Would you attribute the increase in penetration from virtually zero clear liner cases to about 15% to 20% of total cases today to the factors we just discussed, like the material, the attachments, and the performance of the product?

Our value proposition was that we would bring them a whole new segment of patients they wouldn't otherwise treat. We told them not to worry about losing their braces and wires, as they were gaining a whole new group of people. Some bought into this and developed large practices, while others decided early on to focus solely on aligners and branded themselves as Invisalign practices, although these were relatively rare. The rest of the doctors still resisted.

What does the training program look like? What does it entail? It seems to be a recurring theme in every medical device company I encounter.

This is probably one of the most extreme cases of training you will come across. We ended up training at least half of the orthodontists within the first three years through mass trainings. Our sales representatives would organize these in a city, usually in a hotel meeting place. At that time, it was challenging because we didn't have Zoom or similar technologies. We used closed-circuit TV in our early sessions and filled up rooms with orthodontists who were curious. They had seen some of the advertising and knew something different was coming, so they wanted to be able to offer it. Yes, we had training sessions constantly all over the country, locally organized by my reps.