Transformation & Innovation

Recognizing that capital may be needed to bring some initiatives to life, the AAO 2019 House of Delegates established the Innovation & Transformation Fund with a dual purpose to support the goal of “Drive Transformation and Innovation” and 2) drive non-dues revenue. The long-term vision of increasing non-dues revenue is to diversify revenue sources for AAO to reduce reliance on member dues.

The fund is governed by the AAO Board of Trustees (BOT) who appointed the Business Development Committee to oversee the initiative. The BDC is comprised of four Trustees, and the following non-voting members: AAO CEO (ex-officio), AAO VP of Strategy and Innovation, AAO VP of Finance & Accounting and a Venture Capital Consultant who meet frequently to vet opportunities and report quarterly to the BOT and annually to the House of Delegates. 

Endorsements

AAO’s Endorsement Program is designed to provide members with peace of mind and exclusive price discounts because companies and services have been thoroughly vetted, and AAO member special offers are negotiated.

How endorsements work:

• Product/Service categories that would be meaningful to members and/or orthodontic patients are identified by research.
• Companies submit proposals for evaluation and references are checked.
• Companies are selected based on the quality of product/service, customer service, and member discount. Endorsements pay a royalty to the AAO for use of the AAO “Endorsed by” logo.
• Endorsements are vetted and approved by the Business Development Task Force.

Explore current AAO Endorsed & Discount programs 

Have an idea for new endorsements? Please email Lindsey Swacil, AAO Business Development Product Manager at [email protected].

New Programs For Members

New programs to help advance member success are in continuous development.

How new programs are developed:

• A Stage-Gate Process is followed to provide discipline and rigor where go/no-go decisions are made by the Business Development Committee.
• Opportunity areas are identified by research.
• Product/service concepts are developed, evaluated and refined according to member research.
• Business case with financial model is evaluated.
• Programs that require investments of more than $100,000 require Board of Trustee approval.

Programs developed and available to members:

TechSelect

Website filled with resources created by the AAO Committee on Technology to help orthodontists evaluate digital solutions and technologies for orthodontic practices and secure lowest prices on equipment and software purchases. Compare products side-by-side, watch videos, and download guides to learn about processes and workflows. Categories include 3D printers, intra oral scanners, tooth movement software, custom bracket systems and digital indirect bonding, remote monitoring, robotics and patient comfort.

Wharton-AAO Mastering the Business of Orthodontics

This mini-MBA, offered in partnership with the nation’s #1 business school, brings together renowned Wharton faculty and AAO instructors to deliver content addressing all aspects of running a business including operations, financial management, patient-centric marketing and human resources. You’ll develop a holistic business acumen and the skills to apply what you learn.

Simon Sinek + AAO Inspiring Leadership program

The AAO and Simon Sinek, leadership expert and bestselling author of Start with WHY, Leaders Eat Last and The Infinite Game, have designed a certificate program specifically for orthodontists. This program will equip participants with essential leadership skills not typically taught in orthodontic residency curriculum – skills needed to inspire and retain staff, build high-performing teams, reduce workplace conflict, improve communication skills and lead a more successful practice.

Have an idea for a new program? Please email Mindi Brothers, AAO VP of Strategy & Innovation at  [email protected].

Support of Industry Entrepreneurs, Including AAO Members

With innovation in orthodontics coming from both start-ups and established companies, there is not a one-size fits all approach to supporting innovation. One path is supporting Industry Entrepreneurs, including AAO members, with opportunities to build awareness for their initiatives and in some cases provide financial awards. Current opportunities include:

1. Ortho Innovator Award – The Ortho Innovator Award recognizes outstanding innovation in the field of orthodontics among members and industry partners.  Applications are judged by AAO’s Committee on Technology with the winner announced at Annual Session.

• Ortho Innovator Winners:
  • 2019 – KLOwen Braces
  • 2020 – Easy Rx
  • 2021 – Grin
  • 2022 – LightForce
  • 2023 – Dental Pain Eraser
  • 2024 – Bright Referral
  • 2025 – OrthoBerry

2. Ortho Tank Pitch Event – Ortho Innovator applicants who are seeking VC funding can apply to participate in the Ortho Tank start-up pitch event where founders pitch to a panel of judges for possible funding support from the AAO Innovation & Transformation Fund.  Innovation & Transformation Fund Start-Up Investments – For innovative companies seeking funding to fuel their growth and who have the potential to generate a return to the AAO.

For a company to be eligible for consideration it:

• Has the capability to advance member success;
• Is supportive of AAO’s vision that all orthodontic care is provided by qualified specialists who successfully address patient needs;
• Is aligned with AAO values;
• Is an early-stage company who is new with a proven concept or in the expansion phase who estimates its first liquidity event in 3-5 years from the time of investment

How opportunities are vetted:

• Each investment opportunity will be vetted by a venture capital consultant, AAO Strategy & Innovation staff, consultants with specific expertise as appropriate and the AAO’s Business Development Committee.
• The scope of the evaluation will include the company’s business model, business plan, financial projections, management/leadership team, and risk.
• Go/No-Go decisions are made by the Business Development Committee

A diverse portfolio of companies is desired as is the diversity of ownership including women and minority-owned businesses.

How do companies begin the process?

• Ortho Innovator award winners and applicants and future Ortho Tank participants.
• Open call for any companies who meet the eligibility guidelines (above). To initiate the process, submit a pitch deck and 5-7 minute video pitch to Mindi Brothers, AAO VP of Strategy & Innovation  [email protected].

Innovation & Transformation Fund Start-Up Investments (as of May 31, 2025):

• PhotoDynamic (December 2019) – an oral hygiene start-up that uses botanical science and light to disrupt and destroy biofilm in only 1 minute to prevent white spot lesions.
• KLOwen Braces (June 2020) – Ortho Innovator Winner 2019.
• Azone (December 2020) – parent company of orthazone, an inventory management software company and orthodontic supplies e-commerce site
• Grin (January 2022) – Ortho Innovator Winner 2021, Ortho Tank participant
• LightForce (July 2022) – Ortho Innovator Winner 2022
• Synapse (August 2023) – Ortho Innovator Winner 2023, Ortho Tank participant
• Bright Referral (August 2023) – Ortho Innovator Winner 2024
• Several other companies have been vetted and were found in some way not to be in alignment with AAO’s vision, values, or strategy.
• The intention is to build a portfolio of up to 10 companies all with 3-5 year exit timeframe.

The goal of supporting innovation in the specialty is to advance the success of AAO members. The goal and long-term vision of generating non-dues revenue is to reduce the reliance on member dues.

AAO is leveraging the success stories from other associations and will continue to evolve and improve. Some examples of non-dues revenue-generating success stories include:

• Cystic Fibrosis invested $120MM with Vertex Pharmaceuticals to bring to market two drugs and sold royalty rights for $3.3B.
• American Health Information Management Association launched a subscription service to support health care coding, partnered with a technology company to launch an app for doctors and launched several training and certification programs growing non-dues revenue to 75% of Revenue.
• The American Association of Cardiovascular and Pulmonary Rehabilitation launched several tools that kept its members’ patients at the forefront at as a result increased membership by 21% and doubled revenue from education.