First Choice Dental
Dental • Madison, WI • Since 1996 • multiple locations in Dane County, Wisconsin locations
About
Summary: First Choice Dental is a Madison-based dental group with 18 clinics across Dane County, Wisconsin. Founded in 1996, it provides general, cosmetic, orthodontic, and emergency dentistry, along with in-house specialists (orthodontics, endodontics, periodontics) and sedation options. The practice is in-network with major insurers (including Delta Dental, Cigna, Humana, and Anthem) and has a reputation for Top Dentist recognitions and local Best of Madison/People’s Choice awards. They emphasize modern clinics and patient care across multiple Dane County locations, with a head office in Madison and additional offices in nearby communities. Phone: +1 608-848-5366. Website: firstchoicedental.com.
Clinic Type
Dental
Address
440 Science Dr, Madison, Wisconsin 53711, US
Phone
608.251.3535
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Opening Hours
Not published — contact the clinic to confirm hours.
Services Offered
Insurance & Payment
First Choice Dental helps patients understand insurance coverage and maximize benefits; partnership with numerous in-network providers.
Credit/Debit, Cash, CareCredit or other financing options, Annual savings programs (Smart Choice Savings)
Financing: Smart Choice Savings – discounts for one low annual fee
Savings plan: Smart Choice Savings program offering discounts without insurance reliance
Languages Spoken
Pricing
Current Offers
New Patient Welcome
FAQs
Do you accept my insurance?
We work with many providers and will help you understand coverage.
Is there a savings plan if I don’t have insurance?
Yes, Smart Choice Savings offers discounts for a low annual fee.
Commitments
Photos
What Patients Say
Overall sentiment across review platforms: mixed
- Dentascore: 4.6/5 (154 reviews)
- TrustAnalytica: 4.7/5 (99 reviews)
- Google (Madison Downtown location): 4.8/5 (51 reviews)
- WebMD: Not explicitly provided (1017 reviews) (1017 reviews)
Patients praise
- Friendly, professional, and welcoming staff and dental hygienists
- Modern, clean, and comfortable office environments (including features like massage chairs and comfort-focused amenities)
- Efficient and organized check-in/out processes and appointment management
- High quality of clinical care and successful treatment outcomes
- Ability to accommodate urgent or emergency needs
Common complaints
- Concerns about billing transparency and high-pressure sales tactics for unnecessary treatments
- Reports of perceived elitist or impersonal service at times
- Occasional complaints regarding communication from the financial or administrative staff
"Every person I have talked to at this office is extremely friendly and compassionate. The last appointment I had was so quick and painless."
— LocalityBiz review"Their endodontist doesn't care if you feel pain, their staff lies about charges to trick you into paying money you don't own, and their dentists lie about the results of their procedures to avoid telling you they messed up."
— WebMD review"I’ve been going to FCD since I moved to Madison in 2016 and I’ve always had an awesome experience with every one of the dentists... they definitely have a vibe that I feel distracts me from feeling as anxious as I have in the past."
— Dentascore reviewSynthesized from public review platforms as of Jul 11, 2026 — sources: [1][2][3][4].
In the News
- Why This Madison Dental Practice Puts Specialists Under One Roof — Jun 8, 2026
- Building Community, One Smile at a Time: First Choice Dental at The Marling | The Gallina Companies — Nov 18, 2025
- First Choice Dental welcomes patients to new Janesville location — Jun 30, 2026
- Time to schedule an appointment with the orthodontist? — May 1, 2026
- Wisconsin dental group settles data breach lawsuit for $1.2M - Becker’s Dental Review - DSO + Dental News — Nov 3, 2025
Information sourced from the clinic's website as of July 11, 2026.
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