Markus Sebastian
Markus Sebastian is Senior Vice President, EEMA (Eastern Europe, Middle East and Africa), responsible for Align Technology’s market development and operational execution of all Align Technology products and services in the EEMA region. Previously, he served as vice president for the company’s core Europe orthodontic channel.
Prior to joining Align, he spent over 25 years in healthcare and medical device industries including chief commercial officer for Lohmann & Rauscher, and multiple commercial, strategic and general management positions for Smith & Nephew and Coloplast. A German national, Markus holds a degree from Middlesex University in London.
Markus, what exactly is Generation Alpha?
What should dental practitioners know about this generation in particular in order to treat them?
Digital dentistry is not just a buzzword then?
And how does digital dentistry apply to Generation Alpha in particular?
Creating an authentic experience is key to engaging with Generation Alpha, who expect speed, responsive- ness, and personalisation as standard [2]. That’s why focusing on a hybrid model – in which physical consultations are complemented by online tools, but still under professional supervision – will help to win the attention of this emerging consumer group. Trust and authenticity are factors in their future purchasing and treatment decisions.
“Creating an authentic experience is key to engaging with Generation Alpha, who expect speed, responsive- ness, and personalisation as standard.”
Can you provide an example of technology appealing to Generation Alpha?
I can actually give you more than one example. For example, artificial intelligence-based treatment planning. By using readily available patient data, doctors are already using soft- ware to gather detailed clinical decision-making information.
These programmes integrate artificial intelligence (AI) algorithms to enable dentists and orthodontists to provide the best care for their patients and make treatment outcomes more predictable. Align is at the forefront of this.
Our Invisalign SmileView uses multiple AI techniques to allow patients easily visualise their new smile using the Invisalign clear aligner system. The appeal to Generation Alpha and beyond is clear.
Here’s another example. By using CAD/CAM software, dentists and orthodontists can scan teeth and produce an image that highlights where restoration is recommended. With intraoral scanners, patients also see enhancements to their treatment experience and are able to visualise tooth wear, tooth movements and the final result. Intraoral scanners, such as the iTero intraoral scanner, create 3D visualisations that can be used for Invisalign treatment planning and restorative procedures. This unique technology can effortlessly take im- ages and provides a painless way for the dentist to gather clear and detailed imagery.
Social media is the place for dentists to connect with Generation Alpha. What are your thoughts on this statement?
Different generations want different experiences from their healthcare providers. Increasingly for Generation Alpha, this means fast-paced treatment options that reflect their lifestyle and the ability to access treatment updates and schedule appointments online. Social media’s popularity among Generation Alpha has an enormous impact on their interests, expectations and motivations [4].
It’s also important to interact with current and potential patients across social media platforms and apps such as TikTok, SnapChat, Instagram and YouTube to increase awareness. In a survey we conducted, 90% of patients agreed that the My Invisalign app has helped them stay on track during their Invisalign treatment [5]. A solid digital and online presence plays a significant part in appealing to this patient age group. Investing ahead of time helps to meet their expectations.
“In a survey we conducted, 90% of patients agreed that the My Invisalign app has helped them stay on track during their Invisalign treatment.”
It sounds like the future of dentistry really is digital!
The future of patient care is undeniably digital. When harnessed in the right way, technology can provide a seamless experience and a workflow that integrates and connects all users, from doctors to dental labs to patients.
Digital technology can empower patients, improving their overall experience and arming them with more information. This gives them great- er control over decisions about their treatment. Ultimately, to attract and retain this new generation of consumers, dental practitioners need to start adapting their practices and embracing digital technology. It takes time to optimise processes, identify the right technologies and educate patients. With many members of Generation Alpha about to begin orthodontic treatment, there is no better time than now to choose digital dentistry solutions.
SOURCES
1) McCrindle, M. and Fell, A. (2020). GENERATION ALPHA. [online] Available at: https:// generationalpha.com/wp-content/uploads/2020/02/Understanding-Generation-Alpha- McCrindle.pdf.
2) Nellis, J. (2017). What does the future hold for Generation Alpha? [online] www.cranfield. ac.uk. Available at: https://www.cranfield.ac.uk/som/thought-leadership-list/what-does-the- future-hold-for-generation-alpha.
3) Trifonova, V. (2022). 4 insights on Gen Alpha: how their online behaviors are changing. [online] GWI. Available at: https://blog.gwi.com/trends/4-insights-on-gen-alpha/
4) *Based on an in-app survey from users (n=1344) of the My Invisalign app in the US, Canada, Brazil, Colombia and Chile. Data on File at Align Technology, as of March 23, 2021.