Global e-Business Association

The e-Business Studies - Vol. 17 , No. 2

[ e-Business Technology/Policy ]
The e-Business Studies - Vol. 17, No. 2, pp.23-36
Abbreviation: The e-Business Studies
ISSN: 1229-9936 (Print) 2466-1716 (Online)
Print publication date Apr 2016
Received 10 Apr 2016 Revised 21 Apr 2016 Accepted 25 Apr 2016

Case Study on 3D Clear Aligner and e-Business Strategy of Dental Orthodontics Hospital
Seung Wook Kim* ; Kyeong Jae Hong**
*Professor, Dept. of Business Administration, Pyeongtaek University (
**CEO and Dentist, See-Through Tech Co (

치과교정 전문병원의 3D 투명 교정시스템 개발 및 e-비즈니스 전략에 관한 사례연구
김승욱* ; 홍경재**
*평택대학교 경영학과 교수 (
**㈜시스루테크 대표이사 겸 치과의사 (


Along with Europe and the United States, transparent braces seem to become popular in Asia. Owing to advances in dental technology, 3D printing and scanning cannot be treated with conventional orthodontic technology and will replace traditional braces as the development of various technologies is expected to increase customer volume. In addition, due to higher economic growth of neighboring countries, interests in beauty are increasing and price is relatively cheap; many customers come from a country with high dental hospital treatment. Recently a domestic dental hospital dentist called See-Through Tech company has been established to make 3D digital transparent orthodontic appliances cheaper than other orthodontic devices and to treat patients with short treatment method of treatment.


유럽과, 미국에 이어 아시아에서도 투명 교정기가 유행할 것으로 보이며 프린팅 및 스캐닝 기술의 발달로 기존의 치과 교정 기술로 치료할 수 없는 치아도 다양한 기술이 발달함에 따라 전통교정기를 대체할 수 있게 되고 있으며 잠재 고객의 수도 증가할 것으로 보인다. 또한 주변 주요 나라들의 경제적 성장으로 인하여 미용에 대한 관심 증가도 높아져가고 있으며 상대적으로 가격이 저렴하고 치료 효과가 높은 우리나라 치과병원으로 많은 고객이 유입되고 있다. 최근 국내 치과 전문병원의 치과의사가 설립한 ㈜시스루테크(See-Through Tech)라는 회사는 3D 디지털 투명 교정 장치를 개발하여 국내외 기존 치과교정 장치에 비해서 저렴하고 치료기간도 짧은 치료방식으로 환자들을 치료하고 있다. 3D 투명 교정 장치는 기존 전통적인 교정치료에 비해서 심미적, 위생적, 안전성, 효율성, 사회성, 발음 등 여러 가지 차원에서 효과가 뛰어난 성능을 나타내고 있다. 또한, ㈜시스루테크의 투명교정 시스템은 파워 콘트롤 시스템(Power Control System)과 CA Leveler에 관한 특허를 보유하고 있으며 기존의 투명교정의 단점을 극복하여 모든 어려운 케이스에서 다른 경쟁사의 제품에 비하여 탁월하고 빠른 교정 결과를 가져올 수 있다. 또한 이러한 역량을 바탕으로 중국, 일본 등 해외 시장으로 투명 치과교정 기술을 본격적으로 수출할 계획을 가지고 있다.

Keywords: Dental Orthodontics, 3D-Orthodontics, Clear Aligner(CA), e-Business Strategy
키워드: 치과교정, 3D-투명교정, CA(Clear Aligner) Leveler, e-비즈니스 전략

ABSTRACT Ⅳ. Assessment of Business Model
Ⅰ. Introduction Ⅴ. Conclusion and Implications
Ⅱ. Review of Internal Capability <References>
Ⅲ. Market & Competition Analysis <국문초록>

Ⅰ. Introduction

Transparent orthodontics is excellent in the aspects of aesthetic effect, hygienic and efficiency. In Asia, improving appearance through plastic surgery as well as orthodontic also has received a lot of attention. Therefore, major customers in the market of specializing in orthodontics dentists or dental includes nonprofessional orthodontists and dentists orthodontics regardless of their experiences. Another target customers are elementary, middle, high school students, and adults who are interested in transparent orthodontic and beautiful appearance.

3D transparent orthodontic device shows the effect of outstanding performance on several dimensions, including existing traditional orthodontic treatment compared to the aesthetic, sanitary, safety, efficiency, social and pronunciation. In addition, the transparent orthodontic system in See-Through Tech's Power Control System and holds a patent on CA leveler superior compared to products from other competitors in every difficult case to overcome the disadvantages of conventional transparent orthodontic. In addition, the company is preparing a full-scale plan to export the technology as transparent orthodontic overseas markets such as China and Japan.

The purpose of this study is threefold. First, it gains knowledge of various technologies regarding the development of transparent orthodontic practices by studying a case of a domestic professional dental hospital care. Second, the study also shares relevant knowledge and secures a comparative advantage in competing with foreign products by analyzing e-business strategies of the See-Through Tech Co. Third, it also contributes to further development of transparent orthodontic treatment.

Ⅱ. Review of Internal Capability
1. Defining the Business Area

The mission of the See-through Tech Co. is a seeing through the world makes a profit by benefit, and the vision of the company is the world class dental group beyond the Asia. The main business areas of the See-through Tech Co. are ‘See-Through Aligner’, ‘Application for self orthodontic diagnosis’ and ‘See-through aligner specialized dental office franchise’. The first element of insecurity among the best orthodontic dentist for braces is the transparent vertical movement of the teeth. Also, if patients with the case called snaggletooth are treated via orthodontic products overseas Invisalign treatment, it takes about two years. However, when using the CA Leveler See-Through Tech Co. the entire treatment can be completed within one year. Also most of the orthodontists cases which cannot be treated with transparent braces can also be calibrated when treated with the combination CA leveler.

<Figure 1> 
Business Area

2. Technology and Production Management

One of the fields to which the 3D printing technology can be applied is the field of medicine. Recently, the application of 3D printing technology to the bio-medical field has been gradually increasing with the commercializing of the bio-materials. For the field of dentistry, the 3D printing technology is also expected to elevate the level of dental treatment by making the customized orthodontic models, crown, bridge, inlay, and surgical guides for implant and surgery.

<Figure 2> 
Production Process

Production process of See-through Tech Co. Orders approach is to produce a transparent at each stage braces received when raised the need for a transparent dental braces treatment from customers, namely the domestic's dental clinics and dental orthodontic patients transmit the dental status of patients from each customer to the data for each customer passing “Order to Make” is the way. The See-through Tech. has a patent on CA levelers which have equal technical standards to competitors' products with their weaknesses rectified.

Also, various methods are used to manufacture see-through dental braces such as scanning dental patients' teeth, analyzing and diagnosing their teeth and compressing paper-type see-through dental braces after they were 3D-printed according to the patients' tooth movement models phase by phase. And See-through dental braces are manufactured by compressing paper-type see-through dental braces on the surface of teeth models. Therefore, one of the suitable manufacturing methods is to apply separating agents.

The See-through dental braces widen narrow upper jaws of children in the growing period for correction of their mal-positioned teeth and smooth air circulation of their airways. And attachments are devices that help move teeth and are more effective, by using see-through dental braces.

<Figure 3> 
CA(Clear Aligner) Leveler

Ⅲ. Market and Competition Analysis
1. Market Analysis

Though there are a number of customers who want to bring a change in appearance through orthodontic, they are often reluctant to wear traditional braces as the braces do not have aesthetic qualities. They are also reluctant to wear such braces as the treatment takes several years. Thus needs for transparent braces are gradually increasing. Also, technologies for transparent braces are being developed to meet the need. The market is growing as well. Modern dental medicine is increasingly being digitized, many doctors to replace the one that produced a model of the tooth are considering the use of oral within the digital scanning technology. Therefore, digital scanning technology is evolving, by being able to view the 3D model instantly through the scanning technique provides a better environment for the patient. Digital scan shows tremendous accuracy, which will lead to more satisfactory and suitable transparent braces to a patient.

<Table 1> 
SWOT Analysis

The scale of transparent braces scale overseas market is currently about 3 trillion Korean won in 2015 and is expected to grow by 6 trillion won by 2018. Also, the domestic market for transparent braces is currently about 3 billion won approximately in 2015. The domestic market is expected to grow to 200 billion won by 2018. There are companies with a typical is among those companies accounted for 50% of worldwide sales. in addition, in order to replace the existing bracket it will inform the market as much as possible transparent braces benefits to our customers, it is also important to secure distribution channels for the sale of a small number of users satisfied with the draw now throwing transparent braces used as much as possible.

2. Competitors Analysis

The world best company as a representative competitor in orthodontics market is the Invisalign, and the net revenues achieved in approximately $6 million in 2013. 47% of the sales are generated in North America, and the company has a global sales network. Orthodontic specialists in sales volume targets accounts for 11% of the world. And dentists who have completed the certification seminar of the Invisalign may allow the orthodontic treatment, currently more than 2.5 million people around the world are receiving the Invisalign orthodontic treatment.

<Figure 4> 
Competitors Analysis

The Invisalign orthodontic device is further enhanced by using a special soft plastic material, excellent effect. It also utilizes a self-care orthodontic analysis programs.. Also it moves the transparent body of the tooth which teeth limit the correction, it is possible to mount the attachment on the tooth itself to assist in the rotational movement of only the transparent evaluation When calibration device may be described as top product. but the weak point is the price that can be expensive and disadvantages of high cost, long production period, and a long period of calibration, certification must complete a mandatory seminar By comparison, the transparent calibration device of See-through Tech Co. is cheaper than the competitors' products 40%, and 1.2 times faster calibration period has strengths in posting takes about a week.

Ⅳ. Assessment of Business Model
1. Diagnostic Review of Business Model

70% of the transparent See-through calibration systems in current use can be used for non-extraction correction. The technical aspects of orthodontic are similar to the ones of the Invisalign. However, the price of the transparent See-Through is 50% cheaper to the counterparts and the delivery process is quicker; it also has the three step-treatment accompanying simultaneous check-ups and as a result the treatment process can be adjusted when necessary. Consequently, the outcome is more safety, patient’s satisfaction is very high. The products of See-through Tech Co. are superior to the weakness of teeth straightening (leveling) of transparent orthodontic. it can actually calibrate 100%, and thus play a role in transparent calibration period of around 20% can briefly take the treatment period, and also by using the positioner Orthodontists beginners can attach the bracket within 5 minutes.

<Figure 5> 
Business Model of See-through Dental Braces

2. Marketing Strategy

Current sales and distribution channel approach is to focus on B to B sales targets dental nationwide case be future funds necessary funding is made B2C sales targeted to elementary, middle and high school students and university students and the general public that require regular transparent orthodontic treatment with plans to expand. B2C sales in the mass media advertising can be, SNS (Social Networking Service), including O2O (On line to Off line). It signed an agreement for the ongoing B2B operations in a transparent dental braces and about 120 hospitals were utilizing a transparent see-through tech braces of the 101 patients are under treatment. When customer A/S requested that out immediately possible to establish the corresponding sales and distribution system.

<Figure 6> 
Strategy of 4P Marketing Mix

3. e-Business Strategy : Smart-phone Application

Consumers can download from the smart-phone application, and then taken according to their teeth into the module, the computer calculates the rough treatment outcomes and duration, and cost. and now a system for guiding a dentist in the area authentication is preparing.

<Figure 7> 
Using of Smart-phone Application

V. Conclusion and Implications

The growth rate of the world market for transparent orthodontic is 18.2%. The growth rate in Americas is 71%. Also, Europe has reached 25%. Therefore, the See Through Tech Co. as transparent orthodontic specialist has a very high growth potential. In addition, it has a position of advantage in the aspects of about price competitiveness (50% lower than the Invisalign), and efficiency, accuracy, and reliability, compared to the largest competitor Invisalign.

Due to the outstanding leadership of internal capacity, especially executives, leading technology, and attract key personnel, including experts on transparent braces can see the possibility of business success is very high. It was currently more than 120 hospitals around the country signed an agreement with See-through Tech Co. In addition, more than 100 patients should proceed with transparent see-through tech orthodontic braces.

<Figure 8> 
Vision and Business Plan

By utilizing not only radio advertising but more SNS and blogs, it is necessary to increase awareness of the transparent braces. And the next task of the See-through Tech Co is the expansion of the laboratory dental conjunction with R&D. The See-through Tech Co should establish a CA leveler factories. Its medical devices must be further strengthened to register, and such patent applications. To do this, specialized staffing and more projects are considered necessary budget accordingly.

Future attempts need to be made to establish a transparent braces centers and professional development trainer system. So there will be established in the domestic as well as overseas franchise hospital to China and Japan. Ultimately, there is a very high likelihood that this model will be successful in franchise business

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