Bisig + Chermak + Rudnicke Orthodontics

What Bisig + Chermak + Rudnicke Orthodontics does

Bisig + Chermak + Rudnicke Orthodontics (DBA: Smileland) is a private orthodontic practice operating four clinical locations across North Carolina's Triad region: two in Winston-Salem plus Clemmons and King. Founded in 2001 by Dr. David Chermak (with prior practice history extending the practice's community tenure to over 35 years), the firm is now led by Dr. Nic Bisig, Dr. David Chermak, Dr. Paul Rudnicke, and Dr. Samantha Seitz (joined 2025). The practice delivers core orthodontic treatment products — metal braces (with self-ligating options), clear ceramic braces, and Invisalign clear aligners — alongside post-treatment tooth whitening services. The underlying clinical workflow is built on iTero digital intraoral scanning and SprintRay 3D printing to produce custom-fitted appliances in-house, replacing traditional impression-based methods.

The practice is also a Diamond+ Invisalign provider, placing it in the top 1% of Invisalign providers nationwide, and Dr. Bisig holds board certification from the American Board of Orthodontics. Patient financing is delivered through the OrthoFi platform, which lets patients configure their own down payment and monthly amounts and manage accounts online, while the practice verifies and files insurance benefits on behalf of patients. All services are delivered in-person across the four offices with treatment plans customized during a free initial consultation.

Revenue is generated primarily through fee-for-service orthodontic treatment (12-24 month engagements, typically financed over time) plus supplementary cosmetic services. The go-to-market motion is direct-to-consumer: patient referrals, a refer-a-friend program, Google reviews, and word-of-mouth drive acquisition, with smileland.com functioning as the primary digital touchpoint and free-consultation CTAs as the top-of-funnel conversion mechanism. The customer base spans all age groups (children, teens, adults) and is highly distributed across individuals and families in the Winston-Salem metro area.

Name

Bisig + Chermak + Rudnicke Orthodontics

Legal name

Bisig + Chermak + Rudnicke Orthodontics

Website

https://smileland.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Bisig + Chermak + Rudnicke Orthodontics is a private, multi-location orthodontic practice serving children, teens, and adults across Winston-Salem, Clemmons, and King, NC. The firm delivers braces and Invisalign treatments using iTero digital scanning and SprintRay 3D printing, financed via OrthoFi.

Ownership category

akta.pro rank

Product category

Orthodontic Services

NAICS

Offices of Dentists (621210)

SIC

Orthopedic, Prosthetic & Surgical Appliances & Supplies (3842)

akta.pro industry

PRIMARYHLABABAA

Comprehensive Orthodontic Clinics

Healthcare & Life Sciences/Dental Care Services/Orthodontics & Dentofacial Orthopedics

SECONDARYHLABAKAC

Orthodontic Group Practices

Healthcare & Life Sciences/Dental Care Services/Dental Service Organizations (DSOs) & Group Practices

SECONDARYHLABABAE

Traditional Braces (Metal/Ceramic/Lingual) Providers

Healthcare & Life Sciences/Dental Care Services/Orthodontics & Dentofacial Orthopedics

Keywords

• Orthodontic treatment services
• Invisalign clear aligners
• Metal and ceramic braces
• Digital orthodontic imaging
• Family orthodontic care

Headquarters

HQ city

Winston Salem

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Orthodontic Treatment Services: The primary revenue stream comes from providing orthodontic treatment services including braces (metal and clear/ceramic) and Invisalign clear aligners. Treatment typically spans 12-24 months with payment plans structured throughout the treatment period. The practice also offers tooth whitening as a supplementary cosmetic service following primary orthodontic treatment.
2. OrthoFi Financing Platform: Most patients finance their treatment through OrthoFi, selecting their own monthly and down payment amounts. Patients can manage accounts online, view invoices, and make payments through the platform. This creates a recurring payment revenue stream throughout treatment duration.
3. Insurance Processing: The practice verifies orthodontic insurance benefits before treatment begins and files claims on behalf of patients to maximize insurance benefits. This represents a revenue stream through coordination of insurance payments.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Bisig + Chermak + Rudnicke Orthodontics is a private orthodontic practice delivering teeth-straightening treatments across four North Carolina offices (Winston-Salem x2, Clemmons, King). Its core offerings include Invisalign clear aligners, metal and ceramic braces, and tooth whitening delivered as in-person clinical services supported by iTero digital scanning and SprintRay 3D printing for custom appliances.

Product overview

Bisig + Chermak + Rudnicke Orthodontics offers a unified orthodontic practice with four main treatment products: traditional Metal Braces with self-ligating options, Clear Ceramic Braces for discreet treatment, and Invisalign Clear Aligners as a removable alternative. The practice also provides Tooth Whitening as a post-treatment cosmetic enhancement. Supporting these core treatments are advanced technologies including the iTero Digital Scanner for precise 3D imaging and the SprintRay 3D Printer for creating custom-fitted orthodontic appliances. All patients begin with a Free Orthodontic Consultation for assessment and treatment planning.

Differentiator

Problem solved

Functional benefit

Products and services

• Invisalign Clear Aligners Custom-made, removable clear plastic aligners that straighten teeth discreetly without metal brackets or wires, using advanced 3D imaging for precise fit and treatment planning. Offered as a primary orthodontic treatment option.
• Metal Braces Traditional stainless steel braces with brackets bonded to teeth and connected by archwires, applying gentle continuous pressure to shift teeth into alignment. Includes modern self-ligating options for reduced friction and faster treatment.
• Clear Braces (Ceramic Braces) Teeth-straightening braces made from transparent ceramic materials that blend with natural tooth color, providing the effectiveness of metal braces with a more discreet appearance.
• Tooth Whitening Professional-grade cosmetic procedure that removes stains and discoloration from teeth, typically provided after orthodontic treatment using safe whitening methods tailored to the patient's smile.
• Free Orthodontic Consultation Complimentary initial examination and assessment offered to new patients, including digital scanning, treatment planning discussion, insurance verification, and OrthoFi financial planning to explore orthodontic options.

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• iTero (Align Technology)coreTechnology or IntegrationiTero digital scanner used for capturing detailed 3D images of teeth and oral structures, replacing traditional messy impressions with a non-invasive digital scanning process.
• SprintRaycoreTechnology or IntegrationSprintRay 3D printer used to create detailed, personalized dental devices including braces, aligners, and retainers directly from digital scan plans.
• GoogleminorGTM or Marketing PartnerPatients are encouraged to leave Google reviews for each office location. Google review links are provided on the practice website for Winston-Salem, Clemmons, and King locations.
• Invisalign (Align Technology)coreTechnology or IntegrationInvisalign clear aligner system used as one of the primary treatment options. The practice is a Diamond+ provider (top 1% nationally) for Invisalign treatment.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sonrava Health: Multi-state dental and orthodontic platform operating branded practices across the US. Comparable multi-location dental/orthodontic operator at larger scale.
• Heartland Dental: Largest US dental support organization with a broad portfolio that includes orthodontic services. Comparable as a multi-location dental/orthodontic platform but at much greater scale and scope.
• Pacific Dental Services: DSO supporting hundreds of dental practices including orthodontic service lines. Comparable operating model at larger scale across multiple geographies.
• Align Technology: Manufacturer of Invisalign clear aligners and iTero scanners—both core technology partners of this practice. Comparable as the dominant infrastructure provider in the same orthodontic treatment category.
• Aspen Dental Management: Large multi-location dental group offering orthodontic treatment as part of a broader general dentistry portfolio. Comparable as a DSO-style operator with overlapping service offerings.

Emerging players

• OrthoFX: Emerging clear aligner brand with hybrid doctor-supervised and DTC channels targeting the same orthodontic patient pool. Comparable as a newer entrant addressing mild-to-moderate case complexity.
• SmileDirectClub: Direct-to-consumer clear aligner brand competing for mild-to-moderate orthodontic cases that traditional practices historically captured. Comparable as an alternative delivery model in the same orthodontic category.

Direct peers

• Smile Doctors: Largest orthodontic-focused DSO in the US, operating hundreds of branded orthodontic clinics across multiple states. Highly comparable as a multi-location, doctor-led orthodontic group practice model.
• 42 North Dental: Dental support organization offering orthodontic care as part of affiliated multi-specialty practices. Comparable as a group-practice platform with orthodontic service line emphasis.
• Specialty Dental Brands: DSO platform focused on orthodontic and pediatric specialty practices with multiple partner offices. Directly comparable in operating model and patient demographic focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bisig + Chermak + Rudnicke Orthodontics