By Roger P. Levin, DDS

There are probably 100 different things that treatment coordinators (TCs) can do to improve case close rates but they all start with one thing—the right attitude. I could lay out the exact system of achieving a 90% close rate, but without the right attitude even the best system will not work.

So, what attitude should every treatment coordinator have? Everything that the TC does should begin with an “attitude of service.” Before meeting with a patient, the TC should ask themselves, How can I help this person?  Even though the TC works to provide parents and patients with information about orthodontics and the practice, they may not be focused on the idea of service. It’s not just about getting parents and patients to accept treatment, it’s about how the treatment coordinator can help them.

Remember, orthodontics literally changes lives. There are people who would be physically deformed without orthodontics. There are people who would be emotionally and/or socially crippled without a reasonable or beautiful smile. There are even people who enter dentistry because they really liked their orthodontist. 

This potential for changing lives should be foremost in the mind of every TC and become the foundation of a “service focused” attitude that will allow them to have a high close rate. Can this actually happen simply because the TC develops an attitude of service? The answer is yes. We have seen TCs with low close rates, despite excellent selling skills, who were able to turn things around by simply changing their entire focal point and attitude. When you focus on how you can help someone, you come across in an entirely different way. Patients and parents view the case presentation process as genuine and compassionate. They’ll even like you and your office better, all because the TC changed their attitude.

There’s a popular saying that states: Your attitude determines your altitude. With a service focused attitude, TCs can make a big difference in the lives of patients and the life of the practice. OP

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 dental 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 or email [email protected]