Make Plans to Join Us at the 2025 WSO Fall Conference!

Blue Harbor Resort in Sheboygan, WI

Thursday, October 16 and Friday, October 17

Increasing Conversion and Driving Patient Starts in a Challenging 2025 Orthodontic Market: a whole-office approach providing all you need to know to increase starts, enhance patient experience, perfect office culture, and promote your practice through new and innovative marketing trends and ideas.

Attendees have the opportunity to:

  • Engage with peers and industry experts
  • Hear from renowned speakers leading the field
  • Connect with industry innovators and products that will help your practice thrive
  • Network, grow and have fun!

Whether you were new to WSO or a long-time member, this meeting was your chance to be part of something bigger—advancing your career while strengthening the profession.

A Value-Packed Two Days!

Doctors – bring your team for a fantastic two days of jam-packed pearls to help drive revenue!

Join us as our three expert speakers Landy Chase, LeeAnn Peniche & Tony, walk you through step-by-step, start to finish from new patient call to signing contracts on beyond to get your conversion rate to where you want it to be!

Team members who would benefit from attending both Thursday PM and Friday AM Sessions:

  • involved in initial new patient phone calls, scheduling, process, operations
  • treatment coordinators
  • involved in marketing efforts
  • involved in your observation/pending program

We can’t wait to see you all for the best WSO Fall Conference yet. Our Featured speakers Landy Chase & LeeAnn Peniche will leave you invaluable ways to help your practice thrive in 2025 and beyond! 

Dave Kennedy, WSO President
Thursday Session

Who? LeeAnn Peniche and Tony from Peniche & Associates

Presentation Pearls Attendees will gain insight on ways to increase case acceptance, turn exams into starts, and create an unforgettable new patient experience. The marketing portion presented by Tony will provide innovative ideas on current methods your orthodontic marketing coordinator can utilize to thrive in this ever-changing world marketing and advertising.

1. Culture & Case Acceptance (LeAnn)

  • Initial focus will be on the team approach to the patient experience

  • Defining who you are, and your unique practice culture

  • The first point of contact (possible Secret New Patient Calls to attendees’ offices)

  • The New Patient experience

  • Scripting to find your own practice voice

  • Identifying obstacles

  • Briefing the doctor for success

  • Presenting treatment

2. Building Real Relationships with Marketing (Tony)

  • Identify your brand strengths and weaknesses

  • Define your target market

  • Maximize community and professional referrals

  • How to build a 12-month marketing calendar

  • What’s new? What’s hot? What’s not?

3. Return Showings: OBS & Pending (LeAnn)

  • “No” today is not a “no” forever

  • Re-enrolling your Pending patients without being pushy

  • Building your future practice through your Observation Department

Friday Session

Who? Landy Chase, MBA, CSP, President of OrthoYES Online

Presentation Pearls A common assumption within the orthodontic profession is that the Treatment Coordinator is primarily responsible for the practice case acceptance rate. Your presenter says nonsense!! This misguided mind-set has been a central tenet of most of the advice given practices and is fundamentally flawed – based on his latest book, Doctor’s Orders.

1. The Team Approach to Case Acceptance: Components of a High-Value Consultation

  • Why most doctors need to upgrade their presentation skills

  • The Five Key Steps of outstanding doctor consultations

  • How to add value to your consults without adding time

  • How to present a treatment plan that wows your visitors

  • How TCs should present fees and payment options

  • TC follow-up with “pending” cases: how to optimize results

  • How to work together to build a high-value consult process

  • How to win cases as the high-fee option

Featured Speakers

LeAnn Peniche, President of Peniche & Associates

As an international lecturer and presenter, LeAnn Peniche is a recognized leader in the orthodontic consulting arena after 30 years in the profession and 25+ years developing as a company. LeAnn is proud to hold several leadership roles in the orthodontic industry and encourages her consultants to give clients the tools necessary to become leaders in their own offices and communities. Peniche & Associates offers clients the leadership and guidance needed for continued success in the changing market and challenging times ahead. As a veteran in the areas of case acceptance, scripting, practice marketing, clinical proficiency, and managing a successful orthodontic practice, LeeAnn especially proud of the proven methods of success her team has developed and implemented in more than 800 private orthodontic practices.

Tony, Director of Innovation & Marketing at Peniche & Associates

In a world that’s ever-changing, there are always new opportunities for innovation. Tony has been a creative innovator in everything he touches. Thanks to his vast experience in business development, marketing, entrepreneurship and building several profitable companies, he knows that innovation and creativity are at the heart of today’s most successful companies. With his outside-the-box thinking and creative abilities, Tony will surely help your team develop robust marketing programs, build your brand, and think of innovative ways to lead your practice down the road to success.

Landy Chase, MBA, CSP, President OrthoYES Online

Mr. Chase is a consultant and award-winning author who specializes exclusively in helping orthodontic practices to optimize the conversion rate of new patients. He provides highly effective, professional processes for attracting and acquiring new patients for client practices. His company, OrthoYes Online, provides affordable, web-based subscriber training and coaching services to doctors, TCs and front desk staff. He has written six books on the subject of orthodontic case acceptance that have sold over five thousand copies within the profession.

Chase’s professional qualifications rank among the top marketing trainers in the world. As a presenter with over two thousand paid client engagements, he holds the CSP designation from the National Speakers Association, the highest earned level of excellence in the industry and a distinction representing the top seven percent of all professional speakers world-wide.

Chase is a graduate of The Citadel, The Military College of South Carolina, and holds an MBA from Xavier University in Cincinnati. His corporate career included repeat national President’s Club awards as a sales person; he was selected to be an ES National Sales Trainer for Automatic Data Processing (ADP) at the age of 28 and served as Director of Business Development for Arthur Andersen, LLC prior to founding his own firm in 1993. He worked as a consultant in over sixty different industries and published two successful business books with McGraw-Hill before committing exclusively to orthodontics in 2012.

11:00 am -12:00 pm

Attendee and Vendor Check in

12:00 – 1:00 pm 

Business Meeting and Lunch

1:00 – 3:00 pm

Presentation

3:00 – 3:15 pm

Break with Exhibitors

3:15 – 5:15 pm

Presentation Continued

5:30 – 7:00 pm

Vendor Showcase and Welcome Reception

Friday, October 17, 2025

7:30 – 8:00 am

Breakfast with Exhibitors

8:00 – 10:00 am

The Team Approach to Case Acceptance by Landy Chase

10:00 – 10:30 am

Break with Exhibitors

10:30 am – 12:30 pm

The Team Approach to Case Acceptance Continued

12:30

Adjourn