August 4, 2011
So you want to name your dental practice with something other than the word SMILE???
A quick story: a business partner and I decided to create a private medical business to help private fee physicians and patients better connect, and to deliver basic private medical practice administrative services. We wanted to use a business name that suggests “connection” but we did not want to use a descriptive name or a name too similar to competitors (like “ConnectMD”). We sat in a crowded bar during a loud happy hour in San Diego with smart phones in hand as we did rapid internet searches for each clever name we fell in love with, only to discover again and again that the name we loved (or something very close) was already in use and therefore unavailable. I discovered that virtually every cool name you can think of in Latin or Greek is already snapped up by the pharmaceutical industry or other health care businesses. Frustrated, we decided to plow the fields of another language–Punjabi (my girlfriend’s parents are from Punjab). I searched Punjabi for a name that referred to “connection” but also had something of a lyrical feel. I struck out on my own but then enlisted the help of my girlfriend’s very literate and well-educated father via a quick email. He rapidly suggested “Jorna.” Interesting. We searched the internet and found nothing of note. We then searched the California business portal for corporations and limited partnerships/LLCs–no Jorna. Success. So we formed a California corporation called “JornaSolutions” as an initial holding company, and then we registered every version of “Jorna” we intend to use as domain names on the Internet. Time will tell if that name connects to a successful business. I am guessing it is a better name than “Doctor Helpers” or “Find U Patients.”
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