1. Introduction
Michael Hardcastle DDS, PLLC, doing business as Village Dental Care("we," "us," or "our"), is committed to protecting the privacy and security of your personal information. This Privacy Policy describes how we collect, use, disclose, and safeguard information obtained through our website at www.villagedent.com, our patient portal, and any communications we conduct with you, including text messaging (SMS/MMS).
By using our website or services, or by providing your contact information to our practice, you acknowledge that you have read and understood this Privacy Policy. If you do not agree with the terms described herein, please do not use our website or services.
2. Information We Collect
We may collect the following categories of personal information:
| Category | Details |
|---|---|
| Identity Information | Full name, date of birth, gender |
| Contact Information | Mailing address, email address, phone number |
| Health & Medical Information | Dental history, treatment records, insurance details (protected under HIPAA) |
| Financial Information | Payment method, billing address (processed securely; we do not store full card numbers) |
| Communications Data | Records of SMS/email correspondence, appointment requests, and feedback you submit |
| Technical Data | IP address, browser type, pages visited, and cookies (see Section 8) |
Health and medical information collected in the context of dental care is considered Protected Health Information (PHI) and is governed by the Health Insurance Portability and Accountability Act (HIPAA). Please refer to our separate Notice of Privacy Practices for details on how PHI is handled.
3. How We Use Your Information
We use the information we collect for the following purposes:
- To schedule, confirm, and manage dental appointments
- To provide dental treatment and follow-up care
- To send appointment reminders and health-related notifications via SMS, email, or phone
- To process payments and submit insurance claims
- To respond to your inquiries and provide customer support
- To improve our website, services, and patient experience
- To comply with applicable laws, regulations, and professional standards
- To send promotional communications about our services, where you have provided consent
We will never sell your personal information to third parties for their own marketing purposes.
4. SMS / Text Messaging Terms
10DLC Registered Messaging Program
Village Dental Care sends text messages through a registered 10-digit long code (10DLC) program. All messaging complies with CTIA guidelines and applicable federal regulations.
4.1 Types of Messages We Send
By providing your mobile phone number and consenting to receive text messages, you may receive the following types of SMS/MMS communications from Village Dental Care:
- Appointment Reminders — Confirmations and reminders for upcoming dental appointments
- Appointment Follow-ups — Post-visit care instructions and satisfaction surveys
- Scheduling Notifications — Cancellation notices, rescheduling requests, and waitlist availability
- Health Alerts — Recall reminders for routine cleanings and preventive care
- Billing Notifications — Payment confirmations and outstanding balance reminders
- Promotional Messages — Special offers and new service announcements (only with your explicit consent)
4.2 Message Frequency
Message frequency varies based on your appointment schedule and preferences. You may receive up to 4–6 messages per month related to appointment management. Promotional messages are sent no more than once per month.
4.3 Message and Data Rates
Message and data rates may apply. Standard carrier rates for SMS and data usage apply to all messages sent and received. Village Dental Care does not charge any additional fees for text messaging services. Contact your wireless carrier for details about your plan's messaging rates.
4.4 How to Opt In
You may opt in to receive SMS communications from Village Dental Care through any of the following methods:
- Completing a patient intake form at our office and checking the SMS consent box
- Verbally consenting during a phone call with our front desk staff
- Submitting your phone number through the contact or appointment form on our website
- Texting START to our practice phone number after receiving an initial opt-in invitation
Consent to receive marketing or promotional SMS messages is not a condition of receiving dental care services.
4.5 How to Opt Out (Unsubscribe)
To stop receiving text messages from Village Dental Care:
- Reply STOP — Text STOP to any message you receive from us. You will receive a confirmation message and no further SMS will be sent.
- Reply CANCEL or QUIT — These keywords also unsubscribe you immediately.
- Call us — Contact our office at (646) 235-1218 and request to be removed from our SMS list.
- Email us — Send an opt-out request to [email protected].
After opting out, you may still receive non-marketing transactional messages (e.g., appointment confirmations) unless you specifically request to opt out of all communications.
4.6 Help
Text HELP to any message from us to receive assistance information, or contact us directly at [email protected].
5. How We Share Your Information
We do not sell, trade, or rent your personal information to third parties. We may share your information only in the following limited circumstances:
| Category | Details |
|---|---|
| Service Providers | Trusted vendors who assist us in operating our website, processing payments, or sending communications (e.g., appointment reminder platforms, SMS providers). These parties are contractually bound to protect your data. |
| Healthcare Partners | Other treating providers, specialists, or laboratories involved in your care, as permitted by HIPAA. |
| Insurance Companies | For the purpose of submitting and processing dental insurance claims on your behalf. |
| Legal Requirements | When required by law, court order, or governmental authority, or to protect the rights and safety of our patients and staff. |
| Business Transfers | In the event of a merger, acquisition, or sale of practice assets, your information may be transferred to the successor entity. |
6. Data Security
We implement industry-standard administrative, technical, and physical safeguards to protect your personal information from unauthorized access, disclosure, alteration, or destruction. These measures include encrypted data transmission (HTTPS/TLS), secure server infrastructure, access controls, and regular security assessments.
However, no method of transmission over the internet or electronic storage is completely secure. While we strive to use commercially acceptable means to protect your information, we cannot guarantee absolute security.
7. HIPAA & Patient Health Information
As a dental practice, we are a covered entity under the Health Insurance Portability and Accountability Act (HIPAA). All Protected Health Information (PHI) collected in connection with your dental care is handled in accordance with our Notice of Privacy Practices, which is provided to all patients at the time of their first visit and is available upon request at our office.
PHI will not be used for marketing purposes without your written authorization, and will not be sold under any circumstances.
9. Children's Privacy
Our website is not directed to children under the age of 13. We do not knowingly collect personal information from children under 13 without verifiable parental consent. If you believe we have inadvertently collected information from a child under 13, please contact us immediately at [email protected] so we can promptly delete such information.
10. Your Rights
Depending on your location, you may have the following rights regarding your personal information:
- Access — Request a copy of the personal information we hold about you
- Correction — Request correction of inaccurate or incomplete information
- Deletion — Request deletion of your personal information (subject to legal and HIPAA retention requirements)
- Opt-Out of Marketing — Opt out of marketing communications at any time
- Data Portability — Request your data in a portable, machine-readable format
To exercise any of these rights, please contact us using the information in Section 12. We will respond to your request within 30 days.
11. Changes to This Privacy Policy
We reserve the right to update this Privacy Policy at any time. When we make material changes, we will update the "Last Updated" date at the top of this page and, where appropriate, notify you by email or SMS. Your continued use of our website or services after any changes constitutes your acceptance of the revised Privacy Policy.
12. Contact Us
If you have questions, concerns, or requests regarding this Privacy Policy or our data practices, please contact us:
Village Dental Care
Michael Hardcastle DDS, PLLC
7120 Campbell Road #109
Dallas, TX 75248