When thinking of the language used in business, movement seems to be a recurring theme. There is a focus on growth, expansion, reaching out to markets, following demand, and of course one early business lesson is that ‘standing still is the fastest way to move backwards’. All these phrases describe movement in a conceptual nature; however sometimes for the business to progress the movement has to be physical.
Guildhall Dental Practice of Bury St Edmunds was established over 80 years ago in a converted Georgian house. Expanded from a simple general dental practice, Guildhall Dental can now offer patients a complete range of dental services, from hygienist sessions and cosmetic treatments to orthodontics and implants. Whilst the premises were workable, they were hardly ideal and so the decision was taken to move to a new purpose built site.
Bryan Colborn, one of the partners, explained why the decision was made. “It was something we had discussed for a long time; we all felt that new facilities were needed to continue providing the best possible care. When the senior partner left the practice there were three of us at a similar stage in our careers, with a joined vision of what we would like the practice to be. We were all at the right age where we would be able to see the project through to completion.”
Location
When any business decides to move there are a number of issues which need to be considered. Moving even just a few miles can mean the loss of some regular patients, and whilst a new site may be much more conducive to quality dentistry there is never any guarantee of patient numbers.
Given that Guildhall Dental is well established in Bury St Edmunds the new site was always going to be in the town; in the end it didn’t move miles, in fact the new practice is just a few feet from the old.
Though physically a short distance, the impact of the move is significant. Previously facing East on Guildhall Street, the practice is now facing the town’s new commercial centre, receiving far more through traffic and extra footfall.
Purpose
The move has meant the old Georgian townhouse that previously housed the pratice has returned to being what it is best at, a home. Being purpose built, the new site is well equipped for use as a dental practice and gives the Guildhall team the opportunity to offer their patients the best dentistry.
Whereas the practice had organically grown into, and then outgrown, the space on Guildhall
Street, the new property offers that commodity in abundance. Paul Carr, a partner at the practice, explains how it isn’t just the size that is important, recognising the importance of the planning. “The fact that it is purpose built has meant that in its design it is more practical and efficient for the provision of dentistry. For example whereas previously we had four separate rooms where we carried out decontamination procedures now we have a dedicated decontamination centre fulfilling the regulation gold standard.”
The practice was designed to not just meet regulations but to surpass them. Whilst anything that protects patients and raises standards of care can be welcomed, Paul raised question marks over the wisdom of Care Quality Commission’s simple pass or fail standard; does not encourage practices to improve to meet the highest standards achievable. This leaves patients unable to determine which are the best practices in their area.
Going beyond the essential is something of a trademark for Guildhall Dental. As well as providing quality dentistry to its patients, the practice also has training facilities. Bryan explains, “We have a good relationship with other local practices and accept a wide range of referrals.
As a practice we offer hygienist appointments, orthodontics, oral surgery and dental implants, as well as CBCT scanning – something of real benefit to the local community. We also have the facilities installed to enable us to provide training. In two surgeries we have a video link to the conference room so we can talk through cases as we go and dentists can experience procedures in real time. It’s a good way of giving something back to the profession that has served us so well.”
Style
With the practice being such a longstanding part of the community, there were concerns over how patients would react to the new building. Moving from a Georgian house conversion to a 21st century dental practice, completely fitted with new equipment, unquestionably makes the task of performing modern dentistry easier for the practitioner, but patients can judge things from a different perspective. Guildhall Dental is now housed in a modern building, with large windows across its front bathing the spacious reception and corridors with natural light; it seems more than a century away from the design of the old site.
Paul commented on the reaction of patients, “Whenever there is change some people will be against it, but the vast majority of patients have been extremely positive. One patient commented the new waiting room wasn’t the same, but after a few visits she soon changed her mind. The patients can see the benefits of the new building, and the modern feel gives reassurance about the practice keeping pace with modern dentistry.”
Each surgery has been designed in the same style, and the colour scheme is the same throughout the practice. Every surgery has the same dental chair, the Primus 1058 from Kavo, in the same shades, and the walls are all in neutral tones to put patients at their ease. Wherever a patient goes, be it for a regular check-up, a hygienist appointment or for a dental implant when they sit down they are in a comfortable setting which feels familiar.
The planning that went into the move took a number of years, as well as significant investment in terms of effort and money. The change in direction has potentially opened up Guildhall Dental to more new patients, while the location keeps with it the thread of continuity from the old. In spite of the move the principles of the practice have remained the same - to deliver high quality dentistry to patients. The new facilities make it possible to do this. Like any big project there were stresses and strains along the way, but the end result makes the short term inconvenience well worthwhile. The partners and staff can work in an ultramodern facility, the patients get to enjoy dentistry in a relaxing environment built and equipped in line with the latest regulations, it really is win-win.