By Roger P. Levin, DDS
It’s no surprise that orthodontic fees have always been a factor in parent or patient decision making. However, Levin Group is projecting that fees will become even more important from a competitive standpoint. To aid parents and patients in their decisions, it will be necessary for orthodontic practices to create a highly specific system for communicating value within the new patient experience. Most orthodontic practices feel they already communicate value to the potential new patient, but they now must raise their communications to a higher level. This can only happen if an effective system is designed and unfailingly followed.
The Rising Competition in Orthodontic Fees
For many years, orthodontics benefited from the simple economic law of supply and demand, which allowed almost any practice to be successful. Orthodontics was generally delivered through orthodontic practices with only a small number of cases being provided by general dentists. The emergence of aligners though has changed this dynamic in the following ways:
The Bottom Line
The bottom line is simple and perhaps even obvious. Orthodontic fees will be under increasing competition from other orthodontic practices, general practices, and direct-to-consumer orthodontics. To help increase case acceptance, orthodontic practices must communicate the value that patients will gain from their investment. We recommend that every new parent or patient undergo a process that helps them to understand why a specific orthodontic practice is right for them. This will require the reinvention of the entire treatment coordinator process and developing a relationship almost instantly with every potential new parent or patient.
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 firstname.lastname@example.org.