Pricing is one of the most critical decisions an orthodontist will make. Set your prices too high, and you risk driving away potential patients. Set them too low, and you struggle with profitability. The key to success is finding the right balance—a pricing model that aligns with your market while keeping your business sustainable and profitable.
Many orthodontists struggle with pricing because they feel uncomfortable discussing money or worry about undervaluing their skills. However, pricing is more than just numbers—it’s a strategic decision that impacts everything from patient volume to referral growth, case acceptance, and overall profitability.
In this chapter, we’ll explore the pros and cons of different pricing models, how to understand price sensitivity in your market, and why I ultimately decided to shift my focus from being a top Invisalign provider to prioritizing braces.
There are two primary pricing models in orthodontics:
Boutique (High-End, Premium Pricing)
Affordable (Competitive, Volume-Based Pricing)
Each model has advantages and challenges, and the right choice depends on your market, business goals, and patient demographic.
Boutique Model (High-End Pricing)
Some orthodontists position their practice as a premium, high-end service, charging significantly higher fees while offering an exclusive, concierge-like experience.
Pros:
Higher profit margins per patient
Attracts patients who prioritize quality over price
Less volume needed to hit revenue goals
Perception of exclusivity can create demand
Allows for luxurious office design, high-end branding, and premium service add-ons
Cons:
Requires a market with a high-income demographic
Slower patient volume growth compared to affordable pricing
Can be difficult to scale
More pressure to justify premium pricing with an exceptional patient experience
May limit referrals from price-sensitive families
Affordable Model (Competitive, Volume-Based Pricing)
This model focuses on keeping costs reasonable, making orthodontic treatment accessible to a larger number of patients. It typically results in higher patient volume and word-of-mouth referrals.
Pros:
Appeals to a wider audience, including middle-class families
Easier case acceptance due to affordability
Higher patient volume means more word-of-mouth referrals
More predictable revenue stream from consistent patient flow
Greater accessibility creates trust in the community
Cons:
Requires efficiency and streamlined systems to maintain profitability
Lower price points mean more patients are needed to generate the same revenue as a boutique model
Can lead to a busier schedule and potential staff burnout if not managed properly
Perceived lower exclusivity may not attract certain high-end patients