Invisalign Case Study
Question # 1: Diagram Invisalign’s channel structure?
Answer:
Invisalign’s ordering Channel:
Software Development
Orthodontist
Invisalign (Santa Clara)
Invisalign (Santa Clara)
Manufacturing (Mexico)
Orthodontist
Invisalign (Santa Clara)
Orthodontist
Customers / Patients
Customers / Patients
Invisalign’s advertising Channel:
Orthodontist
Dentist
Customers
Call Centers
Sales Force
Invisalign
Media
Question # 2: What channel functions and flows are performed by each channel member for the traditional braces market and for invisalign?
Answer: The two channels used by the Invisalign are: 1. Invisalign Ordering Channel 2. Invisalign Advertising Channel
1. Invisalign’s ordering Channel:
Invisalign’s ordering channel comprises of five components these are: * Customer * Orthodontist * Invisalign * Software Development (Pakistan) * Manufacturing (Mexico)
Customer: The patient holds the beginning and end of the channel flow in the Invisalign process, looking for a service for malocclusion treatment from their orthodontist. Customers of Invisalign have the edge by having nearly invisible aligners, removable while eating, and hygiene of the aligners while eating and cleaning.
Orthodontist:
Orthodontists are the main source for the customer whether to suggest invisalign to them or not. If suitable, the orthodontist will go for photographs, X-rays, impressions of dental arches, a wax bite and an Invisalign prescription for the patient. This information is then sent to the next channel member in Santa Clara for processing. 3-D simulations were developed in Pakistan. The orthodontist will make adjustments and corrections to the proposal after getting from Pakistan. A program called “ClinCheck” is used to view the 3-D simulation, of the proposed treatment plan. Any changes made are sent back to Pakistan for correction. The orthodontist also works with the customer
Answer:
Invisalign’s ordering Channel:
Software Development
Orthodontist
Invisalign (Santa Clara)
Invisalign (Santa Clara)
Manufacturing (Mexico)
Orthodontist
Invisalign (Santa Clara)
Orthodontist
Customers / Patients
Customers / Patients
Invisalign’s advertising Channel:
Orthodontist
Dentist
Customers
Call Centers
Sales Force
Invisalign
Media
Question # 2: What channel functions and flows are performed by each channel member for the traditional braces market and for invisalign?
Answer: The two channels used by the Invisalign are: 1. Invisalign Ordering Channel 2. Invisalign Advertising Channel
1. Invisalign’s ordering Channel:
Invisalign’s ordering channel comprises of five components these are: * Customer * Orthodontist * Invisalign * Software Development (Pakistan) * Manufacturing (Mexico)
Customer: The patient holds the beginning and end of the channel flow in the Invisalign process, looking for a service for malocclusion treatment from their orthodontist. Customers of Invisalign have the edge by having nearly invisible aligners, removable while eating, and hygiene of the aligners while eating and cleaning.
Orthodontist:
Orthodontists are the main source for the customer whether to suggest invisalign to them or not. If suitable, the orthodontist will go for photographs, X-rays, impressions of dental arches, a wax bite and an Invisalign prescription for the patient. This information is then sent to the next channel member in Santa Clara for processing. 3-D simulations were developed in Pakistan. The orthodontist will make adjustments and corrections to the proposal after getting from Pakistan. A program called “ClinCheck” is used to view the 3-D simulation, of the proposed treatment plan. Any changes made are sent back to Pakistan for correction. The orthodontist also works with the customer