Clear aligners and telehealth aren't new concepts, but what roles do the two play in the DSO field?
Becker's talked with Riddhi Gangolli, PhD, BDS, senior director of professional education and marketing at SmileDirectClub, to learn more.
Editor's note: Responses have been lightly edited for length and clarity.
Question: Can you briefly describe your industry experience and role at SmileDirectClub?
Dr. Riddhi Gangolli: I've worked in the dental industry for over 10 years across a variety of roles. I started as a general practitioner and moved into engineering roles within the industry after I received a PhD in bioengineering. With a background in product strategy and development, my career evolved within marketing. I'm a constant learner and enjoy challenges and bringing solution-focused developments to clinicians. Prior to joining SmileDirectClub, I was the director of clinical marketing for Switzerland-based Straumann Group and served as an innovation scientist for Glidewell Dental Labs in Irvine, Calif.
I was drawn to SmileDirectClub for the ability to be part of the future of oral care. The pandemic caused the world's adoption of telehealth to skyrocket. In my role, I get to bring a unique hybrid telehealth solution to industry professionals via the Partner Network. It's exciting to work on the leading edge and have a front-row seat to our partners' practice growth.
Q: What role does SmileDirectClub play in the DSO industry?
RG: We offer a doctor-directed hybrid approach to clear aligner therapy, so patients and doctors get the best of both worlds. The Partner Network combines SmileDirectClub's consumer expertise with our Partner doctors' in-office expertise to deliver treatment that is both accessible and convenient. Our Club Members now have the option to get started from a dentist's chair, and our Partner dentists have a great way to grow their practice.
The SmileDirectClub Partner Network was designed specifically for dentists to directly add revenue to their practice, offering a full-service growth opportunity for mild to moderate crowding and spacing issues. Our offering integrates seamlessly into the DSO workflow, expanding their digital footprint by tapping into our marketing and brand power.
We also offer DSOs referrals from our customer base for oral care needs such as a perio-clearance deemed necessary by the customer's treating doctor before they are eligible for clear aligner therapy, or for general hygiene when our Club Members finish treatment.
Lastly, we hold pop-up events at DSO locations. These events have historically lifted new patient volume and revenue for our partners.
Q: In relation to your role, what is one of the company's main focuses for the future?
RG: We're primarily focused on growth — adding more partners to the Partner Network in the U.S. and internationally — but we're also focused on innovation and forming deeper partnerships with existing partners. We want our current partners to continue to reap the benefits of being part of our network by providing even more marketing support while also ensuring we continue to drive innovation further both in terms of our telehealth hybrid model and our aligner product themselves.
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