THE WHY: Background Story
Swish Oral Care came to fruition through the collaborative, visionary thinking of five partners who had a burning desire to create a dental practice where “oral care meets self-care.” Dr. Zahi Shlah, Dr. Sahra Kanji, Dr. Tasneem Rhemtulla, Alim Kassam, and Adam Jiwani opened this Bridgeland, Calgary, start-up in June 2022. The journey to creating this unique office began 10 years prior, when the two original partners acquired an empty lot for investment purposes. A decade later, the original two evolved into five entrepreneurial minds that embarked on an exciting venture to build this beautiful practice. They wanted to create a space that touched people in inherently personal ways. Every facet of this practice has been meticulously aligned with these core values and a desire to deliver unique dental experiences that generate happiness for all guests to enjoy. The 2300 sq/ft 6-operatory facility is situated on the second floor of a commercial building with four retail tenants on the ground floor and a separate medical and dental unit above.
THE HOW: Planning & Preparation
The partners decided to rethink the business of creativity by hiring a marketing and communications company that is passionate about cultivating brands that stretch beyond convention. This helped them crystallize, refine, and share their story with their local community. They subsequently designed the physical space and intended customer experience based on the researched emotions, wants, and perceptions of dental patients in the surrounding area. The commercial unit has beautiful views that overlook a newly developed park. As landlords, they felt much more freedom and flexibility to strategically develop their brand and marketing. This enabled them to quickly establish a permanent and recognizable presence within their community. Free from landlord-imposed restrictions or excessive regulations, they were able to focus on growing strong patient relationships while building the practice’s reputation, which quickly enabled them to equip and begin using the remaining three of the six operatories.
THE RESULTS: Technical Design Features
Upon entering, visitors are immediately greeted by a symphony of custom design details that reflect a welcoming spirit of happiness. Intricately patterned flooring, bespoke bench seating, and vibrant custom cabinetry set the stage for a truly immersive experience. Patients love the “Swish Bar,” which is focal point that serves as a gathering place for patients and is a testament to Swish Oral Care’s dedication to going above and beyond. It is stocked with an array of boutique dental essentials and high-end products sourced from around the world. The bar invites patients to indulge in a curated selection of goodies such as high-end toothbrushes, toothpaste, mouth wash, and floss from across the globe. Soft, custom-built organic shapes dominate the overall landscape, from the curved front desk to smooth rounded-edged custom cabinetry in each operatory.
THE IMPACT: Empowered Practice Outcomes
As Swish Oral Care approaches its two-year milestone, the team finds themselves on the cusp of an exciting new chapter – the launch of a second location in the vibrant University district. What began as a vision to revolutionize dental care has quickly evolved into a movement, driven by an overwhelming demand from their ever-growing base of loyal patients. The practice is a hub for patients to gather in an environment where everyone is super excited to see them and deeply committed to stimulating their senses in a variety of creative and enjoyable ways. The entire team is driven by a philosophy that extends beyond the confines of traditional dentistry. They want each guest/patient to look forward to their visits knowing they can receive a full range of dental healthcare services in a comfortable, caring spa-like atmosphere.
Construction: CRW Construction
Equipment Supplier: Patterson Dental
Interior Design: Sarah Ward Interiors
Brand Development: Gentle Lion
About the Authors
Darcie is co-founder of Bella Vita Designs Inc, an interior design company specializing in creating beautiful, functional spaces for start-ups, remodelling, expanding, or relocating your dream practice. To discuss your office space needs or to have your proud story & unique design featured, she can be reached at darcie@bellavitadesigns.ca / IG @bellavitadesignsinc / 905-716-8528.
Peter is the Founder of Practice Mastery Inc., a Business Development Coaching company that serves the growth & development needs of your practice. His unique coaching empowers teams, principal dentists, associates & industry companies across North America to achieve extraordinary growth, higher income, and exceptional quality of life. FMI IG @peterbarrycoach, peter@practicemastery.com, www.practicemastery.com, 416.568.5456.
