First Choice was founded as a combination of three existing dental practices (our West Madison, Downtown Madison, and East Madison clinics) that joined together to operate as one. First Choice grew steadily though the late 90s, adding the UW-Madison Campus and Fitchburg locations. In 2000, the original Downtown Madison clinic was demolished and re-built from scratch. This office would serve as the blueprint for the next phase of First Choices growth.
Beginning in 2000 with the rebuild of the Downtown Madison clinic, First Choice embarked on a period of steady growth fueled by de novo expansion. In 2002, we opened the Verona clinic, which contained centralized corporate offices to house the companys growing clinical support team. The Middleton office opened in 2003, followed by the Sun Prairie office in 2007. In 2008, the ownership group hired a Chief Financial Officer, the Companys first executive-level management team member, to oversee clinical support functions. Hiring a CFO would set the stage for the next phase of growth for First Choice.
Rather than operate as a network of loosely affiliated clinics, as many competitors do, First Choices stakeholders decided that centralization and standardization were necessary to ensure a consistent patient experience. Against the backdrop of the Great Recession, stakeholders worked to perfect the First Choice model, including the addition of in-house specialists, before continuing to grow. In 2013 we opened our Waunakee office, and in 2015 we relocated our clinical support function to a dedicated business office on Madisons west side. 2017 was a big year for First Choice; we added two new clinics, Sun Prairie North (our second Sun Prairie clinic) and Stoughton, bringing our total clinic count to 11.
With 11 clinics in Dane County and industry-leading patient satisfaction, First Choice Dentals stakeholders turned their attention inward, with the aim of creating the best employee experience in dentistry by focusing on employee engagement, diversity, inclusion, and pay equity. First Choice has many more initiatives planned for the near future. The goal is for First Choice Dental to be the #1 choice for doctors, hygienists, and administrative staff. It is the belief of First Choice Dental that great employee experiences help to create even better experiences for our patients.
Happy to be part of my team, but also of the larger organization. We do good work for good people, and were always looking for ways to maximize the potential of all our colleagues so we can provide the best care possible and enjoy doing it!
The people I work with on a day to day basis are great! I love the variety First Choice Dental has to offer to our employees such as location & specialties. They make sure everyone has a great variety of skills that are useful everywhere!
Have a question about becoming a new patient at First Choice Dental? Questions or concerns about billing statement? Want to triple-check your insurance coverage? How about the best dentist for your family? We're here to help. Just fill out the form below with your questions, and someone will get back to you within one business day (Monday through Friday, 8AM-5PM).
Reviews
Rating 4.8 out of 5 based on 140 reviews
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newest oldest highest lowestSean Hedgpeth
a year ago
I just wanted to give a shoutout to Dr. Austin. I have never felt like anyone genuinely cared about my teeth so much and really took the extra time to be sure everything was perfect. The location is swanky, with lots of ventilation and views of the Yahara River. They do get busy, so book in advance.
Marek Alsterberg-Higley
a year ago
I went here a couple times for cleaning which was fine and the hygienists were good. However, the dentist told me I had 8 cavities. Which surprised me as I have never had more than one and I had no symptoms. My insurance wouldn't cover it all since it was like 6-8 grand. I was on the fence about the whole thing but they really were pushing it saying it would only get worse. I decided to go to another dentist before I went ahead with what would be several expensive hours of dentistry. Imagine my surprise when the second dentist took a look around my mouth, took x rays, and said not a cavity to be found. I only needed a cleaning. I can't believe this First Choice was going to subject to me to hours of unnecessary dentistry just to line their pockets. It honestly seems criminal to me. If you go here and ever feel like something is fishy, please please please go get a second opinion. This place gives me a very corporate, "all we care about it the money," vibe. For shame first choice, for shame.
Rasa Littlefield
a year ago
It is a corporate place trying to make as much money as they can. They will charge every penny. They will fix your teeth even if they do not require work. They told my husband that he has 8 cavities, and when he went to another place 1 year later, there was no concern at all. They told me that I should get couple of crowns, while I only needed a night guard. It just very disturbing that they are ready to drill your teeth left and right. First Choice Dental, but they should be Last Choice Dental in my opinion and experience.
Mike Kohn
a year ago
Excellent scheduling and friendly service. And First Choice Dental took care of the problem quickly.
Steven Chomor
2 years ago
I received thorough, efficient, professional perio-maintenance care.
Emily Nelson
2 years ago
Dr. Sarah Squires is an amazing, compassionate dentist!
Wangden Lobsang
2 years ago
I am very happy with the Fiirst choice dental clinics. Always very professional. I get helped in the appointment time and receive excellent service. Every body is courteous and helpful. I want to thank Deb for taking care of my teeth all these years. Thank you all.
Jody Kilpatrick
2 years ago
Dani - hygienist at First Choice East - is basically a rock star! She is so patient and caring and wonderful! Even for those of us who live in FEAR of the dentist chair!
Jieqi Mei
2 years ago
I always enjoy coming in First Choice Dental- East. I moved to Fitchburg in 2019 and can't believe I'm still driving to them! Every time people ask why don't I select another First Choice Dental near home, I hesitate because I really like the East Office vibes. Staffs are so professional and friendly. I try to remember people's name now because I know they provide the best service to patients. Anne at the front desk was awesome - she was great at communicating about insurance stuff (which I don't really have a clue about) and I really liked working with Laurin, one of the dental hygienists. Laurin made me comfortable as she was cleaning my teeth. She's also really personable and likes to chitchat which I like personally enjoy because I'm not one of those patients that just want to be in silent and leave. I hope to get Laurin again!
leslie warner
2 years ago
My family and I love our experience here. We've gone to other dentists in Madison and this is the most welcoming/calming/kid friendly place we've found yet.
Cathy Broan
2 years ago
I have had a few fillings in the past few years at First Choice Dental. and all went well. One filling was more complicated with the back of the tooth missing. They were able to save the tooth. So pleased .Because of my travel schedule, it is difficult to book far in advance, therefore l have had 3 different hygienist over 3 years and they all did a great job. Facility is very nice, including the subtle undulating massage dental chair. I normally do not like massage chairs, but this one is very nice. So relaxing.
Alec Mancheski
2 years ago
This dentist illegally signed me up with a first choice dental plan that started charging me $82/mo. Thankfully first choice was able to refund me, but i am extremely upset with this dentist. Watch your credit cards.
Dani
2 years ago
Staff are friendly, personable, patient & sensitive to their clients' needs.
Steven Chomor
2 years ago
Thorough, efficient, professional perio-maintenance care.
Shane Willeke
2 years ago
I've never experienced this before... Wishing I had more dental appointments, so I could be lavished with the most genuinely kind, and funny customer service of any dental office this side of the Mississippi. You know who you are. :) Front end staff as well as dental assistants, who were all very patient, caring, great listeners and just plain good people. Dr. Squires, you rock!! I'll definitely be coming back. Thank you for everything.
Maeve Kinderman
2 years ago
Dr. Mika Patel was so kind!!!! It was the first time a dentist ever explained the things they were talking about in regards to my teeth. She seemed to genuinely care about me as a person and I've never been so comfortable and ready to go back to the dentist! I've had various awesome hygienists at this location (E. Wash) but this time Mallory was great!
Jesse Wendorf
2 years ago
Great place to go for dental cleanings/work. The staff are all very friendly. The hygienist and doctors take good care of all your needs. The massage chair is great to help you relax during your appointment.
Howard Isnor
2 years ago
At previous appointment I requested the same hygienist for this appointment and assumed that would happen. It did not and I was not informed of that in advance or at the appointment. I believe it is important to develop relationship with your hygienist.
Rebecca Bloedorn
2 years ago
Dr. Squires is the best dentist I've ever had. She's knowledgeable, relatable, friendly, competent and intelligent. The front desk staff is super friendly. The building is cool. Good choice for sure.
Missy Meyerhofer
2 years ago
As usual, Dani Meyerhofer is the best dental hygienist I have been too! In addition, Dr. Squires, Krissy and Michele make the office a warm and welcoming place to visit. Kat is a great hire and wish her luck as she finished school.
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