
In times of economic uncertainty, it’s natural for orthodontic practices to feel apprehensive, especially when new patient numbers or treatment starts begin to decline. However, adopting a growth mindset is crucial for not just surviving, but thriving. While external factors like election cycles and unsettling headlines can stir fear, it’s important to remember that the underlying fundamentals of the economy—and demand for orthodontic care—remain strong. By focusing on what you can control—such as patient experience, team morale, and operational efficiency—your practice can turn this period of slower patient flow into an opportunity for growth and innovation. You cannot afford to let this time slip by. We are experiencing a time that I call ‘Cautious Consumerism’ and it’s now trickled into our industry, effecting most orthodontic businesses.
The current economic climate has undoubtedly posed challenges for orthodontic practices. Gaidge reports show a decline in both exams and production across the industry. However, a down economy doesn’t have to mean a down year for your practice. Now is the time to refine your approach, focus on the patients that ARE coming into your practice, and optimize your operations. By understanding your patients' "why," leveraging your observation program, implementing creative marketing and maintaining a healthy staff overhead, you can continue to grow, even in these times.
In a down economy, patients may be more hesitant to start orthodontic treatment, even if they are in your office for an exam. This is where a refined approach to case acceptance becomes crucial. We ideally want to see your TCs converting at a rate of 80% or higher each month. This takes a commitment to strong influence in exams and their pending protocol. Understanding each patient’s unique "why"—why they’ve come in, what their goals are, and what’s motivating them now—gives you a powerful tool to influence their decision to proceed with treatment. Your TC should have the skills to read, recognize and adapt each case presentation to the specific patient in front of them.
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Take time, through active listening, to understand what your patients are saying. Whether it's a parent wanting to boost their child’s confidence, an adult seeking to improve their appearance or health, or someone concerned about long-term dental issues, aligning your recommendations with their personal motivations is key. When you connect treatment plans with their deeply held needs or desires, you can influence them in a meaningful way. This emotional connection often makes the difference in getting patients to commit to treatment, especially when financial concerns are weighing on their decision.
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In addition to focusing on new patients, your observation program represents a treasure trove of future production potential. These are patients already invested in your expertise and likely to start treatment when the time is right. Managing this program well is crucial to sustaining growth, particularly during times when new patient numbers may be lower.
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To maximize this opportunity, it’s important to ensure that 90% or more of your observation patients are actively scheduled for their next appointment. Your observation patients are your pipeline for future production and these scheduled appointments provide the ability to educate and influence your patient’s to the doctor’s treatment recommendations.  When they come in, they’re one step closer to starting treatment. Ensure your staff communicates regularly, with automated reminders, virtual appointment scans and personal phone calls, if necessary, to keep observation patients engaged. In times when the economy slows, a strong observation program becomes a reliable source of ongoing treatment starts, allowing your practice to remain stable.Â
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Your observation program, also provides the opportunity to create additional exams from siblings or parents. Even if we don't recommend treatment right now for a sibling or a parent is not ready to commit to treatment, we have opened up this opportunity for potential future starts for our practice and maintaining that consistent relationship with the family when the time IS right.Â
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Traditional marketing efforts may yield different results in a tough economy, so now is the time to think creatively. Consider tapping into digital marketing strategies such as Google Ads, social media campaigns, or targeted email blasts to stay top-of-mind with potential patients. Additionally, community-focused initiatives, like sponsorships or patient referral programs, can generate goodwill and keep your practice visible. Offering limited-time promotions or special offers for observation patients or new starts can incentivize treatment even when budgets are tight, however, do not dilute any promotion or courtesy by always having one. Be purposeful and create an appreciation and excitement around a specific promotion.
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Utilizing platforms that reach patients where they are—whether that’s through engaging social media content, videos showcasing patient transformations, or local collaborations—helps position your practice as a trusted and approachable solution in a time when people are being more cautious and selective with their spending. One factor that is inarguably effective is that marketing takes consistency and now, more than ever, you should be utilizing your time to build and maintain that consistency. To experience true ROI in marketing efforts, it takes six to 12 months or longer of this consistency.
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One of the biggest challenges during economic downturns is managing practice expenses, particularly staff overhead. We are seeing many practices look to outsource their needs when a team member leaves or is let go, instead of hiring out of need or stress. There are so many opportunities for these solutions. In addition, it’s essential to manage your team efficiently and ensure you have the right people in the right positions.
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Keeping a lean, high-performing team allows your practice to stay financially healthy while maintaining excellent patient care. Cross-train your existing team members to ensure they can cover multiple functions when necessary, allowing you to stay flexible without increasing payroll expenses unnecessarily. When you hire strategically, not reactively, you avoid overstaffing and ensure your team is optimized for both patient care and cost efficiency.
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In tough times, it's not just about how many patients are walking through your doors, but how well you connect with those who do. Even though economic challenges may make the road feel bumpy, your practice can still thrive with the right mindset and strategy. By focusing on converting the patients you do see, leveraging your observation program, creative marketing and maintaining a healthy staff overhead, you set your practice up for resilience and long-term growth. By staying proactive and maintaining focus, your practice can navigate economic slowdowns while continuing to deliver excellent care and maintain profitability. With the right strategies in place, you can turn a down economy into an opportunity to refine your approach.Â
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Economic downturns can feel daunting, but with the right mindset and strategy, your orthodontic practice can continue to thrive. At Shimmin Consulting, we specialize in helping practices navigate uncertain times with confidence. From optimizing case acceptance to leveraging observation programs and implementing creative marketing solutions, we’re here to support you every step of the way. Our focus is on maximizing your practice’s potential, ensuring you stay profitable while delivering excellent patient care, even in challenging economic climates. Let us be your Orthodontic Practice Consultant and help you turn today's challenges into tomorrow's opportunities for growth and success.
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