OrthoAccel® Technologies, Inc. is a privately owned medical device company engaged in the creation, manufacturing, marketing and sales of innovative solutions that enhance dental care and orthodontic treatment. Mike Lowe, former CEO, initially approached Amerra with a need for a 60 second animated summary of his new technology to pitch to investors in 2008.
“Whenever you’re in front of a room of people, there’s always an opportunity to build momentum to get an ‘aha’ effect. When something compelling is presented, you can almost feel and hear the audience’s excitement, especially when animation is used.”
As if it were originally built in a garage, OrthoAccel’s technology, called AcceleDent, is now an FDA-cleared, Class II medical device that speeds up orthodontic treatment with fixed braces or clear aligners by as much as 50 percent. Mike was very clear with his need to communicate directly to investors from his extensive background and experience.
“I’ve learned that whether it’s an actual investor, distributor, customer, or others, it’s very difficult to articulate your story with words, especially with the investment community. If you understand the day in the life of these folks (investors), their funnel is very wide because they look at thousands of business plans, and a select few will have an opportunity just to make an initial impression. The sheer volume is easily overwhelming, so presenting your story in a very simple and articulate way someone can digest quickly is key. Really, the most articulate presenter can’t even come close to what our animation can tell.”
The pitches became a quick success, and OrthoAccel began growing rapidly, to the point where the original animation became a foundational piece for each audience, yet maintained a focus on new investors.
“We repurposed our animation multiple times almost 8 years after the original piece, because we understand that in our current stage, most new investors are more concerned with market adoption and scalability. Yet there will always be a need to convey the science and technology involved, so the animation continues to be a staple for conveying that to various audiences for every growth stage we are in.”
Ranked on Deloitte’s Technology Fast 500 as one of the fastest growing companies in North America, OrthoAccel now operates globally in over 40 countries with more than 110 employees. Mike understands that even when a company is small, it must capitalize on making an impact on the people that will ultimately fund their success.
“I recommend animation as a solution to entrepreneurs, not only because it pragmatically helps convey the story, but it also shows that you clearly know how to articulate your message and use newer technology to do it. Many savvy investors look at this as value-add by communicating how our product works, but almost a symbolic benefit that our communication with customers and others is easily understood.”