Orthotown October 2017 - 10

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Talk about treatments, not trademarks
These examples illustrate how the power of advertising, trademarking and the internet
has driven patients to the orthodontic office.
That's a good thing. Awareness of the benefits of orthodontics must be at an all-time
high since direct advertising, trademarking treatment philosophies and appliances have
come of age.
* The first example relates to the nonextraction treatment philosophy suggested by the
appliance system in question.
* The second is aimed at the speed of treatment.
* The third is the result of intense marketing that suggests that the appliance is the
answer, rather than the treatment plan.
To be fair, all the appliances provide real tangible benefits. But is that the new normal?
What about the research, studies and presentations focused on the necessity of orthodontic
care, the proper timing of such care and the result of evidence-based treatment planning?
Are we no longer a health profession, and instead a consumer product dispensary? More
importantly, how do we morally and ethically deliver care in a profitable, comfortable and
controlled manner where the practitioner is making the treatment decisions?

How to take control of the conversation
There's no easy answer, but here's what I propose, based on years of experience with
more than 25,000 patients treated and a familiarity with dozens of new bracket and
treatment designs.
* Decide what you stand for. After years of schooling, perhaps practicing for a while
and some mentors, you must have some idea of what you believe in! This could be a
couple of well-published authors, some investigators, or both of the above. Most of
all, have the courage to write it down for you and the world to see. (OK, maybe not
the world ... but at least your staff.)
* Be aware of the competition. As new technologies, orthodontists and philosophies
permeate your trade area, you need to pay attention. Perhaps stalking the local
websites is a good place to start. Know what your patients are being exposed to.
Assume that everyone has gotten or will get at least one more opinion in addition to
yours.
* Communicate everything. You need scripts, collateral, etc., that make your
commitment known. During your exam procedure and during a patient's first visit,
make sure all of the staff-including yourself-carefully works all of the issues your
potential patient is exposed to into the conversations and presentations, so that your
team is on the offense, rather than responding to questions about why you don't do
this or use that.
I certainly don't have all the answers, but I've found that, especially when moving
into a new trade area, being aware of what and why patients are driven to each office is a
helpful bit of information. n

10

OCTOBER 2017 // orthotown.com


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Table of Contents for the Digital Edition of Orthotown October 2017

Orthotown October 2017 - Intro
Orthotown October 2017 - Cover1
Orthotown October 2017 - Cover2
Orthotown October 2017 - 1
Orthotown October 2017 - 2
Orthotown October 2017 - 3
Orthotown October 2017 - 4
Orthotown October 2017 - 5
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Orthotown October 2017 - Cover3
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