READ Our Latest JCO Article: Disrupt the Disrupters of the Orthodontic Industry

February 17, 2020

I’m going to drop some truth on you right from the start. You might have a solid, traditional marketing program that brings in patients, but it is not going to be enough. The long game isn’t in your favor, because new technologies are emerging all the time to eat away at your business as your clientele gets younger and more technologically savvy, demanding convenient services and almost entirely digital communication.

To quote the great philosopher Yogi Berra, the future ain’t what it used to be. The orthodontic industry has changed, and there’s no going back. Conventional private, fee-for-service practices are finding it harder to compete for a smaller slice of the same pie. Direct-to-consumer (DTC) clear aligner treatment options are commoditizing our business, causing downward pressure on fees and automating services to the point where a segment of orthodontics is as transactional as an Uber ride…

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