Dental labs often focus on case quality, turnaround time, and communication—but there’s another powerful way to build lasting client relationships: hosting events. Whether it’s a CE course, a study club, or a simple open house, bringing local dentists together positions your lab as a resource, not just a service provider. More importantly, it helps build trust, loyalty, and long-term connections.
Why Events Matter
In-person and virtual gatherings allow dentists to see your lab in a new light. Instead of interacting only through case slips and emails, they get to meet the technicians, learn about new materials, ask questions, and feel part of a professional community. Labs that host events regularly are seen as leaders, not vendors—and that credibility leads to more referrals, better partnerships, and increased loyalty.
Choosing the Right Format
Start by selecting an event format that matches your strengths and your audience’s interests. CE-certified courses are ideal for attracting new dentists, as they offer value beyond networking. Study clubs work well for ongoing education and deeper relationship-building. Open houses are perfect for showcasing your capabilities to local practices.
Not sure where to begin? Consider partnering with AmericaSmiles. The OneVoice program helps member labs organize CE events with certified speakers and full marketing support—taking the guesswork out of planning.
Promote with Purpose
Event success starts with strong promotion. Use postcards, emails, and phone outreach to invite local dentists. Focus on what they’ll gain: hands-on learning, CE credits, access to new techniques, or the chance to connect with peers. Don’t forget to include your lab’s story—why you’re hosting the event and what kind of partnerships you’re looking to grow.
Be consistent and clear in your communication. A well-crafted invitation reflects your lab’s professionalism and sets the tone for the experience.
Build a Welcoming Experience
The event itself should be informative and approachable. Provide refreshments, name tags, and a clear agenda. If you’re offering CE, ensure that the content is practical and relevant to general practitioners. Keep presentations focused and interactive, and leave room for Q&A or casual discussion. Highlight your lab’s strengths subtly—through your setup, your team’s interactions, and your knowledge—not through a hard sell.
Most importantly, create space for real connection. Conversations that happen between sessions or over coffee are often what lead to lasting relationships.
Follow Up with Intention
Once the event ends, the real relationship-building begins. Reach out to attendees with a thank-you message, share any CE certificates or presentation materials, and invite follow-up conversations. If a dentist showed interest in your lab’s services, now is the time to offer a trial case or consultation.
Even for those not ready to switch labs, your event leaves a lasting impression. With continued outreach and quality service, many will come back when the time is right.
Final Thought
Events don’t have to be big to be impactful. A thoughtful, well-run CE session or open house can do more for your lab’s growth than months of cold outreach. By creating opportunities for connection, your lab becomes more than a name on a box—it becomes a trusted, familiar presence in your local dental community.
