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.
January 4, 2007
January 2, 2007
Mystery of the Missing Profits
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.
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.
December 30, 2006
Optometry and Dental Office Together?
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.
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.
November 11, 2006
Why Would I Want To Use You?
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.
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.
November 10, 2006
Which Building Shape Is Best?
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.
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.
October 21, 2006
C.L. Training in a Small Office
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.
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.
October 10, 2006
Color Scheme Struggle
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.
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.
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