In today’s competitive orthodontic landscape, effective marketing drives practice growth and gets more ortho patients through your door. At Sturgill Orthodontics, my team and I have developed orthodontic marketing strategies that have helped us build thriving practices across Johnson City, Bristol, and all of Southwest Virginia and Northeast Tennessee.
Through our consulting business, we’ve guided orthodontists nationwide to implement these same strategies with remarkable results.
From solo practitioners to multi-location groups, we’ve helped practices of all sizes transform their marketing approach and achieve significant growth.
I’m sharing what’s worked for our private practice promotion so you can implement these strategies in your own practice.
Get Better Results with Your Marketing
Understanding Your Unique Value Proposition
Before implementing any marketing strategy, you need to identify what makes your practice special. Is it your experienced team? Your technology? Your patient care approach?
Actionable Tip: Ask your last 10 new patients why they chose your practice over others. Their answers might surprise you—and should shape your marketing message.
At Sturgill Orthodontics, I’ve found our strength lies in how we combine clinical excellence with a genuinely warm, approachable style. We’ve built our reputation on creating comfortable experiences where patients actually enjoy their visits.
Your unique value proposition might be completely different—and that’s good! The worst thing you can do is try to be everything to everyone. Find your authentic difference and build your marketing around it.
Digital Marketing Strategies That Actually Work for Orthodontic Patient Growth
1. Search Engine Optimization (SEO) with Patient Intent in Mind
Local orthodontic SEO isn’t just about ranking for “orthodontist near me.” It’s about understanding what potential patients are actually searching for and giving them real answers:
Actionable Tip: Create an FAQ page on your website that answers the top 20 questions patients ask during consultations. Update it quarterly based on what your treatment coordinators are hearing.
- Problem-based keywords: “how to fix crowded teeth,” “options for overbite correction”
- Solution-based keywords: “Invisalign vs. braces cost,” “fastest way to straighten teeth”
- Location-specific terms: “orthodontist in [your city],” “Invisalign provider [your neighborhood]”
The most effective orthodontic SEO strategy focuses on answering real patient questions through helpful content that shows you understand their concerns.
2. Google Business Profile Optimization
Your Google Business Profile is often the first impression potential patients have of your practice:
Actionable Tip: Set a monthly calendar reminder to add new photos to your Google Business Profile. Fresh visual content improves visibility and click-through rates.
- Complete all sections: Fill out every available field with detailed information
- Collect and respond to reviews: Actively request reviews and respond promptly to all feedback
- Post updates regularly: Share special offers, team news, and treatment spotlights
- Add photos weekly: Show your office, team, and (with permission) patient smiles
We use tools like BrightLocal and the analytics dashboard inside Google Business Profile to track how patients interact with our profile and optimize accordingly.
3. Paid Advertising That Actually Works
Google Ads for orthodontists and Facebook Ads for braces campaigns can be effective when targeted correctly:
Actionable Tip: Start with a small daily budget ($20-30) on Facebook targeting parents within 10 miles of your practice. Test different images of real patients (with permission) against stock photos to see which performs better.
- Google Ads: Focus on high-intent keywords like “Invisalign near me” or “braces consultation [your city]”
- Facebook Ads: Target parents of teens with interest-based parameters
- Instagram Ads: Use before/after content and patient testimonials
- YouTube Pre-roll: Consider short video ads highlighting patient transformations
We track our cost per lead and cost per new patient start to ensure our paid advertising generates positive ROI.
4. Effective Social Media Strategy for Braces Marketing
Social media success for orthodontists isn’t about being everywhere—it’s about being where your audience is and providing real value:
Actionable Tip: Schedule 30 minutes every Friday to take photos and videos for next week’s social media.
Get the whole team involved by rotating “social media captain” responsibilities.
- Choose platforms strategically: Focus on 2-3 platforms where your target demographic actually spends time
- Showcase real results: Before and after transformations (with permission) get the most engagement
- Humanize your practice: Share team celebrations, personal tidbits, and behind-the-scenes moments
- Create educational content: Quick tips, myth-busting posts, and simplified explanations build trust
Should orthodontists use TikTok or Instagram? We’ve found that Instagram typically works better for reaching parents (who make treatment decisions), while TikTok helps build awareness with teens.
If you’re just starting, master Instagram first before expanding to TikTok.
Remember: authentic engagement beats polished but impersonal content every time. People connect with people, not practices.
5. Reputation Management & Invisalign Marketing
Online reviews have become modern word-of-mouth, with most patients checking your reviews before even calling:
Actionable Tip: Create a “Review Champion” role on your team. This person is responsible for asking for reviews at the right moment (usually after a patient compliments your service) and following up on negative feedback.
- Make review requests routine: Don’t wait for patients to think of leaving reviews—build requests into your workflow
- Respond to everything: A thoughtful response to both good and bad reviews shows you’re listening
- Use real patient stories: With permission, feature actual patient experiences on your website and social media
- Learn from criticism: The most valuable negative reviews often contain your biggest opportunities for improvement
For Invisalign marketing specifically, collecting reviews from adult patients who chose clear aligners can be particularly effective.
Their testimonials address the concerns that potential Invisalign patients typically have about treatment comfort and aesthetics.
When patients post positive reviews, take screenshots and create a digital “brag book” to share during consultations with prospective patients.
In-Office Marketing Strategies
1. Creating a Memorable Patient Experience
Let’s be honest: nobody wants to feel like they’re at the orthodontist. At Sturgill Orthodontics, we’ve transformed our offices into spaces where people actually want to be.
Actionable Tip: Ask your next 10 patients what would make their visits more enjoyable. You’ll be surprised how simple most requests are.
- Thoughtful office design: We’ve created spaces that feel like a coffee shop retreat—Instagram-worthy and completely unlike a clinical setting
- Comfort amenities: Our coffee bar gives patients and parents a few minutes to relax and sip their favorite drinks during appointments
- Personalized touchpoints: Simple things like birthday cards, milestone celebrations, and graduation gifts create word-of-mouth marketing
- Post-treatment follow-up: A quick “how’s your smile?” check-in months after treatment builds loyalty and referrals
We’ve discovered that creating a space that works as a retreat for both patients AND staff makes everything easier—even treatment plan acceptance rates go up when people feel comfortable.
2. Staff Training as a Marketing Strategy
Happy people work harder to make others happy. Your team members are your most powerful marketing asset:
Actionable Tip: Start each morning huddle with a “win” from yesterday—a patient compliment, a successful treatment outcome, or a problem solved. This small habit builds a culture of celebration.
- Communication training: Give your team simple language to explain complicated procedures in normal-person terms
- Treatment coordinator support: The people who present treatment plans need different training than clinical staff—invest in their specific skills
- Customer service mindset: Everyone from your front desk to your clinical team shapes how patients feel about your practice
- Team culture: When your team feels valued, they naturally create better patient experiences
At Sturgill Orthodontics, we’ve found that investing in our team’s case presentation skills directly translates to more referrals, better reviews, and significantly higher case acceptance rates. Patients can feel the difference immediately.
Referral Marketing Systems: How Orthodontists Get More Patients
1. Patient Referral vs. Professional Referral: Which Drives More Growth?
Both orthodontic referral channels matter, but their effectiveness varies by practice:
Patient Referrals:
- Lower acquisition cost
- Higher conversion rate
- More consistent over time
- Requires systematic approach
Professional Referrals:
- Higher case value
- More complex cases
- Often includes adult patients
- Requires relationship nurturing
For most practices, a balanced approach works best, but new practices may need to focus more heavily on professional referrals initially.
2. Building Effective Orthodontic Referral Systems
Your satisfied patients should be your best source of new patients:
Actionable Tip: Create referral cards that include a QR code linking to a simple form. When patients compliment your service, hand them 2-3 cards on the spot and simply say, “We’d love to help your friends too.”
- Simple referral system: Overcomplicated programs don’t work—make it dead simple to refer
- Meaningful thank-yous: Find thank-you gifts that patients actually want (we survey ours annually)
- Public recognition: Create a “referral wall of fame” in your office (with permission)
- Digital tools: Provide text templates, social media graphics, and email language patients can easily share
3. Professional Referral Development for Private Practice Promotion
Building relationships with general dentists still matters, even in the age of direct-to-consumer marketing:
Actionable Tip: Create a simple one-page “New Patient Started” fax/email template that you send to referring dentists within 24 hours of starting treatment. Include treatment plan highlights and a sincere thank-you.
- Make learning enjoyable: Host CE events that dentists actually want to attend (good food helps!)
- Communicate consistently: Send quick updates when shared patients reach treatment milestones
- Show genuine appreciation: Host casual gatherings where referring doctors can connect with each other
- Build your network: Develop relationships with complementary specialists like ENTs and speech therapists
One effective approach we’ve used: invite 2-3 dental teams to lunch each month. No agenda except building relationships—the referrals follow naturally.
Strategic Community Involvement
Community involvement should go beyond just putting your logo on the Little League outfield fence:
Actionable Tip: Choose just TWO community organizations that align with your values and target demographic. It’s better to be deeply involved with a few groups than superficially connected to many.
- Find your natural fit: Support causes you genuinely care about—patients can tell when you’re authentic
- Share your expertise: Offer to speak about dental health at schools, parent groups, or community events
- Create memorable initiatives: Develop signature events or programs that people associate with your practice
- Connect with aligned businesses: Build relationships with businesses that share your target demographic
At Sturgill Orthodontics, we’ve found that our community involvement creates connections that marketing dollars simply can’t buy. When you become a genuine part of your community, marketing gets easier—people already know who you are.
Design Services: Transform Your Office Into a Patient Retreat
One of our most requested orthodontic consulting services is office design. We’ve learned that creating comfortable, non-clinical spaces dramatically improves patient experience and team satisfaction.
Actionable Tip: Start with your consultation room—it’s where treatment decisions happen. Make it feel like a comfortable living room rather than an exam room.
Our design services include:
- Space planning that improves both patient flow and staff efficiency
- Material and finish selection that balances durability with aesthetics
- Custom coffee bar and refreshment station design
- Technology integration that feels seamless, not overwhelming
- Lighting plans that reduce eye strain for your team while creating a welcoming environment
When we design a space, we think about everyone who uses it. Your staff deserves a workspace that helps them do their best work, and your patients deserve an environment that doesn’t feel like a medical office.
The Human Element: Why Technical Excellence Isn’t Enough
People don’t choose orthodontists based only on clinical skills. They choose providers they connect with:
Actionable Tip: Record a 60-second video answering “Why did you become an orthodontist?” Share it on your website and social media. Your personal story creates connection better than any marketing copy.
- Share your story: Tell patients why you do what you do, not just what you do
- Be a real person: Don’t hide behind clinical language—show the human side of your practice
- Talk about benefits: Patients care about how their life will improve, not your technical excellence
- Focus on feelings: Patients remember how you made them feel long after they forget what you said
For every technical skill you mention in your marketing, include three benefits to the patient. This simple ratio keeps your message focused on what matters to them.
Measuring What Matters in Orthodontic Marketing
You can’t improve what you don’t measure. Focus on these key metrics:
Actionable Tip: Pick just THREE marketing metrics to track weekly. Too many numbers creates paralysis—a few clear metrics drives action.
- New patient sources: Track how new patients found your practice
- Conversion rates: Monitor consultation-to-start percentage by treatment type
- Return on investment: Calculate what you’re spending to acquire each new patient
- Patient satisfaction: Use simple surveys at key points in treatment
We use Google Analytics, CallRail, and orthodontic intelligence software to track what’s working and where to double down.
These tools help connect marketing efforts to actual patient starts.
Key Performance Indicators (KPIs) for Orthodontic Practice Growth:
- Cost per lead
- Cost per new patient start
- Website conversion rate
- Social media engagement rate
- Patient referral rate
- Treatment acceptance rate
- Average case value
Creating a Doable Marketing Calendar for Dental Marketing Ideas
Marketing only works when you actually do it consistently:
Actionable Tip: Block 2 hours every Monday morning for marketing tasks. Protect this time like you would a patient appointment.
- Annual goals: Set 3-5 big marketing objectives for the year
- Quarterly projects: Break annual goals into 90-day action plans
- Monthly content: Plan your social posts and emails just once a month
- Weekly actions: Assign specific marketing tasks to team members each week
Digital vs. Traditional Marketing for Orthodontists: Comparison Table
| Marketing Approach | Cost | ROI | Time Investment | Best For |
| SEO | $$ | High | High | Long-term growth |
| Social Media | $ | Medium | Medium-High | Brand awareness |
| Patient Referrals | $ | Very High | Low | Steady growth |
| Professional Referrals | $$ | High | Medium | Complex cases |
| Google/Facebook Ads | $$$ | Medium-High | Medium | Quick growth |
| Community Events | $$ | Medium | High | Local reputation |
| Email Marketing | $ | High | Low | Patient retention |
While digital marketing often gets the spotlight, our most successful clients use a strategic mix of both digital and traditional channels based on their specific market and growth goals.
Case Study: Real Results From Implementing These Strategies
At Sturgill Orthodontics Consulting, we don’t just teach these strategies—we’ve implemented them ourselves and for our clients. Here’s a real example of the impact:
Practice Profile: Suburban orthodontic practice in a competitive market with 3 other orthodontists within a 5-mile radius.
Challenge: Practice growth had plateaued at approximately 25 new patient starts per month despite offering quality care.
Strategy Implementation:
- Redesigned office environment to create a “retreat” experience
- Implemented systematic patient referral program
- Optimized Google Business Profile and local SEO
- Created consistent social media presence focused on patient transformations
- Trained staff on communication and treatment presentation
Results (6-Month Period):
- New patient starts increased from 25 to 38 per month (52% growth)
- Treatment acceptance rate improved from 68% to 82%
- Patient referrals doubled from 5 to 10 per month
- Google Business Profile views increased by 112%
- Average case value increased by 8%
The key to these results wasn’t implementing just one strategy—it was the systematic application of multiple approaches working together.
Each practice will see different results based on their market, team, and starting point.
Seasonal Marketing Strategies for Orthodontic Practices
Smart orthodontic practices leverage seasonal opportunities to drive new patient growth:
Actionable Tip: Create a “seasonal marketing calendar” by mapping out your slowest months and planning promotions 2-3 months in advance to address those periods.
Back-to-School Season (July-September)
- Promote “start school with a new smile” campaigns
- Offer special teen/child promotions
- Create content about managing braces with school activities
- Host “braces 101” workshops for parents and teens
End-of-Year Insurance Push (October-December)
- Email patients with remaining insurance benefits
- Create social posts reminding followers about “use it or lose it” insurance benefits
- Offer incentives for starting treatment before year-end
- Provide flexible payment options to complement insurance benefits
New Year, New Smile (January-February)
- Align marketing with resolution-making season
- Showcase transformations with before/after content
- Emphasize adult treatment options as part of “new year, new you” messaging
- Offer special financing to offset post-holiday budget constraints
Summer Freedom Scheduling (May-August)
- Highlight convenience of starting treatment during school breaks
- Create content about summer-friendly foods with braces
- Promote flexible scheduling for families
- Partner with summer camps or local attractions for cross-promotions
Seasonal marketing works best when you plan at least one quarter ahead, allowing time to create materials, train your team, and prepare your systems for increased demand during each promotion period.
Content Marketing Strategy for Orthodontists
Creating valuable content isn’t just good for SEO—it builds trust with potential patients at every stage of their journey:
Actionable Tip: Interview 5 recent patients about questions they had before starting treatment. Turn each question into a blog post, video, and social media content.
Content for Awareness Stage
- “Signs your child might need braces“
- “At what age should kids first see an orthodontist?”
- “Can adults get orthodontic treatment?”
- “Braces vs. Invisalign: What’s the difference?”
- “How much do braces cost in [your city]?”
Content for Consideration Stage
- “What to expect at your first orthodontic consultation”
- “How long does orthodontic treatment take?”
- “Will braces or Invisalign affect my lifestyle?”
- “Financing options for orthodontic treatment”
- “Questions to ask at your orthodontist consultation”
Content for Decision Stage
- Patient transformation stories
- Virtual office tours
- Team member spotlights
- “Day in the life with braces/Invisalign”
- Insurance and financing explainers
Content for Current Patients
- Care and maintenance guides
- Food recipes for braces-wearers
- Progress celebration ideas
- Troubleshooting common issues
- Retainer care instructions
Create a content matrix with these topics and distribute them across blog posts, social media, email newsletters, and your website.
For each topic, consider which format (text, video, infographic) would most effectively communicate the information.
Video Marketing for Orthodontists: Beyond Social Media
Video content has become essential for orthodontic marketing, with 72% of patients using YouTube to research health information:
Actionable Tip: Start simple with a smartphone and ring light. Record 5-10 one-minute videos answering your most frequently asked questions, then post them on your website and social channels.
Types of Videos That Drive New Patient Growth
- Patient testimonials: Brief, authentic stories from satisfied patients
- Treatment explainers: Simple animations or demonstrations of how treatments work
- Virtual office tours: Walkthrough videos showing your welcoming environment
- Team introductions: Friendly, personal introductions to your clinical team
- Procedure previews: What to expect during different appointments
- Before/after reveals: Transformation moments (with patient permission)
- FAQ responses: Quick answers to common questions from your doctor
Video Distribution Strategy
- Website: Embed videos on relevant pages (treatments, about us, FAQs)
- YouTube: Create a branded channel with organized playlists
- Instagram/Facebook: Share shorter clips with calls-to-action
- Email: Include video links in patient communications
- Waiting room: Display on monitors in your office
- Google Business Profile: Add videos to your listing
Remember that production quality matters less than authentic, helpful content.
Start simple, measure engagement, and invest in better equipment as your video strategy proves its value.
Local Link Building Strategies for Orthodontic SEO
Building quality backlinks is essential for improving your local search rankings:
Actionable Tip: Create a scholarship for local high school students and announce it to high school counselors and on school websites.
Educational institutions (.edu domains) provide powerful backlinks.
Local Link Building Opportunities
- Local business directories: Ensure consistent NAP (Name, Address, Phone) across all listings
- Chamber of Commerce: Join your local Chamber to get listed on their member directory
- Dental associations: Maintain memberships in professional organizations that link to members
- Local sponsorships: Support community events, sports teams, and schools that recognize sponsors online
- Guest blogging: Contribute articles to local parenting blogs or health websites
- Local press coverage: Create newsworthy community initiatives that attract media attention
- Partner cross-promotion: Establish relationships with complementary businesses for mutual linking
- Community involvement: Volunteer for local causes that recognize supporters on their websites
When requesting backlinks, focus on quality over quantity. A few links from trusted local sources are more valuable than many links from unrelated or low-quality sites.
Always provide value in exchange for links, whether through content, community support, or professional expertise.
Mobile User Experience: Converting Smartphone Searchers
With over 70% of orthodontic searches happening on mobile devices, your mobile experience directly impacts new patient acquisition:
Actionable Tip: Pull out your phone right now and try to request an appointment on your website.
Count how many taps it takes. If it’s more than 3, simplify the process immediately.
Mobile Optimization Essentials
- Fast loading speed: Compress images and minimize code to achieve under 2-second load times
- Click-to-call buttons: Make your phone number tappable and visible on every page
- Simplified forms: Request only essential information on mobile forms (5 fields maximum)
- Large touch targets: Ensure buttons and links are easily tappable (minimum 44×44 pixels)
- Mobile-friendly menus: Use hamburger menus that expand to reveal simple navigation options
- Local schema markup: Implement structured data to enhance mobile search results
- Mobile appointment booking: Enable patients to book directly from their phones
- Text messaging options: Offer SMS communication for appointment reminders and questions
Remember that mobile users often have different intentions than desktop users—they’re frequently looking for quick information like your phone number, address, or hours.
Make this information instantly accessible on mobile to convert these searches into actual visits.
Competitive Analysis: Finding Your Marketing Edge
Understanding your competitors’ strategies helps identify opportunities they’re missing:
Actionable Tip: Create a spreadsheet with your top 3 competitors. List their strengths, weaknesses, and unique offerings. Then highlight gaps you can fill with your marketing.
How to Analyze Orthodontic Competitors
- Mystery shop their practice: Call as a potential patient to experience their process
- Review their online presence: Evaluate their website, social media, and review profiles
- Track their advertising: Note where they’re running ads and what offers they’re promoting
- Analyze their messaging: Identify their positioning and unique selling propositions
- Assess their patient experience: Read patient reviews for insights into strengths and weaknesses
Finding Your Competitive Advantage
After analyzing competitors, look for opportunities such as:
- Underserved patient segments: Are they ignoring adults, teens, or specific communities?
- Service gaps: Do they offer limited treatment options that you could expand upon?
- Experience weaknesses: Do reviews mention long wait times or impersonal service?
- Communication issues: Are they failing to educate patients effectively?
- Technology differences: Are you using advanced tools they haven’t adopted?
The goal isn’t to copy competitors but to differentiate your practice by identifying needs they aren’t meeting. Your marketing should then highlight these differences in ways that matter to potential patients.
Orthodontic Marketing Dashboard: Metrics That Matter
A simple marketing dashboard helps you track performance and make data-driven decisions:
Actionable Tip: Set up a monthly marketing review meeting with your team. Focus on 3-5 key metrics and discuss one specific improvement action for the following month.
Sample Dashboard Metrics
| Metric | Target | Last Month | This Month | Trend |
| New Patient Calls | 80 | 72 | 78 | ↑ |
| Consultations Booked | 65 | 61 | 65 | ↑ |
| Treatment Acceptance % | 75% | 71% | 73% | ↑ |
| New Patient Starts | 45 | 43 | 47 | ↑ |
| Google Reviews (avg rating) | 4.8 | 4.7 | 4.8 | ↑ |
| Website Form Submissions | 30 | 25 | 28 | ↑ |
| Social Media Engagement | 5% | 4.2% | 4.8% | ↑ |
| Cost Per New Patient | $250 | $280 | $265 | ↑ |
Setting Up Your Dashboard
- Choose your tools: Google Analytics, CallRail, practice management software, and a simple spreadsheet can work together
- Define key metrics: Focus on the numbers that directly impact practice growth
- Set realistic targets: Base goals on historical performance with modest growth expectations
- Track source attribution: Note where each new patient comes from (Google, social, referral, etc.)
- Review regularly: Schedule monthly reviews to identify trends and make adjustments
The most effective dashboards make data visible to your entire team, creating accountability and allowing everyone to see how their efforts contribute to practice growth.
Make your dashboard accessible and celebrate improvements together.
FAQ: Orthodontic Marketing Questions
What is the best way to market orthodontic services?
The most effective approach combines digital marketing (SEO, social media, and strategic paid ads) with strong referral systems (both patient and professional).
Start by understanding what makes your practice unique, then build marketing systems that consistently communicate that difference.
Track everything so you can double down on what works for your specific practice.
How do orthodontists get more patients?
Successful practices grow through a combination of:
1) Making existing patients so happy they refer friends and family,
2) Building solid relationships with referring dentists,
3) Creating a strong online presence through SEO and social media,
4) Using targeted paid advertising to reach ideal patients, and
5) Creating an office environment and patient experience worth talking about.
Should orthodontists use TikTok or Instagram?
It depends on your target demographic and resources. Instagram typically works better for reaching parents (who make treatment decisions), while TikTok helps build awareness with teens.
If you’re just starting with social media, master Instagram first before expanding to TikTok.
The platform where you can consistently post quality content is the best platform for your practice.
How much should I spend on marketing?
Most growing orthodontic practices allocate 4-10% of collections to marketing. But it’s not just about how much you spend—it’s about spending effectively.
Start by tracking your current marketing spend and cost per new patient, then optimize from there.
What’s better: digital marketing or traditional marketing?
It’s not an either/or question. The most effective approach combines digital strategies (SEO, social media, online reviews) with strategic traditional marketing (community involvement, referral systems).
Your specific mix should depend on your local market and target demographic.
How do I measure marketing ROI?
Start by tracking the source of every new patient (ask “how did you hear about us?”). Then calculate your investment in each marketing channel divided by the number of new patients it generates.
Remember to consider lifetime patient value, not just immediate production.
How often should I post on social media?
Consistency matters more than frequency. It’s better to post thoughtfully twice a week than to post daily content that doesn’t engage your audience.
Focus on quality over quantity, and pay attention to which types of posts get the most engagement.
Schedule a Marketing Strategy Call
Let’s Create Your Marketing Strategy Together
I’ve shared strategies that have worked for our practice, but I know every orthodontic office has unique needs. The most effective approach is always customized to your specific practice, community, and goals.
Schedule a Marketing Strategy Call
At Sturgill Orthodontics Consulting, we’ve helped practices across the country develop orthodontist marketing strategies that actually drive growth. I’d love to talk about your specific challenges and create a plan that works for your practice.
Contact us today to schedule a marketing strategy call. No generic playbooks—just practical, proven strategies tailored to your practice.