Marketing in Orthodontics: Finding Your Ideal Patient Avatar
In his book This Is Marketing, Seth Godin argues that effective marketing isn’t about shouting louder or chasing everyone—it’s about finding the smallest viable audience and serving them exceptionally well. For orthodontists, this means thinking beyond simply attracting "more patients" and focusing on defining your ideal patient avatar—the type of patient who aligns with your practice’s style, goals, and values.
Why You Need a Patient Avatar
Without clarity about your ideal patient, marketing becomes unfocused and inefficient. Godin reminds us that marketing to all is not marketing at all. In an orthodontic practice, trying to be everything to everyone often results in misaligned messaging and wasted resources. Conversely, a well-defined patient avatar enables you to tailor your efforts, ensuring that your message resonates deeply with those you’re best suited to serve.
For example, if your practice is located in the business district of a city, you may want to focus on adult patients looking for discreet treatment options, such as aligners. This niche could align with your practice’s offerings while tapping into an under-served demographic. Alternatively, if your practice thrives on a family-friendly environment, your avatar might be parents seeking comprehensive care for their children.
How to Define Your Avatar
Creating a patient avatar requires considering both practical and strategic factors:
Demographics: Age, income level, location, and occupation.
Psychographics: Values, lifestyle, and pain points (e.g., "I want a straighter smile but don’t have time for frequent office visits").
Practice Alignment: What type of patients best match your clinical expertise and operational strengths?
Area Demographics: What opportunities exist in your geographic region?
The Business Side: LTV vs. CAC
Marketing isn’t just about who you serve—it’s also about making it financially sustainable. Two critical metrics to consider are Lifetime Value (LTV) and Customer Acquisition Cost (CAC):
LTV: The total revenue a patient generates during their time with your practice. This includes orthodontic treatment, retainers, follow-ups, and referrals.
CAC: The cost of attracting that patient, including marketing expenses, promotional offers, and staff time.
Your goal should be to attract patients with a high LTV relative to their CAC. For example, targeting adult patients for aligner treatment might require higher upfront marketing costs (e.g., Google Ads, professional branding), but their LTV is often higher due to fewer missed appointments, a smoother process, and potential referrals. Conversely, pediatric patients may have a lower LTV for individual cases, but the referrals from parents and siblings could significantly increase their overall value.
Why Choosing the Right Avatar Matters
Every practice has finite resources, and focusing on the wrong patient type can drain them quickly. If your practice thrives on efficiency and cutting-edge technology, but your marketing attracts patients who prefer traditional, face-to-face interactions for every check-up, there’s a misalignment that will hurt both the patient experience and your bottom line.
By choosing an avatar that aligns with your practice style, you can create marketing that feels authentic and attract patients who are thrilled by what you uniquely offer. Whether it’s a tech-forward approach, a family-friendly environment, or a high-touch boutique experience, defining your avatar ensures your efforts are directed at building a practice that’s sustainable, profitable, and rewarding.
Closing Thoughts
Seth Godin’s philosophy reminds us that marketing is about making change happen. When you define your ideal patient avatar, you’re not just filling your schedule—you’re transforming your practice into one that serves patients in the best possible way, while staying aligned with your goals and values.
Who is your ideal patient, and how will you tailor your marketing to attract them? Taking the time to answer this question will set the foundation for meaningful, effective, and profitable growth.
