Sidekick magazine

Emerson Dental Builds State-of-the-Art Expansion

After deciding to add a second office to Emerson Dental, Owner Dr. Gregory Wu daydreamed of modeling it after the Death Star, the fictional space station featured in the Star Wars franchise. Unfortunately, the project’s contractor was not able to realistically run with the idea. Wu moved on to Plan B – an ocean motif in each treatment room with themed, custom-built fish tanks, including background television screens.

Creating a high-end, memorable experience that customers would talk about long afterwards was one of the keys to the 2019 Emerson Dental project. Also critical was building a cutting edge space that would allow Wu to potentially pivot in the future as he had done several times in the past.

Emerson Dental’s History

While the multi-specialist Emerson Dental currently employs seven dentists, eight dental assistants and seven dental hygienists, the practice opened 19 years ago with a single dentist, Dr. Alavaro Maya, one dental assistant and an office manager. What happened in between is a story of consistent growth and adaptability to it. 

Located in Westford, Massachusetts, the fledgling practice focused on providing high-quality care, state-of-the-art equipment and a comfortable environment. This formula attracted an average of 44 new patients each month in its beginning years. Dr. Wu joined the practice in 2007 and later purchased it from Dr. Maya in 2010. The practice continued its growth, adding a periodontist, an endodontist and a pediatric dentist. Things became crowded, and the space no longer tracked with the practice’s commitment to offering a welcoming and comfortable environment.

The solution at that time was relatively uncomplicated; in 2015, the practice moved across the hall to a larger suite, this one equipped with eight chairs. In their new digs, Emerson Dental was able to bring on an additional associate dentist. The suite was furnished with state-of-the-art equipment including an A-dec sterilization unit and Sirona products. Dr. Wu fully expected to comfortably remain in the upgraded Westford office for a long time to come, but with continued steady growth, the practice outgrew its space in less than three years. Now Dr. Wu had a decision to make – should he move the practice once again or add a second location?

Henry Schein’s Dental Business Institute

Equipment Service Specialist Scott Lasser had known Dr. Wu for several years. Because of the personal trust they had built, Dr. Wu followed an important piece of advice that Mr. Lasser offered – attending Henry Schein’s Dental Business Institute. The institute offers courses that help dental practitioners consider options for further expansion, create business plans, gain an understanding of negotiation strategies and develop leadership management skills. 

One of two outcomes would result if he participated in the course, Mr. Lasser told Dr. Wu. Either you spend the money on the institute and you come out of it with an understanding and confidence that adding a second office is the right decision or you spend the money and “prevent yourself from making a million-dollar mistake.”

Caroline Crabtree, Henry Shein field sales consultant, seconded the recommendation. Dr. Wu readily agreed to take the course. The institute helped him understand the ins and outs of running multiple locations and sharpen the skills he would need if he chose to execute this plan.

The institute also helped Wu think beyond opening a satellite office. Dr. Wu currently enjoys practicing clinical dentistry. However, just as outgrowing a second location in three years led to major change, other changes could be in store for him in the future.  He might do more mentoring, something close to his heart, or step back, hire more associates and handle the business side of things. The training he received through the Dental Business Institute helped Dr. Wu position himself so that he can tap into other options in the future.

Ultimately, Dr. Wu decided that adding a second office was the path he wanted to follow. With the assistance of the institute, he wrote a business plan and with Mr. Lasser’s team, moved forward with building out a second location.

Finding the Right Spot

Once Dr. Wu had made his decision to open a second office, Mr. Lasser and his team got to work. Mr. Lasser had his eye on a 3,600 square-foot space within a retail plaza in Bedford, an upscale bedroom community outside of Boston and 11 miles from the Westford location. The high-visibility road on which the plaza sits connects several other well-heeled towns. With its proximity to Emerson Dental’s first location, Bedford seemed a good fit. “As soon as I saw the space in Bedford I knew this was going to be it. It had the right demographics, distance and space,” Dr. Wu said.

A number of Dr. Wu’s existing clients lived closer to what would become the Bedford location. Dr. Wu planned to move some of these clients to the Bedford office.  Lasser pointed out that while “you don’t want to cannibalize your own patients,” Dr. Wu’s plan freed up much-needed space at the Westford office. And while Dr. Wu intends to install a Dentsply Sirona cone beam in the Bedford office, it was not financially feasible to do it outright. With the Westford office only a 15-minute drive away, patients who need a scan won’t have far to go.

In addition, the plaza had both chic and high visibility. With stores such as Whole Foods, specialty toy shops and health and wellness stores, the dental practice could attract browsers. During construction, Contractor George Morrison of Unique Sales & Services, Inc. added something else that generated buzz with the locals. Although he couldn’t give Dr. Wu his death star, Morrison did place several Star Wars cut-outs, complete with teeth, in the office’s front windows, drawing in some new customers.

Making a Statement

The desired location was selected rather quickly, but lease negotiations hit a snag. Mr. Lasser’s team brought in corporate partner Cirrus Consulting to help. Finally, the design of the leading edge space could begin.

Because Emerson Dental is a multi-specialty practice with same-day dentistry, integration was crucial. “Being able to perform any procedure at any time with the same dental unit makes things more convenient and efficient,” Mr. Lasser explained. Dr. Wu wanted to continue using CEREC technology, which he uses in his Westford location.  “If I was going to do this second location I wanted everything to be best of breed,” Dr. Wu said.

The Bedford space would include Sirona chairs with integrated UAF cameras and a CEREC digital impression system. “Using all Sirona equipment has allowed for easier communications as the products were meant to work together. The design with the cabinets allowing us to have all the equipment and supplies within arm’s reach allows us to work comfortably and efficiently,” Dr. Wu said.

In addition, the team added an A-dec Inspire Sterilization center, which Mr. Lasser described as “a sleek, functional sterilization showpiece.” Mr. Lasser also pointed out that the Dentsply Sirona infrastructure would provide the necessary groundwork for the future of the Dentsply Sirona cone beam.

The finishing work was as important to Dr. Wu as the technology integration. After giving up on his Death Star idea, Dr. Wu considered installing aquariums, knowing that his clients in the Westford location love both the fish tank built into the hallway window and the 180-gallon reef tank that sits in the reception area. They also appreciate the floor-to-ceiling windows in the operatories. 

“I wanted a patient who is sitting in the chair to have something to look at but not just a piece of art that gets old if they come for multiple visits. I wanted something that was live,” Dr. Wu said.  “If there was a window, they could see outside and see things change, so instead of that, I put in a fish tank, something that’s alive and ever-changing.”

Tyler Hanelink of Henry Schein’s Integrated Design Studio worked with Iquarium, a company that creates aquariums housing background tablets. The tablets enable videos to create different themes for the aquariums. Together they made the custom-built aquariums a reality.

The entire space was designed to flow seamlessly with the fish tanks. The designers  fashioned a serene, soothing ocean vibe. The floor, in cool tones of teal and soft grey, oppose the tall ceilings and carefully selected lighting, evoking a feeling of the sea on a bright summer day. The same color palette was used on the cabinets, the CEREC cabinets teal with the Sirona cabinets custom ordered in white for a clean look.

Limited edition artwork gracing the office’s walls also draw from nautical themes. Dr. Wu and his wife, Mary June Seibel, contributed two pieces now hanging in the hallway that they collected during their travels to the Greek Isles of Mykonos and Santorini. They have also collected several Disney-commissioned pieces and Dr. Seuss art that hangs throughout the space. These details all support the focal point in each themed treatment room – the fish tanks. The first tank is filled with puffer fish while the second tank holds triggerfish, called humuhumunukunukuapua’as, Hawaii’s state fish. 

Patients are dazzled when they walk into Emerson Dental’s Bedford office.  This brings Dr. Wu immense satisfaction. “When I see their eyes and the look on their face I know that I’ve accomplished what I set out which is to exceed their expectations.”

Dr. Wu credits Henry Schein for helping him achieve his goals. “Schein’s motto is ‘Rely on us.’ Everybody I came into contact with at Schein, I could rely on,” Dr. Wu said. “They took the time to get to know me and what my vision and my values were… They know their market. They know their customer.”

Though the Bedford office opened in October, assistance from Schein continues, particularly in ensuring that the technology is running smoothly. “The technicians have been great,” Wu said. “Anytime we needed anything they were quick to respond especially in the first two weeks of opening as there are bound to be some things to fine-tune.”

The Bedford location currently holds two chairs but is plumbed for eight, leaving the practice room to grow. “I will continue to do this as long as its fun,” Dr. Wu said. “I want to create smiles both figuratively and literally with everything I do, with everybody I contact, so that they can enjoy their journey through life.”