One of the biggest mistakes orthodontists make when opening or expanding their practice is assuming that “if I build it, they will come.” While you may be an incredible clinician, simply having an office and a great reputation isn’t enough. To grow a thriving orthodontic practice, you need to understand who your ideal patients are, where they are, and what they truly want.
Market research is the foundation of a successful practice. It helps you identify demand, set competitive pricing, target your marketing effectively, and position your practice as the best choice in your area. Without it, you’re making decisions based on guesswork—something that can cost you valuable time and money.
Before you start investing in marketing or expansion, you need to take a deep dive into your local area. Your success will depend on whether your target audience has both the need for orthodontic treatment and the ability to pay for it.
Here’s how to conduct a local market analysis for your orthodontic practice:
Evaluate Population Size & Growth: Look at the total population in your city and surrounding areas. A town of 10,000 people may not support multiple orthodontic offices, but a rapidly growing metro area likely can. Check census data to see if your city is growing or shrinking—growth means more potential patients.
Assess Income Levels: Orthodontic treatment is a discretionary expense, so income levels matter. You need to ensure that families in your area can afford braces and aligners without excessive financial strain.
Understand Local Schools & Family Demographics: The majority of orthodontic patients are children and teenagers. The number of local schools and family households is a strong indicator of potential demand. Look at school enrollment numbers and birth rates to predict future growth.
Research Insurance & Payment Preferences: Does your community rely on private insurance, Medicaid, or cash payments? If Medicaid is common in your area, you’ll need to decide if you want to accept it—or focus on private-pay patients.
Survey Your Community: Send out online surveys via social media, email, or community groups to gather real insights on what local parents look for in an orthodontist. Ask questions like: What concerns do you have about orthodontic treatment? What’s most important to you—cost, convenience, or reputation? How did you choose your child’s orthodontist?
By gathering this data, you’ll have a clear picture of your market’s needs, pain points, and spending habits.