Why Most Orthodontic Practices Miss the Moment That Matters Most
by Dustin Burleson, DDS, MBA
If you’ve read The Truth About Referrals, you already know the Five Reasons Patients Don’t Refer. The fourth reason is perhaps the most overlooked: patients are not welcomed to the practice in a big way.
In a recent Look Over My Shoulder Marketing Program, I shared every step our team takes after a patient starts treatment in one of our clinics. What might appear, from the outside, as simple onboarding is actually one of the most powerful drivers of retention, satisfaction, and ultimately, referrals.
We didn’t invent these ideas. We borrowed and refined them from some of the smartest companies in the world: Disney, Four Seasons, American Express, and Exclusive Resorts. Each of these brands understands something many healthcare providers forget. The beginning of the relationship defines the rest of it.
At Disney, the moment a guest enters the park, the experience is choreographed down to the scent of popcorn and the music that plays on Main Street. At Four Seasons, every check-in is designed to feel both effortless and personal. Someone greets you by name, offers a cool drink, and anticipates what you might need before you even ask. American Express treats new cardmembers not as customers but as members of a community with shared values. Exclusive Resorts celebrates each arrival as if a dear friend has returned home.
In healthcare, we tend to skip this moment. We hand over paperwork, explain payment plans, and move straight to logistics. But patients don’t remember the logistics; they remember how they felt.
That’s why our post-start sequence is as intentional as our clinical protocols. Within 24 hours, new patients receive a personal welcome call, not an automated text, from our team. Within a week, they’re introduced to our referral appreciation program, not as a promotion but as an invitation to share something they’re proud to be part of. Our offices celebrate each start with visible enthusiasm, with music, photos, and small moments that tell the patient, “You belong here.”
The results have been measurable. Referral rates increased. Online reviews improved. Cancellations dropped. But more importantly, our culture shifted. Team members now see every new start not as a transaction but as an opportunity to reaffirm our promise to make each patient feel seen, valued, and celebrated.
The lesson is simple, yet profound. Before you can expect patients to talk about you, give them something worth talking about.
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