Lab Owner Markets e.max to Public

When one of his group practice clients was looking for ways to boost its IPS e.max business, Ray Rayeski, Owner of Highland Acres Dental Lab, Hamburg, NY, decided to take the lead in developing the market. Since his lab is located at a stop light on a busy intersection across from a large consumer shopping area, he decided to put up attention-grabbing signs advertising the e.max material.

One 10' x 4' sign is located on the front of his 1,400-sq-ft laboratory and the other 6' x 4' sign—which lights up at night—is located in front of the lab where drivers can’t miss it. The signs—which cost $2,000 total—advertise the e.max material, offer patients a free consultation and exam, and include contact information for both the lab and the dental office.

“For patients who are looking for a new smile, I wanted to create some public awareness about what’s available and also help my doctors get busier—when they’re busy, I’m...