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.
First Choice does exceptional work and is a great learning community. The organization has gone through rapid growth, and is making great strides to make sure it stays focused on its patients and its staff. Quality of life, work-life balance, professional development, and personal growth are a priority. While no organization is perfect, First Choice is always striving to be better for both its patients and its employees.
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 4.7 out of 5 based on 123 reviews
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newest oldest highest lowestDeb Bahr
a year ago
I have been to three First Choice Dental locations in the Madison area . Each location is friendly and very professional . I would recommend FCD to anyone , from front desk to dental hygienist to dental assistant to top notch dentists .... they are a 10 !
Andrew Bachhuber
a year ago
Vanessa and Dr Graf made my same day crown replacement so easy and painless! Thanks so much!
Peter Hatzinger
2 years ago
I drive 80 miles one way to use this dentist office. Now ask yourself, "why would somebody do that?" These folks are just great. It's like being treated by family members.
B42indep
2 years ago
Friendly people, decent space. I was in and out without time enough to connect to their public Wifi
Dave Conlin
2 years ago
Great dental care by a great team! From Ann the best billing staff member to Jackie the best hygienist to Dr Bill Graf - a knowledgeable & caring doctor. What a GREAT team!!!
Kim Henning
2 years ago
I love First Choice Dental! The staff are friendly and Dr. Bill Graf is excellent.
paul welmcock
2 years ago
They don't care about you or your time. They just want your money. Rude and unprofessional
Robert James
2 years ago
Ally was the hygienist I had, and I will be scheduling with her from now on. She is extremely skilled, with a deft handling of the tools such that there were times I barely felt what she was doing. And I didn't have any numbing agents being used. She is just that good. She also seemed to be quicker than I was expecting, and frankly, the less time I spend in a dentist chair the better. The facility itself is excellent, and all of the staff are great to work with. I am happy to be a patient here.
Lynn Schultz
2 years ago
Doctors, staff, and all personnel are beyond helpful and friendly. Always an enjoyable experience when having dental care at First Choice Dental in Middleton.
Erica Skrlac
2 years ago
I see Maureen here and always impressed by the thoroughness, kindness, and serves provided. Everyone in this office is kind and welcoming but Maureen has humor and makes the entire visit enjoyable. Thank you!!
CMA
2 years ago
Dr Graf and Jaime were fabulous! Got a new crown, made on the spot, within 2 hours. Saved me an extra visit!
Kathy Stoltz
2 years ago
I am a new customer at First Choice. From the minute I called and set up an appointment to having my procedure done everyone has been so pleasant, friendly and helpful. They worked with me on the best plan to save me money. The procedure went well and I am happy with the results. I would highly recommend First Choice in Middleton.
Edwin Luna
2 years ago
Very nice staff, Clean area and overall a great experience, thank you.
Djouly Desormes
2 years ago
Great place for dental treatment. They know how to take care of you as a patient. I like this place. I highly recommend this place.
Amy Lynn R.
2 years ago
If you have extreme anxiety about crowns, fillings, root canals, etc., I highly recommend these guys for their sedation dentistry. Next time I need something done again, I'll return to them. Professional, warm, caring, very experienced. 10/10
Pandora Rupert Bolt
2 years ago
Dr. Graff and Jackie make a great team! I came to this office with multiple tooth issues my previous dentist overlooked. Thank goodness they are careful and put the patient first in terms of care and prevention. The office is impeccable and the front desk makes you feel like family. Thank you!
CATHY COADY
2 years ago
Wonderful place for great dental treatment. The staff is remarkable and they don't hurt. (I am a former scaredy-cat who remembers, all too well, what it was like to go to the dentist "in the olden days".) I am very happy and highly recommend them.
Darcey Stringer
3 years ago
Dr. Graf and Vanessa were amazing during my fillings... like a well oiled machine and completed the procedure so quickly! It was seamless and painless! Dr. Graf promised me 45 minutes and was done in 20!!! From a person that has major dental anxiety, they were amazing! Thanks!
T R
3 years ago
I'm afraid of going to dentist now. Never get same person to clean my teeth. I've been ripped on my every hygienist that works there about my teeth. This place did a crown and messed that up after doing a root cancel. The Dr. wants to do crowns every time. Sorry but not everyone can afford crowns. I've told this place many times to stop calling me after I said I have a new dentist that don't judge me for my teeth and making myself have anxiety this place don't care. They just want to make that money.
Cindy M
3 years ago
As always, the staff was pleasant, thorough and very helpful.
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