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How Pro-Bono Work Can Increase Your Sales by Melanie Johnston

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A number of orthodontists around the country do pro bono work to treat patients in need. This work is often seen as an expense of time and money: time spent with the patient(s) and money in the form of the resources/supplies used. But with the right program, orthodontists can see a financial gain from their pro bono work and increase their sales, thus gaining an advantage in an increasingly competitive industry.

Why the traditional model doesn't work
In the traditional model, orthodontists donate their time and resources on an ad-hoc basis, choosing to help individuals who come to them in need. Or an orthodontist might choose to partner with an organization to find these need-based patients. Unfortunately, orthodontists using either of these models face the same challenges: many of the selected patients don't take the work seriously. They miss appointments, show up late or lack good oral hygiene. Doctors with good intentions find themselves trying to help people who don't seem to appreciate or want the help.

Thomas Brown, board chairman of Smiles Change Lives, recognized this problem and was determined to solve it. This nonprofit, for-purpose company was founded in 1997 to provide access to care for families who need it—and who appreciate the help. The founder, Brown's mother, was personally affected by bullying as a child. She was passionate about preventing bullying and helping kids gain confidence through beautiful smiles. However, the organization soon realized that operating as a welfare program was not the best solution, and even had negative implications for the orthodontists.

Access to care—not welfare
To combat these issues, Smiles Change Lives made major changes to its program. It evolved from a welfare-based model to a true partnership—a partnership between the orthodontists, the families they help, and orthodontia suppliers. Every stakeholder has "skin in the game" to yield the best results, thanks to these changes:
  • The focus changed from handouts to hand-ups. Smiles Change Lives found that there were programs to help families below the poverty line, but a large group of people in need were slipping through the cracks. These families work hard and may even have health insurance. But since insurance coverage for braces is minimal, financing is a challenge. Smiles Change Lives performs a thorough screening to ensure that there is a need (both financial and orthodontic); the families are responsible; and the children maintain good oral hygiene. This screening process is the reason why more than 99 percent of the program's patients complete their treatment, and why many doctors say Smiles Change Lives families are their best patients.
  • Smiles Change Lives requires a $600 fee from families. This investment makes families truly feel involved and helps them maintain their dignity, while supporting the program by helping fund the next child in line.
  • Suppliers provide discounts to orthodontists participating in the program, and even offer free supplies for the Smiles Change Lives patients.
  • A specialized Smiles Change Lives team helps the orthodontist's office create a marketing plan, and in some cases even does some marketing for them through its blog and social media pages, and by submitting press releases to local media.
These changes didn't happen overnight, but through 18 years of experience and hard work. The primary philosophy that drove success remained constant: empowerment.

Success through empowerment
The bedrock philosophy of Smiles Change Lives is that empowerment yields the best results. Families are empowered to make their own decisions as to what is important to them, providers are empowered to decide which children they treat, and Smiles Change Lives staff members are empowered to provide responsible and appreciative candidates to providers for treatment.

"Reward the people who are trying to help themselves, and in return, you will be rewarded," said Brown.

How orthodontists benefit from the program
Orthodontists used to be motivated to provide care to low-income families solely by kindness and a desire to give back to their community. And while that certainly is a huge benefit to becoming a Smiles Change Lives provider, it's not the only one.

For starters, the program makes pro bono work simple for orthodontists. Smiles Change Lives handles all the coordination, so orthodontists can focus on what they do best: making beautiful smiles.

"SCL gives me a way to give back to those who truly are unable to afford orthodontics, yet value and are highly motivated to receive orthodontic treatment," said Florida orthodontist Dr. Ryan Caudill. "It takes the guessing game out of selecting pro bono patients. I always feel a sense of satisfaction whenever I see my SCL patients, and have never second-guessed accepting them into my practice, even early in my career."

In addition, Smiles Change Lives is helping orthodontists grow their businesses. Dr. Dustin Burleson, a Kansas City-based orthodontist who started with zero patients in 2006, has now generated more than $300 million in revenue for his coaching clients throughout the globe and his privately held practices.

Dr. Burleson's commitment to giving back has helped his business grow. He, like many orthodontists, found that his best marketing tool was word of mouth from his own patients. He partnered with Smiles Change Lives in his Share a Smile program in honor of National Orthodontic Month. For every child who began orthodontic treatment in October with Burleson Orthodontics, Burleson agreed to treat a child through Smiles Change Lives. As a result, he not only helped children needing treatment in the area, but also drastically increased his full-paying patient roster.

"A great part of our growth and success can be attributed to our partnership with SCL," said Burleson.

Common misconceptions
Some clinicians may be concerned that the low-income families receiving treatment are taking the place of full-paying families. However, as many successful orthodontists have found, this isn't true. There are times when chairs in the office aren't filled. Orthodontists are still paying overhead costs and salaries when the office is empty. And, since SCL partners provide the supplies needed for the families in the program, the only true cost to the orthodontists is their time.

Another misconception is that these pro bono patients won't bring in new business. Orthodontists like Dr. Burleson are proving that this isn't the case. Smiles Change Lives works with families that need a little extra help—they're the "families next door." And since Smiles Change Lives empowers these families and keeps them involved in the entire process, parents and children are spreading the word about their wonderful orthodontists.

Truly changing lives
More than 7,000 children have been treated through the Smiles Change Lives program, and just since 2009, the organization has seen a 500 percent growth in kids treated. More than 99 percent of these patients complete their treatment, thanks to the thorough screening process, which means the lives of thousands of children are changed.

Children like Loren, who said, "I get compliments instead of being teased about my teeth … I feel more secure and believe more in myself."

Orthodontists have the power to change the lives of people like Loren. By partnering with an organization like Smiles Change Lives, orthodontists can help others while helping themselves—tand continue to make a difference for decades to come.



Melanie Johnston ran her own business for medical professionals for a decade and then made the switch to the nonprofit world. She has been the marketing director for Smiles Change Lives for the past two years.


Orthotown Magazine
September 2025
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