By Roger P. Levin, DDS
When I lecture to orthodontic teams throughout the country, I often hear them express frustration about the fact that more referring doctors are doing their own orthodontic treatment. Understandably, this frustration can cause them to abandon focusing on general dentists as referrals sources. Why court the very people that you’re in competition with? However orthodontists must think of their referral marketing efforts in this way: The more things change, the more they stay the same. While it’s true that general dentists are increasing the amount of orthodontics that they provide, most orthodontic treatment is still supplied by orthodontic practices and referrals from general dentists are still very strong. So turning away from general dentists can be detrimental to maintaining a high-level of practice revenue.