Smiledirectclub – a silly season story or a faster race to the bottom?

Alun Rees gives his thoughts on the American ‘teledentistry’ company, Smiledirectclub, which is coming to the UK.

Smiledirectclub, a ‘teledentistry pioneer’, is opening ‘Smile Shops’ in nine locations around the UK.

Their press release made life easy for sub-editors to cut and paste.

The tone and content was designed to remove the focus from those boring places of obtaining specialised dental advice and treatment – commonly known as dental practices who must pay through the nose to comply with regulations from GDC to CQC and beyond.

Smiledirectclub’s mission is ‘to democratise access to safe, affordable, and convenient teeth straightening solutions through doctor-directed remote clear aligner therapy’.

Creating a smile you love

‘We believe everyone deserves a smile they love,’ says Alex Fenkell, co-founder of Smiledirectclub, presumably every dental health professional has been struggling for years wondering what they should do for patients?

The quasi-religious, evangelising feel continues: ‘Our mission is to help people unleash the power of their smile and positively impact their place in the world.

‘The confidence that comes from having a great smile is transformative to every aspect of your life.

‘The time is right to expand our mission to the UK to give more Britons the confidence that comes from a straighter, brighter smile.’

So, another company helping the backward, dentally-challenged Brits to get just the treatment they need to make it on Instagram or perhaps join their own fantasy Love Island life…and all for just £1,499.

…licensed dentists and orthodontists customise each patient’s treatment plan and manage their patients’ care from initial diagnosis through the conclusion of treatment, monitoring care along the way with remote check-ins every 90 days to allow patients to avoid the hassle of scheduling frequent visits to a doctor’s office…’

Heaven forbid that people might have to visit a suitably trained and registered dentist to ensure no harm was being done.

GDC, CQC, are you listening?

Thought not.

Read more from Alun Rees:

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