From Crickets to Consults: Orthodontic Marketing Strategies That Actually Work

Grow Your Orthodontic Practice with Smarter, Measurable Marketing

Key Takeaways

• Orthodontic marketing that works: Track every lead source in Tops + Gaidge to see exactly which channels drive new orthodontic patients; shift budget to the best cost-per-start.
• Turn calls into consults: Use Gaidge Consult Manager for real-time follow-ups and coaching to lift call-to-consult conversion and reduce no-shows.
• Boost case acceptance: Standardize consult workflows and payment clarity to increase exam-to-start rates with data-backed coaching.
• Plan around seasonality: Push acquisition in March and July–September, when demand peaks; use slower months for nurture, reviews, and referral outreach.
• Prove ROI: Connect campaigns to consults, starts, and revenue inside Tops to report marketing ROI and build predictable growth.

You’ve tried every orthodontic marketing strategy you can think of, from social posts and referral cupcakes to Facebook ads.

‍So why are you still hearing crickets?

The problem isn’t effort. It’s insight (or a lack thereof). Most practices do plenty to get noticed, but don’t have the data to see what’s actually working.  

According to research by Gaidge, practices using performance metrics often see 5 to 6 percent stronger results than those that don’t.

That kind of visibility turns guesswork into growth and helps every effort count.

In this guide, learn practical ways to attract new patients and grow your practice. Plus, discover how Tops with Gaidge can help you track what’s working and make every effort count.

1. Build Awareness

New patient marketing starts long before anyone picks up the phone. It’s the moment someone searches for “braces near me” or asks a neighbor for a recommendation.

Start With the Data

With Gaidge Analytics, you can see exactly where new patients are coming from and which referral sources bring the most growth. The numbers tell a story about what’s working and where a little attention could make a big difference.

• Watch for trends in aligner starts. If the data shows a slowdown, refresh your ads and social posts to highlight the convenience and confidence adult patients care about most. ‍
• Keep an eye on referral patterns. When dentist referrals drop, reach out with a treatment update or a quick appreciation visit to stay connected. ‍
• Analyze month-over-month performance. Are there certain months that perform better than others with new patient phone calls? You can adjust your marketing strategy accordingly to market more heavily in the slower months.  

Polish Your Digital First Impression

Most patients form an opinion about your practice before they ever pick up the phone. A strong online presence helps you make that first impression count.

• Refresh your Google Business Profile with updated photos, hours, and contact information when your data shows local search driving new leads. ‍
• Refine key website pages using insights from Google Analytics or Search Console to strengthen content and keep visitors engaged. ‍
• Simplify navigation when analytics reveal drop-offs, making it easier for patients to find what they need and take the next step.

Show Up Where Your Patients Already Are

Your next new patient probably lives down the street. Stay visible by getting involved in the places families already spend their time, like school events, local fundraisers, and community fairs. A simple booth, giveaway, or photo station can spark conversations that often lead to new consults. Track those community efforts inside Tops to see which ones generate the most visibility and new patient activity.

💡 Tops x Gaidge Insight: Accurate data in Tops gives your marketing insight real power. When your data is complete, Gaidge turns it into clear, visual reports that show which marketing channels bring in the most qualified patients. Together, they make it easy to see what’s working and spend smarter on your next campaign.

2. Turn Calls into Consults

The first phone call can set the tone for everything that follows. It’s your practice’s chance to turn curiosity into commitment, often in the middle of a day full of reschedules, reminders, and ringing lines.

Make Every Call Count

With so much happening at once, even the best teams can miss the small details that make a big difference. With Gaidge Consult Manager, you can see the full story behind every call:

• Who scheduled and who didn’t
• New patient exam prep (forms, confirmation, insurance)
• How quickly follow-ups happen

Those details give your team the clarity to improve with purpose and turn more calls into consults.

Personalize Every Interaction

The best calls don’t sound perfect; they sound personal. If data shows a patient came from a dentist referral, mention it naturally. A simple “We love working with Dr. Smith’s patients” feels genuine and helps the caller feel seen.

Those easy, human moments matter most. They turn a quick question about braces into the start of a real relationship.

💡 Tops x Gaidge Insight: When your team can see real-time conversion data from every new-patient call, it changes how you coach and plan. Gaidge Consult Manager highlights where follow-ups stall or calls fall through, helping your team fine-tune their process and turn more inquiries into scheduled exams.

3. Convert With Confidence

When a new patient walks through the door, your marketing has already done most of the heavy lifting. The exam is where your team turns that curiosity into confidence and a commitment to treatment.

Make the Experience Memorable

As soon as a patient sits down, they begin deciding whether your team feels like the right fit. What stands out most isn’t the panoramic scan but the people behind it.

Greet patients by name, keep the flow smooth, and make sure every handoff feels effortless. When your team is calm and in sync, patients can tell. That sense of confidence does more to build trust than any discount ever could.

Use Data to Support the Conversation

Good instincts build strong teams, but data turns those instincts into strategy. With Tops and Gaidge Consult Manager, your team can spot trends in case acceptance and see what truly helps patients say yes.  

For example, maybe one coordinator consistently converts more exams, or certain appointment times lead to better starts. Those insights show what’s working and where a few small tweaks could make an already great process even better.

And when patients are ready to talk about next steps, Consult Manager helps make those details simple and transparent. Its payment tools let your team walk patients through costs and options clearly, so the focus stays on starting treatment, not sorting through numbers.

Turn Every Start into a Story

Once a patient starts treatment, their experience becomes your strongest marketing tool. Ask for reviews while excitement is high and share real patient stories online or in-office. People trust people, and happy patients are your best advocates for bringing new ones in.

💡 Tops x Gaidge Insight: When you can see every step from exam to start, patterns appear that you’d never catch otherwise. Gaidge Consult Manager highlights where consults convert, where they stall, and how small timing or communication changes help more patients say yes.