Align Technology. Inc Essay

Who is the member for traditional braces market and for Invisalign?AnswerMembers for Invisaligns Braces Market* CustomersThe patient marks the beginning and stopping point of the demarcation flow in the Invisalign process, seeking a service for malocclusion discussion from their orthodontist. Customers of Invisalign are incentivized by the nearly invisible look, removable while eating ease, and hygiene of the aligners.* OrthodontistsAs for the customer, the orthodontist determines whether or not Invisalign is the appropriate solution. If suitable, the orthodontist will proceed withphotographs, X-rays, impressions of dental arches, a wax bite and an Invisalign prescription for the patient. This information is then sent to the side by side(p) channel member in Santa Clara for processing. The orthodontist also has to make adjustments and corrections to the proposal after they are created in Pakistan.* InvisalignThe Santa Clara headquarters serves as central point mingled with all channel members. Once Invisalign receives the patients information from the orthodontist, employees analyzes the data and constructs plaster and computer models of the current dentition. When completed, this model is forwarded to Pakistan for analysis.* Software DevelopersThe patients treatment plan is designed in Pakistan, which entails simulated tooth apparent motionments for each of the two weeks for the spotless treatment process. Once approved by Invisalign and the orthodontist, these molds are then outsourced to the next channel in Mexico for outpution.* Manufacturers (Mexico)Aligners are created from the molds received. They are trimmed, cleaned, polished and inspected before they are shipped directly to the orthodontist, which then forwards to the end customer.Members for Traditional Braces Market* Customer alike(p) to Invisalign, the customer or patient starts and ends the channel flow in the traditional braces process. The patient may either inquire or be referred by th eir dentist to seek treatment.* DentistThe patient visits their general dentist and if malocclusion is diagnosed, a referral is made to an orthodontist.* OrthodontistsIn the initial visit with the orthodontist, X-rays, photographs and dental moldings are collected from the patient. A treatment plan is created and in the next visit, brackets are cemented to each tooth and linked with an arch wire.Question No 4Are there any gaps in the channel? Are channel members performing functions that Invisalign intends them to do? If not, then Why? AnswerDemand-Side Gaps* Capturing the Existing MarketThis is a bit unexpected, considering the many compelling advantages the increase itself has over traditional braces. May be the gap exists because of deficiency in customer mental satisfaction level or due to the lack of cognizance and trust on Align systems.* Capturing the Potential marketIndeed, only a relatively small proportion of this potential population seeks treatment because of the drawb acks associated with conventional treatment, only when Invisaligns process overcomes many of these shortcomings. This gap might be attributed to the orthodontists and the media advertisement, which is focused on raising awareness, and describes advantages over the conventional method (instead of crack benefits).Supply-Side Gaps* Delivery IncentivesA possible gap in the delivery of the offering may shoot from the underlying economic incentive for orthodontists. So short of the orthodontists possessing very high marque loyalty or customers specifically requesting the Invisalign treatment, the promotion to customers breaks down here. In addition, the ClinCheck simulation takes 3-4 weeks to complete. They may find a way to give incentive to Pakistan to turn around the simulations faster to cut down on production time.* Production Process TimeInvisalign has essentially inserted itself right in the middle of the traditional treatment process. Also, the surgical procedure is entirely customized to each patient. These two facts combined create a longer supply chain that is subject to slow down the production. The Invisalign process includes three centers. The entire process took up to six weeks.Question No 5Are channel power sources affecting Invisaligns success? If so, then how? Answer* Orthodontistsmayhap the greatest power source affecting Invisaligns success is theorthodontist. An orthodontist stands in between Align and the patient and exercise the power of his expertise. The two customer components (health informed and beauty conscious) value their orthodontists opinion. Thats why orthodontists have higher profit margins as compared to Invisalign.* DentistsInvisalign have given exclusive distribution rights to orthodontists. So, they have to a greater extent power. Dentists are mostly the intermediaries who refer the patients to orthodontists and then orthodontists refer patients to Align Corporation for Invisalign systems. The power of Dentists may be li mited or actually they are the intermediaries who are performing the role of referrals. When they feel unsatisfied or their profit margins decrease, they also try to reduce the profit margins of Align Corporation by not referring the patients to orthodontists.* gross revenue ForceInvisaligns gross sales force uses an exhausting structure. They are not giving the incentives to their sales force. The company is relying more on doctors, dentists, website and orthodontists instead of their sales force. The sales force is unmotivated and thats why they are affecting Invisaligns success.* PatientsPatient conformity affects Invisaligns success because of the high degree of participation require for treatment as aligners were removable at the patients discretion. Some orthodontists did not like being associated with a treatment that could fail from no doing of their own. Therefore, patients present a sort of powerdoctors did not want to be associated with them.Question No 6What would you do to complete conversion?AnswerWe propose that Invisaligns offering is closer to the growth stage in the product life cycle than it is to the introduction stage. Marketing channels should change as the product moves along in its cycle. We suggest that dentists must administer the full process. Other suggestions are given below which if the company adopts in future then definitely the positiveness andcustomer base will increase in the near future and the profit margins of all intermediaries will be maximized.* Intensive distributionAlign should move from selective distribution to intensive. The increased number of retailers (dentists and orthodontists) makes it easier and more likely for patients to receive treatment (enhance spatial convenience). The increased distribution should drive prices down as retailers fight for customers.* Better IncentivesDentists are incentivized by volume of patients and perform non-specialized tasks that require less treatment, all opposite of the o rthodontists. This match brilliantly with the Aligns offering. In fact, most of the characteristics seen as unattractive from the orthodontists would be viewed as benefits for dentists.* Target CustomersThe offering can be adjusted to match the needs and wants of the various segments of customers. Each patient segment (prior use, beauty and health conscious) has different preferences and a varied tendency to buy, as would the retailers (dentists and orthodontists). The other side to this is Align can fire bad orthodontists* Brand BenefitsBecause brand awareness is achieved (80 percent), advertisement should shift focus from aesthetic advantages over the traditional system to brand benefits. The existing approach targets the existing market. They must position their product on the basis of brand benefits and try to ensure the targeted customers that Invisalign is the best suitable solution.Referenceshttp//www.consumerpsychologist.com/distribution.htmlhttp//www.businessihub.com/the-r ole-of-marketing-channels/http//teamjaker.wikispaces.com/Invisalign