Do-It-At-Home Orthodontic Services Hit Ottawa, Spark Questions From Dentists

An American company offering a do-it-at-home teeth straightening service is moving into Ontario.

SmileDirectClub, a primarily Internet-based company that was founded four years ago in the United States with a pretty solid pedigree of investors, offers at-home teeth-straightening services.

The company’s Ottawa office, which it playfully calls the SmileShop, will open on Metcalfe Street on Dec. 5.

The idea is pretty simple. People who want their teeth straightened go to the company’s website, answer a number of questions about their health, then order an impression kit. The kit allows the customer to take an impression of their teeth, which is then used by SmileDirectClub’s team of licensed orthodontists to create a treatment plan and make custom-fitted invisible aligners to straighten the patient’s teeth.

The aligners are mailed to the customer. Follow up exams are scheduled through the company’s “teledentistry” software, which allows customers to chat with SmileDirectClub’s dentists over the Internet.

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