Creating Healthy Smiles, Close to Home

Since its founding in 1996, First Choice Dental has been committed to providing patients with a comfortable, convenient dental experience, wherever they live in Dane County.

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 Choice’s 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 company’s 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 Company’s 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 Choice’s 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 Madison’s 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 Dental’s 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.

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Problems, meet solutions.

First Choice Dental provides comprehensive, patient-first dental care at 11 clinic locations across Dane County. Patients can receive whole-mouth care with access to a breadth of services, including general and family dentistry, restorative treatment, cosmetic dentistry, sedation dentistry, TMJ neuromuscular treatment, youth and adult orthodontics, periodontic and endodontic care, laser dentistry, oral surgery, and more. In addition to these comprehensive services, we are well known for our patient-first solutions, such as Coverage Check, which helps demystify insurance, and YouFirst Care Plans, which allow patients to take charge of their treatment plans. We also work to make dental care as accessible and affordable as possible, with solutions like our Smart Choice Savings.

Snap Appointments

Snap Appointments

Other dentists may leave you stranded in the waiting room, or worse, the chair. But we know you’ve got places to be. Here, respecting your busy schedule means working hard to make sure your appointments start, and stay, on time. Count on First Choice to get you in and out, with a smile.

MyChair Choices

MyChair Choices

First Choice Dental makes your visit as comfortable as possible. From massage chairs and sunglasses to painless numbing and sedation, we’ve got your comfort covered.

  • Relax into a massage chair
  • Wrap up in a warm blanket
  • Play your favorite music
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Executive Leadership

Kevin Klagos

Chief Executive Officer

Jennifer Spink

Vice President of Finance

Danielle Turner

Chief Clinical Officer

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Work With Us.

Think you'd be a good fit in our team? We're hiring positions at our business office and across 11 clinic locations.

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Contact Us.


Business Office Address

440 Science Drive, Suite 100
Madison, WI 53711