--- title: Business Basics Session One- Defining your patient demographics description: Our first business basic is all about defining your patient demographic and how it affects your new patient process and marketing initiatives. image: https://www.practiceresults.com/hubfs/Stock%20images/Raleigh%2c%20North%20Carolina%2c%20USA%20downtown%20city%20skyline..jpeg --- 1 min read # Business Basics Session One- Defining your patient demographics [ Jill Allen ](https://www.practiceresults.com/jills-blog/author/jill-allen) : Tue, Dec 22, 2020 @ 02:15 PM [orthodontic offices](https://www.practiceresults.com/jills-blog/topic/orthodontic-offices) [sucessful orthodontic offices](https://www.practiceresults.com/jills-blog/topic/sucessful-orthodontic-offices) [branding](https://www.practiceresults.com/jills-blog/topic/branding) [marketing](https://www.practiceresults.com/jills-blog/topic/marketing) [customer service](https://www.practiceresults.com/jills-blog/topic/customer-service) [Increase New Patient Starts](https://www.practiceresults.com/jills-blog/topic/increase-new-patient-starts) [Orthodontic Starts](https://www.practiceresults.com/jills-blog/topic/orthodontic-starts) [orthodontists](https://www.practiceresults.com/jills-blog/topic/orthodontists) [Jill News and Events](https://www.practiceresults.com/jills-blog/topic/jill-news-and-events) [Orthodontic Start-ups](https://www.practiceresults.com/jills-blog/topic/orthodontic-start-ups) [Orthodontic Insurance Billing](https://www.practiceresults.com/jills-blog/topic/orthodontic-insurance-billing) ![Business Basics Session One- Defining your patient demographics](https://www.practiceresults.com/hubfs/Stock%20images/Raleigh%2c%20North%20Carolina%2c%20USA%20downtown%20city%20skyline..jpeg) Welcome to Coffee Talk with Jill. I am Jill Allen the founder and owner of Jill Allen & Associates, the orthodontic consulting firm that specializes in start up orthodontic practices and practices that have been in business for 8 years or less. For this series of coffee talk with Jill, I am going to be diving into The Business Basics that are often overlooked. These items truly help you to set your business and your team up for success. Our first business basic is all about defining your patient demographic and how it effects your new patient process and marketing initiatives. The easiest way to do this is to ask yourself a few questions: 1. What are you selling? 2. How are you going to sell it? 3. Who are you selling to? Now I know that the word selling is a bit of a pinch word in our industry, but this is something that you must embrace as a business owner. You might think that these answers are the same for every orthodontist, but I want to challenge your thinking. 1. What are you selling could be any of the following: 1. - Invisalign - High-tech, Innovative treatment solutions - An experience (family oriented, adult focused, etc) 2. How do you sell it could mean: - Local Dentist and referral based - School and community programs - Online and social media - (You need to find an area to focus on!) 3. Who are you selling to is all about figuring out your target patient demographic - Children - Young Adults - Moms/Older Adults If you don’t find a focus in this questions, your practice’s brand will feel sporadic and unresolved. Define your practice and create your story around those items. Check out this weeks video below to learn more!      If you would like to find out more about Jill Allen & Associates or ways we may be able to help your practice, use the contact us page to schedule a complimentary consultation with Jill! Next Thursday on Coffee talk with Jill, I will be talking about the next step in The Business Basics series, which is all about establishing your practices core values.         - [Tweet](https://twitter.com/share) [![COVID-19- Traction Part 1](https://www.practiceresults.com/hubfs/Screen%20Shot%202020-04-14%20at%203.15.59%20PM.png) ](https://www.practiceresults.com/jills-blog/covid-19-traction-part-1) #### [COVID-19- Traction Part 1](https://www.practiceresults.com/jills-blog/covid-19-traction-part-1) [Jill Allen](https://www.practiceresults.com/jills-blog/author/jill-allen) : Tue, Apr 14, 2020 @ 03:20 PM As we look towards the future, I will giving tips on what to do to open your practices back up. In this first video, I am going talk through the im... [orthodontic offices](https://www.practiceresults.com/jills-blog/topic/orthodontic-offices) [sucessful orthodontic offices](https://www.practiceresults.com/jills-blog/topic/sucessful-orthodontic-offices) [branding](https://www.practiceresults.com/jills-blog/topic/branding) [marketing](https://www.practiceresults.com/jills-blog/topic/marketing) [customer service](https://www.practiceresults.com/jills-blog/topic/customer-service) [Increase New Patient Starts](https://www.practiceresults.com/jills-blog/topic/increase-new-patient-starts) [Orthodontic Starts](https://www.practiceresults.com/jills-blog/topic/orthodontic-starts) [orthodontists](https://www.practiceresults.com/jills-blog/topic/orthodontists) [Orthodontic Start-ups](https://www.practiceresults.com/jills-blog/topic/orthodontic-start-ups) [Read More](https://www.practiceresults.com/jills-blog/covid-19-traction-part-1) [![Deferments for payments during COVID - Part 6](https://www.practiceresults.com/hubfs/Screen%20Shot%202020-04-07%20at%203.35.49%20PM.png) ](https://www.practiceresults.com/jills-blog/everything-is-figureoutable-in-orthodontics-vlog-part-5-0) 1 min read #### [Deferments for payments during COVID - Part 6](https://www.practiceresults.com/jills-blog/everything-is-figureoutable-in-orthodontics-vlog-part-5-0) [Jill Allen](https://www.practiceresults.com/jills-blog/author/jill-allen) : Tue, Apr 07, 2020 @ 03:39 PM Managing Patient Payment Challenges: Contracts, Deferments & Cash Flow Strategies In times of financial uncertainty, orthodontic practices face a... 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[orthodontic offices](https://www.practiceresults.com/jills-blog/topic/orthodontic-offices) [sucessful orthodontic offices](https://www.practiceresults.com/jills-blog/topic/sucessful-orthodontic-offices) [branding](https://www.practiceresults.com/jills-blog/topic/branding) [marketing](https://www.practiceresults.com/jills-blog/topic/marketing) [Increase New Patient Starts](https://www.practiceresults.com/jills-blog/topic/increase-new-patient-starts) [Orthodontic Starts](https://www.practiceresults.com/jills-blog/topic/orthodontic-starts) [orthodontists](https://www.practiceresults.com/jills-blog/topic/orthodontists) [Orthodontic Start-ups](https://www.practiceresults.com/jills-blog/topic/orthodontic-start-ups) [Goals](https://www.practiceresults.com/jills-blog/topic/goals) [Read More](https://www.practiceresults.com/jills-blog/embracing-ai-in-orthodontics-what-industry-trends-are-really-saying)