"Oh my teeth", a data-driven orthodontic service that creates the future

Oh my teeth has a 97% retention rate

Although orthodontic treatment is intended to align teeth beautifully and improve occlusion, there is an image that it takes a long treatment period and a huge amount of money. . But did you know that that image is now changing completely?

There are various orthodontic methods, including general wire orthodontics. Among them, custom-made mouthpiece correction is popular now.

While wire orthodontics can be used to treat a wide variety of cases, it has the disadvantage of being conspicuous and difficult to maintain, such as brushing your teeth. Mouthpiece correction requires self-management of wearing, but it has the advantage of being removable and inconspicuous.

We are developing a D2C (Direct to Consumer / mechanism where manufacturing brands and consumers directly deal with “products” and “worldviews of services”) services for mouthpiece correction, "Oh my teeth", which provides a high-quality dental experience, is rapidly increasing the number of customers.

Nearly 30% of conventional orthodontic treatment suffers from stress such as ``wearing a mouthpiece for more than 20 hours a day is difficult'' and ``I can't maintain motivation because I can't have a concrete image after orthodontic treatment''. is said to drop out on the way. Oh my teeth, however, boasts a staggering 97% retention rate.

In order to unravel the secret of its popularity, the Japanese version of WIRED visited CEO Makoto Nishino with a certain person. That person is Ikuma Mutobe, who co-founded the glasses D2C service “Oh My Glasses” in 2011 and is currently the CEO of the local community SNS “Machimachi”. In addition to being two people who started a D2C business, the six members themselves are currently in the middle of "wire correction", and the six members themselves are also very interested.

Simple steps to change the image of orthodontics

Oh my teeth orthodontics is very simple.

1: Visit an orthodontic clinic specializing in Oh my teeth (Omotesando, Tokyo, Shinsaibashi, Osaka), and a doctor will scan your teeth in 3D for free. 2: Approve the orthodontic simulation (image of future tooth alignment) delivered to LINE. 3: A custom-made mouthpiece correction kit will be delivered to your home.

Three steps. After receiving the orthodontic kit, wear a mouthpiece that matches the orthodontic stage for a specified period of time. Correction status is always tracked, and consultations and problems are accepted on LINE at any time.

Multiple visits may be necessary depending on the condition of the teeth

Only two pricing plans. The orthodontic cost is the same regardless of the period, and the "Basic Plan" for partial orthodontic treatment of the upper and lower front teeth is a uniform 330,000 yen (tax included) for an average of 3 months of orthodontic treatment. The “Pro Plan”, which corrects all teeth up to the back teeth, costs 660,000 yen (tax included) for an average correction period of 6 months.

Thanks to the clear steps and fee system that overturns the image of orthodontics so far, even on the day I visited Oh my teeth in Omotesando for coverage, regardless of whether it is daytime or not, the tooth mold is free. People were constantly coming to the store to experience 3D scanning.

At least one visit. The concept is 30 minutes from arrival to departure. Diagnosis is done skillfully, but the test is by no means a simple one. X-rays may be taken, and CT scans may be performed if a more detailed diagnosis is required.

“Many people don’t think that there are examinations up to this point,” Nishino says with a smile, “because the exterior and interior are intentionally made invisible to the dental clinic.”

Makoto Nishino | MAKOTO NISHINOBorn in 1994. When he was a student, he experienced the founding period at the logistics startup "Open Logi". Joined Works Applications as a new graduate and engaged in the development of large-scale core systems. In October 2019, co-founded Oh my teeth Co., Ltd. Launched Japan's first orthodontic D2C brand "Oh my teeth". The number of users, including applicants, exceeds 14,000 (as of November 30, 2021). Received both the Grand Prize and the Audience Prize at the 21st Onlab DemoDay. ICC FUKUOKA 2021 Startup Catapult Award.

"Ordinary orthodontic treatment starts with counseling. Later, those who wish to undergo an examination are paid for, and a few weeks later, they go to the hospital to hear the results of the examination." However, Oh my teeth provides counseling and examination at once, notifies the results of the diagnosis via LINE, and provides follow-up via online consultation for those who request it. From the idea of ​​lowering the hurdles of correction, the concept is that the cost up to this point is free, and it takes 30 minutes from the time you arrive to the time you leave.”

Rokuninbu, who is currently undergoing wire orthodontic treatment, said, "I do go to an orthodontist once or twice a month, but it's hard to make an appointment. However, if the situation becomes unfavorable, it is possible that the next one will be available in a month's time... That's why I was surprised to hear that you only need to visit the hospital for the first time, and that it can be completed in 30 minutes."

Ikuma Mutobe | IKUMA MUTOBE Engaged in numerous M&A, investments and loans, and fundraising at Softbank Finance Department Investment Planning Office and UBS Securities Investment Banking Headquarters. He was in charge of business development and fundraising at Scigineer (listed on Mothers in 2014), paving the way for listing. After that, he founded Ohmy Glass, an eyewear EC, and engaged in overall management as a co-founder/COO. Founded Neighborhood SNS Machimachi in 2015 and worked on regional revitalization.

Why is it difficult to make an appointment for orthodontic treatment? When I asked Nishino, he told me the following.

"Actually, most dental clinics do not have resident doctors specializing in orthodontics, and most of them are dispatched.In other words, orthodontics cannot be done anywhere in a dental clinic. I have to make an appointment with a pinpoint according to the time when a specialist doctor is available.”

Oh my teeth specializes in orthodontics and has the advantage of being open until 9pm. Currently, Nishino says that many business people on their way home from work visit, probably because they are based in Omotesando (Tokyo) and Shinsaibashi (Osaka).

"You might think that orthodontics is mostly for women, but currently 60-70% of the users who visit our clinic are men. Many people come after work, but some of them are at the Apple Stores in Omotesando and Shinsaibashi. There are also people who come after coming to

Certainly, the fact that it is easy to make an appointment and only takes about 30 minutes at a time is a perfect service for business people who are too busy to take the plunge into orthodontic treatment. It may be that they are cultivating potential customers who have had an interest and need for orthodontics somewhere in their hearts, but have remained low priority.

Visualize your teeth alignment in real time

Then, how are Oh my teeth mouthpieces actually made? Six people tried to experience 3D scanning.

First of all, the doctor will briefly ask you a question, and immediately start taking pictures of the oral cavity. Disposable instruments are mainly used for intraoral instruments. This device photographs teeth approximately 6,000 times per second, and converts the photographed tooth impressions into 3D in real time. The scanned teeth are displayed on the monitor in front of you.

"Usually, to take a mold of your teeth, you chew something like clay and use plaster to make a mold. On the other hand, Oh my teeth uses 3D scanning, so you can visualize your own tooth alignment in real time. I don't think there are many people who have ever looked closely at the alignment of their teeth.It's a little bit of entertainment for free," says Rokutobe, comparing it to his own experience.

One of the unique features of Oh my teeth in this free tooth mold scan is that a veteran doctor, not a dental hygienist, will perform the 3D scan. In general dentistry, there are few clinics that have installed machines, and the operating rate is low, so there is a problem that the skills of doctors do not improve, but as mentioned above, people come to Oh my teeth all the time.

The doctor's ability to smoothly scan even the tooth molds of the six-person section, which are usually difficult to scan with wire braces on the back teeth, was wonderful.

Photography was completed in about 10 minutes, and while the data was converted to 3D, X-rays were taken. After that, while looking at the 3D data with the doctor, check the occlusion and alignment of the teeth, and adjust the goal image of the Oh my teeth mouthpiece correction.

As a result of diagnosis by multiple doctors, there are cases where Oh my teeth mouthpiece correction cannot be done. In that case, it is said that there is also a referral to a clinic doctor who can respond. This is the first free diagnosis.

After applying, you will receive a simulation of your ideal dentition, and you can cancel it even after confirming it.

“First, we simulate the ideal dentition, then have the user confirm it and then manufacture the mouthpiece after they are satisfied. says Nishino.

AI and doctor simulate ideal tooth shape

Oh my teeth creates the ideal tooth alignment with AI and doctor. AI simulates the future alignment of teeth based on the data acquired in the initial diagnosis. Ultimately, multiple doctors will make adjustments in millimeters, and manufacturing will start after the user is satisfied with the simulation of the ideal tooth alignment that will be delivered via LINE in about a week. The system works together to create an ideal dentition that satisfies the user. Once a week after the start of orthodontic treatment, you can take intraoral photos with the dedicated app and send them via LINE to receive advice from the doctor. For about 3 months, the mouthpiece will be replaced every week based on the advice, and the ideal tooth alignment will be approached.

“In the case of a normal orthodontic service, it may take two to three months from the initial counseling to the actual delivery of the mouthpiece. There seems to be a time loss due to the analog delivery and ordering method.In that respect, we communicate in real time with dental laboratories in Japan using Slack (business messaging app). It's speedy. That's why we can deliver the mouthpiece in about 10 days after the simulation is approved." (Nishino)

Rokutobe, who actually experienced the 3D scanning by the doctor and heard the sequence of events, was surprised, "I think there is no other dentist who can do this."

"It's amazing that X-rays are free. If you pay for your own X-rays, it will cost more than 10,000 yen, and if you pay for a CT, it will cost tens of thousands of yen. , the number of users will increase, and the larger the number of users, the more will be left in the end.”

Consent is the key

Many people are reluctant to go to the hospital because of the image that orthodontic treatment takes a long time. Under such circumstances, Oh my teeth, which can be easily started, may overturn the image of "dentistry" so far.

In the first place, what was your choice of dentistry? Rokuninbu, who is still going to the hospital, talks about his choice of dentistry as follows.

"I have been using wire orthodontics for about a year or two. As a result of considering implants or bridges, I chose the current orthodontic treatment. I considered several dental clinics, but in the end I was recommended by an acquaintance. I decided to go to a dental clinic.”

In fact, when many people choose a dental clinic, there are many "referrals". However, Nishino points out that it is important to be able to use wires dexterously in orthodontics, and that choosing a dentist is difficult because of the so-called "craftsmanship".

"I think it's difficult for the general public to find a good dentist. Just by meeting and talking, you can't know their skills. On that point, Oh my teeth will create a simulation, so Many people say that they were satisfied with the simulation.” Some people have switched from wire orthodontics or other mouthpiece orthodontics to Oh my teeth.”

Rokuninbu also speaks like this with real feeling.

"In the case of wire straightening, there are parts where the straightening steps are not clear. Moreover, I don't really know how long it will take. On that point, Oh my teeth is great because you can check the progress with data."

Regular mouthpiece orthodontics at a dental clinic require a visit once every one to two months, so only a few mouthpieces are given at a time. Mouthpieces will be sent all at once.

Changing the future of orthodontics through technology

Oh my teeth, orthodontics using technology. What is the current bottleneck? Roppinbe, who developed D2C "Oh My Glasses" for glasses 10 years ago, talks about the difficulties unique to D2C as follows.

"It is important for D2C to sell items that cannot be purchased elsewhere. Although it is original, it is difficult to do it among other similar items. In my case, glasses But anyway, we created ``what users want.'' It doesn't matter if it's online or in stores.Users ``come because they want it.'' Listening to Oh my teeth, here in Japan I don't know about orthodontic treatment that can be done up to that point, so I think it will be easier to do in the future."

In response to this story, Nishino said, "Actually, in the context of correcting the alignment of teeth, there is competition." Say. “You can make a reservation on LINE, make a contract, and make payments. Even after starting a contract, you can communicate with the doctor one-to-one using LINE 24 hours a day.

I am confident that it is a good service. That's why Nishino says, "I want to spread the word" so that it can be known more widely.

When I asked Nishino, who has a clear current problem, about his vision for the future, he answered as follows.

"I want to create a 'good dentist experience'. Just like Apple changed the value of 'people who use PCs = geeks' and made cutting-edge technology available to everyone, Oh my teeth also wants to make dentistry, which is currently inaccessible, more casual, and create a worldview where ``Going to the dentist is cool.'' Currently, it is only orthodontics, but in the future, it will expand to the area of ​​caries treatment. Ultimately, I want to create a dental clinic that can be quickly cured in about 15 minutes.I want to make it a brand that can quickly solve any dental problems while making use of online.”

Nishino says that he will continue to expand his business while increasing cooperation with doctors, and will continue to disseminate information in the future. The day when this new correction can be experienced all over Japan may not be too far away.

[ Mouthpiece correction "Oh my teeth" ]