Marketing the Future of Orthodontic Treatment Planning

SoftSmile is a New York-based technology company that helps orthodontists to deliver custom, high-quality, and affordable treatment to their patients. Established in 2020, SoftSmile designs and develops an advanced, AI-driven orthodontic software package that applies innovative algorithms and emulates biomechanical and mathematical principles in a user-friendly interface.  

We spoke with Zoё Barnstone about her important role as the Marketing Manager for SoftSmile and the approach she has taken in marketing the company and VISION in a crowded and competitive marketplace. 

Can you tell us a bit about yourself?

I was raised in a family of artists and writers, so creativity has always been a big part of my life. I’m also an avid reader and enjoy learning new things so my interests have always been a bit broad. I studied Anthropology in college, which is luckily a discipline that can be applied to many different areas of society and industries. After college, I moved to New York City and went on the hunt for a job and I’ve been here ever since. 

How did you end up working for SoftSmile and what is your job with the company?

I was laid off from a job I had in the real estate industry at the beginning of the pandemic and was browsing LinkedIn one day looking for jobs and saw an administrative assistant position listed at SoftSmile and applied. I was hired by our Founder & CEO, Khamzat Asabaev, and slowly started learning about the orthodontic industry because I knew nothing about it. Eventually, I asked Khamzat if I could start taking over some of our marketing efforts because I had some experience from my previous jobs and over time I took on more and more marketing responsibilities until I was given the Marketing Manager position. I’ve been working at SoftSmile for over three years now and have grown a lot in the time I’ve been here. 

What do you like best about your job?

I like that I have quite a bit of independence and flexibility in my work, but also that I work with very smart, talented people from all over the world and from different areas of expertise. I think everyone at SoftSmile is deeply invested in the long-term success of the company and we are all helpful and kind to each other in our work. 

What have been the challenges you’ve faced with marketing VISION and how did you manage it?

Marketing an orthodontic treatment planning software isn’t the kind of marketing you would do for a consumer product which tends to be a bit more whimsical and humorous. Because we are marketing toward professionals with years of expertise, our messaging needs to be focused on facts and data rather than gimmicks. I think the challenge for me was how we convey all the benefits and features of our technology in punchy messaging while also demonstrating credibility and expertise to our potential clients who are concerned with the safety and efficacy of their patient’s treatments. This has led to a kind of stripped-down brand personality in which we keep things simple, sleek, and elegant and let the tech speak for itself. 

Zoё serves as the Marketing Manager at SoftSmile and is responsible for marketing the company and VISION in a crowded and competitive marketplace. Contact us with any questions or to request a demo.