The Importance of Investing in Technology for Impact, Not Price

Outdated “cheaper is better” thinking is holding OSOs back. While providers may not have the final say, they can shift the conversation from cost to value to influence smarter tech decisions that drive efficiency, growth, and better patient care.

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By Mike Huffaker

You’ve seen it before: a new technology tool is rolled out across your orthodontic support organization (OSO), but it slows things down instead of speeding them up. The platform doesn’t integrate with your existing systems, your team spends more time troubleshooting than treating patients, and leadership is already asking if the cost was worth it.

As someone working within an OSO, you may not have the final say on technology purchases, but you do have influence. Whether formally or informally, you can play a critical role in helping guide smart, outcome-driven tech decisions.

And that influence matters. Because now is the time to toss out the outdated ‘cheaper is better’ mentality when it comes to technology choices. The focus needs to shift from penny-pinching to finding technology that drives real value by improving patient outcomes, streamlining operations, and fueling sustainable growth. OSO leaders and the providers who work within them need to ask: “What technology will truly elevate our practice and deliver lasting results?”

Here’s why it’s time for OSOs to prioritize value over price when choosing their technology solutions.

1. The Downside of the “Cheaper is Better” Mindset

For years, practices have prioritized cost when selecting software tools, believing that cheaper options were the most cost-effective. However, this mindset has become increasingly outdated. In today’s environment, OSOs can no longer afford to choose technology based solely on initial costs. Low-cost solutions that lack scalability or integration can result in higher long-term expenses due to inefficiencies, increased administrative burdens, or lost revenue from missed opportunities.

It’s time to advocate for technology that goes beyond price. Focus on tools that provide clear benefits to the organization, such as improved workflow efficiency or better revenue cycle management. Ask how will this solution enhance operations? Does it streamline tasks?

2. The Real Value: Improving Patient Outcomes and Operational Efficiency

As we’ve seen in 2025, technology is no longer just a means to reduce costs or time spent on tasks. It’s now a tool for driving greater value in every aspect of orthodontic practice management. By adopting technology that improves operational performance, OSOs can free up staff time to focus on patient care, enhance treatment planning, and streamline billing processes.

Take, for example, AI-driven tools designed to automate routine tasks like appointment scheduling or patient communication. While they may come with a higher upfront cost, these solutions reduce manual work, allowing staff to spend more time with patients. This shift doesn’t just lead to better efficiency; it directly impacts patient satisfaction, driving retention, referrals, and improving overall outcomes.

The conversation with leadership needs to shift from cost to value. Advocate for solutions that improve workflow, enhance patient interactions, and ultimately support long-term growth and efficiency.

LISTEN NOW: Planet DDS CEO Eric Giesecke on Why Your Practice Needs a Tech Upgrade—Now

3. Building a Future-Ready Tech Stack: Integration and Scalability

As OSOs expand, the ability to integrate new technologies into an existing infrastructure becomes essential. A strong, scalable core system that integrates seamlessly with emerging software tools is key to future-proofing the organization. Without this flexibility, OSOs risk creating a fragmented tech stack that complicates rather than simplifies operations.

Advocating for a future-ready tech stack means pushing for solutions that provide both integration and scalability. Look for tools that can grow with the organization and adapt to future needs. A robust, integrated system not only makes day-to-day operations more manageable but also positions the organization to leverage future innovations as they emerge.

4. Practical Tools and Tips for Advocating Technology Investments

You can play a key role in helping leadership teams evaluate and choose the right technologies. Here are a few practical tips for initiating the conversation:

• Advocate for ROI Beyond Cost: Shift the conversation from price to long-term ROI. Focus on how technology can improve experiences and create efficiencies that will ultimately increase revenue over time. Use data and real-world case study examples to support your case.
• Ask the Right Questions: When evaluating new technology, ask leadership questions that prioritize outcomes: How will this tool improve workflow? Can it integrate seamlessly with existing systems? What measurable improvements will it bring to patient care?
• Pilot New Solutions: Before committing to a full rollout, advocate for testing new tools on a smaller scale. This gives your team the opportunity to evaluate the real-world impact of a solution, ensuring it aligns with your organization’s goals and can be scaled effectively.
• Stay Connected with Peer Networks: Keep up to date with the latest tools and trends by engaging with industry peers and attending conferences. Peer recommendations and insights from others who have successfully implemented new technologies can be invaluable in guiding your organization’s decision-making.

A Smarter Path Forward

With a focus on value rather than just price, OSOs can make smarter, more strategic investments. By advocating for technology solutions that align with your organization’s vision and support measurable outcomes, you can help create a stronger, more sustainable future for your practice — and your patients. OP

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