An orthodontic open day — when done well — is one of the most cost-effective patient acquisition activities an independent practice can run. It concentrates interested prospective patients in your practice, lets them meet the team, see the environment, ask questions in a low-pressure setting, and in many cases start their journey the same day. Done poorly, it produces modest attendance, awkward downtime for clinical staff, and no measurable return. The difference between the two is almost entirely in the planning and promotion. This guide covers everything you need to run a successful orthodontic open day: setting objectives, planning the format, promoting to the right audiences, structuring the day itself, and converting attendees into booked consultations and treatment starts. Key takeaway A successful orthodontic open day requires four to six weeks of preparation, a clear promotional strategy targeting both new patients and existing patients with family members who might benefit, a structured programme that provides genuine value to attendees, and a follow-up process that converts interest into booked consultations. Open days that offer a specific incentive for attendees who book a consultation on the day — such as a discounted or free assessment — consistently convert higher proportions of attendees than those with no specific call to action. Aim for 20 to 40 attendees as a realistic target for a first open day at an established practice. Before planning anything else, be specific about what success looks like for your open day. Vague objectives produce vague results. Specific, measurable objectives for a typical open day might be: Setting these objectives before the event gives you a clear brief for your promotional efforts, a framework for measuring success afterwards, and a basis for deciding whether open days are worth repeating and at what frequency. The most attended open days in UK dental practices are typically held on a Saturday morning from 9am to 1pm or a weekday evening from 5pm to 8pm. These windows capture working adults who cannot attend daytime events. School holiday periods tend to perform better for family-oriented events; term-time evenings work well for adults. Choose a format that serves your objectives. For an orthodontic practice, a semi-structured format typically works well: 4–6 weeks Minimum preparation time for an open day with effective promotion across all channels 20–40 Realistic attendee target for a well-promoted open day at an established practice Saturday AM Consistently highest-attendance time slot for UK orthodontic open days An open day with good format but poor promotion will disappoint. Promotion should begin at least four weeks before the event and use multiple channels simultaneously: Your existing patient base is your most valuable promotional asset. They know you, trust you, and are likely to know people who have mentioned wanting straighter teeth. Send an invitation by text and email with a personal tone — not a generic flyer. Ask them to bring a friend or family member who might be interested. Offering an incentive for bringing someone (e.g. a referral credit or a free teeth whitening kit) increases uptake significantly. Post about the open day on Instagram and Facebook at least three times in the four weeks before the event: an announcement post, a “what to expect” post, and a final reminder in the week before. Boost the final reminder as a paid post targeting adults within a five-mile radius of your practice. Short video content — a 30-second clip from the clinician directly inviting people — consistently outperforms static graphics for this type of event. Add the event as a post on your Google Business Profile — these appear in local search results and on Google Maps when someone searches for your practice. This is a free and often overlooked channel that captures people already actively looking for orthodontic treatment near them. A notice in the waiting rooms of local GP surgeries, community noticeboards, school newsletters, or local Facebook community groups reaches audiences your social media may not. This is most effective for family-oriented events. Let Virtual Consultant Online support your open day patient journey Capture attendee details, send post-event virtual assessments, and track your open day leads through to treatment start with the patient pipeline tools. Explore the platform → Open day essentials checklist The open day ends when the last attendee leaves — but the conversion work continues for the next two weeks. Every contact made at the event should receive a follow-up message within 24 to 48 hours: a thank you for attending, a recap of the open day offer, and a clear invitation to book a consultation. Contacts who expressed interest but did not book should be followed up by your TC with a personal call. Track results against your pre-event objectives. How many attendees? How many consultations booked on the day versus in the week after? How many treatments started within 60 days? This data informs whether to run the event again, what to change, and what the return on the investment of staff time and promotion was. Important Any clinical assessments or consultations conducted at an open day must comply with the same GDC standards as those conducted in normal clinical hours. Patients who receive a clinical assessment — even an informal one — should have a record made. Any clinical findings that require follow-up must be communicated to the patient’s usual dentist if different from your practice. Special offer pricing advertised at an open day must be genuine — presenting an inflated “normal price” alongside a “special offer price” that is actually your standard fee would breach ASA advertising standards. Build Your Patient Pipeline Year-Round Virtual Consultant Online’s CRM and virtual assessment tools help you stay in touch with open day leads, track their journey to treatment, and keep your pipeline full between events.Setting Your Objectives
Timing and Format
Promoting Your Open Day
Existing patients and their families
Social media
Google Business Profile
Local GP, school, and community contacts
On the Day: What to Have Ready
Post-Event Follow-Up
How to Run a Successful Orthodontic Open Day
Published · 7 min read · by Virtual Consultant Online
Attract 25 to 35 attendees, including at least 15 new prospective patients
Book at least 12 follow-up consultations on the day or within one week
Start at least 4 to 6 new cases within 60 days of the event
Generate 10 to 20 new contact records for your CRM from interested non-attenders
Drop-in format (recommended for first events): Attendees arrive at any point during the window, receive a brief welcome, are shown around the practice, and have the opportunity to speak to the clinician and team informally. Less logistically complex and forgiving of variable attendance timing.
Structured presentation format: Scheduled mini-presentations or talks (10 to 15 minutes) on topics such as treatment options, what to expect from treatment, or clear aligner technology. Works well for interested adult patients who want substantive information before committing.
Individual consultation slots: Pre-booked five-minute clinical assessments or smile consultations during the event. Creates a sense of exclusivity, gives attendees a direct clinical experience, and dramatically increases same-day consultation bookings.
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Printed treatment brochures and before-and-after case examples
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Fee guide and payment plan information ready for TC to present
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Booking sheet for consultation appointments — aim to book on the day
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Contact details capture form for interested non-bookers
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Sample appliances or clear aligner trays to show and handle
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Open day special offer clearly displayed (e.g. free consultation or discounted assessment)
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Refreshments — creates a welcoming atmosphere and increases dwell time
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Staff name badges — everyone should be identifiable and welcoming
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References
BDA resources for dental practice owners on patient acquisition events, including open day planning, promotional strategy, compliance requirements for event-based clinical activity, and measuring return on investment from patient events.
British Dental Association — Events and patient acquisition for dental practicesGDC standards relevant to dental practice open days, including requirements around clinical records for any assessments conducted, honest advertising of special offer pricing, and maintaining professional standards during informal clinical interactions.
GDC — Standards for the dental team: Advertising and eventsUK dental practice management guidance on running successful open days, including case studies of attendance figures and conversion rates achieved by UK practices, optimal timing and format recommendations, and promotional channel effectiveness data.
Dental Practice Management — Open day best practice for UK practicesBDA resources for dental practice owners on patient acquisition events, including open day planning, promotional strategy, compliance requirements for event-based clinical activity, and measuring return on investment from patient events.
British Dental Association — Events and patient acquisition for dental practicesGDC standards relevant to dental practice open days, including requirements around clinical records for any assessments conducted, honest advertising of special offer pricing, and maintaining professional standards during informal clinical interactions.
GDC — Standards for the dental team: Advertising and eventsUK dental practice management guidance on running successful open days, including case studies of attendance figures and conversion rates achieved by UK practices, optimal timing and format recommendations, and promotional channel effectiveness data.
Dental Practice Management — Open day best practice for UK practices