Episode 177-Orthodontics Meets SaaS with Ingrid Murra
In this episode of The Prospecting Show, Dr Connor Robertson speaks with Dr Ingrid Murra, founder and CEO of Two Front, about the intersection of healthcare, software, and patient empowerment. Together, they explore how software-as-a-service (SaaS) models are revolutionizing orthodontics—making treatment more transparent, data-driven, and accessible for both patients and dental professionals.
From Clinical Practice to Tech Leadership
Dr Robertson opens by asking about Ingrid’s transition from orthodontist to tech founder. “Most doctors stay in the chair,” he says. “What pushed you to build a platform?”
Ingrid explains, “I saw a massive gap between patient expectations and the industry’s delivery systems. Orthodontics was operating like it was still the 1990s. Patients wanted digital experiences, but practices weren’t built for it.”
Her solution was Two Front, a SaaS-powered platform that connects orthodontists with patients through general dentists’ offices. “We help orthodontists operate leaner, smarter, and more profitably—without needing their own brick-and-mortar clinics.”
Dr Robertson notes, “That’s vertical integration through software. You’re giving providers infrastructure without overhead.”
The Problem: Accessibility and Efficiency
Ingrid points out that orthodontics faces a dual challenge: access and affordability. “Patients want care that’s convenient and transparent. Dentists want to provide that care, but logistics get in the way.”
She explains that traditional orthodontic offices carry massive fixed costs—leases, staff, and marketing. “Those costs get passed on to patients,” she says.
Two Front eliminates inefficiencies by giving orthodontists cloud-based tools for scheduling, billing, and communication—all integrated into dental practices that already have patient flow.
Dr Robertson adds, “That’s the same efficiency play we see in SaaS for other industries—cutting friction between supply and demand.”
How SaaS Transforms Healthcare
Ingrid emphasizes that SaaS enables scalability without complexity. “You can manage dozens of remote partnerships, automate communication, and deliver better patient outcomes—all from one dashboard.”
She explains that Two Front’s platform allows orthodontists to:
- Manage patient data securely.
- Automate treatment tracking and reminders.
- Communicate with partner dentists and patients in real time.
Dr Robertson relates this to business systems. “Software doesn’t just digitize—it multiplies capacity. One orthodontist can now serve five times more patients without sacrificing quality.”
Building Trust Through Transparency
Healthcare trust is earned through clarity, not marketing. Ingrid notes, “Patients don’t want gimmicks—they want understanding. SaaS allows us to show progress through dashboards, photos, and updates, which builds trust organically.”
Dr Robertson adds, “That’s powerful. In private equity and in medicine, transparency builds loyalty. When people see data, they stay.”
The Economics of Modern Orthodontics
Two Front’s model flips the traditional economics of orthodontics. “Instead of orthodontists spending hundreds of thousands to open a new office,” Ingrid says, “they can plug into our network and immediately access patients.”
She continues, “That lowers barriers to entry and raises profitability.”
Dr Robertson points out that this model mirrors franchising efficiency without ownership risk. “You’re licensing process and software instead of physical space. That’s how SaaS scales—it’s operational leverage.”
The Role of Technology in Patient Experience
Ingrid highlights that the patient experience is central to everything. “We designed Two Front around simplicity. The patient can track their treatment, communicate with the orthodontist, and even handle billing through our app.”
She says that today’s healthcare consumer expects the same seamless experience they get from Uber or Amazon. “If you’re not offering digital convenience, you’re losing relevance.”
Dr Robertson agrees. “That’s the consumerization of healthcare—making patients feel like participants, not passengers.”
Challenges in Building a Healthcare SaaS
Transitioning from clinician to CEO wasn’t easy. “Healthcare is regulated and conservative,” Ingrid says. “Convincing orthodontists to trust technology took time.”
She explains that the key was empathy. “As a doctor, I knew their fears—losing control, compliance issues, patient quality. So we built systems that supported, not replaced, their expertise.”
Dr Robertson notes, “That’s the right way to innovate in any industry—serve the professional, don’t sideline them.”
Merging Human Care with Digital Systems
Ingrid believes the future of orthodontics is hybrid—digital systems empowering human empathy. “Technology can enhance connection when used right. Our dentists and orthodontists communicate more efficiently, not less.”
Dr Robertson adds, “It’s the same in business—automation doesn’t remove humanity; it amplifies it when aligned with purpose.”
Scaling a Healthtech Company
When asked how she scaled Two Front, Ingrid credits culture and clarity. “Our team lives by one rule—every feature must make care easier for patients or providers. That keeps us disciplined.”
She explains that scaling in healthcare requires trust more than speed. “You can’t move fast and break things when people’s health is involved. You have to move fast and fix things.”
Dr Robertson smiles. “That’s a leadership principle every founder should live by.”
Lessons for Entrepreneurs
Ingrid shares three lessons from her journey:
- Solve a problem you’ve lived. “Authenticity accelerates credibility.”
- Marry mission with model. “You can’t scale what you don’t believe in.”
- Build with empathy. “Whether it’s patients or partners, understanding drives adoption.”
Dr Robertson adds, “That’s the formula for impact—authenticity, alignment, and empathy.”
Key Takeaways
- SaaS models can revolutionize even the most traditional healthcare sectors.
- Transparency and accessibility are now patient expectations, not luxuries.
- Efficiency and empathy can coexist when technology supports human care.
- Trust is built through data, design, and consistent communication.
- Mission-driven innovation outpaces pure profit-driven ventures.
Dr Robertson closes the conversation by saying, “Ingrid Murra proves that technology isn’t just changing orthodontics—it’s redefining how we deliver trust in healthcare.”
Ingrid adds, “Exactly. When you blend software with sincerity, everybody wins.”
Listen and Learn More
Listen to the full episode here: Orthodontics Meets SaaS with Ingrid Murra