Patient and parent preferences for orthodontic practices

Area of Science:

• Dental Practice Management
• Healthcare Consumer Behavior
• Orthodontic Marketing

Background:

• Understanding patient choice drivers is crucial for orthodontic practice growth.
• Previous research has not fully elucidated the specific factors influencing orthodontic office selection.
• Identifying key decision-makers and their preferences can inform practice marketing strategies.

Purpose of the Study:

• To identify the primary factors influencing patient and parent selection of an orthodontic office.
• To determine the demographic characteristics of patients attracted to specific office attributes.
• To understand the role of different family members in the decision-making process.

Main Methods:

• A mail-out survey was administered to patients and parents sourced from suburban orthodontic office lists.
• Data collection focused on perceived importance of various office characteristics and decision-making influences.
• Statistical analysis was employed to identify significant factors and demographic correlations.

Main Results:

• Practitioner reputation and the office's caring attitude were the most significant attraction factors.
• Office proximity to home and flexible payment plans were critical, outweighing treatment cost.
• Mothers emerged as the primary decision-makers, with higher-income families valuing orthodontist excellence, attention, and convenience.

Conclusions:

• Orthodontic office selection is driven by a combination of professional reputation, patient experience, and logistical convenience.
• Marketing strategies should emphasize practitioner expertise, compassionate care, convenient location, and adaptable payment options.
• Targeted marketing towards mothers and understanding the preferences of higher-income families can enhance practice outreach.