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By Frank Grunau – ConCom Dental UG The conversation around clear aligners often focuses on technology. But the real transformation happening in orthodontics is commercial architecture. In a previous post, I argued that the market is shifting from transactional product sales to utilization-driven adoption models. That observation raises a practical question: What actually needs to change inside an organization to make that shift work? Because adoption does not happen by accident.It requires a...

The Structural Shift in Orthodontic Go-to-Market By Frank Grunau – ConCom Dental UG The decisive transformation in orthodontics is not technological. It is commercial. For decades, orthodontic go-to-market models were built around transactions: products, pricing, availability, reorders. Success was measured by revenue, margin, and order frequency. That model worked as long as products defined value.Today , they no longer do. Market Reality Global orthodontic demand exceeds 21 million annual...

The American Association of Orthodontists AAO represents about 19,000 orthodontists across the US, Canada and internationally and helps set the bar for standards education and patient safety. AAO just published a position paper on AI in orthodontic clinical practice. In its new position paper on AI in clinical orthodontic practice the AAO suggests a simple lens function and risk. If AI supports decisions every output still requires clinician review. If software starts to decide or adapt over...