Just remember who you're trying to send a message to. A doctor is going to look at a brochure in a much different way than a patient.
That second website looks like its for customers, not collegues.
Just try to get into the head of the Dentist (or whoever it is that would make that decision, maybe its not even the dentist..you'd obviously know that better than I would)
What kinds of issues do Dentists normally have with labs? Are they impressed with service? Technology? Turnaround? What kinds of imagry would set the dentist's mind at ease? What colors? Probably not red...I worked on a dentist site, and used red, and they weren't happy. It was called Red Cliffs Dental. Seemed weird to do their logo in blue...I ended up using a lot of white, and light blue.
Anyway, thats it. I'm sure you'll do great.