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!
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 226 reviews
Sort by
newest oldest highest lowestBrandon Nee
a year ago
The staff was a pleasure to talk to during my appointment, they really have a lot of personality and make going to the dentist a legitimately "fun" experience. They were also very knowledgeable and able to answer all of my questions. I highly recommend First Choice Dental!
Kim Egan
a year ago
Calming Atmosphere...Genuine Care ! This is HOWITOT2B !
Jason Daniels
a year ago
Highly unprofessional on the phone. Never had an issue with them before but Bailey needs a thorough discussion to continue her job there
Shirley Lewandowski
a year ago
This was a great experience from the moment I walked into the door. Friendly front staff, great assistant and the Doctor is wonderful. Thank you!
Gary Christianson
a year ago
Had a broken tooth in my dentures got it repaired in one day they even stayed a little bit later past hours so I could get there after work excellent service really appreciated that
Dawn Warnke
a year ago
I popped off a crown and they got me in within a day, replaced it and I was good to go! Very good care and advise given to protect the crown! Always a positive experience there through the many years!
Packer Backer
a year ago
I just had my first cleaning at first choice dental Verona and was very impressed! Great service and good staff.
Joel Schittone
a year ago
First Choice Dental - Verona provides excellent service!! I have been a customer at this location for many years. I typically work with Taylor (Dental Hygienist) and Dr. Penwell. They are both fantastic at what they do, and are very pleasant to work with. I highly recommend this dental office!!
JL D
2 years ago
Great professionalism from the cleaning to the dentistry.
Paula Groher
2 years ago
The staff is extremely friendly. The Dental Hygienist explained what I could do to help my gums be more healthy. The Dentist explained how I can help my gums become healthier.
Steven Larson
2 years ago
Great office. Staff and doctors are all very friendly and professional
Jeremy
2 years ago
Went in for my appointment on time and was scolded for not replying to the text reminders or answering the phone 29 minutes earlier while I was on a business call (no message was left). I was told that conformation of the appointment was required and turned away. I have been coming here for years, never missed an appointment and always paid my bill promptly. I will not be returning. I recommend going elsewhere where there are reasonable people.
Paula Severson
2 years ago
First Choice in Verona, WI is in a class all it's own! Dr. Dave Penwell and staff do an amazing job! Dr. Penwell is kind, caring, informative through every step of the procedure making sure that you are okay and comfortable! I would highly recommend him and his staff to family and friends!
Kay Fredericks
2 years ago
My hygienist is thorough and very friendly. She remembers me and we pick up where we left off on the last visit. I do think that my dentist changes often, but I just view that as a second opinion.
wisconsin mama
2 years ago
My hygienist Tracey is wonderful always knowledgable and efficient but also super friendly and sweet.Any dental proceedure is explained in detail including what the proceedure will involve and any associated costs not covered by insurance.Modern clean facility with a friendly staff always a great experience.
Taylor Houghton
2 years ago
Had my teeth cleaned with the hygienist Bree and it was awesome!! I almost fell asleep. Very thorough and professional. 10/10 will have her clean my teeth again. Everyone go see Bree!!!
larry craig
2 years ago
These doctors are the best! All the other workers are super competent and pleasant.
Merihan Raouf
2 years ago
Very friendly staff. They mailed a handwritten note after my first visit, which is very sweet. Very efficient. Everyone is sweet and cheerful.
Jim Zelem
2 years ago
Everyone is very nice and helpful. plus they were very concerned about any pain I was getting during the procedure. I would recommend this place to anyone
Hillary P
2 years ago
I had a cleaning with Bree today in Verona. She was attentive to what my concerns were and the cleaning was EXCELLENT. She pays great attention to detail and I was so comfortable I almost fell asleep. Best cleaning I have had! Thanks Bree!
Load more