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I do agree, it appears you are being taken advantage of. I also agree it is probably a good idea to pay the bill and dispute it with them afterward - it is foolish to have a $90 bill go to collections and allow it to impact your credit when you can pay and dispute it with them in the future.
To dispute the bill, you can start just the way you did - call them, but make sure to follow up with a letter (see my note on "confirmation letters" below).
You can also file a complaint with the BBB
. The BBB is free to consumers, it is fast, and while they do not have any enforcement authority, if you are unsuccessful, you don't compromise your ability to take further action. You can file a BBB complaint online here: bbb.org/consumer-complaints/file-a-complaint/get-started
You can file a complaint with the Wisconsin Attorney General
for violation of the business and professions code (the AG's office investigates bad business practices and takes administrative and criminal enforcement action): http://www.doj.state.wi.us/dls/consumer-protection/how-file-complaint
You can ultimately file a small claims
case against the dentist, but given the amount at issue this is probably not worth the effort.
I have noted that in a lot of these cases, an invoice is automatically generated by the billing department and once the office is alerted to the issue the dentist or the office manager will correct it (they want to maintain customer satisfaction, they certainly don't want to lose a patient who is going to pay a lot of money for services over a $90 bill), but it is important to follow up in writing in order to make sure you get noticed - phone calls are convenient but they are easily disregarded.Confirmation letters: Keep written records of all communications - so if you speak to someone by phone, promptly send a follow up "confirmation letter" summarizing your conversation, who you spoke to, when, and any agreements you reached. Keep copies of your outgoing correspondence, as well as anything that you receive.