Some years ago, Invisalign clear plastic braces were introduced as an alternative to traditional metal braces. Invisalign can only be obtained through licensed dentists/orthodontists. In 2014, SmileDirectClub (a teledentistry startup out of Nashville, TN) introduced similar plastic braces (called “teeth alignment trays”) at a significantly lower cost than Invisalign. SmileDirectClub (SDC) has been growing steady ever since. SDC and similar offerings like Candid have become a big problem for orthodontists because customer demand has fallen steeply for Invisalign (demand destruction) and with it all the dental services that go along with the Invisalign solution. Dentists have responded in several ways trying to undermine the value of SDC and similar offerings. However, those strategies do not appear to be working because demand for SDC continues to grow while demand for Invisalign continues to shrink.
https://smiledirectclub.com/why-smile-direct-club/
Your initial post should include the following:
Explain this demand creation-destruction pattern from the perspective of the Demand Creation Model (switch dynamics). Specifically, why is demand growing for SDC and shrinking for Invisalign?
Explain why the strategy employed by dentists has failed to significantly increase demand for Invisalign. In your view (and informed by switch dynamics), what would be a better strategy for dentists to increase demand for Invisalign?
Please note that this assignment is not an opinion editorial. The expectation is that you’ll apply the science of switch dynamics and strategy to make an informed recommendation for an effective course of action (not an opinion). Don’t waste too many words summarizing the issue because this is already known.
Your initial post should be around 500 words.
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