Post on 29-May-2020
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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.