The leading orthodontic consulting firm, dedicated to helping practices reach new levels of excellence.
Why Choose Us?
Founded by LeeAnn Peniche in 1989, Peniche & Associates is a team of professional consultants who have worked with practices nationwide, both large and small.
We train orthodontic practices to increase Case Acceptance, perfect communication techniques, enhance operational efficiency, and create professional marketing campaigns.
Our clients gain the tools they need to give their patients an excellent experience at every visit.
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Years of combined Experience
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Founded
We Know Orthodontic Practices.
As the premier Orthodontic Consulting Firm, we understand the intricacies involved in the daily operations of your orthodontic practice. We specialize in Case Acceptance, the New Patient Process, treatment coordination, orthodontic marketing and practice management.
In fact, we have developed a proprietary and extraordinary Case Acceptance system that’s patient-centered and produces amazing results!
Peniche & Associates is my vision, a consulting company devoted to enhancing orthodontic practices and creating service with a smile. After 30 years in the profession and 25+ years developing as a company, I can truly say I am proud of what we’ve become.
My team of exceptional consultants will blow you away with their knowledge and expertise. It’s been a pleasure to share my first-hand experience in the orthodontic field with my team and our clients.
As a veteran in the areas of Case Acceptance, scripting, practice marketing, clinical proficiency and managing a successful orthodontic practice, I’m especially proud of the proven methods of success my team has developed and implemented in more than 800 private orthodontic practices.”
LeeAnn Peniche
Partner & Founder
Through innovative, proven and proprietary Systems, LeeAnn Peniche has consistently brought smiles to orthodontists for more than 30 years.
As the Founder and President of Peniche & Associates, she has earned a reputation as one of the country’s premier orthodontic consultants who specialize in case acceptance, scripting, marketing and practice systemization. Over 4,000 practices have experienced first-hand her creative outlook, years of expertise and proven track record of success.
LeeAnn’s life has been committed to providing Orthodontists and their practices with the tools and Systems for their continued success through lectures, in-office training as well as her trademarked Treatment Coordinator Intensive PLUS™ Workshop, Office Management Academy™, and Master Marketing Academy™.
Industry impact
- Invented and defined the Treatment Coordinator position in 1989
- Invented and defined the Same Day Start (one-visit exam)
- Brought INVISALIGN into the mainstream. Directed market adoption and expansion programs.
- Helped introduced robotic technologies to the industry with SureSmile
- Defined todays’ ortho KPIs and tracking systems and created the framework for GAIDGE
- Founding investor in OrthoFi
- Co-Founder of Smile For A Lifetime Foundation
Cindi James
Partner | Executive Consultant | Systems & Operations
Dynamic, driven, and deeply experienced, Cindi James brings over 36 years of orthodontic expertise and a degree in Business Marketing to every practice she transforms. As a Partner and the Director of Training for Peniche & Associates, Cindi has spent more than two decades coaching practices across the U.S. and abroad mastering the business of orthodontics with a focus on practice management, treatment coordinating, marketing, clinical systemization, scheduling efficiency, and team development.
A commanding presence on stage, Cindi has captivated audiences across the U.S., Canada, and Europe as an international lecturer who inspires teams to embrace innovation, master systems, and build the structure that drives sustainable growth and lasting success.
Known for her precision, insight, and results-oriented approach, Cindi combines analytical thinking with an undeniable enthusiasm that energizes entire teams. Her expertise doesn’t just create change, it creates momentum. You’ll cheer when you see what Cindi can do.
Expertise includes
- Orthodontic Practice Management & Growth Strategy
- Treatment Coordinator Training & Case Acceptance Systems
- Marketing Campaign Development & Brand Positioning
- Clinical Systemization & Operational Efficiency
- Scheduling Optimization & Production Flow Design
- Team Culture, Communication & Leadership Development
- Financial Systems, Metrics & Performance Accountability
- Observation Program Development & Patient Retention Strategy
- Lecture Development, Course Creation & Professional Speaking
Pamela DeWan
Partner | Executive Consultant | Ortho + Pediatric Practices
Pamela is fueled by a deep commitment to excellence and a relentless passion for helping others succeed. Her personal drive naturally inspires those around her, especially the clients and teams she supports.
With over 25 years of experience in orthodontics and pediatric dentistry, Pamela brings a well- rounded and strategic understanding of what it takes to grow a successful practice. Her diverse background includes expertise in treatment coordination, marketing, and practice management, making her a dynamic and valuable partner to any dental team.
Pamela’s passion for creating beautiful smiles extends far beyond patients—it’s about empowering practices to thrive. She’s the kind of asset you’ll quickly wonder how you ever worked without her guidance.
Expertise includes
- Strategic growth planning for orthodontic and pediatric dental practices
- Comprehensive new patient process design and conversion optimization
- Treatment Coordinator training and performance development
- Financial presentation systems and case acceptance improvement
- Multi-location management and scalability strategy
- Marketing strategy development and local outreach campaigns
- Referral relationship building with general dentists and community partners
- Patients experience enhancement
- KPI analysis & production forecasting
- Staff leadership, communication, and team culture development
- Implementation of patient recall and retention programs
- Collaboration with doctors and leadership teams for goal alignment
- Expertise in both orthodontic and pediatric cross-referral systems
Kristi Lietz
Partner | Executive Consultant | Financial Systems
With more than 20 years of experience in orthodontic financial management, Kristi is a respected expert in patient and insurance collections protocols. Throughout her career, she has helped practices of all sizes build strong financial systems that support healthy cash flow, reduce stress for teams, and create a positive experience for patients.
Kristi specializes in designing and implementing clear, effective policies for patient billing, insurance processing, and collections. Her approach combines practical training with proven strategies to eliminate confusion, prevent common errors, and streamline financial operations.
She has consulted with hundreds of orthodontic offices nationwide, empowering doctors and teams to improve their financial performance while maintaining the highest standards of customer service and professionalism.
Known for her approachable style and commitment to results, Kristi is passionate about helping orthodontic practices achieve long-term financial success, operate efficiently, and deliver exceptional care to the communities they serve.
Expertise includes
- Developing customized financial protocols that fit each practice’s unique goals and workflows
- Training front office and financial coordinators to communicate confidently about treatment costs and payment options
- Improving insurance verification and follow-up processes to accelerate reimbursement
- Implementing statistical reporting parameters and tracking key performance indicators to measure practice results
- Using data-driven insights to guide operational and financial decisions that drive sustainable growth
- Creating systems to increase case acceptance and reduce outstanding balances
Tony Peniche
Partner | Executive Consultant | Marketing & Growth Systems
Tony Peniche is a visionary marketing strategist, brand architect, and business development expert known for his ability to merge creativity with precision execution. His dynamic career spans multiple industries including fashion, photography, product innovation, and entrepreneurship; each shaping his distinctive approach to marketing and leadership.
Recognized early in his career as one of Portland’s top entrepreneurs under 30 by PDX 30, and later as Fashion Designer of the Year by the PFSA, Tony has consistently pushed boundaries in both creative and commercial spaces. In 2014, he patented the Whiskey Element and co-founded Time & Oak, a company that pioneered innovation in the spirits industry. From 2012-2016 Tony owned and operated NXT Industries, a start-up incubator for entrepreneurs where he consulted and helped scale over 400 unique businesses across various industries.
Today, after founding and scaling multiple companies, Tony brings that same inventive spirit to the orthodontic and healthcare industries. As a captivating speaker and marketing consultant, he works nationwide helping practices craft unforgettable brands, expand their influence, and achieve measurable growth.
Outside of work, Tony channels his passion for the outdoors into The PNW Survival Games—a live event competition and unscripted TV series (currently in development) that celebrates strategy, endurance, and innovation.
Expertise includes
- Strategically increasing new patient exams across all four referral pillars: professional, patient, community, and digital.
- Engineering high-impact marketing campaigns that amplify visibility and generate authentic community engagement.
- Designing bespoke marketing programs tailored to each practice’s personality, goals, and local demographics.
- Structuring and streamlining marketing systems into cohesive, data-driven annual calendars.
- Innovating, testing, and optimizing marketing frameworks to deliver consistent, measurable ROI.
- Developing new brands and revitalizing existing ones- refining messaging, visual identity, and communication alignment between analytical and creative teams.
- Mastering online reputation systems. Tony created the #1 Google Review strategy in the U.S., with client offices averaging 300+ 5-star reviews in just 8 weeks- a model adaptable to all major review platforms.