Recommendation for Create and Capture Value

Recommendation for create and capture value

Based on analysis of current condition of Align Technology, there are 3 main key challenges with our recommendations as below.

First, most Invisalign sales (64% of total sales) came from North America, while other potential regions only contributed 36%. Therefore, it would be better to company to do international expansion especially to Europe, the Middle East and Africa (EMEA) and Asia Pacific (APAC). For North America, we can say that the market has already established and we need to maintain customer loyalty. For EMEA, the growth is quite good and we need to expand the market to new customers esp. teen. We recommend that Invisalign should focus to expand market in Asia Pacific. Based on market research (MarketsandMarkets, 2017), Asia-Pacific market is projected to have the highest growth rate of orthodontic supplies market over the next five years, esp. emerging markets such as India, China, Japan, and South Korea. To increase sales in APAC, we need to improve number of Invisalign provider and case referral with two ways as below:

1. Improving clinical education and support for GP dentists and orthodontists.

The company can provide program for new doctors and existing doctors. Align Technology can offer training, education, seminar, and special discount for initial cases for new doctors to improve their confidence and experience. While for the existing doctors, beside the practice development, Align Technology can support them by utilizing patient referral through Invisalign website and third party, help them with customer campaign, and give special discount for loyal Invisalign provider.

1. Partnership with dentist and orthodontist community network

Align technology can build partnership with dental online platform in APAC. For example, Dental Network Asia, a digital platform for dental information and updates in dentistry, connects to dental professionals via online network; and also Dental Care Network, platform that brings leading dentists from all across Australia and New Zealand together in one place. We can use their platform to increase Invisalign promotion and attract Invisalign providers.

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