What is the advantage cycle for new dental procedures and how long does it typically last? The window during which a new procedure provides marketing differentiation to early adopters before word spreads across the profession and the differentiation erodes. Each iteration of new technique or technology has its own advantage cycle, and the cycles are getting shorter because information now travels faster among dentists. Three procedures from recent years illustrate the curve. Fast Ortho still has years of advantage cycle remaining because most dentists have not yet adopted it or feel uncomfortable offering it. Facelift Dentures similarly sit in a period [...]