For years, the traditional orthodontic growth playbook was simply generate more new patient exams. Need to increase starts? Scale up marketing, optimize doctor referrals, and drive phone calls.
That strategy worked when overall patient demand was rising. Today’s market presents a very different reality.
Across the industry, practices face flat patient volume. Consumers take longer to commit, shop multiple practices, and navigate tighter household budgets. While many assume the answer is simply increasing ad spend, industry benchmarks reveal a different path to growth.
Why the Orthodontic Growth Playbook Has Shifted
In a recent episode of Metrics That Matter, Dave Ternan, OrthoFi Co-Founder and CEO; Marla Merritt, OrthoFi VP of Strategic Partnerships; and Shannon Patterson and Chris Bentson, Partners of Bentson Copple Patterson & Associates analyzed current industry benchmark data.
Their findings highlight a stark divide. While market conditions remain tough across the board, top-performing practices continue to grow production by 15%, 20%, and even 30%.
Their secret isn’t a different market, it’s a different strategy.
Key Strategies Driving Production Growth in Today’s Market
1. Focus on Pending Patient Conversion (Not Just Lead Gen)
Historically, growth was measured by the number of new patients entering the building. Today, growth depends heavily on what happens after the initial consultation.
The “Not Today” Factor: Patients rarely reject treatment outright; they delay it. They want time to consult a spouse, evaluate payment options, or compare practices.
The Follow-Up Opportunity: Nearly 50% of treatment starts now come from patients who left the initial exam without committing.
Systematic Retention: Practices with automated, intentional follow-up protocols capture these starts. Practices without them lose those patients to competitors.
2. Maximize the Lifetime Value of Every Exam
When total funnel volume slows, every unscheduled consult carries higher financial weight. High-growth practices focus on operational efficiency across four critical metrics:
Show-Up Rates: Identifying why scheduled consults cancel or no-show.
Pending Patient Conversion: Tracking what percentage of pending exams eventually start.
Flexible Financing: Offering custom payment options that help families say “yes.”
Friction Points: Pinpointing exactly where prospects drop out during the onboarding workflow.
3. Leverage Patient Affordability as a Competitive Advantage
A common misconception in orthodontics is that boosting conversion requires discounting fees. Data shows that families aren’t necessarily looking for the lowest price, they are looking for manageable monthly options.
Key Takeaway: Practices that offer personalized financing, flexible down payments, and transparent financial options consistently improve case acceptance rates without eroding practice profitability.
Action Plan: How to Outperform the Market
Top-performing practices aren’t waiting for market volume to rebound. They are building internal resilience by taking four clear steps:
Audit Your Pending List: Implement dedicated team workflows to reconnect with consultations from the past 90–180 days.
Flexible Payment Plans: Shift conversations away from total cost and toward monthly budget flexibility.
Strengthen Referral Networks: Re-engage local dentists and specialists with structured outreach programs.
Track Practice Analytics: Use data dashboards to measure conversion velocity and identify operational bottlenecks.
Want to Deepen Your Practice Growth Data?
Listen to the full discussion on industry benchmarks and growth operational strategies in the latest episode of Metrics That Matter.
