LEIPZIG, Germany: To the unaware consumer, it almost sounds too good to be true: straighter teeth without a single dentist appointment through a method that is also quicker and more affordable than conventional orthodontic treatment. The desire for such procedures is reflected in the growing market value of many companies offering these services. Orthodontists have expressed their concerns about the safety of such an approach though, insisting that DIY kits cannot replace professional procedures.
Just recently, the US-based start-up SmileDirectClub, in which clear aligner maker Align Technology owns a 19 per cent stake, raised US$380 million in a new funding round, valuing the company at US$3.2 billion. Leading the financing was private equity firm Clayton, Dubilier & Rice, with participation from venture capital firms Kleiner Perkins and Spark Capital, SmileDirectClub said in a statement.
Competitors with similar business models can be found all around the world, such as EZ Smile (Australia), Your Smile Direct (Ireland) and Easy Smile (Hong Kong). All these companies follow a similar process: a potential patient fills out an online questionnaire to assess whether he or she is an eligible candidate for at-home treatment. Depending on the result, the customer can buy an impression kit, take the impressions at home and send them to a laboratory, which will then create a set of plastic aligners.
In the case of SmileDirectClub, the process “is reviewed by a duly licensed dentist or orthodontist, who will guide your new smile from beginning to end”, according to its website.
By eliminating the in-person visit to an orthodontist, remote tooth straightening services can be offered at a cost that is up to 60 per cent cheaper than care provided via an orthodontist using a clear aligner system.
Despite the advantages of at-home treatment, dental professionals are worried about this trend. The Australian Society of Orthodontists (ASO), for example, raised concerns about the absence of clinical examinations, radiographs and ongoing monitoring.
In an interview with the Sydney Morning Herald, ASO Vice President Dr Howard Holmes said: “If there are gum issues, gum disease or broken fillings, they won’t be detected, and when you start moving teeth, those problems can become worse. Even if the immediate results seem good, the teeth and bite may not be in a stable position and move back, and there could also be muscular and jaw problems.”
Despite the possibility that failed at-home aligners may result in even more costly remedial treatment, EZ Smile founder Ed Ambrosius believes that dentists are scaremongering: “We are simply doing the most minor cases of teeth movement and would never consider treating anybody that requires complicated dental techniques. The risks are extremely low. We have rejected many more cases than we’ve taken on.”
Holmes and colleagues, including former American Association of Orthodontists General Counsel Kevin Dillard and many more, have started filing complaints against these companies in order to tighten regulations and protect the public in their respective countries.
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