SmileDirectClub Closes Operations and Some Customers May Be Stuck in the Middle of Their Treatments [Update]

SmileDirectClub Closes Operations and Some Customers May Be Stuck in the Middle of Their Treatments | Image Credit: © SmileDirectClub

[Update] This article has been updated to add details on OrthoFx’s outreach to former SmileDirectClub customers.

Dental customers of SmileDirectClub (SDC) may be stuck in the middle of their treatment process after the direct-to-consumer dentistry and orthodontics company shut down its operations.

The company posted a statement on its website on Friday reading: SmileDirectClub has made the incredibly difficult decision to wind down its global operations, effective immediately.

The statement added that new customers interested in aligner treatment through the company were out of luck as “aligner treatment is no longer available through our telehealth platform.”

Many existing customers also are out of luck as SDC no longer provides customer care support. The company filed for Chapter 11 bankruptcy earlier this year.

Teeth-straightening done via clear aligners typically takes 4-6 months for significant results and patients often commit to years of retainers to maintain the results and smiles they desire. Because of this shutdown, many existing SDC customers may be caught in the middle of their treatments.

On Tuesday, OrthoFX, announced it is stepping in to offer help to the many SDC customers left seeking continued care.
Unlike SDC, OrthoFX is an FDA-approved liner solution that works directly with dental professionals, ensuring individualized treatment plans are both crafted and supervised by licensed dentists or orthodontists.

According to the SDC statement, customers who wish to continue treatment outside of the company’s platform should consult their treating doctor or local dentist with any questions around future aligner treatment.

That’s not to say these customers are no longer expected to pay for their SDC plans, and there’s more bad news—"Effective immediately the Lifetime Smile Guarantee no longer exists,” the statement adds.

“I would say they should consider seeing a dentist or moving to a different online system. I feel that there will be some help for these patients that will arise once the smoke clears and a clearer path is evident in helping these patients still going through SDC’s platform,” suggests Trent W. Smallwood, DDS, a cosmetic dentist in Tempe, Arizona. “These patients will need help navigating through their existing treatment and if I know this industry, I know that patients are the primary focus.”

SDC's SmilePay customers are expected to continue to make all monthly payments until payment has been made in full per the terms of the SDC SmilePay program. The company’s statement suggests customers contact HFD (formerly called Healthcare Finance Direct) at 877-874-3877 or support@gohfd.com for additional questions. HFD is pay-over-time solutions platforms for elective healthcare.

The Nashville-based telehealth company was founded in 2014 and SmileDirectClub promoted itself as a more affordable and convenient option than clear aligners provided through dental practices. SDC products were available from big retailers like Walmart, but the company announced its bankruptcy filing this past fall.

“The news of Smile Direct shutting down is unfortunate for any oral healthcare company. However, generally businesses that go up quick have an excellent possibility of going down quick,” says Sam Low, DDS, MS, MEd, a dental speaker and frequent contributor to Dental Products Report. “Clear aligner orthodontics has been challenged lately by inflation that has impacted our patient’s pocketbook. The same occurred in 2008 and 2009 with any dentistry related to esthetic. When patients are trying to put food on the table, this becomes a priority over esthetic dentistry.”

Dr Low adds that healthcare companies looking to provide services directly to consumers may not always find the road easy.

“Smile Direct, I can assume, was leveraged, and whether it be marginal business practices, or the fact that services provided were being utilized less, the result becomes evident,” he says. “While several healthcare companies are attempting to go directly to patients, and to a certain degree minimize the involvement of a healthcare professional, this activity may prove to be premature. The bottom line is that managing oral healthcare requires quality data collection, diagnosis and thus quality treatment to ensure safe and effective care of our patients.”

California dentist Michael A. Miyasaki, DDS, backs up Dr Low’s thoughts on the importance of having professionals closely involved with providing dental care.

“I never had any business with SmileDirectClub, but I think this shows that, unfortunately, many patients got what they paid for,” Dr Miyasaki says. “I am all for trying to save money, and we try to do this for our patients. But when it comes to your health many times you want to have a professional to help you figure out the best treatment and guide the treatment, as everybody is different, to get the best results. That is getting true value.”

In response to the news, OrthoFX has launched a comprehensive initiative to aid patients affected by SDC’s abrupt closure. OrthoFX is looking to ensure a seamless transition by giving impacted customers in-person care through its select network of doctors to continue their treatment with confidence.

In a press release, the company states its new initiative includes the following services exclusively for SDC patients:

• Free consultations and treatment assessments: OrthoFX will conduct complimentary consultations and treatment assessments, ensuring personalized plans for a smooth transition from SDC's ongoing treatment.
• Matching treatment progress: Leveraging advanced AI technology and expert teams, OrthoFX will match patients' current treatment progress, minimizing the need for additional aligner sets or extended treatment periods.
• Special financial assistance: The company is offering special financing options and flexible payment plans to assist affected patients in affording their new treatment.
• Dedicated support team: OrthoFX has assembled a dedicated support team specifically trained to address the unique needs and concerns of SDC patients, ensuring a seamless transition to its system.
• Access to innovative polymers: The FDA-cleared and patented next-generation aligner polymers are designed to improve patient compliance and reduce refinements and treatment duration while enhancing patient comfort.

“It’s unacceptable and medically negligent that SmileDirectClub put patients in this situation,” Chicago orthodontist Neil Warshawsky says in the press release. “This situation highlights the risks associated with remote dental care, and alongside our partners at OrthoFX, we are here to support customers who’ve been left behind.”

The company is making its service available to SDC’s patients through its national network of doctors. Powered by polymer science and AI software innovations, OrthoFX uses in-person and remote care to provide patients with great treatment experiences, the company states.

“We believe that these unforeseen circumstances should not compromise access to quality and ethical, clear aligner therapy,” Ren Menon, co-founder of OrthoFX, adds in the press release. “We are committed to supporting SmileDirectClub patients during this difficult time and helping them navigate the uncertainty surrounding their treatment. If you are a SmileDirectClub patient who needs an alternate solution that is led by a doctor, we’re happy to help.”

Patients affected by SDC's closure who would like additional information on OrthoFX's initiative can visit: orthofx.com/SDC

Ron Kaminer, DDS, FAGD, the founder and chief dental officer at Catapult Crown, thinks SDC's closing is further proof that clinicians need to be very involved with oral care treatments, including clear aligner therapy.

"SDC tried to commercialize a difficult yet made to look easy process of aligning teeth," Dr Kaminer says. "While it worked for simple cases it failed miserably for most of the cases. Today, with so many aligner options out there and Align not the only player anymore, dentists have been able to lower the cost on their cases and patients still have supervision. In my opinion, these 2 points specifically doomed SDC. Getting their money on payment plans already in place will be a challenge and refunds will be a challenge as well. It just reinforces that aligner therapy should be done in a dental office with supervision."

SDC plans to provide additional information “once the bankruptcy process determines next steps and additional measures customers can take,” according to the statement.