Interior design plays a major role in not only reflecting your expertise and brand but also improving your patient retention rate and overall patient experience.
If we judge a book by its cover, what first impression is your clinic giving your patients? Does it reflect your expertise, attention to detail, quality results and passion for aesthetics?
Patients get a feel for your brand the minute they step through the doors, and often from the smallest details; three seconds is all it takes for them to form an opinion about you and your practice.
Especially in aesthetic medicine and plastic surgery practices, today’s discerning patient expects exclusive, ambient and inviting spaces when they visit their aesthetic practitioner. They visit cosmetic clinics to improve various aspects of their appearance, and they expect their doctor’s clinic to provide them with a positive visual and experiential impact.
The patient’s perception of the look of your practice reflects their perception of the care and expertise they will receive from you. They often have a higher perception of the quality of care that they receive and less anxiety when they find the practice environment attractive.
No matter how small, large, new or established your practice is, recognising the relationship between carefully thought-out interior design and successful clinical practice is fundamental.
Adding value to the patient experience
The interior design of a practice can significantly improve patient retention rate, patient flow and overall growth. Waiting areas should solicit a welcoming feeling while reassuring a patient’s trust in the practice. This can be achieved using sleek and comfortable furniture, interesting light fixtures, artworks and sculptures, and an appealing colour palette that’s consistent with your branding.
For clinical areas, the focus should be on creating clean and orderly spaces that support infection prevention without contributing to a sterile design.
Ultimately, the look and design of your clinic should be an extension of your mission, brand and expertise, while discreetly incorporating the clinical and administrative requirements of a cosmetic practice. The goal should be a harmonious blend of function, comfort and visual appeal.
By going beyond the practicalities of a medical practice and creating ambient, relaxing spaces with strategic use of colour, light and textiles, the aesthetic medical clinic can be transformed into a destination, adding exponential value to the patient experience.
Workplace design and team culture
In addition to enhancing the patient experience, the interior design of a practice can significantly strengthen company culture. Ambient, functional, well-designed clinic spaces with seamless integration of practical and administrative functions help to empower staff to reach their fullest potential, improve workflow and efficiency, and enhance the quality of care given to patients.
Patient comfort is essential, but effective space planning and infrastructure are also priorities for optimising your aesthetic practice. Always keep patient flow, check-in, check-out, privacy and congestion at the forefront of your design considerations.
“The look and design of your clinic should be an extension of your mission, brand and expertise, while discreetly incorporating the clinical and administrative requirements of a cosmetic practice.”
The psychology of colour
Color psychology is the study of hues as a determinant of certain emotions in people. Psychologist Carl Jung considered colour as a vital tool in psychotherapy. He noted that each colour symbolises a particular state or condition.
Colour psychology greatly impacts your interior design and can impact the mood of a room more than any other factor. It’s important to choose colors that represent what you want your patients to feel.
The general model1 of colour psychology relies on six basic principles:
- Colour can carry a specific meaning.
- Colour meaning is either based in learned meaning or biologically innate meaning.
- The perception of a colour causes evaluation automatically by the person perceiving.
- The evaluation process forces colour-motivated behavior.
- Colour usually exerts its influence automatically.
- Colour meaning and effect has to do with context as well.
In one study2, researchers found that up to 90% of snap judgments made about products can be based on colour alone, depending on the product. Regarding the role that color plays in branding, results from another study3 show that the relationship between brands and colour hinges on the perceived appropriateness of the colour being used for the particular brand (does the colour “fit” what is being sold?). In fact, colour is so important to a brand’s identity that the US Supreme Court ruled in 1995 that a particular shade of colour, such as Coca-Cola red, can be copyrighted and serve as a legally defensible trademark.
How people are affected by different colour stimuli varies from person to person. The psychological response we have to colours is personal, shaped by our experiences and culture. However, there are broader messaging patterns to be found in colour perceptions, as outlined below.
Blue
The colour blue triggers feelings of quality and trust and elicits feeling of tranquility. It is associated with credibility, cleanliness, knowledge and focus – all qualities valued in the medical profession. An added bonus of using a blue hue is that because it is so commonly used by healthcare providers and related organisations, patients already associate it with the field of medicine.
Green
In colour psychology, green is associated with growth, fertility, health and generosity. Green also has a strong emotional correspondence with safety. But be warned that green can also be associated with inexperience or money.
Red
Red is associated with excitement, passion and energy. It can be useful when you want people to take prompt action, but be careful when using this strong colour in your clinic as it can suggest danger.
Orange
Orange represents creativity, adventure, enthusiasm, success and balance. It can also signify something “technical” and “energetic”, making it a good choice for aesthetic clinics for adding vibrancy without being too bold.
Yellow
The colour yellow is sunny and cheerful and evokes feelings of happiness, positivity and optimism. It can be hard on the eyes, so use it sparingly and in combination with warm colours to liven up an interior.
Purple
Purple is associated with luxury, royalty and elegance. Light shades of purple are soothing and work well for beauty-orientated advertising while darker shades can symbolise power, luxury and creativity.
Pink
Pink is associated with femininity and sweetness. If you specialise solely in women’s cosmetic surgery, pink might be an accent colour, but use it sparingly as pinks, especially paler hues, can signify vulnerability and “fluffiness”.
Brown/beige
People associate browns with nature and the earth and are seen as relaxing and casual. It is a warm neutral colour conjuring dependability, honesty and friendliness. A dominant brown such as coffee can be used as focal colour and help other colours look brighter.
White
White means purity and cleanliness. Too much white can be jarring and uber-clinical, so always incorporate other colours for a softer effect that’s easier on the eyes.
Black
The color black means mystery, power, elegance and sophistication. Used as an accent in clinic design, it can signify strength, authority and prestige.
1. Whitfield TW, Wiltshire TJ. Color psychology: a critical review. Genet Soc Gen Psychol Monogr. 1990 Nov;116(4):385-411
2. Singh S. Impact of color on marketing. Management Decision. 2006;44(6):783-789. https://doi.org/10.1108/00251740610673332
3. Bottomley PA, Doyle JR. The interactive effects of colors and products on perceptions of brand logo appropriateness. Marketing Theory. 2006;6(1):63-83.
Dr Paul Nassif
Plastic Surgeon, Beverly Hills, USA
Dr Paul Nassif MD FACS is a world-renowned highly trained Beverly Hills facial plastic and reconstructive surgeon whose pioneering techniques have gained worldwide acclaim from his patients, his peers and the media. Specialising in revision and ethnic rhinoplasty, his work is featured on the popular Botched! reality TV show, which follows Dr Nassif and fellow plastic surgeon Dr Terry Dubrow as they fix the results of some of the most difficult-to-repair, poorly done plastic surgeries.
AMP: What was the design brief for Nassif MD Plastic Surgery? What kind of space did you want to create?
Dr Nassif: With the help of my great friend and interior designer Faye Resnick, we worked to build an upscale office and medspa that was modern, bright and brilliant.
AMP: How does the look and feel of your practice extend your brand and reflect who you are professionally and artistically?
Dr Nassif: This office design is fresh and young, which is often how my patients feel on the inside and how they look leaving our office.
AMP: How does the design enhance the patient experience?
Dr Nassif: The linear design of my office allows for accessible patient flow and work space for my staff. It looks clean and streamlined which is what patients want to see when they are at a doctor’s office.
AMP: What’s your favorite room in your practice and why?
Dr Nassif: My office would have to be my favorite room. Faye and I designed it with my taste in mind, and I have photos of my family to keep me extra motivated throughout my long clinic days.
AMP: What are some unique items in your clinic?
Dr Nassif: I am lucky to have the best patients in the word that bring unique gifts all the time. I have a few Dr Nassif bobble heads, a hand-painted Botched! mug, and statues my patients brought me from Africa all on my bookshelf behind my desk, among other gifts.
AMP: Do you have any interesting stories about your favourite pieces?
Dr Nassif: As a gift from my Botched! production team, I was given the strips of wax and hair from an episode where we waxed my chest. This piece is always a conversation starter.
AMP: What was the thought process behind your use of colour, textiles and light?
Dr Nassif: We wanted the office to be light-coloured with good lighting. This helps me evaluate my patients more effectively when I consult with them of course, but the light colours also brighten our day and look professional.
AMP: What are your tips for anyone considering giving their cosmetic practice a “facelift”?
Dr Nassif: A medical office should be timeless and look organised. This is your patient’s first impression of you and your practice, so it’s worth the investment.
Dr Stephen Greenberg
Plastic Surgeon, New York & Florida, USA
Celebrity plastic surgeon Dr Stephen Greenberg MD FACS is a nationally renowned cosmetic plastic surgeon based in Southampton, Woodbury, Long Island, Boca Raton, Florida and Manhattan. Dr Greenberg is well-known for his expertise in the field of cosmetic plastic surgery and is frequently interviewed for his knowledge on the latest techniques. He has appeared on the major US television networks and is regularly featured in publications including The New York Times and Harper’s Bazaar.
AMP: What was the design brief for your Woodbury, NY plastic surgery practice?
Dr Greenberg: I wanted to create a state-of-the-art, well-appointed environment that generates a sense of luxury and comfort. I want my patients to be happy with their full experience, from their first consultation to the weeks and months following a treatment or procedure. The goal was an exceptional space that was different and elegant.
AMP: How does the look and feel of your practice extend your brand and reflect who you are professionally and artistically?
Dr Greenberg: The Woodbury, NY location is our 15,000 square foot hub. It includes an ultra-modern and fully accredited ambulatory center, injection lounge, cutting-edge Medspa and private consultation rooms that are each themed for an “out-of-the-norm” experience.
The Woodbury location reflects my unique style, advanced training and decades of experience through the inclusion of high-tech technology in not only the surgical and non-surgical devices that we offer but also in the lighting and flow of the office space itself. Once patients are in one of the consultation rooms, they are engulfed in either the slopes of Aspen, the tropics of S. Tropez, the skyline of Manhattan or the spirit of Paris. These are experiences within themselves where patients can truly feel that anything is possible.
AMP: How does the design enhance the patient experience?
Dr Greenberg: The environment supports a conducive flow and efficiency model in that the patient is literally at the centre of the entire practice. Patient rooms are central to the welcome area, medspa, ambulatory center and dermatology division. It is this “central” metaphor that reminds staff on a daily basis that our patients are literally the centre of everything that we do.
AMP: What’s your favorite room in your practice and why?
Dr Greenberg: My favourite room is my state-of-the-art operating rooms. There is literally nothing like it on a private level. I have a fully equipped, cutting edge ambulatory center with three ORs which is incomparable to any other in-office surgical facility.
AMP: What are the some unique items in your clinic?
Dr Greenberg: Our unique procedure is my Greenberg Rapid Recovery System where I utilise proprietary surgical techniques with an advanced mini-incision approach to provide exceptional results with minimal pain, bruising and downtime. I provide this for my breast augmentation, facelift and liposuction procedures.
AMP: Do you have any interesting stories about your favorite pieces?
Dr Greenberg: My desk is made from the wing of an airplane. It is industrial with a design flair which speaks to my approach: surgical with an artistic flair producing exceptional results.
AMP: What was the thought process behind your use of colour, textiles and light?
Dr Greenberg: The colour palette was created using a specific hue of blue and pink to make the environment appeal to any gender. I welcome women and men and all identities and always have. I treat movie, music, television and reality stars as well as the soccer mum next door, businessmen and women, teenagers, grandmothers and grandfathers, and I want them all to feel comfortable. Our restrooms are gender neutral, and all of the patient rooms are neutral so everyone feels comfortable.
AMP: What are your tips for anyone considering giving their cosmetic practice a “facelift”?
Dr Greenberg: I recommend taking into account who your patients are and what they expect from your practice. The environment should reflect the providers as they should feel that the environment mirrors their aesthetic. I encourage all providers looking to enhance their space to ensure safety first, then form, function and aesthetic.
Dr Nikolaos Metaxotos
Plastic Surgeon, Athens, Greece
Dr Nikolaos Metaxotos MD PhD is a leading specialist plastic surgeon and renowned international speaker, offering minimum intervention cosmetic procedures that enhance the ageing face. In 2005, Dr Metaxotos established SYMMETRIA, a world-class anti-ageing institute and aesthetic centre in Athens, Greece. The clinic is the recipient of numerous awards and is widely recognised as a centre of excellence in Europe. SYMMETRIA has now expanded with clinics and partners in Europe and the Middle East.
AMP: What was the design brief for SYMMETRIA?
Dr Metaxotos: The brief was to bring to life a health and beauty hub in which unique, tailor-made experiences for each patient can be created. We wanted to create a space where patients had all the comforts of home but with bespoke services and the implementation of cutting-edge technologies that would add value to their entire experience whilst visiting our premises.
AMP: How does the look and feel of your practice extend your brand and reflect who you are professionally and artistically?
Dr Metaxotos : Our brand philosophy and operational model is Minimum Intervention – Maximum EffectTM. This means that we adhere to minimally invasive solutions as a means of providing the most natural-looking and reliable results. Our philosophy extends to the look and feel of our practice; everything has been designed in minimalist fashion but in an impressive and practical manner so as to create the strongest impact.
AMP: How does the design enhance the patient experience?
Dr Metaxotos: It’s important for patients to feel there is consistency in what you say and what you do to ensure you obtain their trust and loyalty. Therefore, we need to show our patients that our philosophy is being applied to each and every aspect of what we offer and who we are. As aforementioned, that will increase patient flow as trust and loyalty is built and patient experience will be enhanced via the tailor-made services offered and the consistency of results.
AMP: What’s your favourite room in your practice and why?
Dr Metaxotos: My favourite room would have to be the one that has the most sentimental value – which is the room I first started doing treatments in. This is a room that I feel I have grown in and a room that has inspired me to create further innovations in the health and beauty industry.
AMP: What are some unique items in your clinic?
Dr Metaxotos: Our most unique items would have to be the recognition and rewards we have received from different institutions, in respect to the services we offer, that have all been brought together in what we call our Trophy Wall. Namely, these awards are: Best Clinic Award 2015, European Quality Award 2016, Best Medical Practice Award 2018 and Patient Service Award 2018. Each and every one of these awards represent milestones of what we have achieved and how we have progressed into the brand name and clinic we are today.
One of my favourite accents in the clinics would have to be certain corners that we’ve embellished with what we call “capturing the five senses”. In essence, we have tried to satisfy all our patients’ senses so as to create a more intriguing and holistic experience.
Another interesting aspect of our clinic is the detox corner. This is an area where patients are greeted with different detox drinks made from combinations of water, seasonal fruits, tea and herbs. This corner grew in popularity so rapidly that we are constantly being asked for the recipes of our drink concoctions.
AMP: What was the thought process behind your use of colour, textiles and light?
Dr Metaxotos: The thought process was based off of the expertise of our interior designer, George Efthimiou. Our main brief was that we wanted the clinic to have a patient-centric approach as opposed to a brand-centric approach. With this guideline, George was able to create a space based on research on consumer colours, textiles and lighting that would be more appealing to patients.
AMP: What are your three tips for anyone considering giving their cosmetic practice a “facelift”?
Dr Metaxotos: My three tips would be:
- Go for a consumer-centric approach. Nobody cares about what you like or not. It is all about meeting the needs of patients.
- Create a holistic experience. Play around with the ways that you can stimulate the senses and create a more impressionable experience. Think of the music you should be playing within the clinic, the treats/drinks offered, aesthetics when decorating, etc.
- Don’t just look at the greater picture, but focus on the details. It’s the little things that will give you that competitive advantage and create loyal patients. Don’t only think about having a grand clinic in terms of facilities and furniture. Think about details such as revamping and keeping your website up to date, or placing greater emphasis on staff uniforms or practicalities of procedures.
