Health Tech: Jeffrey Sulitzer On How SmileDirectClub Can Make An Important Impact On Our Overall Wellness

An Interview With Dave Philistin

Find the best people to work on your technology: Establish a group of Team Members that are familiar with the problem you are trying to solve and also passionate about the social impact you are trying to make. If you have a team with a solid understanding of your vision, you have a good chance at solving the problem. It’s not just about performance, but the people who are driving the performance.

In recent years, Big Tech has gotten a bad rep. But of course many tech companies are doing important work making monumental positive changes to society, health, and the environment. To highlight these, we started a new interview series about “Technology Making An Important Positive Social Impact”. We are interviewing leaders of tech companies who are creating or have created a tech product that is helping to make a positive change in people’s lives or the environment. As a part of this series, I had the pleasure of interviewing Jeffrey Sulitzer, DMD, Chief Clinical Officer of SmileDirectClub.

Jeffrey Sulitzer, DMD, is the Chief Clinical Officer of SmileDirectClub, the oral care company that created the first direct-to-consumer telehealth platform for teeth straightening. Dr. Sulitzer is responsible for the clinical leadership of the organization’s network of more than 250 licensed dentists and orthodontists, to ensure all patients receive the best treatment. Since joining SmileDirectClub in 2017, he has been a key part of enhancing and innovating its operations.

Thank you so much for joining us in this interview series. Before we dive in, our readers would love to learn a bit more about you. Can you tell us a bit about your childhood backstory and how you grew up?

Growing up, my father encouraged me to pursue a career in the health and medical field. Science was always my best subject in school, and I gravitated toward the healing arts as I grew older. I realized how incredible the ability to take people out of pain truly felt. After graduating from Temple University School of Dentistry and Muhlenberg College, I owned and managed my own brick and mortar dental practices for nearly 19 years, while holding leadership positions in companies focused on managed care and dental insurance.

Throughout my dental career, all the companies I’ve worked for have embraced new, innovative solutions that make high-quality care more accessible to everyday consumers. I didn’t become a dentist to help a few — I wanted to help as many people as possible. That’s why I am so passionate about the work I do for SmileDirectClub. Our unique telehealth model democratizes access to teeth straightening and gives consumers a more accessible and affordable dental care option that may not have been available to them previously.

Can you share the most interesting story that happened to you since you began your career?

While there isn’t one particular moment that stands out among the rest, I’ve always been intrigued by seeing people change their minds about a topic or issue. With anything new, it is common for people to be skeptical. However, as they learn more and become more knowledgeable, you can see a physical transformation happen right in front of you. They make more eye contact, and their body language opens. This sort of transformation is what inspires me and motivates me to continue pushing forward and challenging the status quo.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?

I am particularly grateful for my high school biology teacher, Richard Gregor. He had a very direct teaching style that I appreciated and viewed as a challenge. I have always marveled at the ability of the human body, how it reacts to its surroundings, and how it functions throughout a lifetime. Mr. Gregor taught anatomy and physiology, and what I learned about the human body in his classroom has truly stuck with me throughout my years as a professional.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

Throughout my life and career, I’ve found it is imperative to keep learning and advancing, especially as a clinician. That is why my favorite life lesson quote is, “Success is not final; failure is not fatal: It is the courage to continue that counts,” by Winston S. Churchill.

You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

First and foremost, you have to be willing to be a lifetime learner. The dental industry is constantly evolving, with new processes, new technology, new innovation, and beyond. You must be willing to think differently and try new things to change alongside it.

Additionally, another characteristic is always leading with a servant’s heart. I learned early on in my career that having the mindset to serve others will serve you throughout your career. I look to be a mentor to my team and always offer advice and ample growth opportunities. This is truly how you motivate a team. The best reflection of a great leader is a great and curious team.

The last trait that I think has been instrumental to my success is accessibility. As a leader, you need to always be available and approachable to help answer questions both internally with your team and of course externally with your customer-base. Being reliable and always ready to help is going to get you a long way.

Ok super. Let’s now shift to the main part of our discussion about the tech tools that you are helping to create that can make a positive impact on our wellness. To begin, which particular problems are you aiming to solve?

An estimated 85% of people worldwide could benefit from orthodontic care, yet less than 1% receive it each year, with cost being the biggest issue. Simply put: there are hundreds of millions of people in the world who could straighten their teeth and reap the overall health benefits of having a straighter smile, but they can’t afford the traditional options available to them. SmileDirectClub exists to bridge that gap and make teeth straightening more affordable, accessible, and convenient for more people.

How do you think your technology can address this?

Telehealth has made it easier than ever for patients to receive access to care. It eliminates the need for commuting and taking time off work or school to attend doctor appointments. It also provides patients who live in rural areas with greater access to high-quality providers, while reducing unnecessary costs that patients oftentimes incur from frequent in-person appointments. Most importantly, technology has the power to improve treatment outcomes. In November 2021, SmileDirectClub unveiled SmileOS™, an innovative treatment planning software that enables state-licensed doctors to treat more patients, more accurately predict tooth movements, and better visualize their patients’ treatment. The software is powered by artificial intelligence, using the data from the more than 1.5 million clear aligner treatment plans approved and prescribed by a network of dentists and orthodontists.

Can you tell us the backstory about what inspired you to originally feel passionate about this cause?

I first got into dentistry to help people improve their oral health. What I love about my work for SmileDirectClub is having the ability to impact not only the lives of hundreds of patients in real-life, but also the lives of millions who live around the world and do not have the luxuries of receiving high-quality dental care in their community. Thanks to our leading medtech platform, SmileDirectClub has helped 1.5MM people realize the transformative power of their smiles — and we’re just getting started!

How do you think this might change the world?

For many who grew up with braces or teeth that were not straight, they were self-conscious about their smile. This can have a significant impact on people’s everyday lives, making them feel more shy or withdrawn from social settings. When people love their smile, they are more confident in themselves, and they have a greater sense of empowerment and self-worth. Confident people have the power to change their lives and the world.

Keeping “Black Mirror” and the “Law of Unintended Consequences” in mind, can you see any potential drawbacks about this technology that people should think more deeply about?

Before the pandemic, many were skeptical about embracing telehealth platforms as their primary method of care. Now, many have realized the tremendous benefits that telehealth can offer. One of the most common misconceptions about telehealth, and our platform specifically, is that doctors are not fully present in the treatment process. However, this couldn’t be further from the truth. We work with a network of 250+ state-licensed dentists and orthodontists, who review, finalize, and approve all treatment plans. Then, doctors remain with patients every step of the journey, tracking patients’ progress remotely. Our care is always doctor-prescribed, directed, and monitored, and it’s important to us that it stays that way.

Here is the main question for our discussion. Based on your experience and success, can you please share “Five things you need to know to successfully create technology that can make a positive social impact”? (Please share a story or an example, for each.)

1. Show up and make social impact a priority: To make a social impact, you need to make it a requirement of your business and constantly ask the question “how can I help?” This is the case of how we approach our business at SmileDirectClub, we are always asking how we can help, and we think about making a positive impact versus revenue and profit. This as your guiding principle can only help drive your mission forward.
2. Make sure you are focused on something everyone needs, not just wants… Be the customer: It’s important to define clear user needs that have been verified against a large volume of people within the community. Internally we follow a Team Member value or truth called data, discussion, and delivery. This is key to developing any technology that can make an impact. You need to understand the needs of the environment or society in which you are trying to make an impact instead of creating tech for tech’s sake. Find the gaps and close them.
3. Create a vision: Develop a well-defined problem from your customer needs that you are looking to solve, and test how impactful it would be to eliminate the problem. What are we solving? At SmileDirectClub, we are bridging the gap in access to care and giving everyone the chance to have the smile they love. Define your vision.
4. Find the best people to work on your technology: Establish a group of Team Members that are familiar with the problem you are trying to solve and also passionate about the social impact you are trying to make. If you have a team with a solid understanding of your vision, you have a good chance at solving the problem. It’s not just about performance, but the people who are driving the performance.
5. Be Curious: Dream of the impossible, let the data lead you, be disruptive. Curiosity is key but data is important. When we started this business, we dreamed about helping millions of customers have access to oral care. We used our data and found our problem that 85% could benefit from oral care, yet less than 1% receive it. There, we built a teledentistry platform with technology that allowed us to impact 1.5 million customers who couldn’t afford treatment. It’s all about curiosity.

If you could tell other young people one thing about why they should consider making a positive impact on our environment or society, like you, what would you tell them?

I would tell them that making an impact doesn’t have to be limited to one person, one idea, or one moment. Reach for the stars. If there is an area that you are passionate about, go for it. When I initially went into the dental industry, I knew I wanted to make an impact bigger than treating 2,000 patients a year in my brick-and-mortar practice. That’s why I have been so fortunate to work for a company like SmileDirectClub where I am able to make an impact in the lives of 1.5 million customers.

Is there a person in the world, or in the US with whom you would like to have a private breakfast or lunch, and why? He or she might just see this, especially if we tag them. :-)

This one is a bit more personal for me. If I could have one more meal with someone it would be my father. My dad was my inspiration and he actually encouraged me to get into the world of dentistry. I miss him all the time.

How can our readers further follow your work online?

Visit smiledirectclub.com or follow us on social media @SmileDirectClub.

Thank you so much for joining us. This was very inspirational, and we wish you continued success in your important work.