Idea behind OrthoDirect something to smile about

first_imgA young business in Clark County hopes to narrow some gaps in the business of fixing teeth.OrthoDirect, founded by two Vancouver siblings, opened its first two offices last summer in Vancouver and Hillsboro, Ore., offering invisible aligners at reduced costs.Co-founder Natalie Olsen, a graduate of Heritage High School, came to the idea when her dentist brother, Dr. Phillip Cronin, offered to fix a crooked tooth using the aligners. She sent a mold of her bite to his offices in Arkansas, and soon received invisible, plastic retainers that slowly shift teeth into the desired position.Olsen, an entrepreneur with a real estate background, said she gained confidence and a new business idea. People often say they would fix their teeth if it was more affordable; she thought maybe the siblings could help.“As dumb as it sounds, I stopped smiling because I hated that crooked tooth,” she said. “My brain started turning. I brought it up with my brother, and he said there was a company doing this already. We started talking about how we can make it more affordable for people.”According to a 2013 survey by the American Dental Association, braces and invisible aligners can typically range in price from $4,685 to $7,135. OrthoDirect hopes to offer its aligners for less than $1,500. Some dental insurance plans can cover up to half the cost, Olsen said.last_img

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