Pacific Coast Society of Orthodontists Bulletin Summer 2021 - 78

Corners of the PCSO
Given that the decision to proceed with treatment
is emotionally driven, the rule of thumb for
an esthetic practice is to " speak less and show
more. " Emotional touchpoints are supported
visually by showing similar cases and through
before-and-after visual presentations delivered
in the context of story lines to the prospective
patient.
Research in 2014 indicated that 27% of patients
presenting for treatment were adults, and this
number continues to increase.10
In these cases,
enabling technology (such as the DSD Hands
On App, Smilecloud, SmileFy) to present a visual
esthetic objective to the prospective patient is
very effective. This approach engages the patient
directly in the planning process, solidifies the
esthetic benefits of white and pink tissue adjustments,
and addresses various case management
techniques (smile arc protection bracket position,
immediate light short elastics, disarticulation)
that are distinctive to the esthetic practice (Figure
3).
▫ Active treatment and retention: Throughout
the treatment, your expert brand has to be
continuously validated through progress
directed wow-worthy results with exceptional
patient engagement. This will enable your
patients to " thrive, support, and promote "
your esthetic brand within the community
and ensures a continual inflow of like-minded
patients seeking the same quality of results
and services.
Many orthodontists are initially challenged with
implementation of " every patient-every appointment "
imaging and video strategies as a prime differentiator.
Establishing a strong visual presence
that leverages the visual representation of office
processes and then dominating the orthodontic
sphere of influence can be a daunting prospect to
orthodontists whose prior online esthetic exposure
has been limited. We have suggested some
simple strategies that can help orthodontists
" hone their processes " to acquire and then market
engaging materials through social media.5
Figure 3. (a, b) Using enabling software to produce a visual esthetic objective is a differentiator
in the process that the patient values
78
Today's orthodontic consumer is more sophisticated
than ever, and we believe there has been a
shift in the way that patients and families seek an
orthodontic provider. Patients value an orthodontic
provider who has a stellar reputation but also has
an elevated visual presence online and elsewhere,
presents enhanced skills, proven wow-worthy
results, and an esthetic style and practice environment.
While it is frustrating that success depends
on going beyond the metric of outstanding clinical
PCSO Bulletin Summer 2021

Pacific Coast Society of Orthodontists Bulletin Summer 2021

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