How long does it take to close a full arch case?
Booking activity on a new full arch campaign peaks in weeks 4 through 10, and full decision cycles commonly run 6 to 12 months.
Patients considering full arch treatment typically consult 3 to 6 providers before signing, because the decision is a large elective purchase rather than a scheduled procedure.
That means a 30 day read on a full arch campaign is a read taken before the first cohort has finished deciding.
Last updated 2026-09-16
The detail
Two timelines run at once and they are easy to confuse. There is the campaign timeline, which is how long until leads and booked consultations appear, and there is the patient timeline, which is how long a person takes to commit to a large irreversible purchase. The first is fast. The second is not.
Leads usually arrive in the first week. Consultations follow, and booking volume typically peaks somewhere in weeks 4 through 10 as follow up sequences reach the people who did not book on first contact. Starts trail behind that, and the patients who take the longest are frequently the ones who eventually pay in full.
The practical consequence is a measurement problem rather than a marketing problem. A campaign judged at day 30 is judged on leads and cost per lead, because those are the only numbers that exist yet. Every number that actually matters, started cases and collected production, is still forming.
What exists to measure, by window.
| Window | What is readable | What is not yet readable |
|---|---|---|
| Weeks 1 to 2 | Leads, cost per lead, contact rate | Anything about seated cases |
| Weeks 4 to 10 | Booked consultations, show rate, early starts | Full cohort start rate |
| Months 3 to 6 | Started cases, cost per seated arch, collected production | The slowest deciders in the cohort |
| Months 6 to 12 | The full cohort, including patients who consulted several providers first | Nothing material remains outstanding |
The part that matters most
This is also why a longer contract is often sold as a necessity in this category. The decision cycle is real, but it is a reason to measure patiently, not a reason to be locked in. We do not require a term.
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