Why Orthodontics Is Becoming a Core DSO Growth Strategy

Sponsored Content

For DSOs evaluating new patient service offerings that do not require capital investment in new technology, orthodontics has moved from a “nice-to-have” to a strategic growth opportunity. The real question today isn’t whether orthodontic care belongs in the general practice—it’s how to deliver it at scale without increasing operational, clinical, or reputational complexity.

OrthoDentistry™—GP-led clear aligner therapy delivered within defined clinical guardrails, with every case supported by orthodontists has emerged as one of the most scalable, patient-driven service additions available to DSOs. It meets rising consumer demand, empowers general dentists, and aligns cleanly with the DSO operating model—without disrupting how organizations are built to grow. Importantly, it does so while preserving clinical standards and operational consistency at scale.

Orthodontic demand is rising—especially among adults

Orthodontics is no longer defined by adolescence. Adults now represent a significant and growing share of orthodontic patients, driven by aesthetics, confidence, and the availability of discreet clear aligner solutions.

• The American Association of Orthodontists reports that approximately one-third of orthodontic patients are adults, a percentage that continues to increase.
• AAO member survey data shows orthodontic patient volumes at all-time highs.
• The global clear aligner market is projected to grow from $8.29 billion in 2025 to more than $56 billion by 2033, underscoring long-term category momentum.

For DSOs, this signals sustained consumer demand—not a short-term trend.

Adult patients are dissatisfied with their smiles—and motivated to act

Consumer research further reinforces orthodontics as a mainstream service opportunity.

• Studies commissioned by the AAO show more than one-third of American adults are unhappy with the appearance of their smile.
• ADA Health Policy Institute data indicates one in four adults avoids smiling due to concerns about their teeth.

This dissatisfaction directly translates into action when treatment options are accessible and clearly presented.

When orthodontic solutions are presented clearly, responsibly, and conveniently within the GP setting, patients are increasingly willing to proceed with treatment, especially when care is delivered by providers they already trust.

Why OrthoDentistry fits the DSO model perfectly

Historically, DSOs faced two imperfect choices when addressing orthodontic demand: recruit orthodontists or refer cases out. Both approaches create friction through staffing challenges, inconsistent patient experiences, operational complexity, or lost revenue.

OrthoDentistry provides a third path.

By enabling general dentists to prescribe clear aligner therapy within defined parameters, DSOs can:

• Keep orthodontic care and revenue in-network
• Increase lifetime patient value across individuals and families (often serving as a gateway to broader restorative and preventive care)
• Add a high-margin service without adding operatories or specialty staffing
• Standardize orthodontic delivery across all locations

This approach allows orthodontics to scale the same way DSOs scale everything else, through systems, consistency, and people.

GP confidence is the key

Scaling orthodontics should not rely on a small subset of “ortho-focused” providers. It requires systems that allow all general dentists to practice confidently, responsibly, and consistently within well-defined guardrails.

Confidence—not capability—is often the true constraint to scale.

That confidence is built through:

• Structured education and onboarding
• Clear case selection criteria
• Reliable treatment planning support
• Team-based workflows that drive patient understanding and acceptance

At scale, OrthoDentistry succeeds not by turning general dentists into orthodontists—but by giving them the clarity, support, and confidence to make good clinical decisions.
The goal is not more cases at any cost; it’s the right cases, treated the right way, every time.

This is where orthobrain® enables DSOs to operationalize OrthoDentistry at scale.

How orthobrain supports enterprise-level OrthoDentistry

orthobrain is purpose-built for DSOs seeking predictable, system-wide orthodontic implementation, without sacrificing clinical integrity or cultural alignment.

• Provider education: Focused training equips GPs to confidently identify appropriate candidates and prescribe aligner therapy within defined parameters.
• Team training and patient communication: Proven workflows, scripting, and ongoing support help teams create consistent, high-quality patient experiences that drive informed case acceptance.
• Clinical oversight: Every case is treatment planned by U.S.-based orthodontists, with ongoing “By Your Side” support throughout treatment—ensuring clinical consistency, risk mitigation, and a standard of care DSOs can confidently stand behind
• Operational integration: orthobrain integrates seamlessly into existing DSO workflows, supporting multi-location rollouts without disruption or added complexity.

Rather than outsourcing orthodontics, DSOs partner with orthobrain to build a sustainable, doctor-led OrthoDentistry platform from within.

The bottom line

Orthodontics has become a core patient expectation—particularly among adults seeking discreet, confidence-enhancing solutions. OrthoDentistry allows DSOs to meet this demand while empowering general dentists and maintaining enterprise-level clinical consistency.

With every case treatment planned by a US-based orthodontist and supported throughout treatment, OrthoDentistry represents a scalable, patient-centric growth strategy for DSOs focused on long-term value creation.
It enables organizations to grow orthodontics through systems, standards, and people, without compromising the trust placed in their clinicians or their brand.

Partner Perspective

“The future of orthodontics in DSOs isn’t about adding specialists or technology—it’s about building systems that empower general dentists while maintaining a consistent, defensible standard of care. OrthoDentistry, done right, creates value for patients, providers, and the enterprise alike.”
— DSO Executive Partner

“At orthobrain, we believe OrthoDentistry should elevate—not complicate—the role of the general dentist. Our focus has always been on building systems that give doctors confidence, protect clinical integrity, and create consistent patient outcomes at scale. When orthodontics is delivered the right way, it becomes a natural extension of comprehensive care and a long-term growth engine for DSOs.”

—Richard Uria, President, orthobrain

---