Privacy Policy

01 Who this policy covers

This Privacy Policy explains how Roots Dental (“Roots Dental,” “we,” “us,” or “our”), a dental practice located at 184 Pompton Ave, Verona, NJ 07044, collects, uses, shares, and protects information when you visit our website, call us, submit a form, or exchange text messages with us.

By using this website or communicating with us through it, you agree to the practices described in this policy. If you do not agree, please do not use the site.

02 Information we collect

Information you give us

• Contact details: your name, mobile or landline phone number, email address, and mailing address.
• Appointment details: the reason for your visit, your preferred appointment times, and any description of symptoms you choose to share.
• Communication content: the content of text messages, emails, form submissions, and voicemails you send us.
• Consent records: a record of the consent you give to be contacted, including the date, time, method, and the language shown to you at the moment of opt-in.
• Insurance and billing information when you provide it in the course of treatment.

Information collected automatically

• IP address, browser type, device type, operating system, and screen size.
• Pages viewed, time spent on the site, referring website, and links clicked.
• Cookie identifiers and similar technologies, as described in section 07.

Information from other sources

We may receive information from your insurance carrier, from referring providers, and from service providers who help us operate the site, run our appointment scheduling, and deliver messages.

03 How we use your information

We use the information we collect to:

• Respond to your calls, messages, and appointment requests.
• Schedule, confirm, reschedule, and remind you about appointments.
• Provide dental care and follow-up care, and communicate about your treatment.
• Verify insurance benefits and handle billing and claims.
• Send you service and account messages, including messages sent by text as described in section 04.
• Improve our website, understand how it is used, and diagnose technical problems.
• Comply with legal, regulatory, professional, and record-keeping obligations.
• Detect, prevent, and address fraud, abuse, and security incidents.

04 SMS and text messaging

How you opt in

You consent to receive text messages from Roots Dental only when you affirmatively provide your mobile number to us and agree to be contacted, such as by checking a consent box on a form on this website, by providing your number in person or on a patient intake form that includes messaging consent language, or by texting us first. Consent to receive text messages is not a condition of purchasing any product or receiving any dental service.

What we send

Message frequency varies. In all cases, message and data rates may apply, depending on your mobile plan. Carriers are not liable for delayed or undelivered messages.

How to stop messages

You can cancel at any time by replying STOP to any message you receive from us. After you send STOP, we will send you one final message confirming that you have been unsubscribed, and you will receive no further texts from us. If you want to rejoin later, sign up again as you did the first time, or reply START.

How to get help

Reply HELP to any message for assistance, or call us at (973) 779-3771 during opening hours.

Carriers and delivery

We use licensed messaging service providers to deliver texts on our behalf. These providers process your mobile number only to deliver our messages and to maintain delivery and consent records. They are not permitted to use your mobile number or your opt-in data for their own marketing, and we do not sell, rent, or share mobile numbers or SMS consent data with third parties or affiliates for marketing purposes.

Privacy of message content

Text messaging is not a fully secure channel. Please keep clinical detail in text messages to a minimum and never send information you would not want seen by anyone with access to your device. Where a message would contain protected health information, we will ask you to call us or to speak with us in the office instead.

05 Phone calls and call recording

When you call the number listed on this site, we collect your phone number, the time and duration of the call, and any information you choose to give us during the call. Calls to and from our office may be recorded or monitored for quality assurance and training. If a call is being recorded you will be notified at the start of the call, and you may ask us not to record.

By providing your telephone number to us, you agree that we may contact you at that number about your care and your appointments, including by an automated or prerecorded system where permitted by law. You may withdraw this permission at any time by telling us during a call, by replying STOP to a text, or by contacting us using the details in section 16.

06 How we share information

We do not sell your personal information. We share it only in the following circumstances:

• Service providers. Companies that host our website, run our scheduling and patient communication systems, deliver text messages and emails, and process payments. They may use your information only to perform services for us and are bound by contract to protect it.
• Treatment, payment, and health care operations. Other providers involved in your care, dental laboratories, and your insurance carrier, as permitted under HIPAA.
• Legal requirements. When required by law, subpoena, court order, or a government or regulatory request, or to protect the rights, property, or safety of our patients, our team, or the public.
• Business transfers. If the practice is sold, merged, or reorganized, patient information may transfer as part of that transaction, subject to applicable law.

07 Cookies and tracking

This site uses cookies and similar technologies to keep the site working, remember your preferences, measure traffic, and understand which pages are useful. Cookies fall into these groups:

• Strictly necessary. Required for the site to load and for forms to work.
• Analytics. Help us count visits and see how people move through the site.
• Advertising. Used to measure the performance of our advertising and, where applicable, to show our ads to people who have visited the site.

You can control cookies through your browser settings, including blocking or deleting them. Blocking strictly necessary cookies may stop parts of the site from working. Most browsers also offer a “Do Not Track” setting; because there is no common industry standard for responding to it, our site does not currently respond to Do Not Track signals.

08 Advertising and analytics

We work with advertising and analytics platforms, which may include Google and Meta, to measure how well our advertising performs and to reach people who may be looking for a dentist in our area. These platforms may set cookies or use pixels on this site and may receive information about your visit, such as the pages you viewed and whether you submitted a form or clicked to call.

We do not provide these platforms with your dental records or with any protected health information, and we do not provide them with your mobile number or your SMS opt-in data. You can opt out of personalized advertising through your Google and Meta ad settings, and through industry tools such as the Digital Advertising Alliance opt-out page.

09 HIPAA and protected health information

Roots Dental is a covered entity under the Health Insurance Portability and Accountability Act (HIPAA). Protected health information that we hold as part of your dental record is governed by HIPAA and by our Notice of Privacy Practices, which is available at our office and provided to you as a patient.

This Privacy Policy covers information collected through this website, our phone line, and our messaging program. Where the two overlap, the Notice of Privacy Practices and HIPAA govern your protected health information. Information you submit through a web form before you become a patient, such as your name and phone number in an appointment request, is treated as confidential and used only to respond to you.

10 How we protect your information

We use administrative, technical, and physical safeguards designed to protect the information we hold, including encrypted connections on this website, access controls, and vendor agreements that require appropriate protection. No method of transmission or storage is completely secure, so we cannot guarantee absolute security. If we become aware of a breach affecting your information, we will notify you as required by law.

11 How long we keep information

We keep dental records for the period required by New Jersey law and by professional standards. Website enquiries, call records, and message logs are kept for as long as needed to respond to you, to document your consent, and to meet our legal and regulatory obligations. Records of SMS consent and opt-out are retained for as long as we operate the messaging program and for a reasonable period afterwards, so that we can demonstrate compliance.

12 Your privacy rights and choices

Depending on where you live, you may have the right to:

• Request a copy of the personal information we hold about you.
• Ask us to correct information that is inaccurate or incomplete.
• Ask us to delete information, subject to our legal and record-keeping obligations.
• Opt out of marketing communications at any time.
• Ask us not to sell or share your personal information. We do not sell personal information.

To exercise any of these rights, contact us using the details in section 16. We will verify your identity before acting on a request and will respond within the time allowed by applicable law. You will not be treated differently for exercising a privacy right.

Quick opt-outs

Text messages

Reply STOP to any message from us.

Email

Use the unsubscribe link at the bottom of the email.

Phone calls

Tell us on the call, or contact us using section 16.

Cookies

Adjust or clear cookies in your browser settings.

13 Children's privacy

This website is intended for adults. We do not knowingly collect personal information online from children under 13. A parent or legal guardian may submit information about a child in order to arrange treatment, and that information is handled as part of the child's dental record. If you believe a child has submitted information to us directly, contact us and we will delete it.

14 Third-party links

This site may link to other websites, such as map services, insurance carriers, and review platforms. We do not control those sites and are not responsible for their content or their privacy practices. Read the privacy policy of any site you visit from a link here.

15 Changes to this policy

We may update this Privacy Policy from time to time. When we do, we will revise the “last updated” date at the top of the page. Material changes affecting how we use your information will be highlighted on this page. Your continued use of the site after an update means you accept the revised policy.

16 How to contact us

For any question about this policy, or to make a privacy request, contact us:

Practice

Roots Dental

Address

184 Pompton Ave, Verona, NJ 07044

Phone

(973) 779-3771

Email

[email protected]

Hours

Monday to Friday, 8:00 am to 4:00 pm · Saturday, 8:00 am to 2:00 pm