Company Profile
A well-established distributor and manufacturer in the global orthodontic industry with years of experience and a strong market presence, GC Orthodontics identified a growing interest in clear aligners among their customer base and sought to deliver a unique offering complementary to their existing portfolio. Rather than developing a solution from the ground up, they opted to partner with Eon Dental to leverage its expertise, allowing them to enter the aligner market efficiently, powerfully and in record time.
The Challenge
GCO had a clear vision: to complement their existing product portfolio with a high-quality aligner solution. They wanted to leverage their global market presence and meet rising demand, especially from their sales team, who needed a competitive aligner product to offer clients. However, the hurdles of in-house development — from high costs to long timelines — meant that a strategic partnership would be the smartest route to market.
The Objective
The overarching objective for this partnership was to enable GCO to enter the clear aligner market quickly and efficiently by leveraging Eon Dental’s expertise, technology, and existing solutions.
Their key goals included:
- Become an End-to-end Orthodontic Provider: Build on GC’s industry-leading bracket business by adding aligners, a: “missing category”
- Leverage Existing Market Presence: Maximize existing infrastructure and global network to access new markets
- Avoid High Development Costs: Bypass the challenges and expenses of developing an aligner solution from scratch
The Approach
Eon Dental stepped in as more than just a manufacturer — they became an extension of GCO’s team, delivering a complete enterprise solution. From clinical training to brand development, Eon Dental worked closely with GCO to ensure a smooth and efficient market entry.
Activities and Services:
- Go-To-Market Strategy: Provided strategic guidance through pre-launch, launch, and post-launch phases, ensuring a seamless and successful market entry
- Marketing & Brand Development: Designed MOV’Aligner’s logo, brand guidelines, digital assets, and packaging, establishing a strong and recognizable identity in the aligner space
- Clinical Success & Training: Delivered comprehensive clinical training and ongoing support, empowering GC Orthodontics’ team to master aligner treatments and confidently engage doctors
- Education Strategy: Developed an educational framework, training content, and multimedia resources (including videos and blogs) to equip doctors and sales teams with the knowledge needed to drive aligner adoption
- Tailored Clinical Protocols: Designed customized clinical workflows aligned with GCO’s orthodontic expertise, ensuring consistency and efficiency in treatment planning
- Sales Enablement & Training: Trained GC Orthodontics’ global sales team on clear aligners, helping them understand key market differences and positioning aligners vs. brackets across regions
- Market Expansion & Scalability: Leveraged Eon’s regulatory expertise, logistical infrastructure, and operational efficiencies to help GC Orthodontics expand into multiple markets in record time
- Strategic Account Management: Dedicated, proactive resource to develop growth strategies and execute operational plans accelerating GC Orthodontics’ commercial and operational success.
The Outcome
The impact of the partnership was undeniable. In less than a year, GCO successfully launched their aligner brand in France, Germany, and the US. The results spoke for themselves:
- Successful launch in 2024 in 3 direct markets (France, Germany and US)
- 600% increase in volume over Year 1
- 7x growth in active doctors over Year 1
- Exceeded industry standards for case approval rates and first-time approvals from treatment setup
- Record monthly case volumes five consecutive months… and counting!
