In this episode of Five Minute Friday, I’m challenging you to think beyond the traditional model of marketing to every parent in your community for routine pediatric orthodontic cases. When every practice is chasing the same audience with the same message, it becomes increasingly difficult to stand out—especially as the orthodontic market experiences slower or declining case starts.

You do not need to copy my niche. The goal is to identify the cases you truly enjoy, develop the expertise to treat them exceptionally well, and make sure your community knows you offer that service. When you become known for something specific, you can reduce competition, build a stronger referral network, charge appropriately for your expertise, and create a practice that is both more profitable and personally fulfilling.

💬Quotes

“What is it you can do that you love doing that is more than just treating the Phase I or the Class I crowded? Dive into that. Enjoy it. Become an expert on it. Become the best in your city at it, and then go get it.”
— Dr. Glenn Krieger

“When another orthodontist says, ‘I hate doing X, Y, and Z, but I know that Glenn does it,’ they’re happy because they have a referral, you’re happy because you got the new patient, and if you love doing it, you’re even happier.”
— Dr. Glenn Krieger

🎯 Key Takeaways

Why competing for the same pediatric patients limits growth (00:30)
Finding fulfillment through specialization (01:45)
Why adult orthodontics can create more meaningful outcomes (02:02)
Building an interdisciplinary practice with trusted specialists (02:22)
How complex cases can generate peer referrals (03:48)
Charging appropriately for advanced treatment (04:36)
Choosing a niche that separates you from local competitors (04:50)
Why practices may need to diversify in a changing orthodontic market (07:04)
Turning your favorite treatments into a referral-driven specialty (07:52)

🟦 Additional Resources

Take an honest look at the cases that give you the greatest sense of purpose. Maybe it is adult treatment, surgical orthodontics, airway, aligners, impacted teeth, interdisciplinary care, or something completely different.

Whatever it is, develop your expertise, communicate it clearly, and become the orthodontist your community thinks of when that specific case walks through the door. Your niche should not only help your practice grow—it should make you more excited to come to work.

Reach out to me if I can help you identify where your greatest opportunities may be.

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