Orthodontic treatment has the potential to help some patients overcome their dental phobia. The most recent Adult Dental Health Survey showed that 12 per cent of people surveyed in the UK experience extreme dental anxiety. However orthodontic treatment is viewed as a positive aspect of dentistry – where people are motivated to actually seek out treatment from their dental professional to improve their smiles.
Conversely, according to Jamie Morley, general manager for Align Technology, “There are differences between traditional fixed braces and more contemporary and innovative treatments. Invisalign uses modern technology to straighten teeth using clear aligners, and unlike fixed braces, there are no wires or brackets. This means there is no metal and they are nearly invisible when you wear them. This can make them a more acceptable option to many of patients - particularly adults - for whom ease, comfort and aesthetics are important considerations when actively opting for dental treatment. Added to which, it is easier to maintain daily oral hygiene with clear aligners than fixed appliances – because you can remove them to easily access all tooth surfaces to thoroughly brush and floss.”
To back up the campaign, Align Technology is developing a number of promotions with the BDHF to educate the public and drive potential patients to enquire about tooth straightening. The consumer press are being invited to a press briefing by the BDHF during which journalists will be advised about the results of national survey to find out people’s opinions about – amongst other things - the appearance of their smiles and what would motivate them to seek correction. The resulting findings will be announced during a series of radio interviews to be broadcast on Friday May 9th 2014 where an Invisalign spokesperson will team up with Nigel Carter to advise the public about ways to improve to smile with more confidence. The ultimate call to action will be for listeners to visit the Invisalign website and find a provider in their area who can give them personal advice about improving their smile.
There will also be a patient outreach programme Align has dubbed a City Initiative, and on May 10th the company will be setting up a pop up promotion in Leeds to encourage people to think about the appearance of their smiles. This comes hot on the heels of a similar promotion in Brighton where the company took over a shop in the main shopping thoroughfare and set up a magic mirror to encourage people to look at themselves in a new way. There will even be a chance for a member of the public to win a free Invisalign treatment funded by Align Technology.
Invisalign providers are also being encouraged to hold open days to capitalise in the interest being generated during National Smile Month and to support this initiative; Align is offering them 50 per cent discounts on their lab fees between May 19 and June 19. The company is also branding the famous National Smile Month ‘smile on a stick’ providing participating practices with something to promote Smile Month events.