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...

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:...

Entering ortho? 10 reasons to go digital

by Zac Fine | Dec 5, 2018 | Business growth, Dental practice software, IT, Movers and shakers, Orthodontics

One of the fastest growth markets in dentistry is orthodontics, and for good reason: an apparently insatiable demand among adults for straight teeth on top of steady demand among children and teens. Adults have to go private, there’s no other option in England and...