Website Privacy Policy

Effective Date: November 6, 2026 | Last Updated: November 6, 2026

This Website Privacy Policy explains how Rivertown Dental ("we," "us," or "the Practice") collects, uses, discloses, and protects information when you visit rivertown-dental.one.risedds.com (the "Site") or interact with us online, including through our online scheduling and contact tools.

This policy covers our website only. It does not describe how we handle Protected Health Information (PHI) created or received in the course of providing dental care — that is addressed in our separate HIPAA Notice of Privacy Practices, also posted at our office.

1. Information We Collect

A. Information You Provide Directly

• Contact and scheduling information: name, phone number, email address, mailing address, and preferred appointment times, submitted through our contact form or appointment request tool.
• Billing information submitted through our online payment portal (processed by our payment processor — see Section 4).
• Any other information you choose to include in a message to us (e.g., a question about services).

We do not collect insurance details, medical/dental history, or treatment information through the website itself; that information is collected in-office or through your patient portal and is governed by our HIPAA Notice of Privacy Practices.

B. Information Collected Automatically

• Cookies — small text files stored on your device that let us recognize returning visitors, remember preferences, and understand which pages you visit.
• Pixels and similar tracking technologies — used to understand how visitors arrived at a page and to measure the performance of our website and any advertising.
• Log and device data — IP address, browser type, internet service provider, device type, referring/exit pages, and date/time of visit.

2. How We Use Information

We use the information described above to:

• Respond to appointment requests and inquiries submitted through the Site;
• Operate, maintain, secure, and improve the Site;
• Understand aggregate visitor trends (e.g., number of visitors, popular pages, day/time of visits);
• Communicate with you about your account, requested services, or — only with your consent where required — promotional offers; and
• Comply with legal obligations and protect the rights, safety, and property of the Practice and our patients.

We do not use website form data to make decisions about your clinical care; clinical decisions are based solely on information collected through your patient chart.

3. Cookie & Tracking Choices

Most browsers let you refuse or delete cookies through their settings; doing so may limit some Site features (such as saved scheduling preferences). Where required by law, we will provide a cookie banner or preference center allowing you to accept or decline non-essential cookies before they are set, and a mechanism to opt out of the "sale" or "sharing" of personal information for targeted advertising, if applicable.

4. How Information Is Shared

We do not sell your personal information. We may share the categories of information described above with:

• Service providers who perform functions on our behalf, such as our appointment-scheduling platform, payment processor, website host, email/SMS provider, and IT support — each of whom is contractually restricted to using the information only to provide services to us.
• Professional advisors (e.g., attorneys, accountants) as needed.
• Government authorities or other third parties when required by law, court order, or to protect the rights, property, or safety of the Practice, our patients, or others.
• A successor entity in the event of a merger, acquisition, or sale of practice assets.

5. Data Security

We maintain administrative, physical, and technical safeguards designed to protect information collected through the Site against unauthorized access, disclosure, alteration, or destruction. No method of transmission or storage is completely secure, and we cannot guarantee absolute security.

6. Data Retention

We retain website form submissions and related communications for as long as reasonably necessary to respond to your inquiry and for a limited period thereafter for recordkeeping purposes, unless a longer retention period is required by law. Analytics data is retained in de-identified or aggregate form.

7. Your Privacy Choices and Rights

Depending on your state of residence, you may have the right to request access to, correction of, or deletion of personal information we hold about you, and to opt out of certain uses of your information for targeted advertising. To exercise these rights, contact us using the information in Section 10. We will verify your identity before responding and will not discriminate against you for exercising these rights.

8. Children's Privacy

The Site is intended for adults arranging dental care for themselves or on behalf of family members. We do not knowingly collect personal information directly from children under 13 through the Site. If you believe a child has submitted information to us, please contact us and we will delete it.

9. Third-Party Links

The Site may contain links to third-party websites (such as our payment portal, social media pages, or map services). We are not responsible for the privacy practices of those third parties, and we encourage you to review their privacy policies.

10. Contact Us

If you have questions about this Website Privacy Policy or wish to exercise a privacy right described above, please contact us:

• Rivertown Dental — 3143 State Road Suite 100, La Crosse, WI 54601
• Phone: (608) 788-0030

11. Changes to This Policy

We may update this Website Privacy Policy from time to time. The "Last Updated" date at the top of this page reflects the most recent revision. Material changes will be posted on this page.