The Rise and Fall of SmileDirectClub: A Disruptive Teledentistry Company

📆 4/4/2024 1:20 PM
📰 HarvardBiz

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SmileDirectClub (SDC), an American teledentistry company once valued at nearly $9 billion, went bankrupt in December 2023. This article discusses the advantages of a nondisruptive route and highlights the downfall of SDC.

SmileDirectClub (SDC), an American teledentistry company once valued at nearly $9 billion and poised to disrupt the traditional braces industry, went bankrupt in December 2023. SDC offered a breakthrough solution for teeth straightening. With the price (originally some $1,800 vs. the standard $3,000-$6,000), the time of treatment (6 months vs. around 2 years), no required office visits, plus clear aligners you can slip on and off, it is not surprising that SDC took off.

Since its founding in 2014, a customer base of 2 million people opted for SDC vs

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