To be successful in business, we need to look at ourselves through the same critical lens we use to make decisions about where and how to spend our own money.

By Corey Black

FOR STARTUP PRACTICES, even during the best of times, the first few months are the most critical to their overall success. I opened my first office during the pandemic, something I never anticipated, but it didn’t feel especially risky because I believe in the importance of standing out.

That’s no small task in New York City. There are almost always many options for every type of product or service—and because the market is so competitive, most of them are good. Therefore, standing out takes work and forethought, but at the end of the day, it’s still more art than science. So while I can’t provide a definitive road map, I can share some of the most important lessons I learned, which I still apply to my everyday life as the CEO of SmileSpace.

1. Understand what your target demographic wants. Before I started my business, I’d done extensive research on the competition in Brooklyn and didn’t find anything similar to what I envisioned. Don’t be intimidated by the idea of market research. In my case, it consisted of quick online searches and even strolls through the neighborhood—ultimately figuring out the needs of the people in that community. After identifying these, I created a concept that embodied all the elements I felt the competition didn’t. The creative process consisted of identifying the perfect location, designing a unique space, investing money into the patient experience and simply treating people well.

2. Your physical and online presence matters. While seeking the ideal commercial area for SmileSpace, I knew it would be important to be seen. Often, dental practices in New York are in random places: skyscrapers, say, or the basement floor of a brownstone home. I selected a highly visible space with heavy foot traffic. Additionally, I thought it was important to have a large, bright exterior sign, large text and eclectic pendant lights.

In addition to your physical presence, an equally strong presence online is critical. This gives potential patients a chance to preview the experience you’ll provide. Various platforms can help: Google and Yelp pages, Instagram, Facebook and TikTok. As you grow and build resources, integrating paid targeted ads can enhance their reach and effectiveness.

The attributes that make us unique are often those that effortlessly separate us from the competition.

3. Create, identify and build your brand. Many factors contribute to this—and you must be intentional about what you want your brand to represent. Building brand equity starts even before you open, so determine whether yours should be personal, professional or a combination. My goal is to have multiple practices, so I originally wanted to create separate personal and professional brands. However, I’ve realized that both have a symbiotic relationship on social media, enhancing each other’s visibility, credibility and engagement. Plus, having a leadership presence builds trust and can help with team recruitment and retention.

4. Bring you to the business. People often forget that the most significant contribution they can make to their business is simply to be who they are. The attributes that make us unique are often those that effortlessly separate us from the competition. So instead of mimicking the competition, be yourself and everything will fall into place. I assure you—the magic will happen. n

COREY BLACK, DMD is the concept creator and CEO of SmileSpace, a growing multilocation practice in New York City. He earned his DMD from the University of Pittsburgh School of Dental Medicine and a BA in African Studies from the University of Pittsburgh. He also gained insights into health care systems in Argentina, South Africa and China while studying abroad. Dr. Black was a member of Incisal Edge’s 40 Under 40 Class of 2024. Follow him on Instagram @dr.cblack.