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Welcoming Adult Patients into Your Office by Edwina Wood

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In the not-so-distant past, marketing the orthodontic practice was relatively simple. The practice would build a relationship with a general dentist, and that office would refer all its patients to the orthodontist. The orthodontic practice would build a relationship with the patient and the patient would bring siblings and send friends. Most of the patients were adolescents so the marketing strategies seemed to fit this age group: kid's clubs, child-like games and contests and a youthful décor in the office.

But in today's new market, are we limiting our treatment to this young age group and missing an opportunity for growth? Recent research done by Align Technology shows that 74 percent of adults in the United States report some type of malocclusion. The potential for growth in this market is vast. Also, the American Association of Orthodontists notes that one in five orthodontic patients is over age 18. In your practice are 20 percent of your patients adults? Are you welcoming this group of smile seekers into your office?

There are several reasons this group of 23 million Americans are slow in seeking treatment. Financial and time commitments are both concerns. Also, parents are notorious for putting off their needs and focusing on the children. In addition, many of these adults were told as children that they would need extractions or even surgery to achieve that perfect smile, so they gave up the dream years ago.

When adults decide to inquire about orthodontic treatment, their "want list" includes:
  • Nice smile
  • Look younger
  • Build confidence
  • Short treatment time
  • No pain
  • Instant gratification
  • Affordable
  • Answers (adults will often seek two to four opinions)

To develop an adult-friendly orthodontic practice and make adults feel welcome, use the "want list" to find ways your practice can fill or address the needs. The most important tool is good communication skills. It is imperative to educate adults about what options are available with the new technologies present in orthodontics. With these technologies they can get a better result, in less time and with less pain. Educate the entire team so they can actively work to improve patients' dental knowledge.

To fill adult patients' needs, you must listen to what they want. Ask the right questions. What is important to them? Is it their cosmetic appearance? Is it their dental health? Then provide them with all the possibilities of treatment, and how it will benefit them personally.

Is it appearance? A picture is worth a thousand words. Prepare an adult-only treatment portfolio, a detailed presentation of progress throughout treatment. Separate adult cases by modalities of treatment; a section for clear braces, aligners, surgery cases, etc. Showcase this information in all forms of media - office brochure, website, photo albums, PowerPoint - and then download it onto an office iPad. Deliver adult albums to your top referring practices for their lobbies. Use this portfolio to educate your community on the possibilities of adult orthodontics.

All cases cannot be textbook perfect, so when building the adults' treatment plans consider preparing two or three treatment options for each patient. Present the options in a way so that they can make an educated decision of what fits their needs and lifestyles. Not everyone will elect for the surgery route, but there may be other options that would improve dental health, cosmetic appearance and self-esteem. Also consider combo treatment, including braces, aligners and removable appliances.

Redefine your practice to be a premier adult practice, catering to their needs, such as:
  • Scripting for the adult new patient initial phone call
  • Convenient appointment times
  • Private adult rooms
  • An adult start kit - adult information (do not give a no-no list!). No restrictions, but positive suggestions to help with discomfort. Tips to help them succeed.
  • An adult treatment assistant, someone to treat them at every appointment
  • Towel warmer for post-treatment to help ease facial muscles
  • Rebond fee - remove braces for life events, weddings, reunions, etc.

Develop an "adult branding" plan to provide the best service to this established age group, and then overhaul your current marketing plan with a mature viewpoint. Consider all the following areas:

Community:

Educate everyone about your practice and your area of expertise!
  1. Attend women's expos and health fairs
  2. Attend bridal fairs
  3. Attend wine and cheese affairs
  4. TV - public service ads, support the causes that are important to you
  5. Volunteer - give back to your community
  6. Send out press releases on new developments in orthodontics
Professional Community:

Educate the dental offices, but don't limit professional contacts to dental offices only. As adults age they seek professional services from many different providers. Share the benefits of orthodontics with the professional community. Build relationships with dermatologists, cosmetic surgeons, chiropractors, etc.
  1. Lunch and learns for offices
  2. Joint patient incentive programs with hygienists
  3. Professional discounts
Internet Community:

A 2010 Local Search Usage study reports 70 percent of consumers go online first for local business information. Make sure they find what they are looking for with a strong Internet presence.
  1. Optimize Internet searches and update all information on the web
  2. Continually update your website; include key search words
  3. Gather and post reviews from your patients
  4. Add informational links to your website
  5. Add a link to your website on local businesses' websites
  6. Use social media - Facebook, Twitter, blog, Instagram, etc.
  7. Office videos
  8. Reach your patients with e-mail and text
Current Patients:

The focus of every staff member has to be quality patient care. Create opportunities to make every patient feel special. When patients feel important and cared for, they will be your biggest enthusiasts. Every staff member should feel confident in asking for patient referrals from friends, family members, associates and even parents.
  1. Referral "Share a Smile" cards (given at banding and debanding appointment)
  2. Referral gifts
  3. Handwritten thank you cards
Staff Members:

Your team is your leading activist! Teach them, show them, train them, educate them and make every staff member your practice's strongest advocates. Give them the tools they need to be your best promoters and constantly seek opportunities to produce potential new patients.
  1. Constant continuing education
  2. Develop a team attitude
  3. Empower everyone to use their knowledge
  4. Proactive verbal skills
  5. Develop listening skills
  6. Scripting for all office systems
  7. Develop a marketing team
  8. Referral rewards
  9. Team retreats
  10. Individual business cards
"Welcome" means freely permitted or invited. Use this information to provide new insights into the strengths and weaknesses of your practice. Redefine your practice vision, creating value with your strengths and repairing your weaknesses so that you can welcome future patients of any age in your door.

Author's Bio
Edwina Wood has more than 30 years of orthodontic experience in both clinical and management roles. She currently works as office manager/treatment coordinator. She has spoke at the AAO, PCSO and the Damon Forum, discussing treatment coordinating, marketing and office management. Any comments or questions, please e-mail edwina@edwinawood.com.
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September 2025
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