Orthotown November 2019 - 45

Subscription retainer programs: Can be
uniquely created by each office, or an office
can partner with programs like Retainer
Club. These programs acknowledge that
retainers are a lifetime commitment and
that regularly replacing them is important
to maintain the fit and performance of the
retainers. Retainers are replaced at regular
intervals and either delivered in office
or sent directly to the patient, often at a
significantly reduced fee.
Programs like Retainer Club often
capitalize on the accuracy of 3D intraoral scanning and 3D printing to create
near-perfect replicas of the initial retainers
without having to bring the patient back to
the office for an impression or a scan. These
programs can reduce the number of in-office
visits because the orthodontic models are
either stored physically or digitally and
available for replacement in case a retainer
is lost or broken.
Free retainers for life: These programs
acknowledge that replacement of retainers can
be expensive, which can be objectionable to
patients before they start treatment. Offices
that use this program will often market this
program to prospective patients as a value
add to treatment.
In general, offices that use this program
will replace retainers whenever the patient
requests (frequently there is an annual limit)
at no charge. The patient may be required
to store their final models and bring them
to office when a replacement set is needed.

Consumer perception
How does the patient's perception of
the orthodontic office's services evolve after
treatment is complete and the retention
process begins?
At some point in the past decade,
orthodontic patients have changed into
orthodontic consumers. These consumers
are influenced by what they read and see

on the internet in terms of information as
well as marketing.
Modern orthodontic consumers look at
their experiences and results, both during
treatment and after treatment, in terms
of other consumer experiences they have.
Consumers often use Amazon as their benchmark; services should be easy, convenient,
affordable and available online, just like that
company. They often discuss these opinions
online in terms of Amazon reviews as well
as Google reviews and Yelp.
Today's media portrays orthodontic treatment in a very
different manner than just
a few years ago. If you are
to believe the marketing
claims of companies
that are often referred
to as "DIY orthodontics," patients can
manage the bulk
of their treatment
themselves. They
can use the online
platform of their
choice to order
more aligners, order
retainers, and report
issues and concerns
with their treatment.
Therefore, the competition for orthodontic
services, including retainers, does not come from DIY
companies or other orthodontists.
The competition is human nature
and convenience. If a process is easy
and convenient, a patient will do it.
If it's complicated or cumbersome, let
alone painful and expensive, a consumer
is unlikely to do it.
This consumer perception ultimately
influences how patients value our services
both during and after treatment. Orthodontic

orthotown.com \\ NOVEMBER 2019

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Orthotown November 2019

Table of Contents for the Digital Edition of Orthotown November 2019
