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.
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!
I have worked for First Choice Dental for 17 years, we have had a lot of changes with our growth, but they have always been there for me with family/work. They have been a huge support system both allowing me to grow at work and home.
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 4.9 out of 5 based on 19 reviews
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newest oldest highest lowestTamara Richard
2 years ago
Dr. Taylor & his staff were so good with my 8 year old daughter. She loved her first experience at the orthodontist. Highly recommend!
Heather Irwin
2 years ago
I love First Choice Orthodontics! The staff there are wonderful! They answered all of our questions and gave us honest feedback about the orthodontist process.
Lori Lee
3 years ago
I love First Choice Orthodontics! The staff there are wonderful!
Becky Volenec
3 years ago
My 7-year-old son had his first ortho appointment and it was a fantastic experience. The staff were so helpful and friendly, and my son left smiling. Thank you for creating a safe and calming environment at First Choice Dental!
Helen Bryan
3 years ago
I am 100% satisfied with professional approach, friendliness, and the quality of care! I came to Dr. Salman because I wanted to straighten one tooth. But the results wowed me. My smile has changed! It's wider, it's shows both upper and lower teeth which makes my smile more attractive and changes expression of my face. Thank you!
Heide Sendelbach
3 years ago
Excellent care. Very friendly staff.
Lori Lee
3 years ago
I love First Choice Orthodontics! The staff there are wonderful!
Becky Volenec
4 years ago
My 7-year-old son had his first ortho appointment and it was a fantastic experience. The staff were so helpful and friendly, and my son left smiling. Thank you for creating a safe and calming environment at First Choice Dental!
Heide Sendelbach
4 years ago
Excellent care. Very friendly staff.
Helen Bryan
4 years ago
I am 100% satisfied with professional approach, friendliness, and the quality of care! I came to Dr. Salman because I wanted to straighten one tooth. But the results wowed me. My smile has changed! It's wider, it's shows both upper and lower teeth which makes my smile more attractive and changes expression of my face. Thank you!
Cathleen Peterson
4 years ago
Very professional, efficient, and extremely friendly staff.
Gail Moede Rogall
4 years ago
We had a very good experience at our first appointment and will be back!
Cathleen Peterson
5 years ago
Very professional, efficient, and extremely friendly staff.
Gail Moede Rogall
5 years ago
We had a very good experience at our first appointment and will be back!
Amy Schroeder
5 years ago
The staff there were super nice and helpful in explaining orthodontic treatment for our daughter. It was great to have the option of regular braces or invisalign. My daughter got lots of goodies to take home upon getting her braces on which will be super helpful in keeping her teeth/mouth healthy during treatment. For each appointment we go to, we are called back on time and everyone is efficient and friendly.
Andrew Ollila
6 years ago
I went in for a consultation near the end of 2015 to get braces (they can do Invisalign or braces, but for my teeth, they said braces would be the better option for me). They said the estimated treatment time was 22-26 months for me. I got braces on there at the beginning of 2016 and got them off yesterday! Not only do my teeth come together great and look much better, but the transformation happened in more like 21 months; less than the estimate! They have a great team there; highly recommend them.
Amy Schroeder
6 years ago
The staff there were super nice and helpful in explaining orthodontic treatment for our daughter. It was great to have the option of regular braces or invisalign. My daughter got lots of goodies to take home upon getting her braces on which will be super helpful in keeping her teeth/mouth healthy during treatment. For each appointment we go to, we are called back on time and everyone is efficient and friendly.
Andrew Ollila
6 years ago
I went in for a consultation near the end of 2015 to get braces (they can do Invisalign or braces, but for my teeth, they said braces would be the better option for me). They said the estimated treatment time was 22-26 months for me. I got braces on there at the beginning of 2016 and got them off yesterday! Not only do my teeth come together great and look much better, but the transformation happened in more like 21 months; less than the estimate! They have a great team there; highly recommend them.
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