Dental concept expanding its retail format

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Dental concept expanding its retail format

By Marianne Wilson - 10/22/2018
Invisalign is setting up shop — sorta — in the nation’s retail centers.

Align Technology, famous for its Invisalign clear aligner orthodontics, is expanding its “brand experience” initiative with plans to open eight locations at malls or outdoor lifestyle centers in major U.S. cities in the fourth quarter of 2018. The Align centers are designed to provide an interactive environment where consumers can learn about the Invisalign treatment and connect with Invisalign doctors in their communities. The locations do not directly sell the treatment.

“Doctors have always been essential to Invisalign treatment, and 21 years later, a doctor’s prescription based on an in-person examination remains the only way to deliver Invisalign treatment to a patient, even if a consumer learns about the Invisalign brand through new or different ways,” said Joe Hogan, president and CEO, Align Technology.

According to Hogan, there are more than 300 million consumers around the world who can benefit from Invisalign treatment, but most aren’t actively seeking orthodontic treatment.

“To reach those consumers, we need to connect with them where they spend their time online and offline – and Invisalign Experience locations are a new way to do that,” he said.

Align piloted the concept last year, opening four locations. The company said it found that the locations can have a significant positive impact, or “halo effect,” on overall Invisalign patient growth in the surrounding area.

The Invisalign experience spaces are designed to educate, with interactive touchscreens and store associates that provide customized about Invisalign treatment and the benefits of straightening their teeth. Consumers are also offered a complimentary, intraoral 3D scan and a visual simulation of what the person’s smile might look like after Invisalign treatment.

“When we first launched the interactive Invisalign Experience pilot program, we thought of these locations as ‘stores’ because we were leveraging familiar retail environments,” said Jennifer Olson Wilk, Align senior VP, doctor-directed consumer channel. “But we’ve learned a lot over the past year and the fact that we’re not selling orthodontic treatment directly to consumers is really important for us to emphasize. We’re providing a brand experience that informs and engages consumers with Invisalign treatment options in hopes they will choose to start treatment after we connect them to a local doctor’s office.”

Here is a list of Invisalign’s upcoming locations:

• October 2018: Woodlands Mall, The Woodlands, Texas
• October 2018: Westfield Old Orchard, Skokie, Illinois
• November 2018: Scottsdale Fashion Square, Scottsdale, Arizona
• November 2018: Park Meadows, Denver, Colorado
• November 2018: Stonebriar Centre, Frisco, Texas
• December 2018: The Domain, Austin, Texas
• December 2018: Town Center at Boca Raton, Boca Raton, Florida
• December 2018: Natick Mall, Natick, Massachusetts