Melbourne Orthodontic Group

What Melbourne Orthodontic Group does

Melbourne Orthodontic Group (MOG) is an independently owned, multi-location orthodontic group practice operating in Melbourne, Victoria, Australia since 1982. The company runs five purpose-built clinics across Armadale, Dandenong North, Keilor, McKinnon, and Wantirna South, staffed by six specialist orthodontists (registered with the Dental Board of Australia), ten dental auxiliaries, ten nurses, and administrative personnel. MOG delivers specialist orthodontic treatment to both adult and paediatric patients, with no requirement for a prior referral.

The group's core service offering is fixed and removable orthodontic appliance therapy — Damon System self-ligating braces (metal and DQ Clear ceramic variants), Invisalign and Spark clear aligners, traditional metal braces, Temporary Anchorage Devices, the Herbst appliance, and post-treatment retainers. Technology is sourced through partnerships with Ormco (Damon System, Spark) and Align Technology (Invisalign Platinum Provider since 2015); MOG does not develop its own appliance technology. Cases typically run 12-24 months with adjustment visits every 6-8 weeks.

MOG operates a hybrid direct-to-consumer and dentist-referral go-to-market model. New patients can self-book a free initial consultation by phone or online contact form, with a $140 fee applying only if the appointment is missed; general dental practitioners can refer patients via a secure online referral form. Patient acquisition is supported by a content blog (VisitMOG), active social media presence across Facebook, Instagram, Pinterest, Twitter, and YouTube, Google Ads remarketing, and community engagement. Treatment is funded out-of-pocket or via private health insurance, with interest-free instalment plans offered to spread cost over the treatment duration. No revenue, funding, or unit-volume figures are disclosed.

Name

Melbourne Orthodontic Group

Legal name

Melbourne Orthodontic Group

Website

https://melbourneorthodonticgroup.com.au

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

Melbourne Orthodontic Group is an independently owned specialist orthodontic group practice operating five purpose-built clinics across Melbourne since 1982, serving adult and child patients with braces, clear aligners, and related orthodontic appliances on a direct-to-consumer and dentist-referral basis.

Ownership category

akta.pro rank

Product category

Orthodontic Services

NAICS

Offices of Dentists (621210)

akta.pro primary industry

Comprehensive Orthodontic Clinics (HLABABAA)

akta.pro secondary industries

Orthodontic Group Practices (HLABAKAC), Clear Aligner Orthodontics (HLABABAD)

Keywords

• Orthodontic treatment
• Braces and aligners
• Clear aligner therapy
• Specialist orthodontics
• Teeth straightening

Headquarters

HQ city

Armadale

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Orthodontic Treatment Services: Specialist orthodontic treatment services including braces (metal and clear), clear aligners (Invisalign, Spark), and various orthodontic appliances. Treatment includes initial consultation, records, active treatment, and retainers. Payment plans available with interest-free instalments spread over treatment duration.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Melbourne Orthodontic Group provides specialist orthodontic treatment to children, teenagers, and adults across five purpose-built practices in Melbourne. Core services include fixed braces (Damon System in metal and DQ Clear ceramic, and traditional metal braces) and removable clear aligner therapy (Invisalign and SPARK), delivered by registered specialist orthodontists with on-site clinical support including retainers, TADs, and Herbst appliances.

Product overview

Melbourne Orthodontic Group (MOG) is a multi-location orthodontic practice offering a comprehensive range of teeth straightening treatments. Their core product portfolio centers on fixed orthodontic appliances (Damon System braces in both clear DQ Clear and traditional metal variants) and removable clear aligner systems (Invisalign and SPARK). Supporting services include retainers, TADs, and the Herbst appliance. MOG provides free initial consultations and interest-free payment plans as patient convenience offerings. They serve both children (with screening recommended from age 8-10) and adults across five purpose-built practice locations in Melbourne.

Differentiator

Problem solved

Functional benefit

Products and services

• Damon System Braces Fixed orthodontic appliance using self-ligating brackets with a passive slide mechanism that minimises friction and pressure on teeth, using shape-memory archwires. Available in DQ Clear ceramic and metal options for patients seeking fixed braces treatment.
• Invisalign Clear Aligners Custom-made series of clear removable aligners that gently reposition teeth for adults and teenagers seeking a discreet alternative to fixed braces. MOG has been an Invisalign Platinum Provider since 2015.
• SPARK Clear Aligners Clear aligner system from ORMCO manufactured from TruGEN material that is BPA-free and virtually invisible, distributed exclusively through specialist orthodontists such as MOG.
• Traditional Metal Braces Conventional fixed metal braces using brackets bonded to teeth with archwires to guide tooth movement, offered as a core orthodontic treatment option for patients across age groups.
• Adult Orthodontics Specialist orthodontic treatment service tailored for adult patients, covering multiple appliance options for teeth straightening, bite correction, and aesthetic improvement.
• Kids Orthodontics Specialist orthodontic treatment service for children, including early screening from around age 8–10 and comprehensive treatment through the teenage growth years.

Quantifiable outcome

• Treatment typically takes 12-24 months
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and supporting.

• Ormco (Damon System)coreTechnology or IntegrationMOG uses Ormco's Damon System braces including DQ Clear ceramic brackets and metal options, and SPARK clear aligners. The Damon System uses proprietary self-ligating bracket technology with passive slide mechanism.
• Align Technology (Invisalign)coreTechnology or IntegrationMOG has been an Invisalign Platinum Provider since 2015, offering Invisalign clear aligner treatment. Platinum status indicates extensive experience and high volume of successful cases.
• Specialist Referral NetworksupportingStrategic or Co-development PartnerMOG works with a team of trusted specialists including maxillofacial surgeons and periodontists for cases requiring additional treatment beyond orthodontics, ensuring optimized patient outcomes.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Emerging players

• SmileDirectClub: Direct-to-consumer clear aligner company that pioneered at-home teeth-straightening. Comparable as a clear-aligner disruptor competing for MOG's adult aesthetic patient base at lower price points.
• Candid: Hybrid clear-aligner brand combining remote treatment with in-office orthodontist oversight. Comparable as a newer model competitor addressing the same adult aligner demand with a different delivery format.

Direct peers

• Pacific Smiles Group: ASX-listed Australian dental group operating multiple clinic locations, including orthodontic services. Comparable to MOG as a multi-site dental/orthodontic provider in Australia targeting consumer patients.
• 1300SMILES: Australian dental group practice chain operating clinics across multiple states. Comparable as a multi-location consumer-facing dental group offering specialist services including orthodontics.
• WonderSmile: Australian direct-to-consumer clear aligner brand competing for the same adult aesthetic orthodontic segment MOG serves. Comparable as an Australia-based clear aligner operator targeting adult consumers with a digital-first funnel.
• National Dental Care: Network of dental practices across Australia providing general and specialist dental services. Comparable to MOG as a multi-site specialist-capable dental operator serving consumer patients.
• Maven Dental Group: Australian dental support organisation with a large network of branded practices, many offering orthodontic treatments. Comparable to MOG through its multi-location model and mix of general + specialist dental services across Australia.

Broad incumbents

• Align Technology: Manufacturer of Invisalign — a core product offered by MOG. Comparable as a player defining the economics and clinical positioning of clear aligner treatment MOG delivers, though operating upstream as a product supplier rather than a clinic.
• Bupa Dental: Major Australian health insurer with a broad dental clinic network offering orthodontic services. Comparable as a large-scale dental provider in the same geographies and patient segments, though orthodontics is only part of its wider portfolio.

Others

• Dentsply Sirona: Global manufacturer of dental equipment, orthodontic appliances, and clear aligner systems (SureSmile). Comparable as an upstream supplier whose product and pricing decisions influence MOG's clinical and commercial choices.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/visitmog
• YouTubeyoutube.com/visitmog
• Facebookfacebook.com/visitmog
• Instagraminstagram.com/visitmog
• Pinterestpinterest.com/visitmog
• LinkedInlinkedin.com/company/mogortho

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Melbourne Orthodontic Group