The Orthodontic Market: a Thriving Niche

While Align Technology's direct-to-consumer marketing campaign for its Invisalign invisible retainer has hurt Hawley retainer sales--considered the bread-and-butter restoration of many orthodontic laboratories--the company's marketing blitz has increased public awareness for orthodontic treatment and overall demand is on the rise. The company's efforts have also targeted general practitioners, resulting in many GPs tapping into this new market.

Here are some recent trends that have further strengthened the orthodontic market:

• Earlier--and more effective--orthodontic treatment for children. Thanks to the Herbst appliance, which is fixed in the mouth, it's now common to start treating malocclusions at eight to 10 years old instead of 12 to 13.




• Shifts in restorative demand. In addition to the Herbst appliance, there's an increase in other fixed appliances such as fixed molar distalizers and distal jets and...

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