A study conducted by the Millennium Research Group has found that 68% of surveyed adults are interested in improving their smiles. While this suggests that approximately 23 million adults in the United States have interest in orthodontic treatment, many don’t seek treatment due to lack of education, according to the study’s findings. The study also indicates that this audience is more likely to seek treatment after reviewing educational materials that indicate the benefits of orthodontic treatment as well as advancements in the treatment experience itself.

In order to capitalize on such a large pool of potential patients, Ormco Corp, Orange, Calif, recommends that orthodontists use educational support and marketing materials provided by manufacturers of treatments to better educate these potential patients.

The Millennium Research Group study further forecasts an increased patient demand for aesthetic treatment over the next 3 to 5 years, so Ormco suggests that orthodontists offer virtually invisible bracket solutions. And, since 33% of study participants indicated that the length of treatment is one of the factors that have prevented them from seeking orthodontic care, orthodontists should ensure that patients are thoroughly educated on treatment times for the leading orthodontic appliances.

Respondents to the study reported being moderately price sensitive in selecting a treatment option, citing very little difference in preference for treatments priced at $250 versus $300 per month. Given these findings, orthodontists would be well advised to offer patients advanced treatment solutions despite marginal price increases. The Millennium Research Group study pointed out that most consumers are wiling to pay a premium to obtain added treatment benefits, such as faster treatment and loss noticeable appliance.

Another key to capitalizing on this audience, according to Ormco, is using social media platforms, such as Facebook, Twitter, YouTube, and Yelp. Ormco advises orthodontists to actively monitor orthodontic conversations and practice reviews to better understand client concerns and preferences. Additionally, engaging with current and prospective patients online helps to strengthen relationships, build trust, and position yourself as a thought leader, according to Ormco.

For more information on this and other orthodontic companies, visit our Buyer’s Guide.