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SmileDirectClub Is Shutting Down — What Went Wrong?


So what of other online teeth alignment services with similar business models to SmileDirectClub? Dr. Dodd predicts that, eventually, they’ll cease to exist. The news about SmileDirectClub will likely put many people off going down the online route, says Dr. Dodd, who envisions a return to in-clinic treatments, including dentist-approved Invisalign. Dr. Kahng doesn’t personally have an issue with companies trying to innovate in this space. However, she stresses that they must do so with the patient’s safety in mind. This would mean a doctor would need to be a more significant part of its business model, says Dr. Kahng. Happily, some companies have started to partner with existing dental offices, like Candid. “What I do hope is that the SmileDirectClub bankruptcy brings awareness to consumers so that they can make better decisions if they choose to move forward with DIY aligner companies,” says Dr. Kahng. She surmises that SmileDirect spent “too much” to acquire their customers through marketing, and thanks to poor reported outcomes and customer service, she believes it was “overextended.” 


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