In the modern era of orthodontics, technology can easily become a major point of focus. From advanced imaging systems to the latest scanning machines, these innovations can make your practice more efficient and accurate. However, when it comes to attracting and retaining patients, technology should never be the leading factor in your marketing. Over the years, I’ve realized that the more I focus on what patients actually care about, the more successful my practice becomes. And here’s the truth: patients don’t care about the latest technology—at least not in the way you might think.
When I conduct web audits for orthodontic practices, I often see a disturbing trend: office staff posing next to shiny new X-ray machines or high-end scanners instead of showcasing their patients or the real value of their services. It’s a red flag. If your website or marketing materials lead with “we have the newest technology” you’ve missed the point entirely. This approach not only fails to connect with potential patients, but it can also send the wrong message about your practice.
In this chapter, I’ll explain why leading with technology is a mistake, and how to effectively communicate the real value your practice offers. I’ll also dive into the three primary factors that influence why patients choose an orthodontist: money, convenience, and price. Finally, I’ll share strategies on how to sell simplicity without overcomplicating your messaging or getting bogged down by technology.
The Technology Trap: Priorities Gone Wrong
When I review orthodontic practices' websites or social media ads, it’s not uncommon to find offices boasting about their state-of-the-art equipment. It might be a digital X-ray machine, a 3D scanner, or the latest Invisalign system, but here’s the thing: patients aren’t buying technology—they’re buying outcomes. They don’t care about how much money you’ve spent on the latest gadget or how advanced your diagnostic tools are. What they care about is getting straight teeth at an affordable price and having a stress-free experience.
Too many orthodontic practices fall into the trap of leading with technology. They post pictures of their team standing proudly next to their newest high-tech machine, but that’s not what will inspire a new patient to pick up the phone or schedule an appointment. These machines are important for delivering results, but they don’t differentiate you in the eyes of a prospective patient. People don’t make decisions based on machines; they make decisions based on emotional factors—how your practice makes them feel and whether you can meet their needs.
The Real Red Flags in Marketing
One of the biggest red flags I notice when conducting audits is marketing that focuses on the newest technology rather than the value you offer as a practice. Whether it’s a Google ad or social media post, phrases like “We have the latest technology” or “Our office is equipped with state-of-the-art machines” are common, but they don’t tell the full story. Here’s the problem with that messaging: most patients don’t even know what your technology does, let alone care about how advanced it is.
If you’re spending $200,000 on an imaging machine, that’s great, but unless you can directly link it to a benefit for the patient (like faster, more comfortable treatment or better results), it won’t matter. When you focus too much on features and not enough on benefits, you risk losing potential patients who are looking for simple, clear answers to the questions that matter to them.
Instead of talking about your technology, talk about the results your patients want and how you’ll deliver them. Communicate in a way that’s simple and relatable, and don’t get bogged down by technical jargon. After all, patients are primarily concerned with three things when making a decision about treatment.