Unlocking Success: The Role of Market Research in your Ortho Practice

Opening or growing an orthodontic practice isn’t just about hanging a sign and hoping patients walk through the door. It takes strategy. One of the smartest moves you can make? Solid market research.

In a recent Hey Docs! episode, Jill Allen sat down with Kent Miller, founder of Dentagraphics, to unpack what really goes into site selection and market viability. Spoiler alert: it’s more than just “this town looks nice.”

Why Market Research Matters

Think of market research as the GPS for your practice. It helps you figure out if there’s truly demand where you want to plant your flag. Kent put it simply:

“The number one is there a market for care? Are there people living in that area who need and want orthodontic services?”

Translation: if the patients aren’t there, your practice won’t thrive—no matter how beautiful your office is. Key factors like population density, income levels, and demographics tell the real story.

Competition Isn’t Always the Enemy

A common misconception is that competition means you should stay away. Not true. A crowded market doesn’t always mean a closed door—it just means you need to know how to stand out.

As Kent explained:

“Saturation does not preclude you from being successful... in super competitive markets, what they’re doing is they’re outcompeting some of the other practices.”

In other words, smart positioning beats panic.

The Metrics That Matter

During the episode, Jill and Kent dug into the data points that actually make a difference—like home ownership rates and median age.

Why does this matter? Home ownership often signals long-term stability, meaning families are more likely to stick around and keep up with treatment. As Jill noted:

“Anything that we look at with data is also contingent upon where we’re looking at.”

A number in a suburb doesn’t mean the same thing as a number in the middle of New York City. Context is everything.

Don’t Bet Only on “Future Growth”

A common rookie mistake? Banking on neighborhoods that will grow, someday. Future homes and schools are great, but your practice needs to sustain itself from day one. Kent nailed it when he said:

“I want your practice to be sustainable and successful the day that it opens, not have you twiddling your thumbs waiting for those houses to get built.”

Smarter Tools, Smarter Decisions

Kent also shared how Dentagraphics makes this process easier with deep-dive reports and their new Demographics on Demand platform. With the right tech, doctors can weigh options without drowning in data—or blowing the budget.

Bottom Line

Market research isn’t just about numbers—it’s about matching the data with your vision. The right analysis gives you clarity, confidence, and a clear path forward.

At JA&A, we couldn’t agree more: informed decisions now = sustainable success later.

If you’re thinking about a start-up or an expansion, don’t skip this step. Like Jill and Kent shared, investing in research today builds the foundation for a thriving practice tomorrow.