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1. (See appendix for diagrams) Invisalign’s selling cycle for promotions consists of three channels: sales force, call centers and media ads. Sales force is used to target orthodontists to make them feel confident about Invisalign’s products through training and assisting them build their invisalign practices; thus, encouraging them to recommend Invisalign to their patients using the ClinCheck software. Call centers are used to directly target customers who have visited with an orthodontist and considering the Invisalign and/or those considering options to treat malocclusion. Patients can call these telemarketing call centers via a toll-free number to speak with a customer support representative. This is a push strategy to generate more sales. The final channel, media ads, is used to target all potential customers by providing awareness to patients, orthodontists and dentists. This is considered a pull strategy because it attracts customers. Invisalign’s ordering and physical possession cycle begins with a patient visiting an orthodontist seeking options to treat malocclusion. Orthodontists then examine patients’ teeth to make sure they are appropriate candidates for Invisalign. If the patient is comfortable with the price, orthodontists will send their patients’ information and x-rays to Invisalign’s headquarters in Santa Clara. Upon arrival of patient data, Invisalign will analyze x-rays and construct models and send them to software development in Pakistan. The software development team will simulate tooth movements, create a treatment plan, and send it back to Invisalign headquarters for approval. The molds are then sent to manufacturing in Mexico for production. After production, the manufacturing team will inspect, clean and polish aligners before shipping them to orthodontists so they can then be used for patient use. 2.Invisalign Flow: Patients are both the first and last members of the channel. They begin the process by seeking out orthodontists for malocclusion treatment. Customers of Invisalign benefit from nearly invisible aligners that are removable when eating and can be cleaned easily.
Orthodontists’ function is to be the main source of information for patients when seeing if Invisalign is an appropriate treatment option. If so, an orthodontists’ first step will be to take X-rays and dental impressions to begin the process. A digital, three-dimensional computer model of the patient’s dentition is sent to Align’s Santa Clara headquarters and from there, forwarded to Pakistan. There, application engineers simulate the appropriate tooth movement in two-week increments and send the results back to Santa Clara. Once approved, the aligners are fabricated by pressure, forming polymeric sheets over each mold in Mexico. Once aligners are finalized, they are sent to orthodontists to give to the beginning members in the channel, the patients.