Orthodontic entrepreneurs face distinct go-to-market challenges, and these five strategic considerations explain why relying on a traditional medical marketing agency can limit growth, credibility, and adoption within a specialty-driven market.
By Michael Ventriello & Mark Ross
As more orthodontists expand beyond clinical practice to develop products, services, technologies, and educational platforms, the business side of orthodontics continues to evolve. These clinician-led ventures face a common inflection point: determining how to position, communicate, and grow in a crowded and highly specialized marketplace.
Because orthodontics exists within healthcare, many founders instinctively turn to medical marketing agencies. However, orthodontic innovation operates within a distinct professional ecosystem. Understanding that distinction can influence both market acceptance and long-term growth.
Below are five considerations for orthodontic entrepreneurs evaluating whether a dental or medical marketing agency is the right strategic fit.
1. Orthodontic Ventures Operate as Specialty Businesses
Orthodontic innovation rarely emerges from hospital systems or large medical networks. It is most often driven by privately owned practices, academic environments, and clinician-founders who understand chairside workflow, case acceptance, and practice economics.
Medical marketing agencies are typically oriented toward institutional healthcare models and payer-driven messaging. Dental marketing agencies are more accustomed to supporting specialty-driven businesses, where purchasing decisions are influenced by efficiency, differentiation, and peer credibility.
2. Peer Validation Shapes Adoption
Orthodontists rely heavily on professional peers when evaluating new ideas. Study clubs, respected speakers, clinical pilots, and collaborative education play a central role in adoption.
Dental marketing agencies are structured around these dynamics, with experience supporting key opinion leader programs, advisory councils, and education-first initiatives. By contrast, medical agencies often emphasize broad awareness strategies that do not align with how orthodontic communities evaluate innovation.
3. Precision in Language and Claims Is Essential
Orthodontic audiences are highly discerning. Overgeneralized messaging, imprecise terminology, or overstated claims can undermine credibility quickly, particularly when the founder is a practicing clinician.
Dental marketing agencies bring familiarity with orthodontic workflows and professional norms, allowing innovation to be communicated accurately and conservatively. This approach supports trust and aligns marketing with clinical reality.
4. Orthodontic Media and Meetings Function as Gateways
Specialty publications, podcasts, study clubs, and meetings such as the AAO Annual Session are not simply promotional channels. They help define relevance, credibility, and professional standing within orthodontics.
Dental marketing agencies often maintain established relationships within this ecosystem and understand editorial expectations. This enables orthodontic entrepreneurs to participate in industry dialogue in a manner that is informative rather than promotional.
5. In-Person Engagement Continues to Influence Growth
Despite increased reliance on digital channels, in-person education and demonstration remain influential in orthodontics. Live interaction allows clinicians to evaluate workflow integration and clinical applicability firsthand.
Dental marketing agencies tend to have experience designing meeting strategies that prioritize education, measured exposure, and appropriate follow-up. This balance is particularly important for clinician-led ventures seeking sustainable growth.
Choosing Alignment Over Scale
Orthodontic entrepreneurship reflects a blend of clinical expertise and business initiative. While medical marketing agencies may offer healthcare experience, dental marketing agencies are often better aligned with the cultural, professional, and practical realities of orthodontics.
For orthodontic founders, selecting a marketing partner is less about scale and more about fit—ensuring that growth strategies reflect how orthodontic communities evaluate, adopt, and discuss new ideas. OP
Photo: ID 65782174 © Kiosea39 | Dreamstime.com
Michael Ventriello and Mark Ross have a combined 60 years of experience in dental industry marketing. They are the co-founders of Personify Group – Dentistry’s Brand Growth Partner. Personify Group is redefining best practices in brand storytelling, creative development, marketing technology, digital media, demand generation, influencer relations, product development, public relations, and investor marketing. For more information, visit personifygroup.com or connect on LinkedIn.
