I was working as a dental technician now am working a tourism company in Dubai. I really love my past job and now am thinking to start one dental lab, recently I heard about one dental lab is going to close and am trying to take that on lease. I kindly request to send me some advice about marketing and name changing.

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Jay’s Answer: Before you take on the lease, can you sit down with the previous lab owner to understand why they are closing their business? What can you learn from their marketing efforts and business expenses?

Next, why change the name of the existing dental lab? The past owner spent time and money establishing the name – why not benefit from it?

Finally,  the key to your marketing is clearly identifying what your lab can do that the other labs in your area can’t or won’t do. It may be the speed of your services, type of services, guarantee of services, etc. How can your lab enrich your client’s lives? Once you understand the message, then you need to figure out how to get the message to them. Can you offer a lunch-and-learn seminar for the dental office managers?