Orthotown September 2019 - 44
and I can use the software to show them
what I can do and ensure they're satisfied,
which is the essence of interdisciplinary
treatment.
Facing the challenges
of change in orthodontics
Adopting new technology requires investments in time and money, as well as modifying
established processes.
An orthodontist who is just getting started
with clear aligner treatment but wants to charge
the same for both modalities is likely to face
some challenges with cash flow because he or
she has to pay a lab fee for each new clear aligner
case, instead of using brackets and wires that
are paid for and sitting in inventory. The lab
fees per case can put a strain on cash flow in
the beginning, but the return on investment
is well worth the initial outlay because patient
volume increases and the lab fees per case
come down. I recommend having a working
capital cushion to help get through the first
six months or so until volume discounts
become feasible.
44
SEPTEMBER 2019 // orthotown.com
There's no question that the digital
age and the advent of new technologies
is changing the practice of orthodontics.
In recent years, we've seen do-it-yourself
and direct-to-consumer orthodontic
companies spending millions of dollars
marketing their clear aligners. As a result,
many of my orthodontist colleagues are
down on the profession and view clear
aligners as a threat to their livelihood.
While I sympathize with their concerns, my perspective is different. Why?
We know that 60-75% of the general
population has malocclusion, but only a
fraction of these potential patients actually
pursues orthodontic treatment. Thanks to
the marketing messaging from consumer
companies, however, more people than ever
before are now interested in orthodontic
treatment. And while they may never
have considered braces, they're open to
transforming their smiles with clear aligners.
In the end, as consumer awareness increases,
I'm confident that many of these individuals
will be more comfortable working with an
orthodontist than going at it alone.
It's up to us to reframe our perspective
and take advantage of this rising tide, while
ensuring the importance of doctor-led care
is a key differentiator in our own marketing.
We can turn a potential negative into a huge
opportunity and a catalyst for continued
market expansion and practice growth.
In my own practice, I've experienced
exponential growth and have transformed
my patient base from mostly adults to one
that's 60% children and teens. For me, digital
orthodontics using clear aligner treatment
is key to this success and growth. With my
end-to-end digital workflow, I can treat more
patients while still providing the highest
quality care. My staff and I look forward to
seeing each of the more than 80 patients we
see each day, and I can't help but be excited
about the future. ■
http://www.orthotown.com
Orthotown September 2019
Table of Contents for the Digital Edition of Orthotown September 2019
Orthotown September 2019 - Intro
Orthotown September 2019 - Cover1
Orthotown September 2019 - Cover2
Orthotown September 2019 - 1
Orthotown September 2019 - 2
Orthotown September 2019 - 3
Orthotown September 2019 - 4
Orthotown September 2019 - 5
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Orthotown September 2019 - Cover3
Orthotown September 2019 - Cover4
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