The mobile computing trend requires enterprises to meet consumers’ expectations for accessing information and completing tasks from a smartphone. But there’s a converse to that arrangement: Mobile has also become the go-to digital platform companies use to market their goods and services.
Align Technology, which offers the Invisalign orthodontic device to straighten teeth, is embracing the trend with a mobile platform that both helps patients coordinate care with their doctors and entices new customers. The My Invisalign app includes detailed content on how the Invisalign system works, as well as machine learning (ML) technology to simulate what wearers’ smiles will look like after using the medical device.
“It’s a natural extension to help doctors and patients stay in touch,” says Align Technology Chief Digital Officer Sreelakshmi Kolli, who joined the company as a software engineer in 2003 and has spent the past few years digitizing the customer experience and business operations. The development of My Invisalign also served as a pivot point for Kolli to migrate the company to agile and DevSecOps practices.
The pitch for a perfect smile
My Invisalign is a digital on-ramp for a company that has relied on pitches from enthusiastic dentists and pleased patients to help Invisalign find a home in the mouths of more than 8 million customers. An alternative to clunky metal braces, Invisalign comprises sheer plastic aligners that straighten patients’ teeth gradually over several months. Invisalign patients swear by the device, but many consumers remain on the fence about a device with a $3,000 to $5,000 price range that is rarely covered completely by insurance.