I know it cant hurt, but can you really land any new accounts with a web site?
i think it depends on what you have to offer.
but... the good thing about a website is unlike hard copy marketing you can show allot more of what you have to offer.
and you can change it up as often as you like.
if you do decide to use the web go with something like a word press style site.
you want it to be super easy for 'you' to log in and make changes. after you are setup you do not want to be tied to a web designer its a pain and can get costly.
if you don't need a data base (and i cant imagine why you would) its just a place to display words and images. and maybe allow them to print an Rx form.
this way you can just hand out something simple, like a business card with your labs website name on it. then.. they can go online and quickly see lots of stuff. and.. the most current stuff. in the past it would be all about handing out try fold brochures and marketing packs. much more expensive to produce and deliver. also gets outdated easily.
your going to need content.
best way to get started on this project is get yourself a good camera and just start taking nice pictures of everything you do.
good luck
and welcome to the www