The practice of dentistry has undergone a dynamic transformation that has affected both traditional dental treatments and patients' perceptions of them. In addition to braces, invisible braces or aligners have altered the course of treatment. Since wearing braces no longer hurts, people are more at ease. Aligners are simple to use, which has altered perceptions and increased confidence in having a pleasing appearance and a grin. The field of dentistry introduced aligners or invisible trays that are set and can be worn comfortably in order to transform and remove people's concerns. Globally, there are various companies delivering excellent dental solutions, but Geniova stands out from the rest. Geniova is an innovative startup that was born with the aim of revolutionizing the dental sector with a new world patent for orthodontics in the segment of removable dental aligners. The company has developed a new hybrid teeth alignment category that combines the best attributes of fixed braces and conventional aligners thanks to extensive research and development in design and 3D printing.
Geniova’s software design process is proprietary and different from the ones used for the planning and design of other conventional removable aligners. One of Geniova's key differentiators is that it designs planned movements by tridimensionally positioning pre-3D printed digital brackets, taking full advantage of the higher movements enabled by the use of NiTi wires.
In conversation with Antonio Baselga, Co-Founder and CEO of Geniova
Q.How are Geniova aligners different from traditional/conventional orthodontics braces or aligners?
Thanks to its unique patented feature, Geniova incorporates in its removable aligners a lingual Niti arch, allowing the technique to match the speed of movements achieved by fixed braces. At the same time, its devices are made of plastic, providing the invisibility required nowadays. In other words, the Geniova technique offers a new hybrid category incorporating the best of two techniques, fixed braces and removable aligners, with its significant competitive advantage being the reduction of the treatment time achieved through the reduction in the number of aligners required for different cases.
Q. How much will the aligners cost? Are these aligners covered by insurance, and, if not, do you have monthly payment plans?
Digitalization increasingly gains a higher weight in the design and manufacturing processes, coupled with new, more efficient and productive 3D printing machines that allow us to reduce manufacturing costs. A key feature of our technique is that our production process requires the use of a significantly lower number of dental models. These lower costs allow Geniova's pricing conditions to be much more competitive in price terms in comparison to other conventional removable treatments. At this moment, we are only producing and marketing the product in Spain, where orthodontic treatments are not covered by insurance. We are growing very rapidly and do contemplate our entrance into other non-domestic markets such as the USA in the medium term. At the moment, we are already working to obtain the required FDA authorization.
As we only market our aligners to the B2B channel and not to final patients, we do not have monthly payment plans.
Q. How will you secure patient's data? Has the company committed to strong technical data security practices?
We are very strictly compliant with all aspects concerned with patient’s data, as the EEC legislation is very stringent in these matters. In addition, we are also one of the few companies to have recently obtained the ISO 13485 certification, certifying our quality standards thanks to our exhaustive design, planning, and manufacturing processes.
Q. Do you have any new services ready to be launched?
Yes, we are constantly trying to innovate and working on the development and improvement of our technique. In the early stages, our technique was limited to anterior crowding movements, and our niti wires were mostly vestibular. We have significantly expanded the technique's capabilities, thanks to our R&D capabilities and clinical documentation protocols, to the point where we can now treat all types of malocclusions, including posterior movements and expansion.
As a result of our own R&D, we have recently launched our lingual device, allowing us to become 100% esthetical and transparent. We believe our existing device is unique in its category, as no other lingual removable brackets exist today in the market. Also, the ease of use of this device is much greater than other fixed lingual techniques that require longer work-out times from orthodontists.
Q. What does the future hold for your company and its customers? Are exciting things on the way?
For the last three years, we have been doubling our sales and expect to continue maintaining this strong growth in the future. We are now moving to new premises, where we expect to be able to double our manufacturing capacity, enhancing our visibility towards our clients and the sector. We continue to work on a number of improvements for the future that will again surprise the sector. We are planning to introduce the use of square and rectangular Niti arch wires. Such developments are likely to contribute to a further reduction in treatment times and the number of aligners and other refinements currently in use.
About the leader behind the success of Geniova in his own words
Antonio Baselga, Co-Founder and CEO
For most of my career I have been involved in the private equity industry. Since 2008, I am on my own creating and participating in the development of startup companies in different sectors with requiring a high level of innovation and technology and based in Spain. As of today, I am Co-Founder and CEO of Geniova Technologies and this is my main project at the current time.