The dental industry reacts to Smile Direct Club closure

Following the news that the direct-to-consumer aligner company Smile Direct Club has shut down, the dental industry shares its thoughts.

Nyree Whitley, Mydentist chief clinical officer

The decision by Smile Direct Club to close with immediate effect will have left thousands of patients in the UK deeply concerned about their oral health and what they should do next.

Teeth straightening is a complicated process which should be clinically-led and carefully monitored. That’s why I would urge any patient who has previously started treatment with Smile Direct Club to contact their local dentist at the earliest opportunity to get tailored advice.

With families struggling with the costs of living, it is understandable that the price of treatments is a high priority for many people. But it’s vital that patients are given all the information they need about who is providing their care before opting for private treatments such as clear aligners, or going overseas for ‘too good to be true’ dentistry. These decisions can have lifelong consequences and lead to larger bills later down the line, and it’s crucial we recognise how important face-to-face, expert dental care is for protecting patients.

I’m proud that, at Mydentist, patients don’t have to choose between quality and affordability. We have the largest network of dentists and specialist orthodontists across the UK able to offer safe, effective and affordable teeth straightening solutions, like clear aligners, often with access to finance to help spread the costs of dental treatment over a longer period of time.

Manrina Rhode, British Association of Private Dentistry (BAPD) chair of comms

Over the past few years since the inception of this company and its subsequent move into the UK market, the profession internationally has been warning the public of the dangers of this type of ‘direct to public’ aligner therapy.

With the sudden cessation of trading of the biggest company in the field, the BAPD are increasingly concerned about the welfare of those members of the public who are midway through treatment with SmileDirect Club. Given the initial information on the holding page of Smile Direct Club, it would appear these patients are now to be left high and dry without access to further treatment. Their website is now little more than a holding page with scant information as to what is going to happen to their clients.

The BAPD and other professional associations have repeatedly warned both the General Dental Council (GDC) and the Care Quality Commission (CQC) of the risks this direct to consumer orthodontics poses to members of the public. Given that the regulators’ remit is to protect the public, it seems very little was achieved by them to stop the provision of this treatment.

‘Difficult position’

There are now questions about the provision for care continuity which their registration with the CQC would require. Based on the information on their website, there is currently no provision for this, which means that members of the public are now either in the difficult position of having to continue to pay for aligners they will not receive. Others will have to find a practitioner willing to take them on to continue their treatment at an additional cost, or many may simply have to abandon their treatment.

The BAPD urges members of the public who have been affected to contact their dentist. We are reassured that our members will assist Smile Direct Club’s customers sympathetically and professionally when approached as a result of this development.

Our sympathies also extend to those employed by Smile Direct Club who wake up to this uncertainty as Christmas looms.

Dr Sonia Szamocki, CEO of 32Co

To the dental profession, it comes as no surprise that Smile Direct Club (SDC), the original at-home clear aligner company, has collapsed.

Patients are being told by news outlets (and by Smile Direct Club) to see their regular dentist – but who is advising dentists on how to support these patients?

We built 32Co to support clinicians clinically and commercially, and we’ve been inundated with questions from dentists on this topic. We’ve been working with our specialist orthodontists and Dental Protection to create a support guide for dentists on how to manage these patients, and we will share this in the coming days.

Ama Johal, Professor of Orthodontics and clinical lead at 32Co

No patient should be left to fend for themselves midway through orthodontic treatment, but we also understand the apprehension amongst our dental colleagues in taking these patients on.

As these patients have most likely not only embarked on treatment without a formal orthodontic assessment, but may also have sustained harm, which now necessitates evaluation and therefore needs to be the first step for any such patient.

British Orthodontic Society (BOS)

BOS has expressed its great concern for those patients who have been left abandoned following the announcement that Smile Direct Club has ceased trading in the UK. As the demand for adult orthodontics has increased in recent years, so has the options for patients.

In the current economic climate, there was always concern that people may put themselves at risk with ‘direct to consumer’ teeth straightening. BOS suggests that Smile Direct Club patients that are anxious about their treatment to contact an orthodontist or dentist at the first opportunity to discuss their options. They can be assured of professional and sympathetic care as well as an understanding ear.

Patients who are considering orthodontic treatment should seek impartial advice here where they can get advice about the safest and most effective way to have orthodontic treatment. The safest way for patients to straighten their teeth is to see a trained clinician at an in-person appointment who is qualified to assess the patient’s health.

Anjli Patel, BOS director of external relations

As dental professionals, we have a duty of care to our patients following treatment for a minimum of 12 months as is right and proper. For a corporate entity to abdicate responsibility in this way is nothing short of scandalous.

The BOS calls on the regulatory bodies in the UK to ensure any company providing direct to consumer orthodontics in the UK is subject to similarly rigorous standards of practice as UK based providers of orthodontic care.

Eddie Crouch, British Dental Association (BDA) chair

Dentists are left to pick up the pieces when these providers offer wholly inappropriate treatment.

It shouldn’t have taken a bankruptcy to protect patients from harm. It requires decent laws and effective regulation.

Sooner or later, someone will find a way to make remote orthodontics turn a profit. Before that time proper safeguards must be in place.

Leo Briggs, deputy head of the Dental Defence Union (DDU)

‘It’s important to know how to advise people who come to you midway through treatment started elsewhere. Carry out your own assessment of the patient and explain your findings clearly, informing them of their current condition and treatment options.

‘With consent, consider contacting the person’s previous dentist or dental care professional if you need clarification about care provided or to see records.

‘However, this may be difficult in the circumstances of a firm in administration and especially if you consider the patient needs urgent or emergency dental care. You may need to refer to an appropriate colleague in primary or secondary care, if you consider this would be in the patient’s best interests, or if any aspect of the patient’s care is outside your scope of practice or competence.

‘Finally, you are not obliged to accept the patient for treatment. If they previously approached you and you had warned against getting the treatment started, you need to decide if this demonstrates a lack of trust in you and whether you can treat the patient in these circumstances.’

‘Nothing short of scandalous’ – the dental industry reacts to Smile Direct Club closure