SmileDirectClub is closing operations and some customers may be stuck in the middle of their treatment | Image Credit: © SmileDirectClub
[Update] This article has been updated to add details about OrthoFx’s approach to former SmileDirectClub clients.
Dental customers of SmileDirectClub (SDC) may be stuck in the middle of their treatment process after the direct-to-consumer dental and orthodontic company went out of business.
The company posted an announcement on its website on Friday reading: SmileDirectClub has made the incredibly difficult decision to end its global operations, effective immediately.
The statement added that new customers interested in alignment therapy through the company were out of luck as “alignment therapy is no longer available through our telehealth platform.”
Many existing customers are also out of luck as SDC no longer provides customer service support. The company filed for Chapter 11 bankruptcy earlier this year.
Teeth straightening done through clear aligners typically takes 4-6 months for significant results, and patients often commit to years of maintenance to maintain the results and smiles they desire. Because of this shutdown, many existing SDC customers may find themselves in the middle of their treatments.
On Tuesday, OrthoFX announced it was stepping in to help SDC’s many remaining customers seeking continued care.
Unlike SDC, OrthoFX is an FDA-approved investment solution that works directly with dental professionals, ensuring that individualized treatment plans are created and overseen by licensed dentists or orthodontists.
According to SDC’s statement, customers who wish to continue treatment outside of the company’s platform should consult their treating physician or local dentist with any questions regarding future aligner treatment.
That doesn’t mean those customers are no longer expected to pay for their SDC plans, and there’s more bad news — “The immediate Lifetime Smile Guarantee no longer exists,” the statement adds.
“I would say they should consider seeing a dentist or moving to a different online system. I believe there will be some help for these patients that will come when the smoke clears and a clearer path is evident in helping these patients who are still going through the SDC platform,” suggests Trent W. Smallwood, DDS, cosmetic dentist in Tempe, Arizona. . “These patients are going to need help navigating their existing treatment, and knowing this industry, I know that patients are the focus.”
SDC SmilePay customers are expected to continue making all monthly payments until payment is made in full in accordance with the terms of the SDC SmilePay program. The company’s statement suggests customers contact HFD (formerly Healthcare Finance Direct) at 877-874-3877 or support@gohfd.com with additional questions. HFD are payment solutions platforms beyond time for elective healthcare.
The Nashville-based telehealth company was founded in 2014, and SmileDirectClub was pitched as a more affordable and convenient option than clear aligners provided through dental offices. SDC products were available at major retailers such as Walmart, but the company announced its bankruptcy filing last fall.
“The news of the closure of Smile Direct is unfortunate for any oral care company. However, generally businesses that rise quickly have an excellent chance of falling quickly,” says Sam Low, DDS, MS, MEd, dental speaker and frequent contributor to Dental Products Report. “Clear orthodontic alignment has been called into question lately because of the swelling that has affected our patient’s pocketbook. The same thing happened in 2008 and 2009 with any cosmetic dentistry. When patients are trying to put food on the table, that becomes a priority over cosmetic dentistry.”
Dr. Low adds that healthcare companies looking to provide services directly to consumers may not always find the road easy.
“Smile Direct, I can assume, was taken advantage of and whether it’s marginal business practices or the fact that the services provided were underutilized, the effect is becoming apparent,” he says. “While several healthcare companies are trying to go directly to patients and to some extent minimize the involvement of a healthcare professional, this activity may prove premature. The bottom line is that oral health care management requires quality data collection, diagnosis, and therefore quality treatment to ensure the safe and effective care of our patients.”
California dentist Michael A. Miyasaki, DDS, supports Dr. Low’s thoughts on the importance of close professional involvement in the delivery of dental care.
“I’ve never had any dealings with SmileDirectClub, but I think this shows that, unfortunately, many patients got what they paid for,” says Dr. Miyasaki. “I’m all for trying to save money and we’re trying to do that for our patients. But when it comes to your health many times you want to have a professional help you find the best treatment and guide the treatment as everyone is different to get the best results. That’s getting real value.”
In response to the news, OrthoFX launched a comprehensive initiative to help patients affected by the sudden closure of SDC. OrthoFX seeks to ensure a seamless transition by providing affected customers with personal care through its select network of physicians to continue their treatment with confidence.
In a press release, the company says its new initiative includes the following services exclusively for SDC patients:
- Free Treatment Consultations and Assessments: OrthoFX will conduct free consultations and treatment assessments, ensuring individualized plans for a smooth transition from ongoing SDC treatment.
- Treatment progress matching: Leveraging advanced AI technology and teams of experts, OrthoFX will respond to patients’ current treatment progress, minimizing the need for additional aligner sets or extended treatment periods.
- Special financial assistance: The company offers special financing options and flexible payment plans to help affected patients afford their new treatment.
- Dedicated support team: OrthoFX has assembled a dedicated support team specifically trained to address the unique needs and concerns of SDC patients, ensuring a seamless transition to its system.
- Access to innovative polymers: Our FDA-approved and patented next-generation alignment polymers are designed to improve patient compliance and reduce revisions and treatment duration while improving patient comfort.
“It is unacceptable and medically negligent that SmileDirectClub has put patients in this situation,” says Chicago orthodontist Neil Warshawsky in the press release. “This situation highlights the risks associated with remote dental care, and together with our partners at OrthoFX, we are here to support customers who have been left behind.”
The company provides its service to SDC patients through its national network of doctors. Backed by polymer science and artificial intelligence software innovations, OrthoFX uses in-person and remote care to provide patients with exceptional treatment experiences, the company says.
“We believe that these unforeseen circumstances should not jeopardize access to quality and ethical, clear alignment therapy,” adds Ren Menon, co-founder of OrthoFX, in the press release. “We are committed to supporting SmileDirectClub patients during this difficult time and helping them deal with the uncertainty surrounding their treatment. If you’re a SmileDirectClub patient in need of a doctor-led alternative, we’d be happy to help.”
Patients affected by the SDC closure who would like additional information about OrthoFX’s initiative can visit: orthofx.com/SDC
Ron Kaminer, DDS, FAGD, founder and chief dentist at Catapult Crown, believes the closing of the SDC is further evidence that clinicians need to be very involved in oral care treatments, including clear aligner therapy.
“SDC tried to commercialize a difficult but seemingly easy teeth-alignment procedure,” says Dr. Kaminer. “While it worked for simple cases, it failed miserably in most cases. Today, with so many aligner options out there and Align no longer being the only player, dentists have been able to lower costs for their cases and patients still have supervision .In my opinion these 2 points condemned specifically for SDC will be a challenge and refunds will also be a challenge.
SDC plans to provide additional information “when the bankruptcy process determines next steps and additional steps customers can take,” according to the statement.
Kellie Nock contributed to this report.
