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The company surprisingly did not want to take action such as providing a warranty or assurance regarding the outcome of using the system. Even though, all treatment process is calculated by the program of ClinCheck simulation, which is the application that diagnose and plan treatment for the patients, are not adequate for the patients to trust the systemand also orthodontists who rightfully feel reluctant about usingthe system on patients.Since Invisalign®Brand relies heavily on dentition as a constant, children with maturing dentition are not candidates for this treatment. Finally, a very high level of patient compliance is required in order to ensure treatment success because the aligners are removable. Question 2: What are the options available to the organization?Despite the company is having a difficulty of converting consumers interest into the system, there are some actions that the company wisely took in order to create an opportunity to make the Invisalign®Brand system sell by creating a budget for nationwide advertising to get to consumers know about the product and marketdirectly to the consumers. It was actually a need to inform prospect audience about such a treatment that provides multiple advantages for those 200 million individuals who are suffering from the malocclusion clinical condition. Since the advertising strategy went well and the company’s brand awareness reached its success by receiving 80% awareness. In terms of concentrating on orthodontists, it should be the time to expand the Invisalign®Brand sales force that have only 30 regional salespeople to reach out to the orthodontists across the country.In fact, the company simply identified the main reason of the Invisalign®Brand system is not demanded by the patients is the orthodontists who do not highly recommend the system due to theirown benefits. Perhaps, the company should consider the option of reducing the profit margin from each patient and give more benefits
and bonuses to the orthodontist to increase the popularity of the product.On the other hand, based on the research that helped the companyidentify the major consumer segments for Invisalign®Brand – ‘’Health Conscious’’, ‘’Prior Users’’, ‘’Beauty Conscious’’. In fact the health conscious segment’s demand is higher than prior users and beauty conscious. Perhaps, the company should take action to