Enhancing Invisalign Adoption: Push Vs Pull Strategies

Problem Definition

Invisalign offers a unique solution to malocclusion—virtually invisible, it is aesthetically more pleasing, comfortable, easier to administer, and easier for patients to maintain better oral hygiene. Despite 75% of Canadian and American orthodontists trained to use the system, there is a low conversion rates in orthodontists who adopt Invisalign. The company has been using a push strategy in an attempt to win over orthodontists—the orthodontists are the gatekeeper to patients and revenue they need to cover the high costs they are incurring as they pursue their growth strategy.

Alternatives

Alternative 1 – InvisaCelebs: One alternative for Invisalign is to adopt a celebrity spokesperson that uses Invisalign to act as the face of the company. The company has spent most of its time pursuing a push strategy and trying to get orthodontists to adopt its system, but by using a pull strategy Invisalign can aim to get get patients to seek out orthodontists providing Invisalign and force those who have not adopted it yet to adopt it in order to fulfill their patients demands (and for those who are not certified to be forced to become certified or lose patients). In this scenario, orthodontists will come to Invisalign instead of the other way around as seen in Appendix 3.

Moreover, with this data, Invisalign should be able to produce larger quantities of Aligners (and thus offer a lower cost) based on age, dental history, etc. Rather than spending millions on advertising, investing in technical improvements would be the key to this strategy to offer additional cost value and convenience to orthodontists. Though the channel flow and order would be the same, the lead times would be much