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Is It Time for a Realignment? by Dr. Kevin Baharvand

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Categories: Orthodontics;
Is It Time for a Realignment? 

A practical guide to transitioning between clear aligner brands

by Dr. Kevin Baharvand

If you had asked me five years ago, I would have said Invisalign was the only reliable aligner brand I was willing to use for my patients. Ask me again now! For years, I resisted even the idea of considering other aligner brands, even though their success was supported by peer reviews. The main reason was twofold:
  • I assumed Align Technology’s large dollar spend on research and development had made it unmatched in quality.
  • The price difference between Align and other brands was not motivating enough to try the competitors. In other words, the other companies didn’t have the economy of scale Align was benefiting from.
The COVID-19 pandemic changed many things, among them massive investments from doctor-led and do-it-yourself aligner brands into public campaigns. This led to some real harmful changes, including DIY orthodontic treatment trends, but also alerted the public about alternative clear aligner brands.

Switching aligner brands isn’t just about changing products—it’s a transition that affects patients, staff and the overall rhythm of your practice. Here’s a down-to-earth guide, drawing from my own experiences and lessons learned, on how to make this transition smoother.

Spotting the pain points
Start by identifying what’s not working with your current aligner brand. Maybe it’s the hefty lab bills eating into your profits or frustrating restrictions caused by tier systems; it could be the quality of plastic, turnaround time or any other issue you may encounter.

For us, it was when I realized I was paying Align more than I was paying myself in salaries. We needed something with the same quality, but more affordable. I knew the company had something important to offer, which was the brand name: Invisalign is to clear aligners what Tesla is to electric cars. But while people used to associate electric cars pretty much exclusively with the name Tesla, that’s not the case anymore.

Scouting the alternatives
It’s like shopping for a product that essentially constitutes more than 50% of your practice— you need to try a few before finding the right fit. Look beyond the big names and focus on what really matters: affordability, effectiveness and how well it meshes with your practice vibe. I spent hours researching different brands, weighing the pros and cons. We had unsuccessful attempts and I quickly learned what I didn’t like about some new systems.

Learning and tweaking
Not everything will go according to plan, and that’s OK! Take stock of what worked well and what fell short. In our first major attempt at switching our aligner brand, we offered the new brand at the same price as braces and upcharged for Invisalign. However, having multiple aligner brands caused confusion for patients—they perceived the new aligner brand they’d never heard of before as inferior, and its lower price also led them to believe it might be of inferior quality. We learned that approach was wrong, so for a while we reverted back to offering Invisalign exclusively.

In our second attempt a year later, we transitioned exclusively to the new aligner brand. This paradigm shift was what we needed to make a successful change. I believe our team and patients needed to feel confident in our presentation and support of the new system. We changed our vocabulary; from new-patient calls all the way through assistants having conversations about aligners with patients, we stressed the use of “aligner therapy” as the only acceptable terminology.

Educating everyone
Communication is key. Make sure your staff understands why you’re making the switch and what it means for patients. Take the time to explain the benefits in simple terms—like how it could mean lower costs or faster treatment times. Emphasize to patients that the success of their treatment relies on their orthodontist’s skills and their compliance with treatment, not just the brand of aligner.

Rolling out the red carpet
Once you’ve made your decision, it’s showtime! Update your website, revamp your marketing materials and shout it from the rooftops. But remember, change can be daunting for some patients, so be patient and supportive as they adjust. Educate them on aligner therapy, rather than just the best-known brand.

Always focus on improving
The journey doesn’t end once you’ve made the switch. Keep listening to feedback, tweaking your approach and staying ahead of the curve. After all, the goal is to provide the best possible care for your patients—and that’s a journey that never really ends. For full transparency, we still have Invisalign listed on our website as an option, mainly for those individuals who visit our website but have not yet been educated on aligner therapy. (Not to mention, it helps with SEO as well.)

Conclusion
The shifting landscape of aligner brands underscores the necessity for adaptability and patient-centric care in orthodontic practice. My journey from staunch allegiance to the best-known brand to the embrace of alternative options highlights the evolving dynamics of the industry. By prioritizing patient education and satisfaction over brand loyalty, we empower individuals to make informed choices about their orthodontic treatment.
Author Bio
Dr. Kevon Baharvand Dr. Kevin Baharvand is the founder of White Glove Orthodontist (WGO) and the owner and orthodontist at Elate Orthodontics in Dallas–Fort Worth. In collaboration with other dental groups, Baharvand has successfully initiated multiple orthodontic startups, overseeing every detail. His diverse background—including clinical acumen, a master’s degree in organizational leadership and an active Texas real estate license—serves as the foundation of WGO. Baharvand’s mission is to make startup consulting more comprehensive, fostering the independence of orthodontic practices while ensuring affordability.


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