
As one of the first 15 orthodontists to use Invisalign, I have
always had a vested (non-financial) interest in its progress. As a
member of Align Technology's Clinical Advisory Board, I've had
access to enough information and explanation to help me understand
the mindset of the company and the goals of its leadership.
I'm continually impressed with Align's focus on and commitment to
Invisalign's long-term role in the orthodontics, rather than on short-term
profits or stock price. Even some of the "missteps" it has made
over the years have been made with good intentions, and to do what
is useful and beneficial to Invisalign customers and patients.
Clearly, I am biased. But for those of you who have not experienced
Invisalign's evolution firsthand, I'll share just a few examples
of that progress:
Align is responsive to customer requests for improvement – and not just requests from the Clinical Advisory Board or from
other "top" customers. Align routinely conducts in-depth customer
research to identify and understand what doctors of every
experience level struggle with and what they need in terms of
Invisalign treatment and product improvements.
Align understands that teeth don't know what moves them.
As with fixed appliances, it's a matter of identifying the right force
system and applying it. Align has a tremendous commitment to
applying biomechanical principles of orthodontics into its product
design and testing systems – and it's one of the reasons why
each new launch brings a higher level of predictability and precision
to Invisalign.
Consistent, shorter turnaround times are one of the most
noticeable improvements in Invisalign customer service.
Whether it's the first ClinCheck treatment plan, a revised ClinCheck
plan, case refinement or replacement aligners, Align understands that
we've got to get and keep our patients engaged in treatment.
And finally, I don't think we can overstate the value of Invisalign
in continuing to build awareness for orthodontic treatment and
in opening up adult treatment. It is still exciting to have a tool that
appeals to the large portion of the population who will not accept
fixed appliance treatment.
Align recently announced the launch of Invisalign G3 which
promises greater predictability with improved optimized attachments
(first introduced last fall for specific tooth rotations), precision
cuts that accommodate buttons and elastics – particularly helpful for
Class II and Class III patients, and new clinical preferences.
Some of the most exciting and significant improvements in the
Invisalign G3 launch are there to improve the overall treatment
planning process. For example, innovations in the ClinCheck software
make communication with the Align Treat technicians easier
and more precise.
Also a total redesign of the Invisalign Doctor Site consolidates
all of your Invisalign patient information in one place.
I'm looking forward to this launch and think it has great potential
for enhancing Invisalign treatment and for allowing orthodontists
to push the Invisalign treatment envelope further than ever
before. Are they done improving the product for a while? I hope not – there's much more to do. But I'm confident of the company's
continued progress. After all, it is listening and responding to its
customers – and we clearly have a lot of opinions to share.
|