Orthotown March 2018 - 8
embrace progress
Trending Topics
by Dan Grob, DDS, MS, editorial director, Orthotown magazine
Clear aligners are sparking
discussions on Orthotown's
message boards, including one
about changes in insurance
benefit coverage for upgraded
elective procedures and another
about Invisalign's first bricksand-mortar "storefront,"
which functions as a brokerage
for aligner patients.
I couldn't resist responding to all the chatter on the Orthotown
message boards and blogs these past two months. At the end of January,
the one generating the most discussion was about a large insurance
company restricting covered benefits for upgraded appliances like
clear brackets and aligners, and other elective procedures. Doctors
are now confused about their options.
Another trending topic in orthodontics is the new Invisalign
storefront in San Francisco that's bound to make its way to your
local mall. The store functions as a brokerage for aligner patients;
orthodontists might not be too thrilled about the options and terms
offered to patients and doctors. From what I've gathered, patients
are scanned and offered several options for treatment, very similar
to Sears' "good, better, best" arrangement. The jury is out on
whether patients selecting "good" or "better" will be happy with
their treatment or, more importantly, with their treating doctor.
Doctors are stuck with explaining the lack of precision or finish
on the less-than-ideal cases and also collecting payment on them.
The inevitable has arrived, but I can't say thumbs up or down on
this new concept until I can digest how the options are presented.
Change is inescapable
It's a confusing time in the rapidly changing profession of
orthodontics. Some still say that if you treat patients well, you'll
thrive. I'm not so sure about that.
There are, of course, legacy practices that would be hard
to kill off. Their scope, reach and patient base extend for
years and miles, but they'll continue to be under pressure to
adapt to pricing and conveniences offered by the new arrivals.
I'll go on record saying that orthodontics should have become
its own specialty a long time ago. Delivery models, diagnosis
and treatment rationale have stayed the same for many years.
Treatment time has gradually crept downward, putting pressure on
insurance reimbursement for what used to be a two-year treatment
plan. Third-party and corporate interests have recognized that the
area easiest to cut and increase the profit margin is the doctor's
earnings. Profit margins are in the 40 percent and up range for solo
practices, so it's easy to see why venture and private capital groups
have inserted themselves to skim the excesses.
8
MARCH 2018 // orthotown.com
http://www.orthotown.com
Table of Contents for the Digital Edition of Orthotown March 2018
Orthotown March 2018 - Cover1
Orthotown March 2018 - Cover2
Orthotown March 2018 - 1
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Orthotown March 2018 - Cover3
Orthotown March 2018 - Cover4
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