Invisalign: Orthodontics Unwired

The disadvantages to Invisalign as brought to insight by this article include the fact that while orthodontists were able to charge a premium fee for the system, the cost to orthodontists was much higher than that of standard braces due to production efficiencies, which had yet become optimized. Manufacturing lead times were also relatively long and the company’s patient base was restricted to adults; that is, children who were developing their new teeth were unable to use the treatment. Furthermore, orthodontists were highly change-averse and more comfortable with more conventional methods. In addition, the value placed on the product’s availability was a major segment differentiator in that while beauty conscious consumers were likely to approach orthodontists who specifically prescribed Invisalign, the health conscious consumer would go out of their way to inquire, but not necessarily purchase the product, unless recommended by orthodontists.

In regards to Align Tech’s desired targeting and positioning for end users, marketing to the consumer and creating demand is one of their key strategic objectives to driving long-term growth. Market research indicates that the majority of people with malocclusion who desire treatment forgo it rather than elect traditional treatment due to its many limitations, such as compromised aesthetics and oral discomfort. By communicating the benefits of Invisalign to both dental professionals and consumers, the company intends to increase the number of patients who seek treatment using their product. Historically, their marketing programs have been directed to an adult audience; however, they eventually aim to direct their communication efforts directly to teens and their parents. Despite the continuing challenges in the U.S. economy and weak consumer spending, consumer demand creation is a key component to the Align Tech’s long-term growth. As a result, the company will continue to invest in efforts to increase consumer awareness of Invisalign through a variety of media outlets.

The company’s goal is to establish Invisalign as the standard method for treating malocclusion, ultimately driving increased product adoption by dental professionals by focusing on the following four key objectives: driving product innovation, enhancing customer experience, generating consumer demand and expanding their international markets. In order to achieve their desired positioning for end users, Align Tech can position itself in a number of ways; one of which is by growing its customer base by training new doctors in existing and new geographies. This will allow increase awareness of the product directly by practitioners to patients. However, this is very expensive in comparison to other positioning methods. Another way is by supporting new and existing customers by investing in effective sales coverage and clinical education programs. This will, once again, increase product awareness, but not as effectively as the former positioning method. A third method they can use to position themselves is by increasing adoption through new products and features that expand the range of cases doctors can confidently treat with Invisalign, from simple problems to more challenging or comprehensive cases. This will allow the company to expand both vertically and horizontally, while driving sales through exterior product differentiation. However, consumers may lose focus on the company’s main product.