Orthotown May 2015 - (Page 6)
embrace // progress
and Treatment by Twelves
by Daniel Grob, DDS, MS, Editorial Director, Orthotown Magazine
uring the drive home the other
evening, I came across a sandwich
board prominently displayed on the
street. I knew this particular practice
was performing orthodontic care, but
the method of marketing was quite surprising. I asked myself: In the eyes of the
general public, has the perception of our
specialty-historically, the third medical
specialty to be established-really been
reduced to this?
More than 10 years ago, Roger Levin,
the owner of a successful dental-practice
consulting ﬁrm, proclaimed during a
training session that orthodontics was
the ﬁrst specialty to turn "commodity."
Was he right on! Now we "sell braces,"
and second opinions consist of how many
aligners one practitioner deems necessary
to treat a malocclusion, as opposed to estimates by another practitioner. So I asked
myself: Does it need to be this way? Can
it change? Have we contributed to this
What's in the future?
I do not feel that the profession is
doomed. I am fortunate to have enjoyed
many years of successful practice and continue to do so. The young orthodontists
who bought my practice are expanding
the business and I believe they are thriving
with the elements they have in place. Theirs
is a strong, patient-centered environment.
The secret to success lies in creative,
persistent marketing, coupled with an
internal system of diagnostic mechanics.
This system allows for comfortable, efﬁcient and proﬁtable treatment of patients
and-well, get ready for this-at a more
MAY 2015 // orthotown.com
reasonable cost than what's being charged
by those who tread on our turf!
The mechanics pyramid
On p. 10, Dr. Alan Curtis describes
a system for growing and maintaining a
practice using referrals and lead-generation.
I use this model for growing the business
and working the practice. This system also
allows for selling or transitioning the practice and patients at a later date.
The key element in practice (namely,
mechanics, or the steps in treatment for
our patients) employs a pyramid approach,
as well. Quite simply, it comes down to
this: lots of patients in, as one or more
patients ﬁnish treatment.
One element that has given the profession its commodity reputation is the
offering of treatment plans with ultraspeciﬁc appliance names and treatment
times that minimize the variables in care.
However, by instead making orthodontic
treatment an ongoing process that's tailored to each patient's needs, we enable the
creation and maintenance of a freestanding, primary-care orthodontic practice.
Treatment by twelves
The key is to capture patients of all
ages and offer specialized attention to
every one of them, at each stage of development. Whenever possible, I organize
treatment into three categories that I call
"Treatment by Twelves." While the ﬁrst
twelve teeth are erupting, evaluations
are encouraged so we can look for medical conditions, identify space for tooth
eruptions, and check for obvious x-bites.
Continued on p. 8
Table of Contents for the Digital Edition of Orthotown May 2015
The Benefi ts of Treatment by Twelves
Your Orthodontic Business Funnel
Case Presentation: The Next Twelve
Large Arches, Small Teeth
Overhead: What Does it Mean to a Start-up Doctor?
A Winning Combination: Stainless-Steel Mini-Screws and CBCT Simulations
Orthodontic Marketing Automation: A Look Into the Future
The More We See, The More We Know
Three Key Solutions
A Leader Inside and Outside the Practice
From San Francisco to Orlando: A Look at AAO’s Upcoming Sessions
Use of Digital Impressions in Orthodontic Fabrication
Orthotown May 2015