Straight Talk Dr. Robert W. Fry



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.

Author’s Bio
Dr. Bob Fry earned his DDS from the University of Missouri at Kansas City School of Dentistry and received his Master of Science degree in Orthodontics at the University of North Carolina. He has three private practice locations in the Overland Park, Kansas, area. He maintains a position of Adjunct Clinical Professor of Orthodontics at the University of Southern California (USC) and the University of the Pacific School of Dentistry.
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