Founded in 2014, SmileDirectClub has long been built on the premise that oral care should be available and affordable for everyone. Generally, cost is a huge barrier for those who need or want a straighter smile.
In fact, a recent independent study shows that while more than 80% of people need orthodontic work, only 1% actually get it. Orthodontic care is expensive for many people. From a business perspective, that means that SmileDirectClub has a huge potential audience that could benefit from its services — just like the million who already have.
Rather than spending thousands of dollars on braces that require customers to go to the orthodontist monthly, SmileDirectClub allows customers to get a straight smile remotely for a fraction of the cost. While dentists still check on user treatment, there are no required in-person check-ups as there usually would be with traditional orthodontic care.
SmileDirectClub partners directly with dental offices, but also has convenient SmileShops where potential customers can get a 3D image of their smile.
Current ventures and markets
In addition to their normal services of helping customers get the smile they love, SmileDirectClub has recently expanded its target audience and product offerings. For example, SmileDirectClub recently began offering a plan just for teens — complete with a Trackable aligner case — powered by Tile™ — to prevent teens from losing their aligners.
Teens are roughly 75% of the traditional orthodontic market, but they currently make up just about 10% of SmileDirectClub’s current business. By specifically targeting younger individuals, they are expecting additional growth in the coming months.
SmileDirectClub also launched a partnership with MetLife Insurance last year, which kicked off a number of partnerships with insurance companies. While SmileDirectClub has always accepted insurance coverage to pay for retainers and aligners, these partnerships continue to make SmileDirectClub’s services more accessible for more customers.
Rather than paying for SmileDirectClub’s products and service out of pocket and then seeking reimbursement from the insurance company, these partnerships make the experience for the end-user much more streamlined. The customer only has to pay what they would owe for the services, just as if they were getting care from a traditional dental practice.
The company recently created a line of oral care products. These include a state-of-the-art electric toothbrush, a teeth whitening system, whitening and sensitivity toothpaste, and a water flosser. They also created the SmileSpa, which is the first ultrasonic UV cleaner on the market. It sanitizes toothbrush heads, aligners, retainers, dentures, and more.
Current aligners and retainers
SmileDirectClub uses clear aligner therapy to straighten teeth— no more unsightly metal in the mouth to get teeth straightened. The aligners are made in the United States from BPA-free plastic, and are produced at a high-tech 3D printing facility. Every user’s experience is tracked and monitored by a dental professional, who will schedule regular virtual check-ins with customers to ensure that treatment is going as expected. Adjustments can be made if any needs arise.
Improving the customer experience
SmileDirectClub has spent years refining and improving the customer experience when it comes to orthodontic care and alignment. The company’s Comfort Sense Technology increases user comfort and helps create a more predictable tooth movement process. Customers start with a thin, comfortable aligner to allow their mouths to gently adjust to the movement and alignment. Gradually, sturdier options are put in place to increase tooth movement, but the comfort levels stay about the same.
The lightweight aligners allow customers to ease themselves into treatment. As the teeth move, customers will get new aligners. While tooth movement sometimes involves discomfort, the gradual process can help customers have a less painful experience with a great end-result.
SmileDirectClub’s technology also focuses on the company’s patented laser technology. This tech is known for precision, making the aligners as smooth and personalized as possible. As the precision of the cuts increase, so does the comfort level of the fit. All treatment plans are monitored by a dentist, with gentle and gradual tooth movement in mind.
All of these advancements are focused on giving the consumer a better experience and cutting down on the pain associated with tooth movement for many people. Further, aligners that fit properly are critical to providing treatment that is effective and long-lasting. When the aligners do not fit quite right, they can become ineffective or result in unintended teeth movement. They can also be uncomfortable, sometimes resulting in less use than necessary for effective treatment. SmileDirectClub’s technology helps decrease the occurrence of this type of issue and increase each users’ overall comfort level.
