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3D CBCT Feature: How To Make CBCT Work Financially In Your Practice Terry Sellke, DDS, MS


Recent tough economic times have affected everyone’s economy. From patients to dentists, everyone is searching for ways to maximize our stretched office budgets. Statistics from a December 2006 American Association of Orthodontics (AAO) survey showed that the average orthodontic practice in North America started with 8.4 percent fewer patients in 2006 than 2004. With fewer patients creating a more competitive atmosphere among dental practitioners, differentiating one’s practice from the others is imperative. While upgrading technology might seem like a hefty investment, in reality not investing in your practice might cost more in the long run. Cone beam computed tomography, or 3D imaging attracts new patients, improves office procedure, and pleases referring dentists, all of which result in financial benefits to the office.

In your patients’ eyes, cone beam technology sets your practice on a higher level in this competitive market. Patients should be informed about the new technology and its positive effects on their office experience. My patients appreciate the fact that i-CAT reduces their radiation exposure in comparison to my already low Instrumentarium Digital series of images. Since I can pull all of my X-rays from a single scan, this not only reduces exposure, but also appointment times, which makes both the parent and the patient happier. After the images are taken, patients’ amazement is apparent when 3D images of their dentitions are displayed on the monitor. Even better, they can access their images from our secure Web site 24/7 for themselves to view or to show relatives and friends. In a technology conscious world, these great first impressions of our office are hard to beat, and you can be sure that they will go home and tell their friends.

Having 3D capability also eases the workload and improves office procedures for the staff. Since many of the processes needed in an orthodontic practice can be combined or shortened, Cone Beam imaging can reduce labor costs and decrease appointment times, freeing up time for additional patients during the scheduling day. An i-CAT scan works in conjunction with SureSmile for construction of SureSmile wires, considerably reducing chair time. Also, i-CAT is being certified by Invisalign for scans to construct aligners, saving staff time getting acceptable PVS impressions on these cases. In the future, I believe that i-CAT scans will also be integral to other types of lingual technology.



Besides our own patients and office, our 3D technology has improved our relationships with referring dentists. Our colleagues also appreciate our efficient ways of communicating and sharing images. A recent survey conducted by JCO of 7,500 general dentists notes that 97.6 percent of them consider good communication very important or important to their referral decisions. With our new technology, we can keep in touch by emailing scans. Also, we offer scans for dentists and specialists offering implants in our area. Many would rather refer to an orthodontic practice than other specialties, such as oral surgeons who may be in a competitive position.

There is no doubt that implementing 3D imaging maximizes quality and productivity, but in these “belt tightening” times, financial realities underscore the justification for this investment. I found that combining the attributes of both i- CAT imaging with SureSmile technology would yield the most benefits to my orthodontic practice. Our i-CAT lease payment totaled $7,800 per month for two machines and the SureSmile cost at $4,000 per month for the scanner ($1,895 plus taxes each). Because i-CAT allowed us to eliminate the need for impressions for Orthocad (digital) models, we saved us $4,500 per month at $39 per model. Buying the i-CAT allowed me to sell our Instrumentarium units for $30,000 each, helping to defray the cost of the new machines. Also, over the next few months, we increased fees on all full treatment or phase two (full appliances only) cases by $400. After being apprised of the i- CAT scans and SureSmile, our patients readily accepted the expanded benefits. As a result, our start/case acceptance rate increased 10 percent which exceeds the shortfall in cash flow to pay for both i-CAT and SureSmile.

Taking into account our investment and our return, our i-CAT has been financially advantageous to our business. The statistics prove our case: i-CAT has enhanced our image and identified us as the leading edge orthodontic practice in the community.
Author's Bio
Dr. Terry Sellke opened his orthodontic specialty practice in 1974. He and his partner, Don Reily, have been in private practice in northern Illinois since that time with offices in Antioch, Grayslake, and Wonder Lake. Drs. Sellke and Reily continue to run a highly efficient, patient-centered practice. They relentlessly look at the practice with an eye toward maximizing productivity and applying proven business principles to allow them to treat patients to exceptional results in shorter appointments, fewer appointments, and fewer months, while still running on time-every moment of every day in a stress free environment. Dr. Sellke began teaching orthodontics and business principles at the University of Illinois at Chicago (UIC) in 1970. He retired as a clinical professor, co-clinic director, and master’s thesis advisor at UIC in 2006. Dr. Sellke continues to teach practice management and clinical orthodontics to orthodontists globally and serves as program director for The Bottom Line. He currently has a number of prospective clinical studies underway that his retirement freed the time to accomplish. Dr. Sellke has published dozens of articles on orthodontics in professional journals worldwide. His text on the Bioprogressive Orthodontic Philosophy has been translated into four languages.
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September 2025
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