How to achieve category killer status in dental ortho marketing In dental ortho marketing you can be a category killer in your specialized dentistry. Category killers in dentistry are procedures or combinations of procedures that when marketed and sold correctly eliminate most competitors and remove pricing constraints on a procedure that when performed generically is highly commoditized. While others, doing the exact same procedures (but poorly marketed and sold) OR performing generic/unbranded/unnamed procedures, find themselves in brutal pricing wars, stuck in circumstances where fees are difficult to get--much less raise, those utilizing category killing strategies [...]