The SHIFT Happens campaign provides Invisalign providers with resources to discuss age-related tooth movement and treatment options with adult patients.
Align Technology Inc has launched SHIFT Happens, a consumer campaign designed to help Invisalign-trained doctors educate adult patients about lifelong tooth movement. The initiative aims to facilitate conversations about oral health and the benefits of clear aligner treatment for age-related dental shifts.
Addressing Age-Related Dental Changes
The campaign is based on the physiological reality that teeth subtly shift throughout a person’s lifetime, often moving forward and toward the midline, which can cause crowding. According to the company, an estimated 200 million US adults could benefit from orthodontic treatment, yet only about 1% are currently receiving it.
“Many adults notice changes in their teeth over time but may not understand that tooth movement is part of the aging process. Teeth exist within a living system of bone and supporting tissues that naturally change throughout life, which can lead to crowding, spacing, and misalignment or other oral health issues,” says Frank Quinn, executive vice president and managing director, Americas, in a release.
Campaign Elements and Provider Resources
SHIFT Happens provides doctors with customizable local creative assets, co-marketing resources, and social media activation tools. Providers can access these materials through the Invisalign Practice Marketing Hub to connect with potential patients in their communities.
“The insight behind SHIFT Happens is universally relatable because nearly every adult experiences some degree of tooth movement as they age for various reasons. This campaign puts doctors at the center of the consumer experience,” says Kamal Bhandal, senior vice president, global brand, consumer and Americas marketing, in a release.
The campaign has already seen positive responses during pilot programs in the San Francisco Bay Area and Tampa.
“I love the bold new campaign and I’m excited about the adult educational opportunity. This is a population I’m already treating and believe that there is more we can do to help deliver new smiles,” says Dr Derick Phan, orthodontist at Phan Orthodontics, in a release.
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