October 23, 2020  
 
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Marketing a Dental Laboratory

The task of promoting a dental laboratory has to receive the highest priority in your organization. But what marketing techniques and strategies are successful in the current economy?

If you are a business leader who sees marketing as a path to give your dental laboratory a competitive advantage you're not alone.

When done effectively, marketing is a coordinated and comprehensive strategy that raises the visibility of your dental laboratory through a diverse range of marketing channels and mediums.

When It's Time to Rebrand

There are many reasons why it might be time to begin a rebranding initiative - but a lack of alternative tactics is not one of them. That's not how rebranding works. Instead, rebranding should be performed for the right reasons. In a dental laboratory, owners are often inspired to rebrand after analysis has demonstrated that the current brand is losing its impact in the marketplace. Unless you are confident that you possess the skills necessary to rebrand your business, we advise consulting with a professional marketing firm before you introduce a new brand to your customers.

Loss Leaders

The majority of dental laboratories frequently sell specific products at ridiculously low margins to boost traffic and new customer acquisition. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. But to be effective, loss leader marketing requires planning, especially in product selection and price points. When used in dental laboratories, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.

Market Segmentation

In today's environment, it's impossible to market a dental laboratory to the entire marketplace. Market segmentation has been around for decades and it has enabled many smaller companies to dominate parts of the market, even when they face competition from larger firms.

Consumer and B2B lead list providers specialize in helping businesses segment diverse markets. By sorting and filtering current databases, your list vendor provides lists containing the names and contact information of likely buyers that fall within the parameters of your dental laboratory market agenda.

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What challenges have you experienced in marketing your dental laboratory? How did you overcome those challenges? If you have practical insights about marketing, we'd like to hear from you.


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