The ortho war spreads to Australia

by Jonathan Fine | Dec 4, 2019 | Advertising, Branding, Communications, Compliance, Cosmetic dentistry, Orthodontics

Another day, another fight between disrupters and agents of the status quo. Invisalign and the direct to consumer firms SmileDirectClub, EZ Smile and WonderSmile are being investigated in Australia over claims of secret dentist incentives and the less serious crime of...

Learn from these slick freedom fighters

by Jonathan Fine | Oct 17, 2019 | Business growth, Communications, Content, Orthodontics

Don’t you just love disrupters? I do. They turn the tables and make life exciting. “Open for a lifestime supply of confidence” are the tantilisating words, written in large white font, on the pretty box that arrives in the post from Smile Direct...

1,000 complaints as $3.2bn SmileDirectClub goes public

by Jonathan Fine | Aug 22, 2019 | Cosmetic dentistry, Orthodontics

SmileDirectClub, the cheap mail order ortho service that’s available in the US, Canada, UK and Australia, is becoming a public company. Invisalign maker Align Technology once owned 19% of the company, which was valued at $3.2bn in October. Last year it came of age,...

Patient wants Invisalign but isn’t suitable? Even better

by Zac Fine | Apr 17, 2019 | Cosmetic dentistry, Orthodontics

Thanks to Invisalign’s chunky global marketing budget, awareness of its brand remains high in the UK and Ireland. Lately, as an extra measure, it’s been offering GDPs personalised discounts on the iTero intraoral scanner in return for hitting targets that climb for...

8 reasons to do facial aesthetics

by Jonathan Fine | Feb 27, 2019 | Facial aesthetics, Treatment modalities

Back in June 2017 I wrote an article praising the customer-centric homepage of Sk:n, a cosmetics chain that at the time had 46 clinics in the UK. It had five more when it was bought for £35m earlier this month. The buyer, private equity firm TriSpan, which owns the...

Videos that deliver new orthodontic patients

by Jonathan Fine | Jan 9, 2019 | Advertising, Communications, Orthodontics, Video

This week one of my clients sent me a video by the American Association of Orthodontists (AAO) that I think nails the message that practices with Specialist Orthodontists in the UK and Ireland should be sending out. It’s short and punchy, conveying a simple idea:...