It’s no secret that computers are integral to nearly every industry, and dental labs are certainly no exception. But computers aren’t just used by office staff to keep track of patient charts or payroll-they are critical to lab functions and operations. Laboratories use specialized computer software for everything from case management to implant treatment planning to CAD/CAM.

Depending on your lab’s needs, the software solution you select may be a one-size-fits-all affair or it might be very specific- it really depends on your lab, and what company you select for your software solution.

“Our software solutions are comprised of several components including scanning, designing, manufacturing and inspection,” said Sheila Cullers, Dental Business Manager at 

CAD/CAM software, itself, continues to grow and evolve-and software makers only see further advancement of the tools.

“Digital technology has evolved quite rapidly since its early beginnings,” said Steve Sheehan, Vice President of North American Lab Business at 

. “The evolution has resulted in better efficiency in developing, importing and exporting CAD/CAM designs.”

The best first step toward selecting the right software solution is to speak with your software system’s representative. “Whether a lab is new to CAD/CAM and looking for a complete package, or just looking to replace old or obsolete software or is looking to increase the performance of their existing system we can help,” Cullers said.

Delcam’s Dental CAD/CAM Suite provides a cohesive work environment, containing everything from scanning through to modeling and machining into a single suite. This means you can create without having to pass files between different software packages.

Interoperability is a feature that may appeal to many labs. While some labs use heterogeneous systems from a single supplier, others might find it best to use individual pieces culled from several different vendors.

 “The open CAD/CAM systems today allow the lab owner to use tooling and material of their choosing,” Cullers said. “In addition to the CAD and CAM products, we also have a library of translators, which allows our customers to import files from other systems. Our products are modular in nature, and most of our customers will use our products in conjunction with those of our competitors.”

Case management is a key function from which effective software can streamline and remove bureaucratic headaches. “At SafeLink, we see how case management systems can reduce paperwork,” said Mary A. Borg, President and Senior Compliance Advisor at 

. Solutions like the UQ System are used to track compliance, correspondence with doctors, follow-ups and remakes.

“It helps [dental labs] ensure that they’re not duplicating information and for FDA compliance,” Borg said.

The software is an important part of internal and external operations-which equates to more money for the lab’s bottom line. “It can be used for internal and external remakes,” Borg said. “It is useful if the work doesn’t pass internal [quality checks],or if the work gets to the dentist and it gets sent back because it has been made improperly.”

CAD/CAM software is integral in developing the precision devices needed for such appliances as implants with bridges. (

Like many other software solutions, UQ System is cloud-based. That means the UQ System is physically maintained by SafeLink, and SafeLink maintains all uploaded lab documents and files within this system. This reduces overhead and duplication of efforts over traditional systems.

“There’s unlimited space by storing documents in the cloud,” Borg said. “You don’t have binders and books lying around everywhere.”

Cloud computing also helps labs keep current on regulatory issues. SafeLink has about 30 clients on the UQ system, and when the government makes a regulatory change, SafeLink can send that change to all of its subscribers and ensure each office is aware of the changes.

“If OSHA makes a change, we make that change and send it out to all our labs right away,” Borg said. “With the old system, we may see a lab once or so a year and talk to them about the change then. Now, that change goes out instantly and we can see which labs have seen the change and which ones need a reminder that the change has been made.”

Auditing is another area in which cloud computing helps labs stay productive and efficient.

“When the FDA conducts an audit, the lab can send read-only access to the files,” Borg said. “The FDA can read the files before they even come to the facility, and that’s really beneficial.”

Software is a moving target and always changing. Consider the operating system installed on your lab’s computers. If you still used Windows 3.0 from 1990, sure, you would have saved thousands of dollars in computer upgrades, but you wouldn’t be performing nearly as effective of a job. The same holds true for your mission critical software.

As dental solutions become more complex, dental software evolves to make the workflow easier, more efficient and of better quality. Photo courtesy Delcam

“We continuously develop new products that are designed to automate many of the processes that you are involved with, reducing time and improving product quality, so we offer a maintenance program,” Cullers said.

Maintenance agreements-usually part of your licensing agreements-are critical to keeping your software current.

“With maintenance, you are entering a partnership designed to provide increasing benefit to you with regular updates and support on the software,” Cullers said. “Users on maintenance always have the latest release and so are able to keep on top of the latest functionality rather than having to take time out when large product upgrades occur.”

For instance, Straumann’s system sales include annual software licensing agreements that allow for access to the latest updates.

“It gives customers the ability to upgrade their software for new product capabilities right from the PC,” Sheehan said. “Our field sales reps also help to ensure the latest updates have been downloaded while conducting their routine sales calls. If a lab doesn’t have a licensing agreement, they can still access Straumann’s external workflow in creating CAD/CAM designs for third party milling.”

But even the most up-to-date, modern software is useless unless your staff knows how to use it, and software manufacturers offer different means of keeping your staff educated. It might be through simple online videos, or the topic might be more complex, requiring in-depth training.

“When we have more significant upgrades, we often provide videos and webinars to help the users transition to the new version,” Cullers said.

“Training is worked into the system, rather than having to rely on hard copies of manuals,” Borg said. “When it’s in the binder, they’re out in the office somewhere and they might be hard to find. Being in the system, they are right at hand.”

Sheehan said Straumann provides customer education through online resources, in addition to having three field trainers that visit customer sites to provide updated training. “We’ll either conduct a course or provide one-on-one training to help keep the lab staff current,” he said. “We also have webinars so lab personnel can access the training materials at their convenience.”

According to the 2011 DLP Tech Census, most labs already own CAD/CAM and lab management software (43 and 49 percent, respectively).  Only 19 percent of labs had no interest in purchasing CAD/CAM software and 15 percent had no interest in purchasing lab management software. It seems that most labs see the importance in software solutions.

“Digital workflow is here to stay,” Sheehan said.

Individual labs need to learn what will work best for their lab in terms of training, software upgrades and learning what products are out on the market. And from that initial step, they’ll have joined the technological revolution. 

Articles

What You Need to Know About Digital Dentistry

The most challenging question ceramists face today is which material, what ingot, or what layering porcelain is best for specific patients with unique expectations and prescriptions. 

They must consider how the color of the preparation will influence the final shade on the veneer, or how the crown will hold up to the forces that destroyed the dentition. 

These questions and many more are part of the impossible equation of selecting a restorative material. Have you made your decision? Was it based on the call from that doctor who said “my patient was so happy she couldn’t stop crying, it’s one of the most beautiful cases I’ve ever delivered” or does the discussion revolve around the “it’s perfect except that black prep in the middle.”  

To make the decision even more challenging, all the products we use can produce beautiful results, and they all have countless studies proving their durability and superiority. So what do we do? With the available technology I honestly think you cannot make a bad decision, but I strongly believe you can increase your odds and decrease your stress by choosing a system with strengths that are aligned with the product you’re trying to produce. 

I need the flexibility and consistency to cross all platforms. I need a powder that has enough power and richness to block the darkest prep yet delicate enough to create the depth and vitality that today’s patient demands. GC America’s porcelain, GC Initial™ gives me that.

A 55-year-old male patient has the desire to enhance his smile’s appearance with in-office whitening. He wanted a more youthful smile, as he was about to embark on a new employment venture. After the whitening consult, a comprehensive records examination-including a TMJ/occlusal evaluation, restorative charting, full periodontal probing and oral cancer screening-was performed. The patient had old crowns, bonding and broken fillings with decay present, so the dentist developed a restorative component to the patient’s treatment plan to fully realize the desired result. 

The patient’s discolored dentition made him a good candidate for whitening. His dental assistant decided on an in-office whitening procedure (Ultradent Opalescence

 Boost 40%) in combination with a nightguard vital bleaching procedure (Ultradent Opalescence

) that consists of viscous 10% carbamide peroxide material in a syringe delivery system.

During the follow-up visit, the patient was highly satisfied with the whitening results, but agreed restorative procedures were necessary to accomplish his esthetic goals. Diagnostic models were taken and mounted with the Slidematic facebow (Whipmix Corp.) in centric relation on a Denar

 combination articulator (Whip Mix Corp.). The esthetic goals were waxed into position by the laboratory ceramist (Walt Richardson of Bayview Dental Laboratory). This model was used to fabricate provisional matrices.

Discussion led to agreement on a treatment plan consisting of restoring tooth Nos. 4-12 using GC Initial Porcelain. The patient did not want any tissue adjustments. The goal was to add 1.25 mm vertical length, while positioning the restorations slightly more lingually to allow for a more harmonious lip closure path.

Tooth Nos. 4-12 were prepared for GC Initial Porcelain bonded restorations. The dentition was equilibrated to centric relation. After final impressions and jaw relation records, the teeth were provisionally restored with Structure 3 Provisional Material (VOCO America) and cemented with GC Fuji Temp LT (GC America). The restorations were then systematically contoured to provide all the requirements of stable occlusion and to satisfy the patient’s esthetic needs.

The patient was seen for a 48-hour follow-up appointment to evaluate esthetics and envelope of function. When all parameters were met to satisfy doctor and patient, an impression was made of the provisional restorations, digital photographs were taken of the patient’s face, and a bite record was made to aid in the cross mounting with the die model in the laboratory. The photographs, impression and bite record served as blueprints, communicating to the laboratory what the final restorations should look like.

The dentist wanted to use a universal all-ceramic system containing zirconia for this case. He and Matt Shafer, CDT, decided on Initial Porcelain because of its high strength, incredible esthetic properties and easy processing. The following are the steps to fabricate the restorations:

 Using the impressions of the patient’s teeth before the provisional restorations were placed and a provisional model, zirconia copings for the restorations were designed and milled. 

 A porcelain layering technique was used to create an optimal esthetic appearance with a process that is easily learned, efficient, cost-effective and not technique-sensitive. 

 GC Initial™ Lustre Paste was applied to the restorations before beginning the build-up to shade the copings. A combination of Opacious Dentin Modifier, Inside and Fluorescent Dentin powders were applied to establish proper color saturation and reflective zones.

 Standard dentin mixes and a proper lingual/incisal edge matrix were used to layer functional lingual contours. With the working side established, we could focus all our attention on a true-to-nature build-up process.

 The incisal was contoured with enamel or transparent mixtures, and by means of a “cut-back” technique, the area was reduced to internal dentin levels. The reduced area was reconstructed with reflective dentins and transparent enamels in the desired anatomic structure. This was a very important point for color synchronization. One does not wish to wash out, or allow excessive show-through of the internal structures of the crowns. The final contouring was built from a mixture of Enamel Opalescence (EOP) standard Enamel (E) and CL-F.

 The restorations were checked on trimmed and untrimmed models to ensure proper proximal contacts, margin accuracy, function and occlusion. The final GC Initial restorations were sent to the dentist for placement.  

 The final restorations were evaluated and inspected for marginal fit on the master dies. The patient was anesthetized, and the provisionals were carefully cut away in sections so the underlying tooth structure would not be damaged. The exposed preparations were cleaned with chlorhexadine scrub (Consepsis, Ultradent), and each individual restoration was tried in with water to check the marginal fit, occlusion, esthetics, and final color. The patient approved delivery of the restorations.

 After patient approval, the restorations were rinsed and dried, etched with 37 percent phosphoric acid, and silanated with Ultradent’s Porcelain Etch and Silane. 

 The definitive restorations were bonded into place using GC FujiCEM™ 2 Automix (GC America) glass-ionomer luting cement dispensed directly into the restorations with its syringe delivery system. Excess cement was removed from interproximal areas by careful flossing. Final cement cleanup and occlusal adjustments under water were completed. When viewing the finished restoration, the optimum incisal placement was noted from a vertical and horizontal perspective, and precise placement toward the inner vermillion border of the lip established the desired lip closure.

This patient presented with a discolored, aged smile and wanted to look more youthful for his new employment venture. Through careful treatment planning, excellent hygienist work, outstanding laboratory communication, and talented restorative dentistry, the entire dental team helped him achieve his esthetic goal. As demonstrated by this case, it is imperative to have appropriate and predictable restorative materials like GC Initial Porcelain for esthetic dental treatments, as well as a talented, well-communicating restorative team to perform them.  

Step-by-Step: How to use GC Initial for even complicated cases [VIDEO]

As dental labs of all sizes are beginning to invest in their own mills-and the CAM software that goes with it-it’s become a crowded field of often confusing and compelling offerings.

The options have become so extensive, with so many types of mills designed for specific needs, that it can be difficult for the average lab owner to make a decision. Should she buy a mill that does one thing well and dependably? Should he buy several lower cost machines to offer the widest range of materials to dental customers? Should the lab just wait for the market to settle down and continue outsourcing milling work to larger options? Is there any way for an average lab owner to make such a complicated decision?

 hopes it has the answer to all of those questions in the new 

. Zubler has designed the DC5 specifically for dental applications, and it will aid the lab in the milling, grinding, drilling and cutting of all current materials.

Because the milling unit and the CAM software were developed in conjunction with one another by the same team, Zubler touts that the DC5 milling machine features “perfectly defined interfaces between the components, high process reliability and a simple and intuitive system.”

The DC5 features two separate coolant and filtration systems specifically designed for wet machining of metals, or composites and lithium disilicate. The unit also benefits from Zubler’s built in V7000 suction unit for dry milling of ZrO2, ALo2, Wax, PMMA, Composite, Splint Resins and any standard model materials.

THE VARIO DC5 MILLING MACHINE IN ACTION:

The drives of the DC5’s five axes are run with servo motors and ensure simultaneous operation; the fourth axis uses a precision gear with up to +/- 32° swivel. To avoid vibration when milling, a high-resolution feedback encoder sends 160,000 pulses per revolution to exclude step losses and the high quality ball screws allow a repeat accuracy of up to 0.01 mm. 

Additionally, although only 40-50 types of tools are needed to manufacture all current available materials, the DC5 is equipped with a tool changer system for up to 100 tools and a digital tool measuring system.

Matt Barrett, owner of AXIS Dental Milling in La Grange, Ga., said the DC5 milling machine has become a key part of his lab, precisely because it offers so many options. “I knew the DC5 was going to be an impressive mill, but when I started using it in production it far surpassed my expectations,” Barrett said. “In a rapidly changing industry, the ability to offer a variety of materials on an open architecture platform is key. The DC5 can mill wax, zirconia, PMMA, titanium, CrCo and countless options in block materials. It covers the whole spectrum. [Additionally,] what Zubler has been able to achieve with the size is amazing. Basically, the DC5 has the capabilities of a large industrial machine with a significantly smaller footprint.”

Kurt Zubler, owner of Zubler Gerätebau GmbH (Zubler USA’s parent company), said there were three main requests from customers that led to the creation of the DC5 Milling Machine: fast and precise machining; the need for a wet and dry combination machine; and dust control. “Customers wanted faster results with the precision of a high end industrial machine, and a machine that will cut all materials available without compromising the mechanical integrity of the machine,” Zubler said. “With the DC5 you can easily switch from wet to dry in five minutes or less. [And] I think everyone can identify with the challenge of dust control. With the custom designed internal suction system, the DC5 is the epitome of dust control. Not to mention the health benefits to the users of the machine-this is accomplished by designing the suction to be right at the milling area, resulting in a much cleaner internal surface of the machine.”

Ryan McEachern, Zubler USA’s director of CAD/CAM services, said the feedback from labs has been overwhelmingly positive. “There is one milling center that is milling up to 120 units per day on their DC5, ranging from Chrome Cobalt, to full-contour zirconia,” he said. “The labs have also liked the fact that our DS CAM software will operate most of their existing machines. The benefit of this is that this does not require labs to have to run multiple CAM stations for each different machine. Each license of CAM software has the ability to run four different machines of the customer’s choice.”

One frequent concern lab owners express about entering into the milling and CAM market is the often high initial cost for technology that may become obsolete after only a few years. So how is Zubler USA working to allay those fears? “The engineers at Zubler are constantly providing significant updates for the CAM software and the machining efficiency of the DC5,” Barrett said. “The DC5’s five-axis milling capability and industrial-grade hardware are going to allow you to take on any new material that comes to market, whether it requires wet or dry milling.”

It’s clear the DC5 represents an exciting option for lab owners looking to explore in-house milling options. And for Zubler, it’s gratifying to know their machine can help lab technicians at all levels. “A complex machine with such ease of use makes the DC5 very important to the dental lab industry,” Zubler and McEachern said. “You do not need to be an industrial machinist to operate the DC5. With this goal in mind, Zubler has presented a very robust and practical machine and has given the user abilities that most lab techs have never experienced.”

Barrett echoes this sentiment. “Laboratories want consistent results with fast turnaround times,” he said. “Zubler developed the DC5 to have the hardware, speed and ingenuity that allows me to meet my laboratory clients’ needs.”   

For more information, call 972-600-9187 or visit 

Inside Look: Zubler USA's VARIO DC5 wet and dry mill [VIDEO]

A look at the trends shaping the future of the metals market.

1. Lower precious metal prices mean greater flexibility

When gold continued to climb in value, it priced many labs out of precious metal. But now that precious metal prices are stabilizing (and, in some cases, falling), precious metal alloys might be increasingly a more accessible option for patients and for labs of all sizes.

“A major positive trend for the metals industry is the availability for laboratories to digitally outsource all metal substructures to a centralized manufacturing center,” said Anton Woolf, CEO of Argen Corporation, a major producer of metal alloys. “We feel there will be a trend back toward precious metals because they can get them more economically and efficiently.”

3. Developing metal substructures through a digital workflow

Like most current lab work, digital workflow is changing the landscape of the metals market. There is a major trend developing metal substructures through a digital workflow, meaning PFM restorations can happen much faster and more efficiently than ever before.

Considering the volatile nature of the precious metals market, many labs are looking for a more stable recourse. Some laboratories have begun to use flat-priced noble solutions, like Argen’s NobleBond.

If technology has changed the general lab landscape, Captek technology is no different. Many laboratories are using digital Captek solutions, which allow them get Captek restorations through the digital workflow.

5 things you need to know about metals

In this Q&A, we spoke with Oliver Amann (right) & Albert Garza (left) of 

, where they see the lab industry going and how CAD/CAM is changing everything.

Where do you see the U.S. dental laboratory market going?  

Oliver Amann, Vice President of Research & Development

: I believe it will continue to move toward in-house digital production. We see this not only with scanning and designing, but now with milling in the laboratory.

: It is a natural progression. Dental technology has always been an art form and very personal to the technician. When all-ceramics improved patient satisfaction in both function and esthetics, laboratories were forced to outsource ceramic fabrication to provide the service to their customers and meet their expectations. With outsourcing, the lab relinquished some of the control. As technology improved, mills were able to be made smaller and also became more affordable for the dental laboratory setting. So the lab could now bring the work back in-house for complete control.

What is the biggest hurdle for laboratories trying to make the leap to CAD/CAM technology? 

Albert Garza, Vice President, North America Marketing & Sales

: Justifying the investment. We provide a calculator to show the cost of outsourcing versus the cost to own equipment. We then explain the value-added benefits of shorter turnaround, in lab control and precise results.

With so many CAD/CAM players in the market, what makes Amann Girrbach different?  

: We took a modular and open architecture approach when designing the 

. It was important to design a system that was flexible enough to grow with laboratories and meet their changing needs as newer materials were developed. On the support side, we pride ourselves on being a supportive partner to our laboratories. We provide expert attention throughout every facet of their CAD/CAM experience, from sales to installation, maintenance, technical support and training. 

What can we expect to see from Amann Girrbach in the near future?  

: At the 2013 IDS meeting, we introduced a variety of materials, developed both internally and through partnerships. One such new product is 

, a soft wax-like, millable CrCo. Sintron CrCo can be milled on the same mill laboratories use for zirconia. With the rising costs of noble metal and now Sintron’s widespread availability, Sintron is becoming a more attractive material option for the U.S. market. Other materials introduced at IDS include more glass ceramics, lithium silicate and disilicate, pre-colored zirconia and a provisional material, to name just a few.

What role do indications/applications play in the purchase of your Ceramill system?  

: Because the Motion 2 is both a wet and dry mill with grinding capabilities, the fabrication possibilities seem endless. Currently, the Motion 2 mill can handle full arch zirconia restorations and frameworks, implant abutments and screw-retained restorations, inlays, onlays, and veneers. We are working on a denture application where the denture is milled from a wax blank and processed conventionally. This alleviates the issues previously known for tissue/bone accommodation. 

Where do you see the greatest growth for CAD/CAM?  

: Ceramill is currently the leading full CAD/CAM system sold in Europe. We believe the next opportunities for explosive growth lie in the Asia Pacific and certainly the U.S. markets. We have significantly increased our focus on the U.S. market, establishing a U.S. headquarters, help desk and training center in Charlotte, N.C. This allows us to quickly and efficiently respond to the needs of our customers, whether it’s for sales, service, support or training, adding direct value to U.S. customers. 

What changes do your customers see after purchasing the Ceramill System?  

: The biggest change is the type of cases the lab accepts. Most often their cases migrate from metal castings to all-ceramic, becoming in effect an all-ceramic laboratory. Many lab owners found their customers were outsourcing to other laboratories because they did not offer these all-ceramic services directly. Many labs recoup these lost cases now that they have the equipment to address patient demands for the more esthetic options. Another change is the significant reduction in overall costs and labor.

What are two things labs should remember about Amann Girrbach?  

: Esthetics and Precision. The Amann Girrbach name has long been synonymous with precision, because of the attributes of our 

, our model management products from the 

. The Ceramill Map, Mind and Motion allow laboratories to integrate a new level of esthetics to all restorations. With all products combined, laboratories can now achieve exceptionally precise and esthetic results. 

What advice do you have for those laboratory owners just beginning to look at investing in CAD/CAM technology or upgrading existing technology?  

: Laboratory owners need to do their homework and incorporate their team into the research process. It is vital to understand the company selling, manufacturing and servicing the equipment. Learn about the training offered with the system-the levels and modes of training available. Attend system demonstrations hosted by other laboratory owners or at a company event. Understand all associated costs, determine if the system is upgradable and compatible with other systems, and identify maintenance requirements. Review the current product mix you offer and the associated revenues and costs. Speak with your current customers and prospects regarding patient requests for new and current materials. Finally: Don’t be afraid of change. Embrace it. Get excited about making the change.

This article originally appeared in the May 2013 issue of Dental Lab Products. 

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In this Q&A, we spoke with Oliver Amann (right) & Albert Garza (left) of Amann Girrbach about the Ceramill system, where they see the lab industry going and how CAD/CAM is changing everything.

Q&A: Oliver Amann & Albert Garza of Amann Girrbach

Online Marketing. Search Engine Optimization. Social Media. These buzzwords have taken over the dental marketing landscape over the course of the past few years.

The Internet has forever changed the game for lab owners, presenting an entirely new realm of opportunities to connect with clients.

Many dentists likely turn to the Internet when looking for a lab, and you want them to find yours. This is where 

SEO is the process of improving a website’s visibility in search engine results. The higher your website ranks (or appears) in the list of search results for specific keywords, the more people will theoretically click through to learn more.

Online marketing experts across the globe continue to debate the best methods to improve website rankings. And the search engines themselves work to stay one step ahead of the marketers; Google changes their algorithm on a regular basis, making it difficult for a SEO expert, let alone a lab owner, to stay on top of the latest strategies. However there are some tried-and-true, low-cost yet highly effective methods that you can employ to dial up your online engagement and organic search engine visibility.

The name of the game in SEO is engagement. Google prefers fresh, relevant content produced in an authentic, ongoing and consistent matter. You can accomplish this in a host of creative ways, starting with social media.

Social media should no longer be regarded as a passing trend; because the most popular sites, such as Facebook and YouTube, are now incorporated into the Google algorithm, they have become essential in helping lab owners increase their online reach.

Social media plays a dominant role in online engagement, most notably in two specific ways. First, it provides you with the possibility to interact with clients on a frequent, even daily, basis. Building and maintaining an active Google+ and/or Twitter profile and a Facebook business page for the dental lab gives you countless opportunities to regularly engage with clients.

Secondly, a lab needs an SEO strategy for its social media as well as its website. Activity on social networks like Facebook or Google+, can help improve your SEO and online visibility, but there is a catch-not all social media activity carries the same weight.

Simply “liking” posts and pictures and making comments are good for staying connected, but it is the more engaging activities, such as posting fresh, original content on a regular basis, sharing industry-related articles, posting a link to a blog and having influential clients “like” and “check-in” at the lab that will truly work to help improve your social media presence and will also serve to promote your SEO agenda.

Blogs and online video also play an integral role in increasing your online presence and digital footprint. Not only are videos increasingly appealing to Internet users, but YouTube is now the world’s second largest search engine. Plus, blogs and video play perfectly into Google’s preference for rich media and timely, relevant content; remember, Google also owns both Blogger.com and YouTube.

This makes it no coincidence that in a recent refresh, Google announced the increasing importance of “fresh content” and video in its SEO algorithm. As a result, having an onsite blog and posting interesting, relevant videos on your website, YouTube channel or social media profiles are tried and true tactics that can help to improve your website’s SEO.

Blogging and video also lend a more personal approach to dental lab marketing beyond its advantages from an SEO perspective. You can blog on a variety of topics and film one-to-two minute videos. Smartphones and newer handheld video cameras like the FlipCam make it simple to shoot short video messages and upload them to your website, Facebook page and YouTube channel in minutes.

Your lab most likely has an existing profile in local online directories. All businesses do, as the information is often culled from the online Yellow Pages. So most businesses have a profile, even if they didn’t create it. It’s important to keep in mind that it is up to the business owner to log on and take control of each of the lab’s profiles and the information they contain. Completing your profiles entails claiming them and establishing a password, entering in current contact information and hours, correcting the business name if it’s misspelled, uploading the lab’s logo, photos and videos and including a brief bio or lab philosophy.

In the current digital culture, there are countless ways to interact with active clients-and to reach potential clients in a meaningful way and on an ongoing basis. And while SEO, social media, video and online directories certainly don’t comprise the universe of marketing options, they are some of the most important ingredients in a dental lab’s successful online marketing strategy.

Naomi Cooper is President & Founder of Minoa Marketing and Chief Marketing Consultant for Pride Institute. Naomi can be reached at 