Aspen Dental markets to people who haven’t been to a dentist in a while. The offices are easy to spot at shopping centers. The chain advertises free exams and $249 dentures

Theresa Ferritto, 87, had a family dentist who said she needed two teeth pulled. Surviving on $1,300 a month, she feared an oral surgeon would cost too much. So Ferritto went to Aspen Dental instead, assuming from its ads that it would be cheaper. The office outside Cleveland signed her up for a treatment plan four pages long, charging her $7,835 on a credit card. They later reduced her charges to $2,540.

Heather Haynes, who managed an Aspen Dental office in Illinois, said the company trained her to sell its most expensive products and to get patients to sign up for extensive treatment plans on their first visit. She said the tactics made her lose sleep at night, worried she might be taking advantage of people. The company disputes her account.

Sarah Keckler went to the dentist regularly but switched to Aspen Dental because of a change in insurance. On the first visit, she was told she had three cavities, needed her wisdom teeth out and might have oral cancer. She went back to her family dentist, who said she had none of those problems. Aspen stands by its diagnosis

Robert Fontana, the founder and CEO of Aspen Dental says his company helps thousands of people with serious tooth ailments. He said he sees letters from patients so grateful that it would make you cry.