Sep 24, 2025
Winning Strategies For Crowded Market
Australia's orthodontic market is shifting fast, with over half of general dental practices now offering orthodontics — a figure set to climb toward 60%. For specialists, this signals a new era of heightened competition and evolving patient expectations.
Orthodontics in Transition: Competing in a Crowded Market
The orthodontic landscape in Australia is changing rapidly. More than 50% of general dental practices (GDPs) now provide orthodontic treatment, and this share is forecast to approach 60% in the next few years. For orthodontists, this marks a fundamental shift in competition and patient expectations.
The Rise of General Dentists in Orthodontics
According to surveys by PwC and the Australian Dental Association (ADA), patients are increasingly drawn to GDPs because of affordability and convenience. While general dentists tend to focus on simpler orthodontic cases, the impact on the market is significant:
- Conversion rates — once averaging 70% — are slipping as patients “shop around” and delay decisions.
- Corporates are accelerating the trend, using scale to compete aggressively on both cost and marketing.
- Price sensitivity is rising, especially in segments where patients perceive little difference between a GDP and a specialist.
What This Means for Orthodontists
To stay competitive, orthodontic practices must rethink their positioning:
- Differentiate through expertise Specialists should clearly articulate their unique strengths in complex case management, long-term treatment outcomes, and clinical excellence.
- Highlight patient experience A patient who feels guided, supported, and assured throughout their treatment journey will often choose a specialist, even at a higher fee.
- Strengthen value positioning If patients see no meaningful difference between a GDP and an orthodontist, they will default to price. Orthodontists need to make the value of specialist care unmistakable.
The Caution
Without a deliberate positioning strategy, orthodontists risk being perceived as only marginally different — or worse, comparably priced — to GDPs. This erodes both margins and market share.
Key Takeaway
The competition is here to stay. To thrive, orthodontic practices must focus on differentiation, experience, and value communication while keeping a close eye on their numbers.
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