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STEPSto Add $1.2m in Revenue with

ORTHODONTICS

5Lauren Krzyzostaniak

If you’re thinking about adding seven-digit revenue to your general practice this year, incorporating orthodontics is a great place to start. With large income potential, low expenses and a quick implementation, comprehensive orthodontic services can be a lucrative addition in 2017.

The amount that general dentists invest to start orthodontic services is relatively low. Dentists

typically spend under $38,000 on orthodontic training and materials, according to Progressive

Orthodontic Seminars, a company that helps train general dentists in orthodontics. This

investment is a stark contrast to what the average U.S. orthodontic resident pays in tuition,

which is $102,589, according to the American Association of Orthodontists.

25 Steps to Add $1.2m in Revenue with Orthodontics

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Since dentists can start treating patients within a year of part-time training, orthodontics

offers a quick return on investment. If they set themselves up well, general dentists can

start profiting over their educational and material expenses after just four to 10 cases.

Many general dentists, however, only feel comfortable offering orthodontics with clear

aligners, comforted by the idea that the software that plans them will fill in the gaps of

experience and training. Plus, the investment required to start working with clear aligners

is quite a bit lower — but then again, so is the potential. Most dentists who only offer

aligners will continue to refer the majority of their cases to specialists.

For a greater scope of treatment, integrating comprehensive orthodontic care is a more

lucrative idea for general dentists.

5 Steps to Add $1.2m in Revenue with Orthodontics

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By providing a markup between 600 and 1,200 percent, comprehensive orthodontics

can give dentists an added seven-digit revenue. Even a casual approach to ortho can

garner hundreds of thousands in revenue.

If adding orthodontic revenue to your practice interests you, here’s where to start:

1. Identify demand in your practice and community

General dentists have the ideal situation for marketing orthodontics. They can reach out to

their existing patients and gain orthodontic cases without the added marketing expense.

Start by discussing your patients’ needs and goals, and ask suitable candidates if they

have ever considered straightening their teeth. The need is there. Many general dentists

provide orthodontics to anywhere from 3 percent to 10 percent of their patient base.

5 Steps to Add $1.2m in Revenue with Orthodontics

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2. Talk to people who have done ortho successfully — and learn from them

“With proper training from experienced clinicians, dentists can do whatever they want,”

says David Dana, DDS, Education Director at Progressive Orthodontic Seminars. “The

truth is that with the right support, anyone who can do dentistry can do orthodontics.”

Dr. Dana stresses the importance of getting guidance when it comes to orthodontic

success. Learn what other dentists have done to be extremely successful in treating

orthodontics. Observe experts to gain first-hand experience and ask what lessons they

gained from their mistakes so you can be more efficient and profitable from the start.

Connect with your orthodontist or another dentist doing orthodontics, or enroll in a

comprehensive training program so you can get advice and guidance from experienced

instructors.

5 Steps to Add $1.2m in Revenue with Orthodontics

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3. Train yourself, train your team

To be profitable and successful in orthodontics, you need to have a good foundation

of understanding. While there are a multitude of quick courses, it takes a proper

comprehensive orthodontic training program to make million-dollar revenues. A good

course should offer essentials such as proper diagnostics, the mechanics of tooth

movement, when to extract, how to close spaces left by extracted teeth, and which types

of cases demand surgery.

Training doesn’t begin and end with the dentist, however. The most effective dental

offices invest in their entire teams. Dental assistants should be doing most of the chairside

work: taking and importing records, providing patient education on ortho, and tying in

wires, among other things.

5 Steps to Add $1.2m in Revenue with Orthodontics

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4. Set your fees and goals

Look at your community’s orthodontic rates and reflect on your practice’s abilities and

goals to set up your orthodontic plan. Given that you can start taking on orthodontic cases

within the first year of your training and can charge anywhere from $3,000 to $6,000

per case, your return on investment is solid. The average material cost is under $500 per

case, ensuring a profit margin of 600 to 1,200 percent.

“The revenue all depends on the practice and how many cases they’re willing to take,” says

Dr. Dana. “I was willing to take as many cases as I could, and within one year, I recovered all my

education investment, which was about $20,000 for tuition plus expenses over two years.”

An aggressive approach can garner over a million dollars in revenue per year. Dr. Dana was

able to take on 200 active cases a year. At $6,000 a case, that’s $1,200,000 in revenue. A more

lackadaisical approach of 50 cases a year could bring in between $150,000 and $300,000.

5 Steps to Add $1.2m in Revenue with Orthodontics

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85 Steps to Add $1.2m in Revenue with Orthodontics

5. Minimize risk

Orthodontics is the least litigious dental specialty. But with shortcuts, it can become

stressful and costly. Maximize your success and profitability by setting up a good system.

Implement proper documentation and treatment planning for every case and get trained

by reputable clinicians. “As with everything we do in dentistry, the better trained you are,

the less risk you have,” says Dr. Dana. “A good, complete course is the best way to do it.”

If you’re interested in developing your skills in orthodontics and increasing your practice’s revenue, sign up for your first seminar with Progressive Orthodontic Seminars.