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The Aligner Scaling Strategy: Why Timing is Your Greatest Asset

Published 1 day ago • 3 min read

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Hey Doc,

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In today’s competitive landscape, the question isn’t whether you should offer clear aligners—it’s when you should hit the gas on your marketing spend to capture the market.
Most GPs and DSOs make the same expensive mistake: they try to buy growth before they’ve built a foundation.
​Marketing is an amplifier, not a fix.​
If your internal case acceptance systems are underperforming, spending on ads only amplifies those inefficiencies. You end up spending more on patient acquisition than you can realistically recover at the chair.

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​The "Floor Elevation" Framework​
I’ve analyzed the data from high-growth practices, and the pattern is consistent:
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  • Foundation Phase (Months 0–12): Before targeting cold traffic, you must master the internal system with the patients already in your database.
  • Acceleration Phase (Months 12–18): Once your closing ratio is predictable and your workflow is proven, you add "gasoline to the fire" with targeted ads.

This is the exact moment where your ROI shifts from marginal to explosive. You aren't gambling on leads; you are feeding a machine that you already know how to operate.

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​Scalability Over Volume​
To truly scale aligner production this year, the focus must be on the engine, not just the fuel. Ensure your team is equipped to convert a lead into a started case before you invest your first dollar in Meta or Google.
By following this 12–18 month timeline, you don't just spike your numbers temporarily—you permanently elevate the revenue "floor" of your entire practice.
Stop pouring gasoline on a cold engine. Build the engine first.
Best,

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-Dr. Avi

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