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Running head: INVISALIGN CASE STUDY1Invisalign Case StudyName:Institution:
INVISALIGN CASE STUDY2Invisalign Case StudyIntroductionAlign Technology Inc. of Santa Clara is known for designing, manufacturing and marketing of Invisalign System, which is proprietary treatment for teeth misalignment, commonly known as malocclusion (Coughlan & Henessey, 2003). Invisalign System aligns both teen and adult teeth by deploying a series of removal aligners, which gently positions the teeth tothe desired position. The molding of the aligners is a complex process that utilizes three-dimensional computer imaging graphics in order to forecast the movement of teeth in sequential stages (Coughlan & Henessey, 2003). Since this process does not depend on the deployment of ceramic or metal brackets, the system substantially reduced the aesthetic and other shortcomings related to corrective orthodontic treatment. Kesley Wirth and Zia Chishti founded the company in 1997 while taking their studies at Stanford University. The idea for their product stemmed from the accident of Chishti. The business objective of the organization was to establish Invisalign System as their standard method of treating teeth misalignment (Coughlan & Henessey, 2003). They marketed their system exclusively for teens and adults with mature dentition. The system was distributed within the US and Canada, though there were plans of marketing it to the international community. In this regard, this paper provides a marketing case for the organization by discussing the major issues facing the company, the available options to the company, lessons learnt from the company, and marketing strategy. The paper will also make some recommendations for the company to take. The first issue faced by the company was that many patients did not have dental insurance (Coughlan & Henessey, 2003). The agreed price charged to dental patients was about
INVISALIGN CASE STUDY35500 dollar. However, this price also depended on the length and severity of the case. In addition, patients who had the dental insurance were only covered for about 1000 dollars for either traditional braces or Invisalign braces (Coughlan & Henessey, 2003). The organization hadto charge orthodontists 1900 dollars per case. In contrast, the tradition braces usually cost the orthodontist approximately 500 dollars. However, given the best pricing of the system, the profit marhins for the orthodontists seemed almost similar to that of traditional methods.