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 First impressions are important!
Nothing impacts a client more than their first impression of your veterinary practice. Whether its image your building presents to the neighbourhood, the convenient parking space adjacent to the front door, the odour one might experience upon entry, or the smile they receive when first greeted, it is true - first impressions are important!
Marketing experts say that the most significant factor affecting the perceived value of a product or service is the atmosphere of the place where is purchased.The reception area, lobby, waiting area - whatever you might name it - is yet another important item to add to that “first impressions” list. The reception and waiting space or combination of spaces is an area which is arranged by organisation and function, but should be highlighted with light, colour, art and signage. They should be defined by both architecture and furnishings. The relationship with other “front end” hospital spaces, how they are managed and how they are maintained is a direct reflection of your practice of veterinary medicine in the eyes of your clients.
Design and Traffic Flow
The design of your reception area is dependent upon how you organise traffic flow. Start by thinking about how your clients and their pets enter and exit the hospital. It is important to visually align your reception counter with the entrance so clients can instantly identify the “path” to the admissions area of the counter. If you wish to have separate entry and exit doors, the traffic flow must be very well defined, because people are naturally inclined to try to leave the same way they came in.If your clients and their animals are greeted and moved quickly to an exam room, you may be able to minimise the size of your waiting area. This also decreases the opportunity for unwanted encounters or constant barking. However, if your clients are likely to wait for longer period of time, your waiting area must be more spacious and comfortable. Define how many seats your waiting area should have, keeping in mind that one person and an animal might occupy two or more seats. Also be aware of the potential for pets or pet carriers to take up space in walkways and around counter area. The prevention of crossing paths of client and pet movement both within the waiting area and around the reception counter is desired for client and animal ease and safety.The placement of the reception desk relative to other hospital functions can affect how you design and utilise it. In a typical hospital floor plan, it is common to align the reception area with the exam rooms, with staff-only circulation behind it. As the number of exam rooms increases however, a different layout may be necessary to prevent too much activity from occurring in one location.
Colour, Light and Materials
The design, colour and materials of your reception area can create varied impressions. The image can be one of a folksy, “down-home” pet hospital or that of a high-tech medical centre. There is not set formula for designing a reception area. The design should be a direct reflection of your individual practice philosophy, the way you use the space and the image you wish to project. There are a few tips to creating a successful reception area design:
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Incorporate colour to catch the eye and add interest
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Feature great signage or a hospital logo to create visual interest
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Use varying levels of light to add depth and accentuate specific areas
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Utilise flooring patterns or design features to draw attention to the reception area
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Always utilise finish materials that are durable and easy to maintain
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Install furnishings that add warmth and texture
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Consider space requirements for necessities (records systems, computers, telephones, credit card machines etc)
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Design “cubbies” for storage, handouts, hospital forms etc
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Provide convenience for your clients such as a refreshment centre and information station
If you are finishing a tenant leasehold space, incorporate an interesting architectural design element to focus client attention to the reception. Arches, columns or other features can really make for an interesting reception design. Use soffits, furr-downs or varying ceiling heights to define reception and waiting areas below. Design a “feature wall” of stone or another visually interesting material to set a mood or define a hospital image.When remodelling, consider new finish materials, paint, colours and finish textures to redefine dated, existing reception appearances.Source: Daniel D Chapel Hospital Design Conference 2009
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