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AAO Exhibitors ORTHO TRIBUNE | APRIl 201018 O rtho Computer Systems announces the launch of Edge™ , its new comprehen- sive orthodontic practice manage- ment, imaging and communications system, which will debut at the American Association of Orthodon- tists’ 2010 Annual Session. Attend- ees will have exclusive, first-time access to live demonstrations of the new Edge software modules and features presented throughout the Ortho2 booth. The Edge system provides a fast and convenient software integra- tion process where orthodontic practices can quickly experience a drastic improvement in efficiency and profitability. Edge incorpo- rates leading technology, including secure, Web-based data hosting and back-up, dynamic dashboard and widget library, Edge Imaging and patient education animations. Advanced features include patient reminders, workflow auto- sequenced tasks, Edge reports and an HR manager designed to opti- mize the efficiency of the practice. Also, orthodontists can track prac- tice statistics and profitability with goal tracker, collections assistant and smart scheduler, along with several other features. “The Edge software system is a true revelation in orthodontic prac- tice management software. The Ortho2 launches Edge at AAO system features all of the imaging, communications features, financial applications and practice tools that can help any practice thrive,” says Andrew Trosien, DDS, MS, Trosien Orthodontics, Tracy, Calif. “It’s simple to install and easy for the staff to learn, and the cus- tomer support is absolutely amaz- ing. Switching to Edge was an easy decision — it’s everything I need to take my practice to the next level.” The Edge software is the latest offering from Ortho2, which also offers the widely adopted ViewPoint Practice Management Software. Orthodontic practices familiar with the features of ViewPoint 7.0 will appreciate the improved functional- ity, interface and user experience of the new Edge software. “I am excited about what we’ve been able to provide orthodontists with our new Edge software,” says Dan Sargent, president and co- founder of Ortho2. “The modern technology found in Edge demonstrates our com- mitment and focus on helping our orthodontic partners succeed. I am proud of the dedication of the Ortho2 team in creating a software system that greatly increases effi- ciency and profitability for orth- odontic practices. “At Ortho2, we have a long his- tory of listening to our customers and providing innovative solutions for the challenges of building a suc- cessful orthodontic practice.” About Ortho2 Ortho2 is the largest independently owned provider of comprehensive orthodontic practice management software and has been serving orthodontists exclusively for nearly 30 years. Ortho2 is deeply committed to improving the efficiency and profit- ability of orthodontic practices across the country through continu- ous research and innovation of practice management technolo- gies. OT For more information about Ortho2, visit www.ortho2.com. For details about the new Edge System, visit www.TheEdgeRevolution.com or stop by the Ortho2 booth, No. 2405, during the AAO. At the AAOOT Dr. David Carter practices orthodon- tics in August, Ga. Visit Invisalign booth No. 1527 during the AAO to meet Carter and learn more about his success with Invisalign. During a 20-minute in-booth presentation, he’ll share how you can recession-proof your practice with Invisalign Teen. Carter will divulge his own expe- rience leveraging new media and an aggressive Invisalign Teen market- ing strategy that helped him succeed in one of the worst economies in decades. For more information on this program or for the complete schedule of Invisalign-related events at the AAO, please visit www.alignte- chinstitute.com/AAO2010. At the AAOOT D r. David Carter considers him- self a pretty savvy marketer in these times of digital commu- nications and social media. He uses the Web a lot, advertising on AOL and other channels. He knows that a modest investment with Google Ads can attract a more-than-modest number of people to schedule a new- exam appointment. He’s also very active on Facebook and Twitter. But Carter realizes the most pow- erful tool in his marketing arsenal is his offering of Invisalign Teen™ , which effectively makes his practice the place for adolescents to go in the Augusta, Ga., area. The kids, after all, see Carter’s ads on TV, and current patients refer many of their friends and classmates at school. “Think about it,” Carter says. “How many orthodontic products that appeal to teens have the word ‘teen’ in it?” Carter finds that if there’s any initial resistance to the product, it tends to come from parents, who — knowing their own kids — may be skeptical that their children will wear Invisalign Teen’s clear align- ers as much as they’re supposed to, or that they’ll brush and floss regu- larly. But in Carter’s experience, for those who have chosen Invisalign Teen, the opposite has been the case. “The compliance indicators work like a charm,” he says, “putting just a little bit of fear into the kids, because they know I’ll know. And when it comes to hygiene, the teens feel like they’ve got something to prove to their parents. I haven’t had any problems, in either their dental health or their compliance, with my Invisalign Teen patients.” Carter is also sold on Invisalign Teen’s efficacy, which he believes is just as good as that of traditional braces. One advantage of Invisalign Teen has been the introduction of the product’s power ridges, a fea- ture that allows Carter to get better torque on a tooth, making it easier to change to the proper angle in the gum. He also takes full advantage of Align’s Best Practices Protocol, a program that allows him to access tips and techniques from orthodon- tists around the country on a variety of technical aspects, from how much to move a particular tooth to how quickly — or slowly — it should be moved. All of this has allowed Carter to discover his own innovative best practices, such as in a recent case in which he employed the aligners to help pull down, using reciprocal force, a permanent eye tooth in the top palette. He covered the result- ing cosmetically unattractive gap by placing a fake tooth in the aligner — a simple yet elegant solution that would not have been possible with traditional braces. In the course of his normal work, Carter says he notices significant efficiencies in speed (“I can see three Invisalign Teen patients in the time it takes to see one patient with traditional braces,” he notes) and time, because there are none of the emergencies that accompany metal braces, such as having to repair wires and brackets. Add to this the discount he receives based on his Invisalign Teen volume, for which he gets pre- ferred placement on the doctor loca- tor feature of Invisalign’s Web site, and the result has been a 10 percent increase in his business over the last year. It’s branding that works. OT New comprehensive practice management, imaging and communications software system provides state-of-the-art technology to address the complex needs of orthodontic practices Invisalign Teen helps orthodontist brand practice ‘With Invisalign Teen, you brand your practice; it’s as if you own the brand, and that makes you unique.’ — Dr. David Carter, Carter Orthodontics, Augusta, Ga. The Edge software system with some of its features: animation (left), dash- board and imaging card flow. (Photos/Ortho2)