Turning Observation Patients into Your Practice’s Secret Growth Engine
Observation Patients: The Most Overlooked Source of Future Starts
Orthodontic observation patients represent a goldmine of future treatment starts — but many practices fail to treat them with the strategic focus they deserve. According to industry data, observation patients who remain engaged with a practice have a 75-85% likelihood of starting treatment at that same office when the time comes. Compare that to the less than 30% conversion rate for new patient leads who leave their initial consult without scheduling treatment, and the opportunity is crystal clear: the way you manage observation directly impacts your long-term growth.
In fact, data from Gaidge and other orthodontic benchmarking sources consistently show that practices with structured observation programs convert more observation patients into full treatment — and they do so faster and with less shopping around than practices with a more casual, "see you in 6 months" approach.
Why Observation Patients Leave — and What They Want Instead
If you’re losing observation patients to competitors, the reason is rarely clinical. Instead, it’s about engagement. Families want to feel like they’re getting value and guidance during the observation phase — not just a quick check and a vague "we’ll see you in a few months." A survey conducted by OrthoFi found that parents highly value clear communication, proactive treatment planning, and technology-driven convenience during the observation phase.
The Traditional Observation Model is Broken
The standard observation process in many practices still follows the outdated model:
➡️ Patient comes in for an initial consult.
➡️ They’re not ready for treatment, so they’re placed in "obs."
➡️ They return for a quick growth check every 6-12 months — often seeing a different clinician or getting a rushed exam.
➡️ There’s little to no contact between visits.
This passive approach opens the door for other practices to swoop in if the patient or parent hears about a different office with a more proactive or tech-forward process. Inconsistent follow-up also makes families feel like observation is just a holding pattern — not a valuable part of their care journey.
Observation 2.0: A Proactive, Digital Approach Using Dental Monitoring
In our office, we’ve completely redefined observation management by incorporating Dental Monitoring (DM) into our program. Every observation patient is actively monitored between visits using DM’s remote scan technology, with exfoliation of deciduous teeth and eruption of permanent teeth set as trackable goals within the DM platform.
What This Means for Our Patients:
✅ Instead of 1-2 in-office checks per year, they receive regular feedback — often monthly — through the DM app.
✅ We proactively track tooth exfoliation, eruption sequences, and oral hygiene trends in real time.
✅ Families feel connected and cared for, without needing to take time off work or school for unnecessary visits.
✅ Patients are more likely to comply with hygiene and habits because they know we’re monitoring closely.
Adding Value: Education, Guidance, and VIP Access
Observation isn’t just about watching teeth grow — it’s an opportunity to educate and build trust. Through DM, we provide:
💬 Regular feedback on oral hygiene.
💬 Tips for maintaining healthy teeth and gums.
💬 Guidance on what to expect at each stage of development.
💬 Clear, proactive communication about when treatment will likely begin.
This value-added approach turns observation into a true membership experience, not just a holding tank. Families appreciate the extra touchpoints, and our practice stays top of mind when it’s time to start treatment.
Charging for Observation — and Why It Works
We believe this level of care has real value — so we charge a modest fee for participation in our Digital Observation Program. However, we also apply that fee toward future treatment costs — effectively rolling it into the patient’s down payment when they’re ready to start. This creates a win-win:
✅ Families see observation as an investment, not a free afterthought.
✅ Patients feel like part of our practice family from Day 1.
✅ When treatment time arrives, the financial process is smoother (they’ve already prepaid part of their down payment).
✅ It reduces the temptation to "shop around," since they’ve already made a financial commitment with us.
The Data Speaks: Proactive Obs Converts at Higher Rates
Orthodontic Business Trends Report data shows:
📊 Practices with structured, technology-enhanced observation programs (including remote monitoring) convert 15-20% more observation patients into full treatment than those with traditional models.
📊 Patients who receive regular touchpoints and remote check-ins during observation have higher satisfaction scores and lower no-show rates for treatment starts.
📊 Families who feel actively engaged and well-informed during observation are less likely to seek second opinions or price-shop when it’s time to begin treatment.
From Passive List to Active Pipeline
We encourage practices to stop thinking of observation as a list of names and instead as an active patient pipeline — one that deserves as much strategic attention as your new patient process. By treating observation like a membership program with real benefits, you create:
✨ Higher perceived value for families
✨ Stronger loyalty and reduced attrition
✨ Faster treatment starts (because you’re actively watching for the perfect timing)
✨ A smoother clinical process (you already have digital records and a history of growth patterns)
Final Thought: Observation is a Marketing Strategy Disguised as Patient Care
At its core, your observation program isn’t just about tracking teeth — it’s about relationship-building, education, and positioning your practice as the clear choice when treatment begins. Technology like Dental Monitoring makes this easier than ever, and charging a fee (that rolls into future treatment) ensures both families and your team treat observation with the importance it deserves.
