For years, orthodontists relied heavily on general dentist referrals to keep their practices full. If a dentist sent patients your way, you had a steady stream of new cases without much extra effort.
But times have changed. Traditional doctor referrals are declining—and they’re not coming back the way they used to.
Instead of panicking, it’s time to pivot. The orthodontists who adapt and embrace new patient acquisition strategies will thrive, while those who cling to the old model will struggle.
1. General Dentists Are Keeping More Cases In-House
Many general dentists offer Invisalign and other orthodontic treatments themselves rather than referring out. Align has heavily marketed Invisalign as a GP-friendly treatment, and since dentists can charge premium fees without losing the patient to a specialist, they’re keeping more cases.
2. Corporate Dental Chains Have Changed the Referral Landscape
Large DSOs and corporate-owned dental offices keep everything in-house. If a dentist works for a chain, they are often required to refer to the orthodontist within the same network. That means fewer referrals for independent practices.
3. Patients Have More Direct Access to Orthodontists
Patients are more likely to find an orthodontist on their own rather than waiting for a dentist’s recommendation. With Google searches, social media, and online reviews, patients are taking referrals into their own hands.