Align Technology Sees North America Demand Stabilize, Pushes Invisalign Conversion

CFO John Morici discusses the company's focus on driving active conversion through marketing, training, and workflow tools.

Published on Mar. 10, 2026

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Align Technology's Chief Financial Officer John Morici said the company is seeing a steadier demand backdrop in North America and is leaning on marketing, training, and workflow tools to help doctors convert patient interest into Invisalign treatment. Morici spoke during a fireside chat at the Leerink Partners Global Healthcare Conference, highlighting Align's efforts to drive "active conversion" through advertising, training more doctors, selling to additional practices, and increasing utilization.

Why it matters

As a leader in the orthodontic industry, Align Technology's strategies for driving Invisalign adoption and conversion are closely watched. The company's focus on supporting dental service organizations (DSOs) and improving workflow tools could have significant implications for the broader shift towards digital dentistry.

The details

Morici described North America as 'more stable' than prior periods, with fewer unknowns influencing consumer behavior. He said Align is working to drive 'active conversion' through continued advertising, training more doctors, selling to additional practices, and increasing utilization. Morici also discussed Align's work with DSOs, noting that DSO revenue makes up about a third of Align's North America total. He emphasized the importance of standardization and workflow integration for Invisalign and iTero in DSO environments. Morici provided early feedback on Align's 'zero refinement' Invisalign offerings, which he said have been positively received, particularly among DSOs.

  • Align initially rolled out the zero refinement Invisalign offering with DSOs that have used it for 'a number of quarters'.
  • Three years ago, Align introduced a 'three-in-three' Invisalign option (three years with three refinements), which is now the company's top-selling product.

The players

John Morici

Chief Financial Officer of Align Technology.

Align Technology

An American company that pioneered the use of digital technology in orthodontics through the development of the Invisalign system, a series of clear, removable aligners that provide an alternative to traditional metal braces.

Dental Service Organizations (DSOs)

Groups of dental practices that are often private-equity owned and focused on return on investment, with more advanced DSOs using infrastructure such as treatment planning services and active monitoring of refinements to manage treatment time and profitability.

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What they’re saying

“We must not let individuals continue to damage private property in San Francisco.”

— Robert Jenkins, San Francisco resident (San Francisco Chronicle)

The takeaway

Align Technology's focus on driving active conversion through marketing, training, and workflow tools, as well as its efforts to support dental service organizations, highlight the company's strategic priorities in a shifting orthodontic landscape. The introduction of 'zero refinement' Invisalign offerings and the continued growth of its digital dentistry solutions could have significant implications for the industry.