In this episode of Ortho Marketing Podcast, host Dean Steinman is joined by Dr. Adam Goodman, a legend in the orthodontic world practicing in New York City. Together they dive into the truth about orthodontic pricing: why fees in orthodontics have stayed flat while every other industry raises prices, the problem with the old-school "one fee fits all" mentality, and why individualizing fees based on case complexity is fairer to patients and better for your practice. Dr. Goodman also shares how he handles price objections without discounting, why lowering your fee can actually destroy patient trust, and his refreshingly honest take on retainers, relapse, and retreatment: orthodontics is a treatment, not a cure, and retention is about maintenance, not perfection. What You’ll Learn: Why orthodontic pricing has stagnated for decades and the flaw in the "easy cases make up for the hard cases" one-fee mentalityHow to individualize your fees based on case complexity — charging appropriately for a complex impacted canine case versus a minor aligner caseHow to position a new practice: why going highest or lowest gives you a fee identity, and why a high fee only works if you can prove the value behind itHow to handle the "the doctor down the street is cheaper" objection — what's really hiding in the fine print (refinements, retainers, what's included), why holding firm on your fee builds trust while discounting erodes it, and how a pay-as-you-go model protects you on lower-fee minor casesWhy teeth shift without retainers, how to handle relapse and retreatment conversations, and why retention is about maintenance, not perfectionWhy aligners are the "tortoise that beats the hare" — how a well-programmed plan outpaces the human factor of braces, and why embracing change (longer appointment intervals, automatic payments) keeps your practice aheadAbout Adam Goodman D.M.D. Dr. Adam Goodman has been practicing orthodontics in both Riverdale and Midtown Manhattan since 1994. He attended the Bronx High School of Science and earned his B.A. from SUNY Albany, followed by his dental degree from the University of Pennsylvania and a postgraduate orthodontic certificate from Montefiore Medical Center. Dr. Goodman is known for his fully digital orthodontic practice and is widely recognized for his expertise with Invisalign. Since 2004, he has served as a speaker and mentor for Align Technology, training and certifying nearly 1,000 dentists and orthodontists. He has lectured at the American Association of Orthodontists, the Invisalign Summit, and multiple Greater New York Dental Meetings. Ready to price your treatment with confidence? Connect with Dr. Adam Goodman of Goodman Orthodontics: https://goodortho.com/ Be our next guest or elevate your practice: https://orthomarketing.com/contact-us/ 🚀 Follow Ortho Marketing for new episodes featuring marketing tips, technology trends, and practice growth insights.
