Being a David in an Industry of Goliaths

As the orthodontic industry continues to transform, the sources of competition are changing too. While practices still face threats from their former referring dental practices, the influence of corporate dentistry and orthodontics is quickly making an even bigger impact. How can a traditional orthodontic practice compete in a world of mail-order aligners and discount pricing? As the story of David and Goliath tells us, traits like accuracy, agility, and the ability to take risks can bring success – even against a formidable opponent.

Learning Objectives:

• Identify the marketing principles required for an underdog to succeed.
• Identify the changes in your target market, including the consumer behavior of     Millennials.
• Highlight specific competitive advantages to set your practice apart in today’s marketplace.