A Paradigm Shift in Orthodontic Marketing

The increase in primary care dentists who are providing their own orthodontic care has caused orthodontic specialists to change their marketing strategy. Recently, a paradigm shift in marketing has occurred from dentist-based referrals to direct-to-consumer advertising. Orthodontists are now choosing to advertise to patients directly, rather than solicit primary care dentists to refer patients when they deem ready. In essence, primary care dentists have forced the orthodontist's proverbial hand to become independent. The reach of this independence will likely extend well beyond current direct-to-consumer methods to orthodontists soon owning pediatric and general dental offices in the future. The purpose of this paper is to review current and future trends in orthodontic marketing.