May 14, 2024
Running an orthodontic practice these days? It's nothing like it was even five years ago. And honestly, that's probably a good thing. Patients come in knowing way more than they used to, technology keeps getting better (and more confusing), and the whole process of how people pick their orthodontist has been turned upside down.
Here's what I've learned: growing your practice in 2025 isn't just about straightening teeth really well anymore. You've got to think about the entire journey your patients go through, starting from that first Google search all the way through their final retainer check.
I've put together five strategies that actually work in the real world. No fluff, just practical stuff you can start doing tomorrow
Think of your online presence as your practice's front door. Maybe even more important than your actual front door, because most people are checking you out online before they ever step foot in your office.
I can't tell you how many practices I've seen with gorgeous waiting rooms but websites that look like they're from 2010. That's backwards thinking.
Here's what you need to focus on:
Get your website working properly. I mean really working. Fast loading times, mobile-friendly, and for the love of all that's holy, make it easy to book appointments. If someone has to call during business hours just to schedule a consultation, you're losing patients.
Your Google Business Profile is everything. Keep those hours updated, post good photos (not blurry iPhone shots), and actually respond to reviews. The good ones and the not-so-good ones.
Think like your patients when it comes to search. They're not typing "orthodontic services." They're searching for "braces for my teenager in [your city]" or "Invisalign near me." Match your content to how real people actually search.
Social media that doesn't feel forced. Quick before-and-after videos work great. Answer common questions. Show what happens behind the scenes. People want to see the humans behind the practice.
Follow up with people who almost became patients. Someone visited your website but didn't schedule? Send them helpful information. Maybe they just need more time to think about it.
Email that actually helps people. Don't just send appointment reminders. Share tips for parents dealing with their kid's first braces, or information about adult treatment options.
When you get all these pieces working together, it's like having a patient coordinator working 24/7, even when your office is closed.
Once someone decides to reach out, you've got a real opportunity. How they feel during that first phone call, first visit, first few interactions often determines whether they'll choose you or keep looking.
I've seen practices lose potential patients because the front desk was too busy or the scheduling process was too complicated. Don't let that be you.
Make scheduling as easy as possible. Online booking, digital forms they can fill out at home. Remove every possible friction point.
Train your front desk team to be genuinely helpful. Efficient is good, but friendly and helpful is better. People can tell when you actually care about helping them.
Have someone dedicated to explaining treatment and costs. Money conversations are awkward for everyone. Having a treatment coordinator who can walk through options without rushing makes a huge difference.
Consider offering free consultations. It lowers the barrier for people who are on the fence.
Keep people in the loop. Automated reminders are great, but follow up after appointments too. A quick "how did everything go today?" text shows you care.
Your office environment matters more than you think. Little things like having phone chargers available, good Wi-Fi, or something for kids to do while they wait. These details stick with people.
After someone's first visit, send a thank you message. Ask how their experience was. It's such a simple thing, but most practices don't do it.
Your best patients are already talking about you. The question is: are you making it easy for them to send people your way?
I've found that most people are happy to refer friends and family, but they need a little structure and encouragement to actually do it.
Set up a referral program that feels worth it. Gift cards, account credits, whatever makes sense for your practice. Just make sure it's clear and simple.
Recognise people who refer others. A shout-out in your newsletter or on social media goes a long way. People like being appreciated publicly.
Train your team to ask for referrals at the right moments. End of treatment is obvious, but also when patients are really happy about their progress.
Make it fun sometimes. Referral contests or challenges can work, especially if you've got a competitive patient base.
Get video testimonials when you can. A 30-second video of a happy patient talking about their experience is worth more than a dozen written reviews.
The goal is making patients feel like they're part of something special. A handwritten thank you note or a small surprise gift when they refer someone creates loyalty that lasts for years.
I cannot overstate this: your team makes or breaks your practice. Patients might come to see you, but they interact with your team way more than they interact with you.
If your team feels supported and appreciated, your patients will feel it. If your team is stressed or undertrained, your patients will feel that too.
Regular training sessions are non-negotiable. Not just clinical skills, but communication, handling difficult situations, working with insurance companies. All of it.
Set clear expectations and recognise good work. People need to know what success looks like in their role, and they need to know when they're hitting the mark.
Show your team how they can grow. Whether that's additional certifications, leadership opportunities, or cross-training in different areas of the practice.
Let team members help each other out. Cross-training means someone can always step in when needed, and patients don't feel the disruption when someone's out sick.
Celebrate the wins together. Monthly team lunches, employee recognition, or even just taking time to acknowledge when something goes really well.
Give your team a voice in how things run. The people working directly with patients often have the best ideas for improvements. Listen to them.
Even the best practices can get stuck. When you're in the middle of running everything day after day, it's hard to see what might be holding you back or what opportunities you're missing.
This is where working with an orthodontic consultant can really pay off.
They bring fresh eyes to your systems. What seems normal to you might actually be inefficient or confusing to patients.
They can help with goal setting and tracking progress. It's easy to get busy and lose sight of the bigger picture.
Leadership development is huge. Running a practice involves skills they don't teach in orthodontic school.
Strategic planning for growth. Whether you're thinking about expanding, adding services, or opening another location, having an experienced guide makes the process much smoother.
Sometimes you just need someone to point out what's working well and what isn't. When you're managing patients, staff, and business operations all at once, it's easy to miss things that could make a big difference.
Growing your practice isn't about finding one magic solution. It's about doing a lot of small things well, consistently, over time.
The way patients find you online, how they feel when they first contact your office, whether they'd recommend you to their friends, how your team works together. All of these pieces matter.
Focus on creating genuinely good experiences for people. Build a team that feels valued and empowered. Don't be afraid to get help when you need it.
With the right approach and some patience, your orthodontic practice can reach new levels in 2025 and beyond. The opportunities are definitely there for practices willing to adapt and improve.
