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Improve Your Patients’ Lives Through Pro-Bono Referrals by Melanie Johnston

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by Melanie Johnston

Melanie Johnson ran her own business for medical professionals for a decade and then made the switch to the nonprofit world. She has been the marketing director for Smiles Change Lives for the past two years.

Dentists are the first line of defense when it comes to orthodontia. It's not uncommon for a dentist to refer his or her patients to an orthodontist in order to improve not only the cosmetic appearance of their teeth, but also help prevent potentially major dental issues from arising in the future.

But what about the patients who can't afford braces?

A number of dentists and orthodontists around the country do pro-bono work to treat patients in need, but unfortunately, many are having negative experiences. How can this be turned around?

Why the traditional model doesn't work
In the traditional model, care providers donate their time and resources on an ad-hoc basis, or partner with an organization to obtain need-based patients. Unfortunately, in these models many of the selected patients don't take the work seriously. They miss appointments, show up late or lack good oral hygiene. Doctors with good intentions find themselves trying to help people who don't seem to appreciate or want the help.

Thomas C. Brown, board chairman of Smiles Change Lives, recognized this problem and was determined to solve it. Smiles Change Lives, a nonprofit company, was founded in 1997 to provide access to care for families who need it—and who appreciate the help.

The founder, Brown's mother, was personally affected by bullying as a child. She was passionate about preventing bullying and helping kids gain confidence through beautiful smiles. However, the organization soon realized that operating as a welfare program was not the best solution, and even had negative implications for the doctors.

Access to care—not welfare
Smiles Change Lives shifted its focus from handouts to hand ups. The organization found that there were programs to help families below the poverty line, but a large number of people in need were slipping through the cracks. These families work hard and likely even have health insurance, but since insurance coverage of braces is minimal, financing is a challenge.

Smiles Change Lives partners with dentists for referrals, and also performs a thorough screening to ensure there is a need, the families are responsible and the children maintain good oral hygiene. This screening process is the reason that more than 99 percent of the program's patients complete their treatment, and why some doctors say Smiles Change Lives families are their best patients.

The critical role of the dentist
A thorough screening process helps identify the best families for the program. However, the best screening process is often simply trusting people—particularly dentists—to make a judgment call. Smiles Change Lives recognizes the unique value of a dentist's referral, which is why the organization has a new program in place to provide marketing and public relations support to its partnering dentists—spreading the word about the good service they are providing to their communities.

Dentists know there's more to their patients than just the information that can be collected on paper. Dentists have a unique perspective and can recognize the need for braces, as well as have a sense of the family's ability to cover the costs. By partnering with this organization, dentists can make a lasting difference in their patients' lives.

Truly changing lives
More than 8,000 children have been treated through the program, and since 2009, the organization has seen a 500 percent increase in number of children treated. More than 99 percent of these patients complete their treatment, thanks to the thorough screening process, which means that thousands of children's lives have changed.

Children like Loren, who said, "I get compliments instead of being teased about my teeth … I feel more secure and believe more in myself."

Of course dentists take part in this process because they care about patients. However, the program can be a great marketing tool for dentists as well, and can therefore help with business. That's a win-win.



Dentaltown Magazine
September 2025
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