65Consultations per month
Orthodontics — Bright Smile Orthodontics
65 Consultations Monthly vs. SmileDirectClub: Bright Smile's Victory
Direct-to-consumer aligners were stealing market share. Bright Smile fought back with transformation ads and financing offers—and won.
Results
The numbers behind the rebuild.
$55Cost per lead
The problem
Where the chain was breaking.
At-home aligner companies were spending millions on advertising, pulling potential patients away from in-office orthodontic care
Parents were confused about the difference between mail-order aligners and doctor-supervised treatment, making education essential
The practice needed a steady flow of consultation bookings to keep treatment chairs filled and revenue predictable
What we built
The system we put in place.
We created comparison campaigns that made the safety gap between in-office treatment and mail-order aligners crystal clear. The "don't trust your child's smile to a mail-order box" messaging hit parents hard and drove immediate consultation bookings. Local targeting reached parents with children in orthodontic age ranges, and real before/after smile transformations delivered the emotional punch that converted interest into action.
“We're booking 65+ orthodontic consultations monthly despite the massive push from at-home aligner companies trying to steal our patients. Dancing Chicken positioned us as the premium, doctor-supervised alternative and the messaging resonated. Parents especially responded to the 'don't trust your child's smile to a mail-order box' angle. Our conversion rate is outstanding.”Dr. Lisa Chen
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