Do-It-Yourself Ortho Aligners? Same Thing, Right?

It’s been a long time since I have written a blog post.  No excuses.  Life is busy with family and other concerns, and I’ve not been inspired… until now.

Tele-dentistry?  Tele-braces?

sdc-diyMany of you may have already heard about online companies offering do-it-yourself orthodontic clear aligners.  For many of us, the instinctive reaction is to scoff or laugh at such a silly notion.  Some will dismiss the news and suggest that P.T. Barnum had it right about a “sucker being born every minute.”  I suppose the consensus might initially be summed up with the single-worded vernacular, “WhatevAR!”  What’s next?  Do your own crown preps?  Tele-crowns?

No worries, right?  If you visit this consumer review webpage and see their clients’ “before & afters,” you’ll likely be quite amused at the “results.”  Or, just keep reading.

Of course, we have many well-founded clinical concerns and objections to the concept of self-diagnosis and self-treatment.  No need to review them.  As dentists, we know what they are.  Smile Direct Club (SDC) claims that each case is “reviewed” by a licensed dentist.  The clients send in cell phone selfies of their smiles and self-administered impressions from the kit sent by SDC.  That’s it.  Consider the standard of care here.  How many of us would recommend orthodontic appliances for patients without a comprehensive examination prior to treatment?  These “hired guns” are approving cases based solely on selfies and models (of dubious quality)?  No x-rays?  No perio evaluation?  Caries or defective restorations identified?  Fixed bridges or splinted crowns?  Can you imagine what might happen to a practicing dentist who did that with patients of record?

Best Frenemies Forever?

Recently, Align Technologies (Invisalign) purchased part of SDC and is making their aligners for them.  The folks at Align tried to assuage the concerns of dentists by claiming they just want to be “ahead” of the trend (of self-treatment or “tele-dentistry”) and that the aligners they make for SDC are not the same technology as Invisalign brand aligners.  Furthermore, in the merger announcement, Align said, “30% of Smile Direct Club’s interested customers do not qualify using the Smile Direct Club protocols.”  Yeah…  Remember that 68% of all statistics are made up 93% of the time.  😉  Looking at the RealSelf.com SDC page, I’m hard-pressed to find a SINGLE CASE that was turned away by SDC.  Below you’ll see one I expect you’ll agree should have been.

SDC claims that every case is “reviewed” by a licensed dentist.  Word on the street (DentalTown) is that they hire dentists in each state to look at the selfies and impressions (remotely, I assume) for $50 a pop.  Fifty bucks.  Wow.  I wonder if there is an incentive to “approve?”  Do the dentists get paid the same measly $50 if they reject a case?  Who takes on the liability if / when the case goes south and the “patient” is looking for compensation?

It’s the same thing!

The problem with that is that SDC will certainly market this as “made by Invisalign,” and consumers will perceive it to be the same.

To wit… I got the email below from a patient this week.  He had come to see me for a Six Month Smiles (SMS) evaluation.  He told me he was considering doing it himself with Smile Direct Club.  I felt he was not a candidate for SMS, and it was a case beyond my comfort zone for Invisalign in my general practice.  So, I referred him to an orthodontist.

Dear Dr.,

Thank you for getting back to me.  I met with Dr. XXXXXX (orthodontist) and had a consultation.  His office quoted me at $5,000 for invisalign which I think is out of my budget.

I am still considering going with smile direct club.  I have done my research and feel pretty confident in them.  Their aligners are manufactured by Invisalign so they are made well.
……

I have a few questions for you:

  1. Do you have experience with taking impressions of the mouth?  If so, how much does your office charge to take impressions?……..

I would rather have a dentist or someone versed in taking impressions take them because doing it on my own I may mess it up.

Thanks.

I turned down the “opportunity” to help him with impressions.  Perhaps I should have offered to do it for only $4,990?  😉  I joke, of course.  I do understand the issue of affordability with patients who simply don’t have $5,000++ to spend.  But, I take issue with the notion that they’re getting the same thing for $1,500 online.

Ah… but, SDC / Align have figured out how to get around the impression issue.  They’re apparently setting up “SmileShop Centers” across the country, where “techs” will do intraoral scans.

sdc-smileshop-ad

SDC help wanted ad.

“We’re getting Invisalign wholesale!”

As I predicted, consumers are going to understandably assume that do-it-yourself ortho with SDC is the “same thing” as Invisalign.  It perpetuates the mistaken assumption that dentists are simply retailers or “middlemen” for the aligner device.  I’ve already seen consumers on SDC social media sites claim that SDC is “wholesaling” aligners to the public.  They don’t recognize that orthodontic treatment is a SERVICE, not a device.

I suspect the brainiacs at Align knew this, as well.  What is insulting is that they expected us to believe their bullshit about it being a different product, and that it wouldn’t compete with our services.  It IS a different product.  But, the consumers don’t know that, and won’t believe it.  Their perception of it being the same will compete with professionally-administered aligner therapy.  Though I expect there will be a wave of dissatisfied customers.

So “simple” any aligner can do it!

There is a website called “RealSelf.com.”  It’s about all sorts of cosmetic procedures, and there is a page dedicated to SDC clients.  Members of the webpage can post their cases, reviews, and experiences with SDC.  According to Align, SDC accepts only the “simple” or “mild” cases.  You mean like this one?

sdc-case

This case was accepted by SDC according to the poster.  What could possibly go wrong? What could possibly go right??

Or this one (from the FB page)?

How do you (dentists) think this case will progress without a dentist or orthodontist being directly involved? Is this one of those “mild” cases? Why didn’t SDC refer this case out to a living, breathing dentist / orthodontist?

What could possibly go wrong?

Posted on the SDC Facebook page:

"I also woke up to a tray full of blood and my gums are so sore i cant put them back in."

“I also woke up to a tray full of blood and my gums are so sore i cant put them back in.”

This "patient" reported on the FB page that she was "cleared" by her hygienist and dentist.  She said she had "NO gum disease." What could possibly go wrong???

This “patient” (not the same as the previous photo) reported on the FB page that she was “cleared” by her hygienist and dentist. She said she had “NO gum disease.”  What could possibly go wrong with DIY ortho???

So, do you think there is some conflict of interest with Align trying to serve two masters?  Where do you think tele-dentistry will lead?  Will it harm patients?  Will there be a tsunami of lawsuits from dissatisfied clients?  Who will be liable?  Will the concept be defended by the political forces on the basis of the “access to care” narrative?  Will we all (eventually) be busier fixing all the inevitable problems?  Why is the ADA silent?  Chime in below!

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11 Responses to Do-It-Yourself Ortho Aligners? Same Thing, Right?

  1. Chris Haag says:

    Wow. Just wow. I had no idea that Align was involved in this. Invisalign is not easy in the best of circumstances. This is just unbelievable! Anyone with a dental license should be very concerned about this.

  2. Brian K. Van Netta, D.D.S. says:

    Hi Mike. What a way to start my Sunday. I thought I had seen it all, but this is a first for me. I thought mall whitening was bad, but this takes the cake. The real dilemma is that if we squawk too loudly against it, we are only perceived as trying, self-servingly, to protect our “turf”. Forget about central ADA support – I don’t see that happening. In life, individuals are free to make their own choices, including dentists who decide to contribute to this mess by becoming the SDC approval-meisters. It’s so twisted, it’s comical. Ironically, this is occurring in a culture that places hair stylists on god-like pedestals. What? Cut and color my own hair at home? Outrageous! I don’t have those skills – I might screw something up. It’s imperative I see my stylist for that, and I don’t mind the 7 month wait to get in. He/she is good. While I’m waiting, I might as well straighten my own teeth right here at home. That’s easy!

    • The Dental Warrior says:

      Thanks for your comments, Brian. You can bet this will be defended under the banner of “access to care.” A part of me thinks, “Let them eat cake.”

      In the patient situation I described, I had nothing to gain personally by steering him away from SDC. I referred him to an orthodontist, because it’s what I would have done if he was my own brother. I offer Six Month Smiles (short term cosmetic ortho) and Invisalign in my practice. Yet, in my professional judgement and 28 years of experience, I felt the prudent thing for him would be treatment by a specialist. I get NOTHING from having referred the patient to a specialist. It was the RIGHT thing to do.

  3. elizabeth says:

    Does anyone else feel like this might implode on itself? I can only imagine the harmful results (more than just bleeding gums), and perhaps the public might learn the value of dental training/dental services?

    • The Dental Warrior says:

      Hi Elizabeth,

      I don’t think the aligners caused the bleeding gums (in the picture posted above). The bleeding gums are a sign of active periodontal disease. And, as we dentists know, moving teeth orthodontically in the presence of active perio is a REALLY bad idea. The point of posting the picture in my article was to illustrate one of many potential issues of do-it-yourself aligner therapy… undiagnosed / untreated perio being exacerbated by orthodontic forces.

  4. Although it’s true that individuals have the right to make their own choices when it comes to dental care, a line needs to be drawn. Allowing services like this to be purchased by anyone online, it can cause some problems. For instance, what happens if the person who bought the Invasalign online never needed to use it in the first place?

  5. Greg Strobel says:

    I was lurking on the “SDC members” site and tried to warn the patient shown in Mike’s blog about about her gingivitis. Because of my comments, she went to see her dentist and she insists that he found no signs of perio disease at all. She got highly insulted and had me blocked and black-balled from the site. As the saying goes “no good deed goes unpunished”. I tried, but some people do not want to hear the truth.

    • The Dental Warrior says:

      The gingival tissues in those photos are “screaming!” 😮

      People hear what they WANT to hear. And, you can’t help those who refuse to help themselves.

  6. AnnaLee Kruyer says:

    Again why is ada silent????
    This is practicing dentistry without a licsence!!!!
    I am sick of ada defending amalgam and fluoride!!! Help us with this crap and insurance reimbursement!!!!

    • The Dental Warrior says:

      I hear ya (about the ADA). Though the ADA isn’t the licensing authority, they should at least make a statement about it.

      I think they get around this by having dentists “review” the photos and impressions (self-administered by patients). Of course, that’s a JOKE. As they say, “What could possibly go wrong?”

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