How orthodontic practices can train and support Treatment Coordinators to lead the new patient journey with empathy, confidence, and strategic communication that drives case acceptance.
By Amy Stafford
In the evolving world of orthodontics, the Treatment Coordinator (TC) plays a pivotal role, not as a solo act or top performer, but as a guide and team leader who inspires trust and creates momentum. The TC is the connection point between a family’s hope for a better smile and your team’s ability to deliver it.
They lead the new patient journey with heart, clarity, and strategy, setting the tone for the entire experience. When trained and supported well, they increase case acceptance and elevate your team’s energy, empathy, and effectiveness.
Let’s explore how to identify, train, and empower the kind of TC who helps every patient feel heard, understood, and confident in their decision.
Why the Treatment Coordinator is a Foundational Leader
Your TC doesn’t just walk patients through consultations, they guide families through a moment of emotional and financial decision-making. Their ability to connect, listen, and inspire makes them a key leader in your practice. But leadership here doesn’t mean doing it all, it means helping others take the next step with confidence.
A great TC understands that what they’re offering is more than braces or aligners, it’s a chance, growth, and transformation. They utilize just the right connection. They guide and empower.
What to Look For When Hiring a TC: Leadership Through Connection
You’re not always hiring for orthodontic knowledge, you’re hiring for potential. These are the qualities that matter most:
- Clear, Compassionate Communication: Can they explain treatment clearly, ease nerves, and make families feel truly heard? Communication is more than words, it’s tone, timing, and empathy.
- Strong Organizational Habits: The TC juggles multiple priorities: consultations, follow-ups, scheduling, and financial conversations. Look for someone who thrives on systems and structure.
- Genuine Empathy: Orthodontics is often emotional. Your TC must lead with compassion and never lose sight of the human side of this journey.
- Transferable Talent: Think hospitality, retail, education, and customer service. People who love people and know how to read a room are gold.
- Problem-Solving Instincts: Things won’t always go as planned. Your TC should be able to pivot gracefully, keep calm under pressure, and solve problems creatively.
- Sales Confidence With Heart: Look for someone who can help patients say yes, because it’s the right choice. Someone who can influence with honesty and kindness.
- Collaborative Energy: A great TC uplifts the team. They contribute to a positive culture, bring energy to huddles and meetings, and align with your mission statement. Your TC is an ambassador and guardian of your culture.
Financial Conversations: Personal, Empathetic, and Empowering
Prospective patients often hesitate during the financial presentation, and this is where many TCs feel the most pressure. However, it doesn’t have to be a barrier. With the right approach and influence, your TC can guide families with empathy and clarity. Here are three common scenarios where TCs can truly shine:
Scenario 1: “This is so expensive…”
Example Script:
“I completely understand how you may feel. Many families feel the same way when they first see the numbers. We’ve found that once you see exactly what’s included in the investment and how flexible the payment options are, you’ll find it easy to manage.”
The investment for the full treatment is $X. That includes everything, visits, adjustments, remote monitoring, retainers, and support from our team throughout. We offer several payment plans, like a $500 deposit with 0% interest over 18 months, or extended financing if that works better for you. What feels more comfortable for your family?”
Key Approaches:
- Normalize the concern.
- Offer transparent options.
- Invite collaboration around solutions.
- Stay grounded in empathy and clarity.
Scenario 2: “Is it really worth it?”
Example Script:
“That’s such a great question, and one we hear often. I understand how you may feel. Many patients have felt unsure, especially with everything else families juggle. We’ve found that once treatment begins, they quickly see the value, not just in the results, but in how their child starts smiling more, gaining confidence, and enjoying the experience with our team.”
This treatment addresses the crowding you mentioned, helps prevent future dental issues, improves hygiene, and supports better long-term health. The total is $X and includes everything. We also offer a discount for upfront payment. Which option works best for you?”
Key Approaches:
- Reassure with perspective and stories.
- Reinforce value beyond aesthetics.
- Create space for financial conversation with the right amount of influence.
- Align solutions with their priorities.
Scenario 3: “I need to talk to my partner.”
Example Script:
“Of course, I understand. A lot of families feel the same way. This is an important decision, and it makes sense to work through it together. We’ve found that when both partners have all the information upfront, the conversation at home is much easier and often leads to a quicker decision.”
Since you’re here now, would it help if we talked through any questions he or she may have and a few flexible options so you feel fully prepared for that conversation? I can also provide a summary sheet to share with your spouse, and we can schedule a 5-minute call later today to cover any questions together.”
If you sense the patient is open to moving forward:
“We can reserve your spot with a fully refundable deposit today, so you’re not scrambling later. That way, you’re holding your place, and if anything changes after you speak with your spouse, we can always adjust it.”
Key Approaches:
- Normalize the response. Let them know they’re not alone in needing a conversation at home.
- Support the Decision by giving them the tools and clarity to bring into that conversation.
- Empower with Options like refundable deposits, brief follow-up calls, or co-signing paperwork later.
- Lead with Transparency no tricks, just a helpful process that builds confidence.
- Create Urgency Gently by reserving their preferred spot or special offer with the right influence.
Elevating the TC Role Through Training
Your TC needs systems and support to lead the new patient journey. The best TCs are inspired and are continually growing. Here’s how to help them thrive:
- Confident Communication – Help them speak clearly, warmly, and with ease.
- Radical Empathy – Help them to listen deeply and connect authentically.
- Objection Readiness – Roleplay common scenarios so nothing feels like a surprise.
- Organizational Discipline – Support them with systems that make success sustainable.
- Leadership in Huddles – Encourage their voice in setting the tone each day.
- Modern Tools Mastery – From virtual consults to digital workflow, efficiency matters.
- Ongoing Industry Learning – Invest in CE, webinars, and ortho-specific training.
- Positive Presence – The energy your TC brings can shape the whole day.
- Strategic System Use – Train on CRMs, automations, and reporting tools.
- Integrity at the Core – Every conversation should feel honest, human, and helpful.
READ MORE: What Can a Digital Coordinator Do For Your Practice?
Empowered, Not Just Employed
As a leader, your job is to build leaders. Your Treatment Coordinator should inspire trust, connect with heart, and communicate the real impact of orthodontics.
If you want to grow your practice through better patient experiences and stronger case acceptance, start by investing in the TC. Empower, train, and support them as a leader in your team, not the hero, but the guide that helps others shine.
Next Steps: Bringing the TC Vision to Life
- Audit Your Current New Patient Experience: Sit in on a few consults this week. Observe your TC’s tone, flow, and connection with families. Are financial conversations empathetic and confident? Are objections handled with care and clarity? Take notes, and celebrate what’s working while identifying small areas to elevate.
- Host a Team Training Session: Use this article as a framework for a team meeting. Roleplay the three financial scenarios with your TC and admin team. Practice scripts and personalize responses. Empower your team to co-create new language that feels authentic to them.
- Create a TC Support Toolkit: Build a simple resource folder including updated treatment overview sheets, objection-handling scripts, financial plan visuals, and spouse-summary handouts. Make it easy for your TC to confidently respond to every concern, without reinventing the wheel during each conversation.
Remember:
- Great TCs don’t just close cases, they build relationships.
- They don’t push patients, they partner with them.
- They don’t run the show, they help the whole team win together. OP
Photo: ID 26818741 © Candybox Images | Dreamstime.com
Amy Stafford, North American director for The Invisible Orthodontist, has dedicated almost 30 years to the orthodontic profession, a journey that began as a part-time summer job and grew into a lifelong passion. Stafford’s career has spanned roles from traveling nationally as a software and team trainer to in-practice positions as a records assistant, clinical assistant, treatment coordinator, marketing director, and leadership positions in management and business development. She was named SureSmile Treatment Coordinator of the Year and earned Disney Customer Experience Certification.
