Orthodontic practice marketing

Orthodontics is the most consumer-facing specialty. Families often hear about you from their general dentist, but they still search, read reviews and compare practices before booking. Adults frequently come with no referral at all. Your marketing has to work for both.

Two audiences, two messages

• Parents want to know when their child should be seen, what the process involves, how long it lasts, what it costs and how it fits around school. They also want to know the office will treat their child kindly.
• Adults worry about appearance during treatment, time off work and cost. Many have put off treatment for years. They need to see that people like them are treated at your practice, and how discreet the options are.

Give each audience its own pages on your website, rather than one page that tries to speak to both.

The free consultation

Many orthodontic practices offer a free initial consultation. If you do, say exactly what it includes, such as an exam, records or a treatment plan, and don’t attach conditions that aren’t stated. Some state boards have rules about advertising free services. Then treat the consultation as the heart of your marketing: the experience, the explanation and the follow-up decide whether the family starts treatment.

Competing with mail-order aligners

Don’t pretend the alternative doesn’t exist. Patients have seen the ads. Explain plainly what your practice does that remote treatment does not: an in-person exam, supervision by an orthodontist throughout treatment, and someone to see if something goes wrong. Keep it factual and avoid disparaging specific companies or making claims you can’t support. If you offer clear aligners yourself, say so clearly, using the brand names only as the manufacturer allows.

Talking about cost and financing

Cost is the question every family has and many are afraid to ask. Explain on your website how fees are set, what insurance usually does for orthodontics, and what payment options you offer. If you offer in-house payment plans, especially with interest or fees, ask your attorney or accountant whether lending or disclosure rules apply. Third-party financing companies have their own advertising requirements; use the wording they give you.

Follow up every consultation

Families rarely decide on the spot. Assign one person to follow up every consultation that didn’t start, on a set schedule, with a record of the outcome. Only text patients who have agreed to receive texts; see the compliance guides. The phone and consultation skills in the front desk guide apply here too.