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The sorry state of US dental insurance led to the rise of direct-to-consumer orthodontia

The sorry state of US dental insurance led to the rise of direct-to-consumer orthodontia

Anna Rosemond isn’t a dentist, but she knew something was wrong with her teeth after she started wearing aligners from SmileDirectClub. Concerned, she eventually caved and got traditional braces—some of which were needed to fix problems created by the SmileDirectClub aligners. SmileDirectClub, which went public in September, is responsible for happy, clean ads all over subway lines, social media, and television.