The AAO commissioned the first orthodontic landscape consumer tracking study in 2021 to advance understanding of patient marketplace dynamics and establish metrics that could be monitored over time. The 2024 Orthodontic Landscape Consumer Study generated the following metrics:
- Orthodontists treat 70% of all patients in treatment (up from 65% in 2022, while dentists’ share of 20% represented a significant decline);
- Orthodontists’ share of adult and teen patients increased to 64% and 79% respectively (from 2022);
- Dentist recommendation of the orthodontist was the primary orthodontic provider selection driver for 28% of respondents. While this is the #1 driver for selection, it has been steadily declining. In 2021, the metric was 43%. (Next week’s eBulletin will highlight dentist referral resources.)
The 2024 study also indicated that consumers have more confidence in treatment provided by an orthodontist than by companies that send aligners to their home (83%, as opposed to 74% in 2021, and that orthodontists are recognized as having more specialized training than general dentists (by 86%, as opposed to 77% in 2021).
On average, consumers believe that children should have their first orthodontic consultation at age 9.5. In 2022, the perceived average age was about 9; thus, ground was lost in building awareness of the AAO’s recommendation for an orthodontic visit by age 7.
The AAO Consumer Awareness Program (CAP) will continue working to increase consumer awareness of the age 7 recommendation. Members interested in helping build awareness are welcome to click below to access age 7-focused AAO Practice Marketing Tools.
