Willow Creek Dental

What Willow Creek Dental does

Willow Creek Dental is a privately held family dental practice founded in January 2009 by Dr. Brandon Gordon in Idaho Falls, Idaho, following his General Practice Residency at the University of Utah Hospital. The practice operates two physical locations — its headquarters at 1380 Latah Ave, Idaho Falls (open four days per week) and a satellite office in Terreton, Idaho, approximately 40 miles north (open six days per month). In 2024, Dr. Kash Merrill joined the practice, adding clinical depth in oral surgery, dental implants, endodontics, full-mouth reconstruction, and sedation dentistry.

The practice delivers general, cosmetic, and restorative dental services including preventive cleanings, periodontal care, extractions, teeth whitening, veneers, bonding, tooth-colored fillings, dental implants, CEREC CAD/CAM same-day crowns, root canal therapy, bridges, inlays/onlays, and bone grafting. Clinical technology centers on Galileo's 3D digital imaging (used for diagnostics and implant placement) and CEREC same-day crown fabrication, with IV and oral sedation offered for anxious patients. The Terreton location extends reach into a sparsely served rural market, while the Idaho Falls office functions as the primary treatment hub.

The business model is fee-for-service dental care with two revenue layers: one-time billable procedures (restorative, cosmetic, surgical) and recurring semi-annual preventive visits that generate stable repeat revenue. Patient acquisition relies on local presence, a Facebook page, organic website traffic, and patient referrals; bill payment is enabled through a third-party online portal. The practice is privately owned by Dr. Gordon with no external investors, no disclosed funding, and no enterprise or institutional customers — the entire patient base consists of individual consumers and families in eastern Idaho.

Name

Willow Creek Dental

Legal name

Willow Creek Dental

Website

https://willowcreekdental.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Willow Creek Dental is a privately held family dental practice in Idaho Falls and Terreton, Idaho, providing general, cosmetic, and restorative dentistry to individual consumers of all ages across eastern Idaho, founded in 2009 by Dr. Brandon Gordon.

Ownership category

akta.pro rank

Product category

Dental Services

NAICS

Offices of Dentists (621210), Offices of Dentists (6212)

SIC

Services-Health Services (8000)

akta.pro primary industry

General Dentistry Group Practices (HLABAKAB)

Keywords

• General dentistry
• Cosmetic dentistry
• Restorative dentistry
• Family dental care
• Sedation dentistry

Headquarters

HQ city

Idaho Falls

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dental Services: The practice generates revenue through fee-for-service dental procedures including preventive care (cleanings, exams), cosmetic treatments (whitening, veneers), and restorative services (implants, crowns, bridges). Services are provided on an appointment basis with both one-time procedures and ongoing care relationships.
2. Recurring Preventive Care: Patients are encouraged to schedule exams at least twice yearly for cleanings, generating recurring revenue through preventive maintenance visits.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Willow Creek Dental is a family dental practice providing preventive, cosmetic, and restorative dental services to patients of all ages. Services are delivered in-person at two offices in Idaho Falls and Terreton, Idaho, and span cleanings, periodontal care, extractions, whitening, veneers, bonding, dental implants, same-day CEREC crowns, root canals, bridges, inlays/onlays, bone grafting, and IV/oral sedation dentistry.

Product overview

Willow Creek Dental is a family dental practice offering comprehensive general, cosmetic, and restorative dental services through two office locations in Idaho Falls and Terreton, Idaho. The practice provides a unified suite of services including preventive care (teeth cleanings, periodontal care), sedation dentistry, diagnostic imaging (3D digital imaging), cosmetic treatments (teeth whitening, veneers, dental bonding, crown lengthening, tooth-colored fillings), and restorative procedures (dental implants, CEREC same-day crowns, root canal therapy, bridges, inlays/onlays, bone grafting). The practice emphasizes state-of-the-art technology including CEREC CAD/CAM same-day crowns and Galileo's 3D imaging for dental implant procedures.

Differentiator

Problem solved

Functional benefit

Products and services

• Teeth Cleanings Professional dental cleanings performed by hygienists to remove plaque from tooth surfaces, check for cavities, gum disease, and oral cancer, and provide at-home hygiene recommendations for family dental patients.
• Periodontal Care Gum health treatments including scaling and root planing to remove plaque and tartar beneath the gums and prevent periodontitis for patients with gum disease.
• Extractions Tooth extraction services including routine extractions and wisdom tooth removal performed at the practice.
• Wisdom Tooth Removal Surgical removal of wisdom teeth performed at the practice for patients with impacted or problematic third molars.
• IV and Oral Sedation Sedation options including IV and oral sedation for nervous or anxious patients to enable comfortable completion of dental procedures.
• Teeth Whitening Tray-based teeth whitening system using customized trays and bleaching gel to remove surface stains and whiten teeth by several shades over one to two weeks for cosmetic dental patients.
• Veneers Thin porcelain shells custom-created in a laboratory and bonded to the front of teeth to alter appearance, disguise chips, gaps, or cracks, and transform smiles.
• Dental Bonding Cosmetic dental procedure to repair or improve the appearance of teeth using tooth-colored resin material.
• Crown Lengthening Surgical procedure to reshape gum tissue and bone to expose more tooth structure for cosmetic or restorative purposes.
• Tooth-Colored Fillings Composite resin fillings matched to the natural color of teeth to restore teeth affected by decay or damage.
• Dental Implants Permanent tooth replacements using titanium screws inserted into the gums with Galileo's 3D imaging; after a 3–6 month healing period the implant integrates with the jawbone and is restored with a crown.
• CEREC Same-Day Crowns Same-day porcelain crowns using CAD/CAM technology that allows the entire crown procedure—design through placement—to be completed in a single visit, eliminating the need for multiple appointments and temporary crowns.
• Root Canal Therapy (Endodontics) Endodontic treatment to save severely infected or damaged teeth by removing the infected pulp and sealing the tooth.
• Bridges Dental bridges to replace one or more missing teeth by anchoring artificial teeth to adjacent natural teeth or implants.
• Inlays/Onlays Indirect dental restorations made in a laboratory to repair moderately damaged or decayed teeth, providing a conservative alternative to full crowns.
• Bone Grafting for Dental Implants Bone grafting procedure to build up jawbone density and strength to support dental implants when insufficient natural bone is present.

Quantifiable outcome

• CEREC same-day crowns enable single-appointment restoration vs. traditional multi-visit approach

Named customers9 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves7 records

Expansion highlights3 records

Broad incumbents

• InterDent Service Corporation: Dental support organization providing general and specialty dental services across multiple U.S. regions. Comparable in service mix to Willow Creek but operates at significantly larger, multi-state scale.
• Smile Brands: Multi-brand DSO (SmileDirectClub-affiliated and other banners) offering general, cosmetic, and specialty dental services across the U.S. Same category as Willow Creek Dental with overlap in family and restorative offerings.
• Heartland Dental: Largest U.S. dental support organization supporting hundreds of doctor-owned practices. Same general dentistry and restorative service categories as Willow Creek, but with shared back-office, marketing, and procurement infrastructure.
• Western Dental & Orthodontics: Large multi-state DSO offering general dentistry, orthodontics, and specialty services. Comparable category to Willow Creek, with broader service portfolio and more standardized operations.
• Great Expressions Dental Centers: Multi-location DSO providing general, cosmetic, and specialty dental services across the U.S. Same category as Willow Creek Dental with overlap in preventive, restorative, and cosmetic offerings.
• Pacific Dental Services: DSO supporting general and specialty dental practices with modern technology stacks (CEREC, imaging) and integrated practice operations. Directly comparable in service breadth but materially larger and more standardized than Willow Creek.

Direct peers

• Aspen Dental: Operates branded multi-location general dental practices offering comprehensive general, cosmetic, and restorative services including same-day crowns and implants — directly comparable service mix to Willow Creek Dental, but at significantly larger DSO scale.
• Affordable Dentures & Implants: National dental practice chain focused on dentures, implants, and extractions — directly overlaps with Willow Creek's implants, extractions, and full-mouth reconstruction offerings under Dr. Merrill's skill set.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/willowcreekdentalidaho

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Willow Creek Dental