Branding is For All LabsNovember 8, 2019 by AACD Executive Office
by Dean Mersky
1. Be Noticed
The good news is that small labs don't have to compete nationally using expensive print ads. Instead, owners of small labs should compete in ways large labs can't. Setting aside time to see a set number of dentists each week and acquire a targeted number of accounts each month is the best way to establish your brand presence without a large cash outlay.
2. Deliver a Message
Identify a unique service that sets your laboratory apart from your competition. Most laboratories offer the same products with great margins and customer service. Instead, offer an expertise or customer experience that national and local competitors can't match. A well delivered unique message sells the brand and helps earn new business.
3. Seal the Deal
Develop and use dialogue skills that support every reason why a prospective client will want to give your lab an opportunity. Dialogue should be consistent with your brand, focused on the customer, and exude confidence. When all parts are present in your conversations doctors will have confidence in your brand promise.
Remember, branding works. It is the reason a little green lizard can sell over-priced car insurance without ever mentioning the product. Conversely, avoiding the Branding Process also speaks about your brand, but in less flattering ways. BE NOTICED, BE BRANDED!