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Strategizing the perfect practice name
By Cory J. Lappin, OD, MS, FAAO
July 23, 2025
When I tell colleagues that I am starting a new dedicated dry eye specialty practice, many would think picking the right technology, finding a location or writing a business plan would be among the very first steps I would take. However, my first priority was a single task – choosing the right name for the practice.
The right name needs to do a lot of work: attract the patients I hope to help, set me apart from competitors and support my long-term vision for the practice. The name needs to make a strong first impression and help patients understand what I do before they even walk through the door.
I want to share how I approached the naming process, what I learned along the way and the decisions that ultimately led me to name my clinic the Dry Eye Center of Ohio.
If you’re thinking about launching your own practice, I hope my experience helps put this important step into perspective and offers a few tips you can put to use from day one.
The Short List: Minor Variations, No Major Change
I’ll be honest—the other names I considered were mostly just twists on the main idea: changing out Ohio for specific city or region names. Nothing stuck the way the “Dry Eye Center of Ohio” did. It just felt right.
Should You Name Your Practice After Yourself? Here’s Why I Didn’t
A mentor gave me some of the best business advice I can remember: skip using your personal name for your business.
Mark Wright, OD, from The Ohio State University College of Optometry, said naming your practice after yourself can make it harder to sell later. Plus, rebranding can be expensive and slow, not to mention that it can tie the identity too closely to you when you eventually bring on associates. I kept that advice top of mind—instead of “Lappin Dry Eye Center,” for instance, I opted for something future-proof and welcoming.
Why Not a City Name? Thinking Statewide
The decision to use “Ohio” rather than my city reflected my vision. I’ve always wanted the practice to be a place where patients and doctors from far beyond my immediate region could come for help, whether that’s around my state or even from outside it.
Back when I worked in Phoenix, we saw patients from all over the Southwest and even some international patients. I want that for my Ohio practice, too, and I wanted the name to say, “We serve everyone.”
My Research Process: Notes, Searches and Trusted Feedback
From the start, I jotted down potential names in my phone’s notes app. Once I had a short list, I checked their availability. But before making it official, I asked a few trusted friends for feedback. Their responses helped me confirm I was on the right track.
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Standing Out From the Crowd: Making Sure My Name Was Distinct
I didn’t start by scoping out competitors—I chose the name I wanted, then checked what was out there. The field is crowded and there’s only so many ways to spin “eye care” into a name. Thankfully, Ohio has legal rules against business names that are too similar, which gives some protection against confusion.
SEO Matters: Why I Used Common Search Terms in the Name
Search engine optimization and the ability of potential patients to easily find my new practice was absolutely a priority. “Dry eye center” and “Ohio” are terms my patients are likely to Google, so it felt like a no-brainer to use those in my practice name. Keeping the name easy to search helps more patients find me and my services online.
Short, Simple and Memorable
Another big goal was to keep the practice name short and straightforward. I wanted something easy for patients and fellow doctors to remember and recommend. “Dry Eye Center of Ohio” ticks that box.
Making It Official: The Legal Part Was Easier Than Expected
If you’re wondering about the legal side, I handled the process myself. The Ohio Secretary of State’s website made it clear and simple. I filled out the forms, filed online and within a week, my business name was locked in.
The Power of Naming—And Why You Should Do It Early
I found naming my practice to be a surprisingly rewarding experience. It gave my business an identity and a sense of purpose. Once the name was officially mine, everything felt a lot more real.
If you’re thinking of opening your own practice, I suggest starting with the name—it’s the first step in bringing your vision to life and making your idea something concrete.
Naming a practice is more than just paperwork. It’s the beginning of your story, and it sets the tone for everything that follows. If you’re on this path, put real thought into it. It’s worth every minute.
Read another article by Dr. Lappin
Cory Lappin, OD, MS, FAAO, previously practiced at Phoenix Eye Care and has opened The Dry Eye Center of Ohio, a dedicated dry eye and ocular surface disease clinic in Cincinnati, OH. He serves as the Clinical Section Editor for Dry Eye at Eyes On Eyecare and is the Chief Medical Editor of Optometric Physician. To contact him: coryjlappinod@gmail.com
