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What Went Wrong At Smile Direct Club?

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Mohammad Ahmad, a 17-year-old from New Jersey, joined Smile Direct Club in October, just a few weeks after the teeth-straightening company filed for bankruptcy.

A sizable discount on the company’s invisible braces and assurances that the financial problems wouldn’t affect business operations, according to him, persuaded him.

However, Mohammad never received the transparent plastic aligners he was promised after the company went out of business in December, putting him and hundreds of other customers in the lurch.

“I basically got scammed,” claimed Mohammad, still looking for a $1,000 (£788) refund from tutoring fees.

smile direct club

What Went Wrong At Smile Direct Club?

It was a humiliating conclusion for the Tennessee-based company, which had previously had a market capitalization of more than $8 billion and had vowed to disrupt traditional dentistry with lower-cost, remotely-supervised care.

The notion won over more than two million customers. Mohammad, who already wore braces, merely wanted to address some minor shifting when he failed to use his retainer as recommended.

But, from the beginning, Smile Direct Club had to defend itself against opponents concerned about its procedures.

It was embroiled in legal battles with business groups representing traditional dentists and orthodontists, who claimed that its remote treatment, frequently provided after customers mailed in impressions of their mouths taken at home, provided inadequate care and accused the company of misleading customers.

Prominent investors, including Hindenburg Research, known for betting against companies, had also expressed concern, accusing Smile Direct Club of “cutting corners” and warning that it would “wind up as a case study in why it’s a bad idea to invest in a company that attempts to fit a complex, dangerous medical process onto a low-cost, high-volume assembly line.”

The firm disputed the charges and called them “the latest in a stream of unevidenced and misleading attempts… to thwart legitimate competition.”

However, it took the threat to its business seriously and moved quickly to quell subsequent bad allegations.

smile direct club

What Went Wrong At Smile Direct Club?

It threatened reporters and academics with legal action and compelled angry customers to sign non-disclosure agreements to receive a refund until a government lawsuit forced it to stop this year.

According to Myron Guymon, president of the American Association of Orthodontists, Smile Direct Club’s troubles eventually caught up with them.

“Orthodontics looks simple but it is a complex medical procedure and should start with an in-person exam and good diagnostic records,” the doctor stated.

Executives of Smile Direct Club did not reply to a request for comment.

The company blamed its demise on typical economic villains: the pandemic and rising prices, which it claimed damaged its manufacturing operation, escalated expenses and squeezed its target clients.

It also highlighted a $63 million award from a court for a contract dispute with its arch-rival and former business partner Align Technology.

But, according to Brandon Couillard, an analyst at Jefferies, deeper issues were at work, noting that the cost of addressing reputational issues – not just about quality but also about customer service – hampered development and caused the loss-making firm to spend too much on advertising.

“It’s not hard to Google and find people who have had a bad experience,” he told me. “As the business matured, people did become more aware of the brand and that wasn’t always a positive experience.”

After a streak of spectacular sales growth, Smile Direct Club’s triumphant 2019 listing on Nasdaq, the US stock market index, proved to be the firm’s pinnacle moment.

It raised over $1 billion and briefly made its young founders wealthy.

However, sales immediately decreased from more than $750 million in 2019 to $470 million last year. More than half of their revenue was spent on advertising to gain new customers. The losses piled up.

When it filed for bankruptcy in September, the company had only $5 million in cash and roughly $900 million in debt.

“It was pretty clear that consumer interest in the brand had been eroding for some time,” said Mr. Couillard.

Investors later accused Smile Direct Club of withholding critical information about its detractors during its 2019 share offering, and the company was sued for violating financial laws.

However, Sanjula Jain, chief research officer at healthcare analytics and research firm Trilliant Health, said Smile Direct Club’s demise is also a reminder of the market’s limits for remote health care, which her team discovered has fallen in almost every area since the pandemic’s peak.

“Consumer behaviours are not changing in the way that a lot of the market and virtual care providers want it to,” she told me. “Will that change over time remains to be seen.”

University of Pennsylvania professor Anna Wexler, who has studied direct-to-consumer health firms, believes there is still a future for remote or partially remote orthodontic care, noting that younger generations, in particular, are dissatisfied with current health care options and seeking more convenient and affordable models.

smile direct club

What Went Wrong At Smile Direct Club?

Her 2020 study of 470 remote orthodontist patients discovered that about 6% were required to return to a regular clinician for follow-up therapy.

However, more than 87% were satisfied with their care and were willing to overlook flaws in exchange for a reduced cost.

The study cautioned that the usage of non-disclosure agreements by Smile Direct Club may have skewed the responses.

On the other hand, Prof Wexler stated that she anticipated it and other companies marketing similar treatments to accept her findings.

Instead, Smile Direct Club threatened legal action, accusing her team of misrepresenting its process and slandering the company.

“I was shocked,” she recounted, noting that her team had taken care not to name any companies.

The conflict, which had not previously been disclosed, was resolved with a letter to the editor.

Prof. Wexler said she was not sorry to see this particular company die, considering its history of attempting to muzzle opponents.

“Maybe if they hadn’t spent so much money on legal counsel they’d be in a better financial state,” she told me.

SOURCE – (BBC)

Kiara Grace is a staff writer at VORNews, a reputable online publication. Her writing focuses on technology trends, particularly in the realm of consumer electronics and software. With a keen eye for detail and a knack for breaking down complex topics, Kiara delivers insightful analyses that resonate with tech enthusiasts and casual readers alike. Her articles strike a balance between in-depth coverage and accessibility, making them a go-to resource for anyone seeking to stay informed about the latest innovations shaping our digital world.

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Billionaire Frank McCourt Says He’s Putting Together A Consortium To Buy TikTok

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Billionaire businessman and real estate mogul Frank McCourt has said he is forming a consortium to buy TikTok’s U.S. operations. He joins the list of investors hoping to benefit from a new federal law requiring TikTok’s China-based parent company to sell the popular platform or face a ban.

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Billionaire Frank McCourt Says He’s Putting Together A Consortium To Buy TikTok

The announcement, made late Tuesday on McCourt’s Project Liberty initiative, stated that the former owner of the Los Angeles Dodgers was organizing the bid in consultation with investment bank Guggenheim Securities and “with the goal of placing people and data empowerment at the center of the platform’s design and purpose.

If a sale occurs, McCourt stated that he intends to restructure TikTok and give individuals more control “over their digital identities and data” by transitioning the site to an open-source protocol that promotes transparency.

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Billionaire Frank McCourt Says He’s Putting Together A Consortium To Buy TikTok

Other investors, notably former Treasury Secretary Steven Mnuchin, are interested in buying the company. However, parent company ByteDance has already stated that it does not intend to sell the platform.

The Chinese government is also unlikely to approve a sale, particularly one involving the recommendation engine that controls the videos that appear in consumers’ feeds.

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Billionaire Frank McCourt Says He’s Putting Together A Consortium To Buy TikTok

Last Monday, ByteDance and TikTok launched a lawsuit against the US government to prevent the rule from taking effect. On Tuesday, eight  creators filed their appeal, claiming that the regulation violates their First Amendment rights to free expression.

Forbes estimates McCourt’s net worth at $1.4 billion. In 2012, he sold the Dodgers for $2 billion to Guggenheim Baseball Management. In 2016, he purchased the French soccer team Marseille.

SOURCE – (AP)

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Sheriff Faces Questions From Arkansas Lawmakers Over Netflix Series Filmed At County Jail

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On Tuesday, Little Rock, Arkansas NETFLIX – Arkansas senators questioned a sheriff’s decision to allow a Netflix documentary series to be recorded at the county jail, with one critic alleging that the move exploited inmates.

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Sheriff Faces Questions From Arkansas Lawmakers Over Netflix Series Filmed At County Jail

Pulaski County Sheriff Eric Higgins defended his decision to allow the eight-episode series “Unlocked: A Jail Experiment” to film at the county jail. The series began last month and focuses on a program that grants some offenders more freedom at the Little Rock jail.

Local and state officials have questioned the decision, claiming they were unaware of the series until just before it premiered. The show centers on a six-week experiment in which inmates in one cell block gained additional freedom by unlocking their cell doors. Higgins stated that he did not approach Netflix or Lucky 8, the production firm that filmed it, about the series.

“I took action to ensure that we have a reentry program to help those who are booked into our facility come out and become better individuals,” Higgins told members of the Joint Performance Review Committee.

Republican Sen. Jonathan Dismang said he supports the sheriff’s reentry program and trying something fresh to reduce recidivism. However, he expressed concern about it becoming the show’s center and asked how it could be termed an experiment if it was being filmed.

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AP – VOR News Image

Sheriff Faces Questions From Arkansas Lawmakers Over Netflix Series Filmed At County Jail

“I think it’s an exploitation of your prisoners that you allowed a film crew to come in,” Dismang stated.

Another Republican lawmaker expressed concern about how the show will affect the state’s reputation, comparing it to a 1994 HBO documentary about gangs in Little Rock.

“For most of the people that watched this docuseries, this is the first time they’ve ever been exposed to Pulaski County, or perhaps to the state of Arkansas,” Rep. David Ray stated. “I worry about the brand damage that our state sustains from this being the first perception of our state to other people.”

Pulaski County Judge Barry Hyde, the county’s top elected official, said he was unaware of the series until he saw a trailer before it debuted. Hyde claimed that the agreement between the sheriff and the production firm was invalid since he did not sign it. The county has already returned a $60,000 cheque to the production company that filmed the series.

Higgins, a Democrat who was first elected in 2018 and is the county’s first Black sheriff, has received support from some residents. The Little Rock NAACP chapter has backed Higgins’ decision, and supporters of the sheriff packed a committee room for Tuesday’s session.

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AP – VOR News Image

Sheriff Faces Questions From Arkansas Lawmakers Over Netflix Series Filmed At County Jail

Democratic Senator Linda Chesterfield stated that Higgins’ supporters want “someone to provide humane treatment for people who have been treated inhumanely.”

“We are viewing this through different lenses, and it’s important we respect the lenses through which we view it,” Chesterfield stated.

SOURCE – (AP)

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Justice Department Says Boeing Violated Deal That Avoided Prosecution After 737 Max Crashes

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Washington — Boeing has broken a settlement that let the corporation avoid criminal prosecution after two tragic disasters involving its 737 Max aircraft more than five years ago, the Justice Department told a federal judge on Tuesday.

The Justice Department will now determine whether to press charges against Boeing. The department said the prosecutors would tell the court how they wanted to proceed by July 7.

New Boeing 737 Max jets crashed in Indonesia in 2018 and Ethiopia in 2019, killing 346 people. In January 2021, Boeing negotiated a $2.5 billion deal with the Justice Department to avoid prosecution for a single fraud charge: deceiving federal regulators who authorized the airliner. Boeing blamed the fraud on two lower-level employees.

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Justice Department Says Boeing Violated Deal That Avoided Prosecution After 737 Max Crashes

In a letter filed Tuesday in federal court in Texas, Glenn Leon, head of the Justice Department criminal division’s fraud section, said Boeing breached the settlement’s provisions by failing to implement promised reforms to detect and prevent violations of federal anti-fraud statutes.

The determination means that Boeing might be prosecuted “for any federal criminal violation of which the United States has knowledge,” including the accusation of fraud that the corporation intended to avoid with the deal, the Justice Department said.

However, it is unclear whether the government will pursue Boeing.

“The government is determining how it will proceed in this matter,” the Justice Department stated in the court document. Boeing will have until June 13 to reply to the government’s allegations, and the department has stated that it will consider the company’s explanation “in determining whether to pursue prosecution.”

Boeing Co., headquartered in Arlington, Virginia, disputed the Justice Department’s finding.

“We believe we have honored the terms of that agreement, and we look forward to the opportunity to respond to the Department on this issue,” a Boeing representative stated. “As we do so, we will engage with the Department with the utmost transparency, as we have throughout the entire term of the agreement, including in response to their questions following the Alaska Airlines 1282 accident.”

Boeing has come under fresh criticism following an Alaska Airlines flight in January, when a door plug blew out of a 737 Max, leaving a gaping hole in the plane’s side. The corporation is being investigated for several reasons, including the blowout and production quality. The FBI informed passengers on the airplane that they could be victims of a crime.

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Justice Department Says Boeing Violated Deal That Avoided Prosecution After 737 Max Crashes

Prosecutors plan to speak with the families of passengers killed in the two Max disasters on May 31. Family members were outraged and dissatisfied after a similar gathering last month.

Paul Cassell, a lawyer who represents families of passengers in the second tragedy, said the Justice Department’s decision that Boeing violated the settlement terms is “a positive first step, and for the families, a long time coming.”

“But we need to see further action from DOJ to hold Boeing accountable, and plan to use our meeting on May 31 to explain in more details what we believe would be a satisfactory remedy to Boeing’s ongoing criminal conduct,” Cassell stated.

Investigations into the incidents pointed to a flight-control system that Boeing installed on the Max without informing pilots or airlines. Boeing minimized the system’s importance and did not revamp it until after the second tragedy.

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Justice Department Says Boeing Violated Deal That Avoided Prosecution After 737 Max Crashes

Following covert discussions, the government agreed not to prosecute Boeing for defrauding the United States by misleading authorities about its flight system. The settlement includes a $243.6 million fine, a $500 million victim compensation fund, and roughly $1.8 billion in payments to airlines whose Max jets had been grounded for nearly two years.

Since the Indonesian and Ethiopian crashes, Boeing has faced civil lawsuits, congressional probes, and significant financial losses.

SOURCE – (AP)

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