Adult orthodontics represents the largest opportunity for practice growth, yet many practices still overlook this segment. Shifting mindset, marketing, and consultations can help unlock this market.
By Roger P. Levin, DDS
The next frontier in orthodontic treatment isn’t a new technology or treatment modality—it’s adult patients. Although the number of adults seeking treatment has increased with the rise of aligners, orthodontists have only begun to tap into this market.
Most adults believe orthodontics is beneficial for their children. For some segments of the economic spectrum, orthodontic care is viewed as an automatic part of raising kids. Others would like treatment for their children but may not fully recognize its value or are limited by finances. Conversely, the majority of adults in the United States can afford orthodontic treatment. Why, then, are more adults not seeking treatment and contributing to orthodontic practice production?
Perception and Convenience
The reality is most adults do not consider orthodontic treatment for themselves. They will try whitening toothpaste, professional whitening procedures, and in some cases even veneers to enhance their appearance. Orthodontics, however, is often viewed as both a major financial decision and an inconvenience. While aligner trays are more convenient than brackets and wires, greater convenience compared to the traditional approach does not necessarily mean they are considered convenient by most patients.
The 2025 AAO Economics of Orthodontics and Patient Census Survey reports that approximately 1.91 million adults are currently being treated by AAO members in the United States, up significantly from 2022. When non-members are included, the estimated total for all practicing orthodontists nationwide rises to 2.37 million adults. That means less than 1% of U.S. adults are currently in treatment.
The 2025 AAO Economics of Orthodontics and Patient Census Survey reports that approximately 1.91 million adults are currently being treated by AAO members in the United States, up significantly from 2022. When non-members are included, the estimated total for all practicing orthodontists nationwide rises to 2.37 million adults. That means less than 1% of U.S. adults are currently in treatment.
Branding Challenges
Orthodontics is also not heavily promoted to adults. Compared to children, there are fewer articles, advertisements, or videos directed toward adult patients. As a result, if orthodontics has a “brand,” it is largely seen as a treatment for kids, leaving the adult market underdeveloped.
Strategies to Increase Adult Patients
1. Rethinking the Consultation. Most children who come into an orthodontic practice are brought by their parents, especially to the consultation. These parents are adults, and many are potential patients themselves. As I have written and discussed in many orthodontic lectures, the treatment coordinator (TC) needs to rethink the approach they take to the orthodontic consult. Even if their current approach is working, it will not remain effective indefinitely, especially in an era of increased competition, new service delivery models, and lower fees for orthodontic care.
One key change is to include adult orthodontic information in every child’s consult. Parents should learn about adult orthodontics as well. This gives them the opportunity to determine whether they are candidates for a more beautiful smile (or improved occlusion, which is often a greater priority for adults than children) and to explore the option of starting orthodontic treatment alongside their child. One strategy is to offer a 10% courtesy to both parent and child if they begin treatment together. Two patients at 90% of the base fee are more profitable than one patient at the full fee.
2. Marketing to Adults. Some aspects of your referral marketing program should focus on adults. Does your practice have any materials focused on adult orthodontics? Is there signage in your office targeting this population? How is adult orthodontics covered on your practice website? Most practices do very little to promote the message that orthodontics is also for adults.
3. Educating Referring Doctors and Hygienists. Make sure referring doctors know that your practice welcomes and treats adult patients—and that consultations are free. Many general dentists do not consider orthodontics for adults unless the case is obvious or the adult patient asks about orthodontics.
A key entry point is the dental hygienist, who spends the most time with adult patients and often gets questions about cosmetics and beautiful smiles. Educating and motivating hygienists to suggest orthodontic referrals can create a steady flow of adult patients. With consistent messaging and education, this referral network becomes easier and more effective than most practices expect.
Creating a Culture That Welcomes Adults
There are numerous other ways to increase adult patients, but it all starts with attitude. If adults are not part of the practice culture, this segment is unlikely to grow. The team’s practice culture has to embrace a clear understanding that adults are both desired and welcomed. From there, opportunities open up and you can focus on including adult-focused messaging into community outreach, offering discounts for spouses who begin orthodontic treatment together, or extending special offers to teachers and other adult groups. But it all starts with a genuine commitment to attracting more adult patients.
Conclusion: Growth Is Right in Front of Us
Sometimes we overlook what is right in front of us. There’s no need to chase new breakthroughs or entirely different patient types when the adult market is within reach. Increasing adult orthodontic treatment remains the greatest opportunity for growth. OP
Photo: ID 66696736 @ Sepy67 | Dreamstime.com
Roger P. Levin, DDS, is the CEO and founder of Levin Group, a leading practice management consulting firm that has worked with over 30,000 practices to increase production. A recognized expert on orthodontic practice management and marketing, he has written 67 books and over 4,000 articles and regularly presents seminars in the U.S. and around the world. To contact Levin or to join the 40,000 dental professionals who receive his Practice Production Tip of the Day, visit levingroup.com or email [email protected].
