A Look Inside Ten Home-Based Laboratories: Technician Turned Do-It-Yourself Marketer

Miriam Olsen, Dental Esthetics, Okemos, MI

Age: 48

Years in industry: 21

Lab opened: 1991

"When it comes to having a home-based lab, I've heard others say 'you never get away from your work,' but this has never bothered me. I've always looked at it as an advantage. When you love what you do, you don't need to get away from it," says Miriam Olsen, who has owned Dental Esthetics in Okemos, MI for over 20 years.

Olsen prides herself on her customer service efforts—like being available to her clients via phone during evenings and weekends—and fabricating cosmetic cases, and she's promoting these strengths via two new marketing vehicles she recently created: a video and website.

Using her Mac and iMovie software, she made a four-minute video that highlights her services with pictures of her work, music and even voiceover from Olsen herself. She sent DVDs to potential clients in the mail and then followed up with in-office visits, bringing goodies like cashews or chocolate-covered raisins. Wanting an online presence, this do-it-yourself marketer also used software at 1and1.com to create her own website, michiganlabtech.com, that includes her professional background, Rx slips, contact information and a photo gallery.

Be sure to check out the profiles below of 9 other home-based laboratories whose owners are proud of their businesses and eager to show off their facilities.

One Technician, Three Hats

Rural Location, High-Tech Operation

Home-Based Owner Has Built-In 'Staff'

Second Career Offers New Lease On Life

Capture Dental Arts: Combining the Challenges of Motherhood and Entrepreneurship

Old-Fashioned Style With a Dash of Digital

Empty Nester Finds New Use For Extra Room

'I've Really Got It Made'

Active Nature Lover Relishes Working at Home

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