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A Straight Smile Isn’t Enough Anymore

In today’s competitive landscape, patients expect excellent clinical results. A straight smile is the baseline, not the differentiator. What truly sets your orthodontic practice apart is how patients feel from the moment they walk through your doors. Dr. Brice Gilliam calls this approach “unreasonable hospitality,” the idea of exceeding expectations so patients feel genuinely seen, valued, and appreciated. While many services are going virtual, in-office hospitality can be your greatest competitive edge.

Shift Your Focus: From Straight Teeth To Stronger Connections

  • Redefine success. According to Dr. Gilliam, orthodontics has evolved beyond simply aligning teeth. It’s about transforming lives through care and connection.
  • Small gestures, big impact. Think of a Taylor Swift sticker on an aligner case for a “Swiftie” patient. It’s inexpensive but deeply meaningful.
  • Emotional returns. These thoughtful touches make appointments memorable and inspire patients to share their experiences with friends and family.

Personalize Every Experience

  • Capture the details. Use your patient software to log personal tidbits like favorite drinks, hobbies, and nicknames that can brighten each visit.
  • Do a little homework. A glance at public social media profiles can offer clues to a patient’s interests and give you easy ways to personalize their experience.
  • Create signature moments. A branded welcome kit and handwritten note can become a powerful, lasting impression. These are both affordable and unforgettable.

Build A Culture Of Hospitality Within Your Team

  • Practice makes perfect. Monthly team role-plays help staff deliver warm, confident hospitality naturally in real-time situations.
  • Empower with freedom. Give team members autonomy, like the ability to hand out $5 gift cards when they see a chance to brighten a patient’s day.
  • Use your team’s passions. One team member’s love of coffee led to a revamped beverage station that patients now rave about.

Turn Memorable Moments Into Marketing Gold

  • Share the joy. A photo of a patient celebrating with a cupcake and their new smile can outperform a traditional before-and-after on social media.
  • Tell stories, not just stats. People remember meaningful moments. Diners at Eleven Madison Park still talk about the surprise hot dog, not the gourmet foie gras.
  • Encourage patient content. Authentic, user-generated posts build trust and amplify your practice’s personality.
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Track, Tweak, And Elevate

  • Listen and learn. Pay attention to reviews, patient comments, and quick surveys to identify what’s truly resonating.
  • Keep innovating. Maintain a “Wow Board” to collect and iterate hospitality ideas, just like top-tier restaurants do.
  • Identify friction points. Ask your team where patients may feel underserved and fix those moments before they turn into lost opportunities.

Quick Wins You Can Try This Quarter

  • Create one signature gesture, like a custom welcome kit with colors based on the patient’s favorite sports team or artist.
  • Add a “Preferences” tab to your patient management system and train your team to update it regularly.
  • Build a surprise-and-delight drawer stocked with small gifts, stickers, and branded treats.
  • Host a quarterly “Hospitality Hackathon” and let team members pitch ideas. Test the best two.
  • Share one patient story per week on Instagram or TikTok (with permission) to highlight the human side of your care.

Make Unreasonable Hospitality Your Advantage

“When you care unreasonably about how people feel, that’s where the real magic happens,” says Dr. Gilliam. When leadership prioritizes hospitality and the team delivers it consistently, patients become loyal fans and organic marketers. As Mark Twain said, “The secret of getting ahead is getting started.” Begin with one thoughtful gesture today. Build a practice that thrives on unforgettable experiences tomorrow.

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