The introduction of a new service can be one of the most effective strategies for a dental practice looking to increase production and revenue. As practices seek ways to improve performance and offset stagnant or declining reimbursements from dental insurance companies, adding a new service can provide a valuable pathway to continued growth and long-term success.
For many general dental practices, orthodontic aligner treatment can be a highly profitable new service. The key to making such a new service work is understanding the steps necessary to ensure both quality patient care and sustainable practice growth.
The Specialist–General Practice Relationship
Orthodontic aligner therapy serves as an ideal illustration of the opportunity a new service can provide. The company that pioneered orthodontic aligners initially marketed its product exclusively to orthodontic specialists. To some extent, this approach made sense. Introducing a completely new product into the marketplace carried risks, and placing it in the hands of highly trained orthodontists increased the likelihood of successful outcomes and market acceptance.
As is often the case with niche specialty products, many general dentists were initially slow to adopt orthodontic aligners. However, over time, continuing education courses—including programs hosted by the original aligner company—encouraged more general dentists to incorporate aligner therapy into their practices.
Today, many general dentists manage a modest number of aligner cases internally while referring more complex cases to orthodontic specialists. This model works well because it allows dentists to practice within their comfort level and clinical skill set while ensuring that patients receive the most appropriate care for their specific needs.
Introducing a New Service
One common mistake a dental practice might make when introducing a new service—such as orthodontic aligners—is failing to create a marketing or communications campaign to inform patients that the service is available. Without consistent communication, patient awareness and adoption tend to develop slowly, delaying the return on investment and limiting practice growth.
Fortunately, creating a marketing and communications campaign for a general dental practice can be both simple and affordable. Here are several effective strategies:
Develop a front desk script. Creating a brief, 15-second script for front desk team members to use when speaking with patients allows the practice to consistently communicate that it offers a new, leading-edge service focused on patient needs. For example, the script might simply say, “Ms. Jones, I’m delighted to let you know that our practice now offers orthodontic aligner treatment for patients who may be interested in improving their smile.”
This is often all it takes—a short, clear, straightforward introduction. The conversation about treatment benefits can come later during the patient’s appointment.
Create a script for dental hygienists. Dental hygienists are in an excellent position to educate patients about various aspects of dentistry, including new services available within the practice. During hygiene appointments, there is ample time to mention orthodontic aligners, identify potential candidates, and discuss treatment benefits. This information should be shared with all patients, not just younger ones, as many older adults may appreciate the convenience and non-invasive nature of aligner therapy.
Send a monthly email newsletter. Practices should consider sending a short, three- or four-paragraph email newsletter to patients each month. This provides an excellent opportunity to communicate regularly, share updates about the practice, introduce new services, and provide educational information. The newsletter should be concise, focused, and sent consistently. As one dentist recently said, “I’m shocked by how many patients comment on our newsletter when they come in.”
A newsletter can usually be drafted in about 20 minutes each month. If there is a staff member who enjoys writing, allow them to prepare the first draft after topics have been selected. The newsletter can then be edited as needed. Artificial intelligence (AI) tools can be used to help streamline the process; however, they shouldn’t be relied on exclusively. The newsletter should include information that personalizes the message and reflects the unique capabilities of the practice.
Offer patient financing. Many patients are interested in elective dental services but hesitate to pursue them because of financial concerns. Offering patient financing can significantly increase treatment acceptance, particularly for longer-term services such as orthodontic aligners.
Financing helps patients feel more comfortable moving forward with treatment without placing significant strain on their family finances. In many cases, qualification decisions are quick and straightforward. Practices should designate one team member to become highly knowledgeable about financing options so they can confidently explain the process and answer patient questions.
Use before-and-after photography. Before-and-after photography remains a powerful tool in esthetic dentistry. While clinicians often focus on factors such as occlusion, rotation, axial forces, and periodontal considerations, most patients are primarily interested in achieving a more attractive smile.
Photography allows patients to visualize the potential benefits of orthodontic aligner treatment. For practices that do not yet have their own case photography, many appropriate educational images may be accessed online for patient discussions. For adult patients especially, when they qualify for aligner treatment, having the ability to improve their smile without wires or brackets can be highly appealing.
The Interdisciplinary Connection
As mentioned earlier, many general dentists begin incorporating orthodontic aligner therapy by treating a relatively small number of aligner cases while continuing to develop their clinical skills and education. Although it is important to gain experience and confidence, some cases are best referred to orthodontic specialists. Determining whether a case should be handled internally or referred externally can help prevent dentists from becoming involved in cases that are beyond their comfort level while still ensuring that patients receive appropriate treatment.
Dentists should never hesitate to tell a patient that their case requires more advanced care, and that referral to a specialist is in the patient’s best interest. Patients generally appreciate honesty, professionalism, and a commitment to achieving the best possible outcome.
Summary
Adding a new service is an excellent way for dental practices to increase production and revenue. It is important to select a service that will appeal to patients and invest the time necessary to master the associated learning curve and clinical skill set. Properly marketing or communicating the new service to inform patients of its availability is also critical.
Each clinician must decide whether a particular service is the right fit for both the practice and its patient population. Today, it has become increasingly common for general dentists to provide some level of specialty treatment—such as orthodontic aligners—while referring more complex cases to specialists when appropriate. As aligner technology and treatment capabilities continue to advance, new opportunities will emerge for practices to enhance both patients’ smiles and overall quality of life.
About the Author
Roger P. Levin, DDS
CEO and Founder, Levin Group, Inc. (levingroup.com), a practice management consulting firm that has worked with more than 30,000 dental practices
