Why today’s shifting patient behavior demands a more structured, data-driven approach to case presentation and conversion
By Roger P. Levin, DDS
At a recent orthodontic seminar, I was asked numerous times “How can treatment coordinators improve their close percentage for new patient consults?” With the economy still in a state of flux for much of the American population, the ability to start new patients takes on even more importance, making the Treatment Coordinator (TC) perhaps the most critical position in the orthodontic practice. As the world-renowned business expert and management educator Peter Drucker once said, “Nothing happens in a business until a sale is made.”
In a nutshell, most TCs do not inherently have the skills necessary to achieve the desired results. TCs that were highly effective even a few short years ago now have lower close percentages and need additional training. In the past, orthodontic practices that had a sufficiently high flow of patients and a reasonable close percentage performed relatively well. This is no longer the case. Consumer behavior and consumer spending have changed dramatically.
How Consumer Behavior Is Reshaping Orthodontic Consults
Based on Levin Group surveys and observation of clients, orthodontic practice production was basically flat (no growth) in 2025. Given that the economic conditions are uncertain, consumer purchasing habits have been permanently altered. Orthodontic practices need to change as well.
Building a Repeatable System for Case Presentation
For TCs to be successful in our current economic climate, they need to use concepts such as daily measurement of performance and a documented step-by-step, script-by-script, minute-by-minute approach to every consult.
Making important changes does not have to be difficult for the TC. It simply requires setting clear goals such as closing 90% of all patients who visit the practice. Once this goal is established, the practice will need to build a clearly documented system for the new patient appointment. Results need to be measured to determine if the goal is being achieved.
Turning Data into Better Case Acceptance
Levin Group consistently measures the success of TCs in orthodontic practices to determine exactly what works and what doesn’t. Using quantitative analysis of the various parts of the TC appointment, each component can be improved until the 90% close-rate target is achieved. This process includes testing, observation, comparing different techniques all in an effort to create the best approach to case presentation.
Training for Today’s Economy, Not Yesterday’s
The TC in your office is probably capable of doing an outstanding job. However, if they have been in the practice since before the pandemic, it is unlikely that what they did in the past will continue to work today. As the business author Marshall Goldsmith said, “What got you here won’t get you there.”
Do not underestimate the need for your TC to make changes to their new patient consult approach. This critical position in the practice has the power to significantly increase production leading to ultimate success. OP
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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 orthopractice 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]
