How to Keep Orthodontic Practice Production Strong

Published by Brooke Milligan on Mar 19, 2019

By Roger P. Levin, DDS

Orthodontics is under new competitive pressures. There are emerging trends that are making it more and more difficult to increase orthodontic practice production. Practices that don’t understand and address these trends will operate blindly, unable to plan for the challenges ahead.

Emerging Trends in Orthodontics

If you want your practice production to be strong you must thoroughly grasp the following emerging trends occurring in orthodontics:

• The expansion of DSOs or corporate dentistry in all parts of the profession. Approximately 20% of dentists are now employed by DSOs and this number will continue to rise. While private practice will still represent the majority of delivery services for the foreseeable future, competition from DSOs will require orthodontic practices to change their strategies.

• Aligner dentistry is changing orthodontics considerably. An increasing number of referring doctors are performing some level of orthodontic aligner care. Although at this time, less than 20% of the orthodontic aligner cases are being provided by general dentists, this number will grow. In fact, we project that it will reach 30 to 35% within five to eight years. However, you shouldn’t panic. It’s completely normal for many companies to have customers that are also their competitors. It’s also important to know that general practices will only attempt to handle simple cases and refer the others. This still makes general dentists an extremely viable referral group.

• The emergence of direct-to-consumer orthodontic care. Fees from direct-to-consumer orthodontic companies are significantly less expensive than orthodontic practices. In order to combat this, orthodontic practices will need to promote practice value, provide value added components, and create a brand that justifies charging higher fees.

• A higher level of shopping for orthodontic services. According to the Levin Group Data Center, the number of practices visited by a parent for orthodontics services 10 years ago was approximately 1.6. Today it is 2.4 and we believe it will continue to grow in the near future. This is a clear indication that there is significant attention being paid to orthodontic fees.

• The number of orthodontists is increasing. Orthodontists are retiring later than in the past. We now estimate that the average orthodontist is retiring at 70.1 years of age. As the number of orthodontists increases so will the competitive pressures.

We are in an era where it’s no longer a matter of simply showing up and providing excellent care. Orthodontic practices must understand emerging trends so that they can address the inevitable challenges of increased competition and continue to grow.

Roger P. Levin, DDS is the CEO and Founder of Levin Group, a leading practice management consulting firm that has worked with over 30,000 practices to increase production. A recognized expert on dental practice management and marketing, he has written 67 books and over 4,000 articles and regularly presents seminars in the U.S. and around the world. To contact Dr. Levin or to join the 40,000 dental professionals who receive his Practice Production Tip of the Day, visit www.levingroup.com or email rlevin@levingroup.com