How to Combat Online Orthodontic Companies

Jackie Ulasewich Cullen


While they have been around for a while, online orthodontic companies are more aggressively opening new locations to take market share, specifically for clear aligners. As a result, general and orthodontic practices are finding themselves having to compete with these companies to gain ortho patients. 

We’re not here to debate whether these companies are serving patients with quality orthodontic care, but to make the case that practices need to take their marketing seriously to stay ahead of the game. They may not be taking many of your patients now, but these suppliers are popping up all over. They’re also putting big marketing dollars behind their brands, and they might have a bigger effect on your practice in the future than you think.

If there was ever a time to boost your marketing strategy, it’s now. Not only will it bring more visibility to your practice, but you also need to be educating consumers about the disadvantages of online ortho companies. Use all your marketing channels to spread this message. You can write blogs, post on social media, make videos, and send emails. There’s no shortage of content on the subject.

While online ortho companies suggest they can provide orthodontic care faster and cheaper, your marketing should highlight why that is not in the best interest of the patient. You don’t have to get into technical details, but point out the benefits of seeing a skilled dentist or orthodontist in person and how that far outweighs sending your smile off in a box. At the same time, take the opportunity to highlight the benefits of your practice and why you are the trusted choice.

We do not suggest, however, that you bash these companies. Consider your marketing as a way of educating consumers who are researching options for orthodontic services or clear braces in your area. If your practice keeps showing up as the one with information, chances are patients are going to be calling your office rather than risking an online company with their dental care. 

With more than a decade of experience in corporate dental laboratory marketing and brand development, Ms. UlasewichCullen decided to take her passion for the dental business and marketing to the next level by founding My Dental Agency. Since starting her company, she and her team have helped a wide variety of practices all over the nation focus their message, reach their target audience, and increase their sales through effective marketing campaigns. She can be reached at (800) 689-6434 or via email at

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