65-75%
Exam-to-Start
Target conversion rate
Orthodontics
Ortho Patient Flow & Conversion
Master the unique orthodontic conversion funnel from exam to start
65-75%
Exam-to-Start Target
~20%
To Observation Pool
287
Avg Annual Starts
Key Conversion Metrics
~20%
To Observation
% of exams to pre-tx pool
20-25%
Obs-to-Start
Monthly conversion goal
287
Annual Starts
Industry average per doctor
The Orthodontic Conversion Funnel
- New Patient Calls
- 100%
- Exams Scheduled
- ~85%
- Exams Completed
- ~75%
- Treatment Starts
- 50-65%
Gaidge recommends tracking each stage to identify conversion bottlenecks. (Source: Gaidge Analytics 2024)
Managing the Observation Pool
About 20% of exams should move to pre-treatment observation. These patients aren't ready yet but represent future starts.
- → Regular recalls: Bring observation patients back every 6-12 months
- → Track diligently: ~20% of your starts should come from observation pool
- → Target conversion: 20-25% of observation patients should convert monthly
- → Clear criteria: Define when observation patients become treatment-ready
Improving Case Acceptance
Industry average is 65-68%, but top practices achieve 80%+. Key factors:
- ✓ Treatment Coordinator: 70% of practices employ TCs for presentations
- ✓ Payment options: Flexible financing removes financial barriers
- ✓ Same-day starts: Reducing time to decision improves conversion
- ✓ Visual treatment plans: 3D simulations increase acceptance
The Treatment Coordinator Advantage
70% of orthodontic practices employ treatment coordinators. Practices with dedicated TCs consistently outperform in case acceptance. (Source: AAO Economics Survey 2024-2025)
70%
Practices with TCs
+15-20%
Higher case acceptance
30-60min
Consult time per patient
Where Starts Come From
Healthy Start Mix
- New Exams: 80%
- Observation: 20%
Warning Signs
- • Observation pool growing but not converting
- • <10% of starts from observation
- • Observation patients lost to competitors
- • No structured observation recall system
The Cost of Low Conversion
At an average case fee of $6,121, even a 10% improvement in conversion rate on 300 annual exams equals ~18 additional starts, or $110,000+ in additional revenue—without any additional marketing spend. (Source: AAO Economics Survey 2024-2025)
Sources: AAO Economics Survey 2024-2025, Gaidge Analytics, Orthodontic Products Practice Survey, Bentson Copple & Associates
FAQ