Drama in the headlines around the orthodontic industry! First, Align Technology filed a lawsuit against Dr. Bill Dischinger for falsely advertising Invisalign. Many orthodontists are wondering how this impacts their own marketing and advertising initiatives.
Then came the news that the FBI warned the ADA about hackers targeting oral and maxillofacial surgeons with phishing scams. Cybercriminals are using AI to conduct sophisticated social engineering attacks.
How Does the Invisalign Lawsuit Impact Your Orthodontic Website?
At Kaleidoscope, we take trademark infringement and false advertising very seriously. If you do not offer Invisalign, your website should not be optimized for Invisalign searches.
If you previously offered Invisalign as a treatment option but now offer an addition brand of clear aligners, or discontinued Invisalign altogether, your website SEO may need to be redone. If you have questions about your SEO, please contact our support team to discuss.
We suggest you contact your Invisalign representative if you have questions about the minimum number of cases you must treat to advertise with Invisalign keywords and promote Invisalign on your website.
It is worth mentioning that Dr. Dischinger was active on the lecture circuit and received payment from Ormco for his use and promotion of Spark aligners. The lawsuit alleges Dr. Dischinger’s website described Spark products using the Invisalign name. The suit alleges he was “offering ‘Invisalign® Spark Clear Aligners’ and ‘Invisalign® Teen Spark Clear Aligners,’ products that do not exist.”
Kaleidoscope websites will not combine product names or promote bait-and-switch marketing tactics. If you are a Kaleidoscope website client, don’t panic! But certainly, reach out to us if you have questions about your site.
FBI Warns ADA About Hackers
On May 6th, 2024, the FBI informed the ADA and the American Association of Oral and Maxillofacial Surgeons (AAOMS) of a credible cybersecurity threat. Last year, plastic surgeons were a primary target of these cyberattacks. For orthodontic practices, the threat hits closer to home as malicious actors turn their attention to dental specialists.
Some attacks use voice/video cloning tactics, which can be very convincing and increase the likelihood of deception and data theft. Malicious actors impersonate trusted individuals such as family members, co-workers, and business partners.
Tips to Stay Vigilant Against Cyber Threats
- Keep your guard up for suspicious messages or requests
- Carefully verify the authenticity of digital communications
- Implement multi-factor authentication to add extra layers of security
If you are looking for more resources, or to file a complaint if you believe you have been the target (or victim) of cybercrime, visit the FBI Internet Crime Complaint Center: https://www.ic3.gov/
At Kaleidoscope Digital Marketing, we understand the importance of staying on top of your digital game. With our monthly SEO programs, you can have a team of experts on “Google Patrol” ensuring your online presence is secure. Get in touch with us today for a free consultation!
