Insights from PepperPointe CEO at the American Association of Orthodontists Annual Session
Dr. Greg White, CEO of PepperPointe Partnerships, had the honor and privilege of speaking at the 2025 American Association of Orthodontists (AAO) Annual Session, presenting on the timely and impactful topic: “How to Create Greater Profitability in a Post-Pandemic World.” As one of the premier gatherings of orthodontic professionals, the AAO Annual Session provided a prominent platform to share current insights and strategies, while also sharing forward-thinking perspectives on how practices can thrive in a rapidly evolving landscape.
Our CEO returned from the event with critical acumen that will shape the direction of our practice and the industry at large. Below, Dr. White outlines insights from this year’s conference.
The 2025 AAO Annual Session made one thing crystal clear: artificial intelligence (AI) is no longer just a buzzword, it’s a transformative force reshaping every aspect of our world in health care, including orthodontics.
AI Is Reshaping the Orthodontic Landscape
The overarching message from the conference was simple but urgent: those who don’t embrace AI will be left behind. AI is revolutionizing how we deliver treatment, how we manage our teams, and how patients interact with orthodontic care. It’s changing not only the what and how of practicing dentistry but also the who behind treatment planning and delivery. Practices that adapt quickly to this shift will have a competitive edge, while those waiting for a “return to normal” will struggle.
Impact on Teams and Talent
A major shift is underway in the skillsets needed within orthodontic offices. The future holds fewer employees, but those team members need to be higher-skilled and thus better compensated, thanks to the efficiencies AI offers. Leaders must be intentional about placing the right people in the right roles, ensuring each team member brings value through expertise and adaptability.
Treatment and Patient Experience Are Evolving
AI is also changing the treatment journey. This generation of patients now expects a seamless, tech-forward experience. Meeting these elevated expectations requires both technical innovation and strategic communication. The practices that thrive will be those that understand how to integrate technology into the patient journey while still maintaining the human touch.
The Biggest Challenge: Attracting New Patients
Perhaps the most pressing concern to come is attracting new patients in an increasingly competitive landscape. The traditional pathways that once brought patients through the door are no longer reliable. This challenge mirrors what’s happening in college athletics with changes like NIL and the transfer portal creating new dynamics; orthodontic practices must also rethink how they compete and market themselves.
What Comes Next?
Several strategic areas for practices to focus on as we move forward:
- Differentiate through your offerings and communicate those differences effectively.
- Strengthen community presence and get involved in local networks to boost patient acquisition.
- Invest in team development, ensuring everyone has the tools and training to excel in an AI-driven environment.
- Monitor patient attrition and retention with renewed focus and creativity.
- Add services strategically to increase value and stand out in a crowded market.
- Get creative and embrace innovation at every level of the practice.
As vendor relationships evolve—shifting from sales-focused to service-oriented—orthodontists must rely more on internal expertise and innovation. The practices that will succeed are those that “embrace the grind” and take a hard look at what they’re doing now to prepare for what’s next.
The future of orthodontics is arriving fast—and it’s powered by AI.