Gentle Dental

What Gentle Dental does

Gentle Dental is a single-location, sole-proprietorship family dental practice operated by Dr. Navin Bogg in Clark, New Jersey, founded in 1998 after Dr. Bogg completed her DDS at Columbia University and a residency at Montefiore Hospital. The practice delivers comprehensive general and cosmetic dentistry across preventive, restorative, orthodontic, endodontic, periodontal, surgical, and sedation services for patients of all ages, supported by standard clinical technology including digital X-rays, ultrasonic cleaning instruments, dental imaging, and nitrous oxide sedation.

The business model is fee-for-service dental care billed through direct patient payments, most PPO and indemnity insurance reimbursements (HMO and Medicaid are excluded), CareCredit patient financing, and a proprietary Dental Health Savings Plan membership priced at $379 per member per year. GTM is sales-led and purely local: the practice serves individuals and families in its suburban New Jersey catchment via community reputation, referrals, and same-day emergency appointment availability, with no multi-location footprint, no digital advertising footprint, and no online distribution channel.

The practice competes on Dr. Bogg's advanced credentials (FAGD, MAGD, two LLSR awards), aggressive continuing-education investment (~150 hours annually vs. a 20-hour state minimum), and a differentiated positioning around gentle, pain-free care for anxious patients. Operational scale is intentionally small: one principal dentist plus four support staff (office manager, office coordinator, two dental assistants), with no disclosed external investment, parent company, or institutional backing.

Name

Gentle Dental

Legal name

Gentle Dental - Dr. Navin Bogg

Website

https://drbogg.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Gentle Dental is a single-location, sole-proprietorship family dental practice in Clark, New Jersey, founded in 1998 by Dr. Navin Bogg, offering comprehensive preventive, restorative, cosmetic, orthodontic, and surgical dentistry to local individuals and families on a fee-for-service basis.

Ownership category

akta.pro rank

Product category

General Dentistry Services

NAICS

Offices of Dentists (621210)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro industry

PRIMARYHLABAAAE

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

Healthcare & Life Sciences/Dental Care Services/General & Family Dentistry

SECONDARYHLABAAAI

Membership/Subscription & Direct-Pay General Dentistry Practices

Healthcare & Life Sciences/Dental Care Services/General & Family Dentistry

Keywords

• Family dentistry services
• General dental care
• Cosmetic dentistry procedures
• Dental implants treatment
• Orthodontic braces services

Headquarters

HQ city

Clark

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Dental Services: Fee-for-service dental care including preventive, restorative, cosmetic, orthodontic, surgical, and specialty dental procedures. Revenue generated through direct patient payments, insurance reimbursements, and in-house membership plan.
2. Dental Health Savings Plan: Annual membership subscription offering discounted dental care for members. Provides recurring annual revenue from membership fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Gentle Dental provides comprehensive family dental services at a single Clark, New Jersey office, covering preventive care, restorative treatments, cosmetic dentistry, orthodontics, endodontics, periodontics, and oral surgery for patients of all ages. The practice operates as a fee-for-service clinic that accepts indemnity insurance and most PPO plans, supplemented by a $379/year in-house Dental Health Savings Plan membership and CareCredit financing for uninsured or underinsured patients.

Product overview

Gentle Dental is a comprehensive family dentistry practice offering a unified portfolio of dental services. The core offering is family dentistry serving all ages in New Jersey. The practice provides a full range of dental services organized into: preventive services (check-ups, cleanings, sealants), restorative services (fillings, crowns, bridges), surgical services (extractions, implants, oral surgery), orthodontic services (braces, Invisalign), periodontal services (gum disease treatment), endodontic services (root canals), patient comfort/anxiety management (sedation, anesthesia), and cosmetic dentistry (whitening). Additionally, a Dental Health Savings Plan membership ($379/year) provides an affordable alternative for uninsured patients. The practice emphasizes gentle, pain-free dentistry with over 20 years of experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Family Dentistry Comprehensive family dental services covering treatment for patients of all ages, from children to seniors, including preventive, restorative, cosmetic, orthodontic, surgical, and specialty procedures for families in the New Jersey area.
• Crowns Dental restorations that cover, protect, seal, and strengthen entire teeth; made from porcelain fused to gold or gold/metal materials, used for patients with damaged or weakened teeth.
• Bridges Fixed, non-removable dental restorations used to replace missing teeth, using healthy teeth on either side for support.
• Dentures Removable replacements for missing teeth and adjoining tissues, including complete dentures, partial dentures, and immediate dentures.
• Dental Implants Advanced tooth replacement system using metal posts placed in the jawbone that integrate with bone to support artificial teeth.
• Fillings (Restorative Dentistry) Dental restorations for cavities using composite (tooth-colored), amalgam (silver), or gold filling materials.
• Root Canal Treatment (Endodontics) Treatment for teeth with deep decay affecting the nerve/pulp tissue, involving removal of infected tissue and filling of root canals.
• Orthodontics (Braces) Teeth straightening services including traditional metal braces, ceramic brackets, Invisalign clear aligners, and Six Month Smiles for patients seeking alignment correction.
• Periodontal Services (Gum Disease Treatment) Treatment for gum inflammation and periodontitis, including scaling and root planning (deep cleaning), medications, and maintenance care.
• Preventive Services Routine dental care including check-ups, professional cleanings (prophylaxis), dental sealants, sports guards, and space maintainers for children.
• Oral and Dental Surgery Surgical procedures including tooth extractions, impacted wisdom teeth removal, frenectomy, gingivoplasty, gingivectomy, and incision and drainage.
• TMJ/Headaches Treatment Diagnosis and treatment of temporomandibular joint disorders and related headaches, including night guards, appliances, and lifestyle modifications.
• Cosmetic Dentistry Aesthetic dental treatments including take-home bleaching kits and other cosmetic procedures to improve smile appearance.
• Patient Comfort and Sedation Services Anxiety and pain management services including nitrous oxide (laughing gas), oral sedation, topical and local anesthesia, plus comfort amenities such as noise-reduction headphones and entertainment, designed for nervous or anxious patients.
• Dental Health Savings Plan Annual membership dental savings plan priced at $379 per year, offering affordable dental care for patients without insurance; provides recurring annual revenue from membership fees.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Others

• CareCredit (Synchrony): CareCredit is a healthcare financing product offered through Synchrony that Gentle Dental already accepts. Relevant as an ecosystem partner and indirect peer in the patient-payment infrastructure supporting elective and out-of-pocket dental spend at independent practices.

Broad incumbents

• Pacific Dental Services: Pacific Dental Services supports over 900 dental practices across the U.S. with business and clinical support services. Relevant as a broad incumbent shaping the competitive landscape for general dentistry practices, including potential DSO entry into the New Jersey market.
• Bright Now! Dental: Bright Now! Dental is a multi-location general dentistry chain offering comprehensive services with insurance and financing options. Comparable as a competing chain offering similar breadth of services (orthodontics, implants, general dentistry) under a more scalable delivery model.
• InterDent / Gentle Dental (West Coast brand): InterDent operates a network of supported dental practices under various brand names including "Gentle Dental" on the U.S. West Coast. Notable because of the shared "Gentle Dental" brand name; relevant as a multi-location DSO that demonstrates the scaled operating model Gentle Dental could grow into or be acquired by.
• Western Dental & Orthodontics: Western Dental operates a large network of general and orthodontic dental offices, often in suburban markets similar to Clark, NJ. Comparable as a multi-service general dentistry chain competing for the same family dentistry patient base.
• Aspen Dental: Aspen Dental is a national DSO operating over 1,000 offices providing general, cosmetic, and restorative dentistry with in-house savings plans. It represents the scale-driven incumbent model that contrasts with Gentle Dental's single independent office, making it relevant as a competitive benchmark and potential disruptor in Gentle Dental's New Jersey market.
• Heartland Dental: Heartland Dental is one of the largest dental support organizations in the U.S., supporting hundreds of general dentistry offices with non-clinical services. Comparable as a competing delivery model for general dentistry and a consolidator that could acquire or outcompete independent practices like Gentle Dental.

Emerging players

• SmileDirectClub (legacy independent model reference): While SmileDirectClub's direct-to-consumer orthodontic model is different, it represents the kind of digitally-native, lower-cost dental disruptor that pressures traditional independent practices' orthodontic service lines. Relevant as a competitive threat signal to Gentle Dental's orthodontic offering.

Regional players

• United Dental Group: United Dental Group operates multi-specialty dental practices in the Northeast U.S., offering general, cosmetic, orthodontic, and implant services comparable to Gentle Dental's portfolio. Relevant as a competing multi-service regional dental brand in overlapping geography.
• Affinity Dental Management: Affinity Dental Management is a dental support organization based in the Northeast U.S. serving multi-specialty and family dental practices in New York, New Jersey, and Connecticut. Directly comparable as a regional DSO competitor and potential acquirer in Gentle Dental's exact geographic market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/drbogg

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Gentle Dental