Electric toothbrush maker quip is pivoting. Hard.

Instead of simply going to China, sourcing a product and disrupting a category, these direct-to-consumer brands are now pivoting and attempting to change an entire industries.

This isn’t the first company to take a unique approach in the healthcare segment. Two telemedicine brands that are also direct-to-consumer — Ro and Keeps — started the initial wave by giving men an alternative way to get a doctor’s consultation on, “a-hem,” health issues. (aka erectile disfunction and balding.)

Enter quipcare and quipcare+

Enter quip, a direct-to-consumer electric toothbrush company that’s rolling out two alternative dental care programs called quipcare and quipcare+. They are introducing these plans so patients can have a greater choice about what they’re actually paying for—while still receiving a discount on the dental care itself.

“As a company we’re very focused on simplifying things and doing things and offering things that actually make sense to our users when it makes sense to them,” said Simon Enever, Quip CEO. “We always knew and have been building this end-to-end, full-scale oral care companion. If we’re going to help people with oral care we have to help with things that completely connect it.”

The vision for quipcare came together last year when quip acquired Afora, a dental insurance company that endeavored to be an alternative to traditional insurance. quip is now transitioning Afora into two different plans. First, they are introducing the plan in New York, with a national launch planned for sometime in 2020.

quipcare functions as supplementary coverage to anyone’s standard dental plan or for those who are uninsured. quipcare+ is a complete dental care plan that is designed for the uninsured and also for those who simply want preventive care.

With the basic quipcare, everyone can sign up at no charge and see the pre-negotiated quipcare rates for dental procedures and services such as extractions, fillings and root canals outside of general preventative care.

It is a pay-as-you-go model that quip believes will appeal to people who are without insurance and also to those who have already met their annual out of pocket limits with standard dental insurance they receive through there employer.

They will also be targeting the the 7 million people in the United States who are already quip users via their online marketing efforts. It also gives the prospective dental patients a clearer idea of different price points available at a variety of dental offices and what they will be paying for and why.

For the dental offices involved – quipcare qualifies the patients and even verifies that the consumers can pay the full amount prior to showing up for an appointment. This unique process eliminates the delay many experience, where a consumer goes to the dentist and is surprised when they find out what the negotiated rates are between the dentist and the insurance company and what is covered by a co-pay and what is not.

The alternate quipcare+ is similar to the more traditional dental insurance model, and is similar to the model Afora used in the past. Customers pay a basic fee of $25 a month, and receive two-preventative checkups per year and can then earn reward points based on their regular visits.

quipcare provider Dr. Jason Alster, a dentist located in New York, said that the program benefits both patients who can “get the care they need” and the dental providers who are trying to “grow their practice.”

“With the yearly maximum, people wait for the care they need for the following year,” Dr. Alster said. “With Quipcare, it allows them to do what they want when they want it.”

Presently, quip will measure the success of the quipcare and quipcare+ dental plans by seeing how it drives preventative checkups into dental practices and also via consumer feedback to see how well the online portal and programs are received by both patients and dentists alike.

“We are launching the core of what we want to do from the ground up, which is [to] make people think about and use dental care in a whole different way,” Enever said.