Many orthodontists dream of a business model where they work less and earn more. On the surface, it sounds like the ultimate goal—less chair time, fewer headaches, and high-paying cases. But in reality, this mindset often leads to stagnation, patient dissatisfaction, and a struggling practice. I have purchased many of the dying practices that adopted this mentality.
In today’s competitive landscape, especially in a post-COVID world, patients expect accessibility, personal connection, and an outstanding experience. The moment you start cutting back on availability and prioritizing profit over patient experience, people notice—and they go elsewhere.
This chapter will break down why the “work less, get paid more” attitude is a recipe for failure, the importance of human connection, and how your personality and presence in the practice can directly fuel referrals and long-term growth.
Patients Want Access & Connection
One of the biggest mistakes orthodontists make is assuming that patients will accept limited availability just because they’re paying a premium price. This is simply not true.
Patients Expect to Be Seen—Not Put on a Waitlist
Patients and parents don’t just pay for treatment—they pay for the experience of being cared for. If they feel like they’re being pushed aside, ignored, or forced into a long wait for appointments, they will look elsewhere.
What patients expect:
Convenient appointment options (after school, weekends, etc.)
The ability to ask questions directly—not just through digital tools
A doctor who is present and engaged in their treatment
A sense of priority—not feeling like just another case
What happens when access is limited:
Patients feel like they’re being treated as a number, not a person
They complain about appointment delays and accessibility
They start looking for another orthodontist who is more available
The orthodontists who succeed are the ones who understand that being present and available builds patient trust and loyalty.