For general dental practitioners (GDPs) with a passion for orthodontics, the discipline affords a diverse and exciting career pathway. It is also a fantastic asset for any practice, acting as a differentiator for patients and exponentially boosting the potential for business profitability. Excellence in the field depends on clinical skill and experience, highlighting the importance of professional education and training.
Business builder
A transition into orthodontics provides a fantastic opportunity to grow your business. Whether you are considering the practice as a whole or focusing on your personal service provision, being able to offer the treatment modality gives your patients choice and generates a new stream of income.
The UK orthodontics market is projected to grow by an estimated CAGR of 18.4% in the 2020–2027 period.[i] As such, there is plenty of scope for clinicians and dental practices to grow in this space and to really capitalise on growing demand. To optimise financial success as this area of the business matures, many orthodontists find it important to control overheads as services grow. There is also an emphasis on ensuring professional competence among the team and marketing services effectively.[ii]
For greater business success, developing orthodontic services can attract new patients, especially younger cohorts, while extending the lifetime value of existing patients and promoting prevention. In addition, the availability of comprehensive orthodontics unlocks new opportunities to offer a referral service to neighbouring practices, further increasing income potential.
Meeting demand
Having recognised growing demand for orthodontics, it’s important to understand the factors driving patients to the dental chair for straighter, healthier smiles. The 2023 statistics published by the British Orthodontic Society have been shared far and wide in the profession. This research demonstrated an increase in adult patients seeking orthodontic care.[iii] Some of the many reasons for this included the rise in online working and socialising, as well as a rise in social media advertising by influencers and celebrities when it comes to aesthetic procedures.
The most common motivator for seeking orthodontics is to improve appearance, as well as to enhance dental function. Relapse from previous treatment, perhaps undertaken as a teenager, is another key factor in patients’ decision-making.[iv]
When it comes to the type of appliances that patients desire worldwide, most are willing to follow professional recommendation, although a high proportion favour removable aligners where these are appropriate.[v] And this makes sense given their appearance, which is typically more inconspicuous when compared to traditional fixed solutions.
The literature has found no significant differences in clinical outcomes for clear aligners and fixed appliances – assuming appropriate case selection. However, individuals treated with the former do tend to score higher in the objective grading system, which evaluates key clinical parameters like alignment, interproximal and occlusal contacts, marginal ridges, overjet, root angulations and more.[vi]
Consequently, it is important that practitioners offering orthodontic solutions are able to present all the options to their patients in a clear and effective way. Whether you provide both aligner and fixed therapies, one or the other, being aware of all their indications is critical for patient education and informed consent. Should the case be beyond your current capabilities to treat, referral to a more experienced or specialist orthodontist remains in the patient’s best interests.
Advancing competence and building confidence
If you’re looking to develop your orthodontic skills and build confidence in your ability to safely and successfully treat a broad range of patients, you’ll need to undergo specifically designed training. This is required regardless of your existing experience in the field or your future aspirations – like all dental disciplines, orthodontics necessitates life-long learning. Appliances are evolving, new techniques are emerging, and evidence is constantly being published to support approaches that elevate outcomes, streamline the professional workflow, and optimise the patient journey.
For courses you can rely on every time, join IAS Academy. An array of programmes is available, tailored to different areas of orthodontics, as well as varying experience and budgets. Start your journey to orthodontic enlightenment and gain a recognised qualification this summer with the Clear Aligners Diploma – a year-long course designed to help you achieve profitable, confident, clear aligner mastery. If you are looking to move beyond clear aligners, the two-year IAS Advanced Diploma teaches clinicians to manage complex malocclusions using a combination of appliances for optimal results. All details are on the website.
A smart way to grow
Orthodontics is a highly accessible field of dentistry for many GDPs to get involved with. High-quality professional training and education is vital to prepare clinicians to deliver safe and effective patient care. This will allow you to maximise the advantages available, including increased earning potential and happier patients.
For more information or to book the course, visit https://courses.iasortho.com/courses or call 01932 336470 (Press 1)
Author: Dr Tif Qureshi founder and a clinical director of IAS Academy
[i] U.K. Orthodontics Market Size, Share & COVID-19 Impact Analysis, By Product (Instruments, and Supplies); By End User (Hospitals, and Dental Clinics) & Forecast, 2020-2027. FORTUNE Business Insights. March 2026. https://www.fortunebusinessinsights.com/u-k-orthodontics-market-105048#:~:text=The%20U.K.%20orthodontics%20market%20size,in%20the%202020%2D2027%20period. [Accessed March 2026]
[ii] Coats MJ, Straja SR, Wiser G, Heckman H, Saavedra W, Tuncay OC. Defining characteristics of financially successful orthodontists. Am J Orthod Dentofacial Orthop. 2000 Jul;118(1):18-23. doi: 10.1067/mod.2000.104818. PMID: 10893469.
[iii] New stats from The British Orthodontic Society reveal online working triggers a rise in adults seeking tooth straightening treatment. BOS. Aug 2023 https://bos.org.uk/news/new-stats-from-the-british-orthodontic-society-reveal-online-working-triggers-a-rise-in-adults-seeking-tooth-straightening-treatment/ [Accessed March 2026]
[iv] Johal A, Damanhuri SH, Colonio-Salazar F. Adult orthodontics, motivations for treatment, choice, and impact of appliances: A qualitative study. Am J Orthod Dentofacial Orthop. 2024 Jul;166(1):36-49. doi: 10.1016/j.ajodo.2024.02.009. Epub 2024 Mar 22. PMID: 38520415.
[v] Jedliński M, Belfus J, Milona M, Mazur M, Grocholewicz K, Janiszewska-Olszowska J. Orthodontic treatment demand for fixed treatment and aligners among young adults in middle Europe and South America – a questionnaire study. BMC Oral Health. 2024 Mar 2;24(1):292. doi: 10.1186/s12903-024-04023-0. PMID: 38431544; PMCID: PMC10908024.
[vi] Owayed A, Alshammari DM, Alsaleh SA, Al Terkait L, Alenezi AN, Alajmi AM, Alajmi AH, Bourkhan M, Alajmi Y, Shanat AS, Abdelaziz A. The Effectiveness of Clear Aligners Versus Fixed Aligners in Malocclusion Patients Undergoing Orthodontic Treatment: A Systematic Review and Meta-Analysis. Cureus. 2025 Nov 16;17(11):e96986. doi: 10.7759/cureus.96986. PMID: 41278043; PMCID: PMC12634020.
