The Ultimate Business Guide For Orthodontists
Learn how to build a thriving orthodontic practice that supports your lifestyle with effective business strategies and management techniques.
Getting Started
Welcome to the Ultimate Business Guide For Orthodontists! This comprehensive guide will walk you through everything you need to know about building and growing a successful orthodontic practice. Use the table of contents on the left to navigate through different chapters and sections.
How to Use This Guide
Start with the introduction to understand the fundamentals of practice management
Progress through each strategy and business concept step-by-step
Apply the techniques as you learn them to grow your practice
Use the navigation menu to focus on specific challenges or objectives
Why Business Skills Matter for Orthodontists
Orthodontists spend years perfecting their clinical skills—learning the intricacies of tooth movement, facial aesthetics, and cutting-edge treatment techniques. Yet, when it comes to running a business, most orthodontists are left to figure things out on their own. The truth is, being a great clinician is only half the battle. Without a solid grasp of business strategy, marketing, and leadership, even the most talented orthodontist can struggle to build a thriving practice.
Many doctors assume that simply being good at what they do will naturally attract patients, but that's not how the real world works. Running a successful orthodontic practice requires understanding how to attract and retain patients, price services effectively, hire and train a great team, and create an efficient, profitable system. The orthodontists who master these business skills are the ones who achieve financial freedom, work-life balance, and long-term success—while those who ignore them often find themselves overwhelmed, overworked, and struggling to grow.
My Journey: Growing from 2 to 7 Locations
When I first started in orthodontics, I had the same mindset as many new doctors: focus on patient care, and success will follow. But I quickly realized that treating patients and running a business are two entirely different skill sets. While I was confident in my ability to create beautiful smiles, I had to learn the business side of orthodontics through trial, error, and relentless study.
Early on, I recognized that growth wouldn't happen by accident—it had to be intentional and strategic. I spent countless hours analyzing what worked and what didn't, testing different marketing approaches, refining my pricing strategy, and optimizing efficiency within my practice. By focusing on scalable systems, patient-centric care, and a high-value team, I was able to expand from two locations to seven in under five years—a level of growth that most orthodontists take decades to achieve.
But my journey wasn't just about increasing the number of offices. It was about creating a business model that balanced profitability with quality care. I didn't just want to grow—I wanted to do it in a way that kept patients happy, my team motivated, and my practice running efficiently. This guide is the result of those lessons, providing a roadmap for orthodontists who want to grow their practice without sacrificing patient care or burning themselves out.
The Mindset of a Successful Orthodontist
Success in orthodontics isn't just about working harder—it's about thinking differently. Too many orthodontists get stuck in the mindset of "this is how it's always been done," and they resist change. But the most successful practice owners embrace adaptability, strategic thinking, and a willingness to challenge the status quo.
A growth-oriented orthodontist understands that:
Marketing is not an expense—it's an investment that fuels new patient flow.
Efficiency is key—the best practices don't just work harder; they work smarter.
Leadership is everything—a strong team will make or break a practice.
Patients value connection—in-person engagement and a strong patient experience matter more than flashy technology.
If you want to build a thriving orthodontic practice, you need more than just clinical expertise. You need the right business strategies, leadership skills, and growth mindset. This guide will give you the tools to do just that.
The Roadmap to a Thriving Orthodontic Practice
Building a thriving practice isn't about luck—it's about following a proven framework that maximizes efficiency and patient acquisition. Here's a recap of the core principles you'll learn in this guide:
Market Smarter, Not Harder: Invest heavily in marketing—I spend over $30,000 a month on ads, and it's worth every penny. Google Ads and social media drive the most leads—don't rely solely on traditional referrals. Reviews are king—automate and incentivize them to build trust and boost SEO.
Know Your Numbers: Your pricing strategy should reflect your market—affordable options drive volume. Track your marketing ROI—if you're spending money but not seeing growth, adjust quickly. Don't fall for the "shiny object syndrome"—invest only in what actually grows your practice.
Build a Rockstar Team: Hire slow, fire fast—toxic employees kill culture and patient experience. Invest in team training—your staff should be highly skilled in closing treatments. Use commission wisely—it should motivate, not create entitlement.
Create a Referral Culture: Run highly desirable referral contests—big prizes like Taylor Swift tickets or new iPhones work. Plan events where patients bring their friends—this generates organic word-of-mouth growth. Choose your winners wisely—picking an influential person with a strong social following maximizes exposure.
Perfect Your Consultation & Patient Flow: Same-day starts should be the norm, not the exception—eliminate barriers to immediate treatment. Double-booking works—it keeps your schedule full and reduces the impact of no-shows. Train your team to sell without sounding like salespeople—patients buy based on trust, not technology.
Who is This Guide For?
Who is This Guide For?
New Orthodontists Looking to Build a Thriving Practice
Starting a new orthodontic practice is exciting, but building a profitable business takes strategic planning. This guide will help you establish systems and strategies that attract patients, build a strong team, and create operational efficiency from day one.
Established Practices Aiming to Scale and Grow
Even if your practice is well-established, there's always room for growth and improvement. This guide will walk you through proven strategies to increase case acceptance, enhance profitability, expand to multiple locations, and build a practice that continues to thrive even in competitive markets.
About Dr. Tyler Coles
About Dr. Tyler Coles
Dr. Tyler Coles is a highly successful orthodontist, entrepreneur, and marketing expert who has built a thriving multi-location practice from the ground up. Starting with just two locations, he strategically scaled his business to seven practices in under five years by mastering the core principles outlined in this guide.
Through data-driven market research, Dr. Coles identified the needs of his local communities and positioned his practice as the go-to provider for high-quality, affordable orthodontic care. He focused on braces over Invisalign, recognizing that parents preferred a more predictable and cost-effective option for their children. By prioritizing in-person patient care over dental monitoring technology, he built a reputation for commitment and excellence—ensuring his patients felt valued and engaged throughout treatment.
Dr. Coles rejected the "work less, get paid more" mentality, understanding that patients crave connection, accessibility, and a personalized experience. His hands-on approach, combined with an emphasis on efficiency, same-day starts, and strong patient relationships, led to explosive growth through word-of-mouth and patient referrals. His leadership philosophy—hiring slow and firing fast—allowed him to build an elite team that shares his vision. Through team training, competitive employee compensation, and a strong practice culture, Dr. Coles cultivated an environment where staff members are motivated, engaged, and committed to exceptional patient care.