What Parkview Dental Associates does

Parkview Dental Associates, S.C. is a 100% dentist-owned and dentist-run private dental practice operating from a single clinic at 601 N Thompson Rd, Sun Prairie, Wisconsin, with continuous operation since 1969. It serves families and individuals across Sun Prairie, Madison, Deforest, Windsor, Waunakee, and surrounding Dane County communities, offering comprehensive services spanning preventive dentistry, cosmetic dentistry (whitening, veneers, bonding, Invisalign), restorative procedures (CEREC same-day crowns, bridges, implants, dentures), periodontics including LANAP laser therapy, pediatric dentistry, teledentistry, and emergency dental care. The practice is staffed by three dentists — Dr. Tom Wilhelms (since 2003, CDOCS and Invisalign-trained), Dr. Mai Xiong, and Dr. Lucas Peppler — supported by hygienists, dental assistants, and administrative personnel.

The practice is differentiated by its in-house digital manufacturing and diagnostic technology stack: Dentsply Sirona CEREC (Primescan, Primemill, Speedfire) for same-day zirconia crowns, iTero Element 5D intraoral scanning, Axeos CBCT 3D imaging (first in the Sun Prairie area), LANAP laser periodontal therapy, Bioclear Matrix bonding technique, and 3D Prime Print for custom night guards. Clinically, this allows the practice to deliver single-visit crowns, in-house aligner workflows, and laser-based gum disease treatment rather than referring these cases externally.

Revenue is generated through three streams: fee-for-service dental care reimbursed via major insurance carriers (Delta Dental Premier/PPO, Humana, Cigna PPO, Momentum, GHEA, Assurant), an in-house membership plan at $125/year for uninsured patients providing 15–25% procedure discounts, and patient-financed balances through CareCredit. Growth is supported by a multi-channel GTM — website, Facebook, Instagram, community involvement, and a $15 patient referral incentive — targeting local families rather than enterprise accounts.

Name

Parkview Dental Associates

Legal name

Parkview Dental Associates, S.C.

Website

https://parkviewdentalwi.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

Parkview Dental Associates is a 100% dentist-owned private dental practice in Sun Prairie, WI, founded in 1969, serving families across the Madison metro with preventive, cosmetic, restorative, and emergency dentistry using CEREC, iTero, and CBCT digital technology.

Ownership category

akta.pro rank

Product category

General Dentistry Services

NAICS

Offices of Dentists (62121)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Health Services (8000)

akta.pro primary industry

Comprehensive Family Dentistry (Multi-Disciplinary In-Office General Care) (HLABAAAE)

akta.pro secondary industries

Preventive & Routine General Dentistry (Exams/Cleanings/Sealants/Fluoride) (HLABAAAA), Urgent Dental Care Centers (Non-Hospital) (HLABALAD), Periodontic & Implant Group Practices (HLABAKAF)

Keywords

• Family dentistry services
• Cosmetic dental procedures
• Emergency dental care
• Dental implant treatment
• Orthodontic aligner therapy

Headquarters

HQ city

Sun Prairie

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Fee-for-Service Dental Care: Traditional dental practice revenue from providing comprehensive dental services including preventive care, restorative procedures, cosmetic dentistry, orthodontics (Invisalign), implants, and emergency care. Patients pay at time of service with optional financing through CareCredit or in-house payment plans.
2. In-House Dental Membership Plan: Annual membership program at $125/year offering 15% discounts on most procedures, 25% on Super Savings Bundle procedures, and $100 off in-office whitening. No annual maximum. Family members can be added for $65/year each. Generates predictable recurring revenue from uninsured patients.
3. Insurance Plan Participation: Participates with multiple dental insurance plans including Delta Dental Premier/PPO, Humana, GHEA, Momentum Dental Plans, Cigna Dental PPO, and Assurant. Revenue collected as reimbursement from insurance companies plus patient co-pays.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Parkview Dental Associates, S.C. operates a single-location dental clinic providing comprehensive family, cosmetic, restorative, periodontal, orthodontic, implant, and emergency dental services to patients of all ages in the Madison, Wisconsin metropolitan area. Core offerings include preventive checkups and cleanings, same-day CEREC crowns, dental implants, dentures and bridges, Invisalign clear aligners, LANAP laser periodontal therapy, emergency dental care, pediatric dentistry, teledentistry, and an in-house Dental Care Membership savings plan.

Product overview

Parkview Dental Associates SC is a 100% dentist-owned dental practice offering a unified suite of dental services centered around general, cosmetic, and restorative dentistry. The practice operates as a single-location clinic serving Sun Prairie, Madison, and DeForest, Wisconsin since 1969. Their core service portfolio includes Cosmetic Dentistry, Dentures, Dental Implants, Invisalign, Periodontics, Same-Day CEREC Dental Crowns, Emergency Dental Care, General & Preventive Dentistry, Dental Bridges, Pediatric Dentistry, Teledentistry, Custom Night Guards, and a Dental Care Membership Plan. The practice differentiates through technology investments including CEREC same-day crown manufacturing (Primescan, Primemill, Speedfire), iTero digital scanning for Invisalign, Axeos CBCT 3D imaging, and LANAP laser periodontal treatment. They integrate with MyDentistLink patient portal and CareCredit financing to provide comprehensive patient access options.

Differentiator

Problem solved

Functional benefit

Products and services

• Cosmetic Dentistry Comprehensive cosmetic dental procedures including in-office Opalescence Boost and at-home teeth whitening, porcelain veneers, Bioclear Matrix dental bonding for black triangles, and Invisalign clear aligners to improve smile appearance and function for adult patients.
• Dentures Full and partial removable dentures that replace missing teeth, plus implant-retained dentures anchored by two or more dental implants for improved stability and comfort compared to conventional dentures, for patients who have lost teeth.
• Dental Implants Permanent tooth-replacement using titanium posts surgically placed in the jawbone, with a 12-week osseointegration period, abutment placement, and final crown attachment; implants also serve as anchors for bridges or implant-retained dentures.
• Invisalign Clear Aligner Treatment Custom-made, nearly invisible clear aligners that gradually straighten teeth, using iTero digital scans, ClinCheck treatment planning, and SmartTrack aligner technology; includes retainers and follow-up appointments for teens and adults seeking orthodontic correction without traditional braces.
• Periodontics (Gum Disease Treatment) Diagnosis and treatment of gum disease including periodontal charting, X-rays, scaling and root planing (deep cleaning), LANAP laser therapy to selectively target periodontal pathogens and promote bone regrowth, and 3-4 month periodontal maintenance for patients with gingivitis or periodontal disease.
• Same-Day CEREC Dental Crowns Chairside Economical Restoration of Esthetic Ceramic crowns designed, milled, and sintered in-office in a single visit using Dentsply Sirona Primescan digital scanning, Primemill CAD/CAM milling, and Speedfire sintering, eliminating the need for temporary crowns or multiple appointments.
• Emergency Dental Care Same-day emergency dental treatment during clinic hours for toothaches, swelling, abscesses, chipped or broken teeth, knocked-out teeth, and other urgent oral conditions causing severe pain, plus after-hours on-call dentist availability for established patients.
• General & Preventive Dentistry Routine dental services including preventive checkups, professional cleanings, bitewing/periapical/panoramic X-rays, CBCT 3D imaging, fluoride treatments, dental sealants, and oral cancer screening for patients of all ages.
• Dental Bridges Fixed dental prosthetics that replace one or more missing teeth, with crowns placed on the adjacent natural abutment teeth supporting artificial pontic teeth to fill gaps in the dental arch.
• Pediatric Dentistry Dental care for children starting from age 1, including baby teeth care, dental sealants, fluoride treatments, space maintainers, and ongoing monitoring of bite development and tooth alignment.
• Teledentistry Remote dental consultations and after-hours emergency dental advice delivered via telecommunication technology, included free with the Dental Care Membership Plan for non-office-visit emergencies.
• Custom Night Guards Custom-fit intraoral night guards for patients with bruxism (teeth grinding), 3D-printed in-house with tailored bite, designed to prevent jaw pain, worn enamel, and cracked teeth.
• Dental Care Membership Plan In-house annual savings plan for uninsured patients priced at $125/year (individual) or $65/year per additional family member, providing two free periodic oral exams with oral cancer screening, free after-hours teledentistry, 15% discount on most procedures, 25% discount on Super Savings Bundle procedures (cleanings, X-rays, CEREC crowns), and $100 off in-office whitening.

Quantifiable outcome

• Same-day crown delivery eliminates need for temporary crowns and multiple visits
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

Nine partnerships are on record, tiered core and standard.

• Delta Dental Premier and PPOcoreChannel Partner/ Reseller/ DistributorParticipating provider in Delta Dental insurance plans including both Premier and PPO networks, accepting insurance reimbursement and patient co-pays.
• HumanacoreChannel Partner/ Reseller/ DistributorParticipating provider in Humana dental insurance plans, accepting insurance reimbursement and patient co-pays.
• Cigna Dental PPOcoreChannel Partner/ Reseller/ DistributorParticipating provider in Cigna Dental PPO insurance plans.
• Momentum Dental PlansstandardChannel Partner/ Reseller/ DistributorParticipating provider in Momentum Dental Plans network.
• GHEAstandardChannel Partner/ Reseller/ DistributorParticipating provider in GHEA dental insurance network.
• Assurant (Alliance plans only)standardChannel Partner/ Reseller/ DistributorParticipating provider in select Assurant dental insurance plans (Alliance plans).
• American Dental Association (ADA)coreStrategic or Co-development PartnerProfessional membership organization supporting dental professionals through standards, education, research, and advocacy. Practice displays ADA membership logo.
• Wisconsin Dental AssociationcoreStrategic or Co-development PartnerState professional association for Wisconsin dentists providing education, advocacy, and networking.
• Align Technology (Invisalign)coreTechnology or IntegrationCertified provider of Invisalign clear aligner orthodontic system. Practice has treated patients with Invisalign technology and displays Invisalign Provider logo.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Dental Associates: Wisconsin-founded multi-specialty dental practice group with multiple clinics across the state offering family, cosmetic, orthodontic and implant services under one roof — directly comparable to Parkview's comprehensive single-roof model.
• First Choice Dental: Madison-area family and cosmetic dental group with multiple clinics serving the same Sun Prairie/Madison corridor as Parkview, offering preventive, cosmetic, implants, and Invisalign services with comparable patient demographics.
• Associated Dentists of Madison: Long-established Madison multi-doctor dental practice offering comprehensive family and cosmetic services in the same metro, directly competing for the same Sun Prairie/Waunakee/DeForest catchment.
• Forward Dental: Wisconsin-based general and cosmetic dentistry group with multiple locations across the state offering family, orthodontic, and implant services — comparable multi-location, multi-doctor dentist-owned model.
• Madison Family Dental Associates: Independently owned multi-doctor family practice serving Madison and surrounding suburbs — directly comparable in scope (family/cosmetic/restorative), patient base, and dentist-owned ownership profile.

Broad incumbents

• Aspen Dental: Large national DSO operating hundreds of office locations including Wisconsin sites; competes for the same general-dentistry and emergency patient base but with significantly greater scale, marketing, and insurance negotiation leverage.
• Heartland Dental: One of the largest US dental support organizations providing non-clinical support to thousands of dentists nationwide; an indirect but credible threat to independent dentist-owned groups in Wisconsin.
• SmileBrands (Midwest Dental): DSO with a strong Midwest Dental footprint across Wisconsin and the broader Midwest, providing general and specialty dental services through affiliated offices — competes for the same catchment at greater scale.

Emerging players

• SSM Health Dental Center: Hospital-affiliated dental program in Madison providing preventive and restorative care to underserved and Medicaid populations; partial overlap with Parkview's general dentistry services but a different reimbursement and patient mix.

Others

• Align Technology (Invisalign): Technology partner and ecosystem enabler — supplies the Invisalign clear aligner and iTero scanner products that Parkview uses, and implicitly sets the pricing/competitive dynamics for one of Parkview's premium service lines.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ParkviewDentalAssociates
• Instagraminstagram.com/parkview.dental.wi

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Parkview Dental Associates