design

Design Services
Our design services range from consultation to floor plans to complete construction documents. We are flexible and will work with you in whatever way you need.

About Barbara
Biography and educational background of Barbara Wright

Contact Us
Quick and easy contact form for Barbara Wright Design

Barbara Wright Design Photo Gallery

2006-01-07T06:57:00.000-08:00

If you would like to see photos of some of the optometric offices I have designed you can jump to the photo gallery at the Barbara Wright Design website.

Ask The Expert Your Question

2006-01-06T17:35:00.000-08:00

Don't forget you can ask me any question about optometric office design right here on this blog.

Just fill in the "Ask The Expert" form at the top left.

Is there something you'd like to see on this blog or on our website that isn't there yet? Just let me know. I'm here to help.