How to get more braces patients

Braces, whether metal, ceramic or lingual, are often paid in full or in part by the patient or family, and how they are described shapes who books and what they expect. Many braces patients are children and teens, so the person who reads your ad and calls is usually a parent. This guide is for practice owners, patient coordinators and front desk teams in orthodontic and general dental practices: what MedlinePlus, the American Dental Association (ADA) and FDA say about braces and related options such as clear aligners, which claims to avoid, and how to turn requests into well-informed exams.

SearchAn adult looks for care near them.
Your pageWhat you treat, who sees them, one way to book.
Call or formThey call or send a request.
Front deskBooks the visit and never guesses a cause.
Clinical teamThe clinician decides the plan.

How a new patient request reaches your practice.

1. Know what braces are and are not

The National Library of Medicine’s MedlinePlus page on malocclusion of teeth says “Malocclusion means the teeth are not aligned properly.” and that “Malocclusion is most often hereditary.” The ADA’s patient site MouthHealthy says braces and orthodontic treatment are used to correct bad bites, or malocclusion (“teeth that are crowded or crooked”), and that “In some cases your teeth may be straight, but your upper and lower jaws may not meet properly.” It says “Traditional braces realign teeth by applying pressure.” and that they “usually consist of small brackets cemented to your teeth, connected by a wire, which is periodically tightened by your dentist or orthodontist to gradually shift your teeth and jaw.” MedlinePlus also says “Very few people have perfect teeth alignment. However, most problems are minor and do not require treatment.” So a caller may want braces, may only want a check of a child’s bite, or may need no treatment at all, and the dentist or orthodontist decides which.

The sources describe these kinds of braces. In short:

Metal braces: small brackets on the front of the teeth connected by a wire. FDA’s consumer update Braces Have Changed says the wire is “held to the brackets by rubber bands”.
Ceramic or tooth-colored braces: FDA says “Traditional braces can be composed of metal, plastic, or ceramic brackets and can be made to match the color of your teeth.” MouthHealthy says “The brackets may be metal or tooth colored.”
Lingual braces: FDA says “the brackets and wires are placed on the back of your teeth instead of the front.” MouthHealthy says “Sometimes they are placed behind your teeth.”
Bands and wires: MedlinePlus says “Metal bands are placed around some teeth, or metal, ceramic, or plastic bonds are attached to the surface of the teeth. Wires or springs apply force to the teeth.”

Braces are also not the only option. MouthHealthy says “Under the direct supervision of a dentist or orthodontist, removable aligners are another option for treating orthodontic problems.” and “The kind of orthodontic treatment you have will depend on your preference and the options provided by your dentist or orthodontist.” FDA says “clear dental aligners may not work for everyone’s teeth” and “Your dentist or orthodontist will perform a dental exam to advise you on the kind of orthodontic treatment you need.” MedlinePlus lists other treatments the dentist may discuss, such as removal of teeth when overcrowding is part of the problem, and says jaw surgery “is needed in rare cases.” MedlinePlus’s orthodontia page says “Most people who receive orthodontic care are kids, but adults get braces, too.” and MouthHealthy says “healthy teeth can be orthodontically treated at any age.” The dentist or orthodontist decides after an exam whether braces, aligners or another option fits. If you offer aligners, see how to get more clear aligner patients, and for the wider practice, how to get more patients in a dental office.

FDA says “Braces, clear dental aligners, and other orthodontic devices are medical devices, which means the FDA regulates them.” Under 21 CFR 872.5410, an orthodontic appliance and accessories is “a device intended for use in orthodontic treatment” that is affixed to a tooth “so that pressure can be exerted on the teeth”; it includes the “orthodontic metal bracket” and “orthodontic wire”, and is Class I (general controls), exempt from premarket notification subject to the limits in 21 CFR 872.9. Under 21 CFR 872.5470, an orthodontic plastic bracket is “a plastic device intended to be bonded to a tooth to apply pressure to a tooth from a flexible orthodontic wire to alter its position”, and is Class II. These sections do not name ceramic brackets. Do not call braces or brackets “FDA-approved” unless the product’s own FDA record says so (see FDA approved or FDA cleared?).

2. Keep claims in line with the risk information

MouthHealthy’s braces page has no risk list for treatment. MedlinePlus’s malocclusion page has a short list headed “Complications of malocclusion include”. These are MedlinePlus’s words, listed on its malocclusion page, and some of them relate to treatment:

“Tooth decay”
“Discomfort during treatment”
“Irritation of mouth and gums (gingivitis) caused by appliances”
“Chewing or speaking difficulty during treatment”

MedlinePlus also says “Plaque builds up on braces and may permanently mark teeth or cause tooth decay if it is not properly removed.” MouthHealthy says eating too many sugary foods “can lead to plaque build-up around your brackets that could permanently stain or damage your teeth”. On speed, FDA says there is really no faster method of straightening teeth, and “If movement is too rapid, tooth loss or a breakdown of the bone can occur.” On time, FDA says “That depends on how much tooth correction your dentist or orthodontist thinks you need.” and MedlinePlus says “The time will depend on how much correction is needed.”

The ADA Principles of Ethics and Code of Professional Conduct says “no dentist shall advertise or solicit patients in any form of communication in a manner that is false or misleading in any material respect.” Its examples include statements that would “be intended or be likely to create an unjustified expectation about results the dentist can achieve”. The Code applies to ADA members; your state dental board sets its own advertising rules.

Avoid “perfect smile”, “fast braces”, “braces in six months”, “painless”, “guaranteed results” and “FDA-approved”, and avoid copy that makes anyone feel bad about how their teeth look. Better: “the dentist or orthodontist will examine the teeth and bite and explain whether braces or another option fits”.

Address ads and social campaigns to parents and adults, and never target minors directly. Keep audience settings, wording and images aimed at the adult who decides and pays. For a minor, a parent or guardian books and consents, and the dentist or orthodontist decides whether and when treatment makes sense. If you text or email about an appointment for a minor, use the parent’s or guardian’s contact details and consent; see texting patients and the TCPA.

3. Answer first-call questions honestly

How much does it cost? Give a clear starting price for each type of braces you offer, say what it includes (exam, X-rays, records, brackets and wires, adjustment visits, retainers, follow-up visits) and that the length and complexity of treatment, extractions or other work affect the total.
Does insurance pay? Do not promise coverage. Coverage varies by plan, so the practice checks each patient’s plan and explains what the patient may owe.
Should my child get braces, or should I get aligners? Do not advise. “That depends on the teeth and bite, and the dentist or orthodontist will explain the options after the exam.” FDA says the dentist or orthodontist will perform a dental exam to advise on the kind of treatment needed. Offer an appointment.
How long will it take? “That depends on how much correction is needed. The dentist or orthodontist will tell you after the exam.” MouthHealthy says “Treatment plans will vary based on your situation”, so do not quote a set time on the phone.
Who does the work? Give the dentist’s name and real credentials. Let callers check them with the state dental board. MouthHealthy says “Orthodontic treatment may be provided by your dentist or an orthodontist” and that “It will depend on the orthodontic experience of your dentist and the severity of your case.” Under section 5.I of the ADA Code, “General dentists shall also state that the services are being provided by general dentists.” Orthodontics and dentofacial orthopedics is among the specialties the Code lists, so only a dentist who meets the Code’s specialty rules should be called an orthodontist or specialist; a general dentist should not be called a “braces specialist”.

Leave screening to the dentist. Your intake form can ask the patient’s age, what the concern is (crowding, spacing, bite, jaw), whether the patient has had braces, aligners or a retainer before, whether a dentist has suggested an orthodontic visit, when the last X-rays were taken, past dental work, health conditions and medicines; for a minor, the parent or guardian fills it in. Pass any report of pain, a broken bracket, a loose band or a wire that pokes to the clinical team promptly. MouthHealthy’s dental emergencies page says “Most dentists reserve time in their daily schedules for emergency patients”. The dentist decides whether someone needs braces or another treatment. Front desk staff only collect the answers. Use the new patient phone script for the rest of the call, and book the exam, not the braces, while the caller is on the line.

4. Plan the exam and treatment course

MedlinePlus says “Most problems with teeth alignment are discovered by a dentist during a routine exam.” and that “your dentist may refer you to an orthodontist for diagnosis and treatment.” It adds that the patient may need dental, head or skull, or facial X-rays, and “Diagnostic models of the teeth are often needed to diagnose the problem.” General practices that refer out should make the referral easy and tell the family what happens next. Ask your dentists or orthodontists for written notes on each option you offer (metal, ceramic, lingual): what the first visit includes, how often adjustment visits happen, what to do about a broken bracket or wire, and the retainer plan. Share them with callers early.

Plan for retainers and cleanings too. MedlinePlus says “You will need a retainer to stabilize your teeth after having braces.” MouthHealthy’s orthodontics page says “Retainers preserve and stabilize the results of your orthodontic treatment.” FDA says “Your dentist or orthodontist may recommend more frequent dental cleanings” while wearing braces, and MouthHealthy’s flossing page says “People with braces, bridges and other dental work may find that a water flosser helps them reach every nook and cranny.” For patients who play sports, MouthHealthy’s mouthguards page says “A properly fitted mouthguard may be especially important for people who wear braces” and “A blow to the face could damage the brackets or other fixed orthodontic appliances.” Book cleaning, adjustment and retainer visits when the braces are placed, not later.

MedlinePlus says “Contact your dentist if toothache, mouth pain, or other new symptoms develop during orthodontic treatment.” Make sure front desk staff route those calls, and any report of a broken bracket, loose band or poking wire, to the clinical team the same day. FDA says that if there is a problem with an orthodontic device, “you or your dentist can report it to MedWatch”. Aftercare and food advice depend on the treatment; the dentist gives exact instructions.

5. Price, finance and follow up

Self-pay patients may be entitled to a good faith estimate; see the good faith estimate guide.
After the exam, give the full plan in writing: the type of braces, any work needed first such as extractions, the adjustment visits and retainers included, what happens if a bracket breaks, and the patient’s estimated share if insurance is involved, labeled as an estimate. For a minor, give it to the parent or guardian.
If you advertise a discount, follow advertising prices and specials and say whether the exam, X-rays, records and retainers are included. Avoid deadline pressure on a treatment decision.
If you offer financing, follow the patient financing guide.
Before-and-after photos need written authorization and honest comparisons; see before-and-after photos. FTC guides treat a patient’s result as typical unless you disclose what patients can generally expect.
Follow up after the exam without pressure; see consultation to treatment. Track child, teen and adult braces requests and referrals from general dentists separately, from request to exam to placement.

Where MediLeadGen fits

MediLeadGen sends practices requests from people interested in cash-pay elective treatments. Each request goes to one practice only, with the person’s consent naming that practice, at a fixed price per delivered request.

See how it works for practices

Questions practices ask

How do we get more braces patients?

Answer requests quickly, give clear prices and what they include, be honest about insurance, introduce the dentist or orthodontist by real credentials, keep claims in line with the risk information, speak to parents and adults, and book an exam where the dentist or orthodontist decides whether braces, aligners or another option fits.

Can we advertise fast braces or a set treatment time?

No. FDA says there is really no faster method of straightening teeth and that if movement is too rapid, tooth loss or a breakdown of the bone can occur, and MedlinePlus says the time depends on how much correction is needed. Avoid “fast braces”, “braces in six months”, “painless” and “guaranteed results”, and let the dentist explain what to expect.

Can we aim braces ads at teens?

No. Address ads and social campaigns to parents and adults, and never target minors directly. For a minor, a parent or guardian books and consents, and the dentist or orthodontist decides whether and when treatment makes sense after an exam.

Can a general dentist advertise as a braces specialist?

Not under the ADA Code. Orthodontics and dentofacial orthopedics is a recognized specialty. General dentists may announce the services they offer but must avoid anything that expresses or implies specialization and must state that the services are provided by general dentists. Check your state dental board’s rules too.

General information for practice teams, not legal or clinical advice. Check your advertising, pricing and estimate rules with counsel and your state dental board. Last reviewed October 2026.

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How to get more braces patients: a plan for practices