Thomas M. Prescott
Analyst · Robert Jones from Goldman Sachs
It's really the latter, Bob. We've actually done a fair amount of work talking to our customers, and in most cases -- and I'll set North America, where we've been dealing with Express 5 a bit longer, aside from the new i7 launch in the U.K. and Europe -- we have seen virtually no cannibalization. In fact, it's actually attracting some people that at least get started with just closing a very small space or reducing a very little bit of crowding. And what doctors are reporting for people that aren't ready to do a full treatment, $4,000, $5,000, $6,000 worth of treatment, they are in many cases getting engaged, finishing this 6 weeks, 8 weeks, 10 weeks of treatment and then saying, "Boy, when I can, I want to come back and do the rest of it, now that I'm really aware." So we think if there's any cannibalization right now, it's too small for us to measure. What it is doing is taking some share away from all the hundreds and thousands of little labs that have been apparently providing some of these very simple cases to both GPs and orthos. Or in some cases, an ortho may be doing a suck-down in their own labs. So for us, we saw this as something we could do better than most everybody else from a precision perspective. And done properly, we ought to be able to move more in 5 stages than anybody else in the world, and more predictably. So we think it's actually positive, and perhaps, it leads to a patient that only does a little bit of correction now but is now becoming much more aware of what they want, thinking about their broader treatment, they come back and do full-on. So I think it's maybe just the reverse over time. U.K. is a little differently with the austerity, and we started with -- in the U.K. for 2 reasons with the i7 pilot. One is we have a broader base of GP dentists there than elsewhere in Europe. And two, we've had, had some more localized competition there. And so we did a pilot, and we got great response for it. There's clearly a price point out there at the patient level, the consumer level, and there's an interest at the doctor level, both orthos and GPs. And so we've rolled that out across our direct geographies in Europe now, and we expect that, that'll take its place as maybe an entry offering for minor malocclusions. So we think it's upside in general. And again, I'll repeat, to the extent there's cannibalization, it's very, very small.