This privacy policy (“Privacy Policy”) describes how Lemos Dental Corporation. (“Lemos Dental,” “we,” “us,” “our”) and all of our affiliated practices, collect, process, and retain your Personal Information when you use the website www.smilebrands.com, and other Lemos Dental related websites and services linked from those sites (collectively, the “Site(s)/Services”), however accessed and/or used, whether via personal computer, mobile devices, tablets or other means, and offline.

Additionally, please note that Section 1. of this Notice, which describes our collection and use of information through our Site, also serves as our Notice at Collection for California residents for purposes of the California Consumer Privacy Act (CCPA).  By using the Site(s)/Services, you agree to this Privacy Policy.  Any changes to this Privacy Policy will become effective upon posting of the revised Privacy Policy on the Internet, accessible through the Site.

This Privacy Policy has been designed to be reasonably accessible to people with disabilities. 

We collect two types of information: Personal Information and Other Information.

Personal Information is any information:

• that identifies or can be used to identify you;
• that relates to, describes, is capable of being associated with, or could reasonably be linked (directly or indirectly) with you;
• that can be used to authenticate you or provide access to an account through this Site;
• that relates to you and that might be sensitive.

Personal Information includes Protected Health Information (as that is defined by the U.S. Health Insurance Portability and Accountability Act) and Sensitive Personal Information (as that is defined by applicable state laws).

Personal Identifiers, such as your name, addresses, telephone number, e-mail, including driver’s license number, and social security number which are considered Sensitive Personal Information. We do not sell or share your Personal Identifiers. We use this information to:
· Schedule appointments;
· Help verify your identity;
· Personalize your experience with us; and
· Provide customer service, including to respond to your inquiries and fulfill and verify requests made pursuant to this Privacy Policy.

Demographic Information, including gender and age.  We do not sell or share your Demographic Information. We use this information to:
· Facilitate your participation in promotions on or through the Site; and
· Provide you with direct email and U.S. mail promotions.

Financial Information, including income, payment card number, bank account number and account details, income and other financial information. We do not sell or share your Financial Information.  We use it only to complete your payment or credit for services.

Inferences drawn from Personal Identifiers, Demographic Information, Medical and Health Information to create a profile about a consumer reflecting the consumer’s preferences, characteristics, predispositions, and behavior.  We do not sell or share the inferences drawn or profiles we create about our consumers.  We use this information to:
· Help us personalize your experience with us by sending you direct e-mail and U.S. marketing communications.

Medical and Health Information, including insurance provider, your current and past dental and overall health, such as symptoms and reason for a visit, dentist/physician visit history, allergies, medications, and specific medical diagnoses as HIV/AIDS status and pregnancy status all of which are Sensitive Personal Information.  We collect dental or health insurance information. We do not sell or share your Medical or Health Information.  We use it to:
· Ensure patient safety; · Provide dental services;
· Process insurance claims;
· Communicate with you and provide customer service; and
· Detect and investigate insurance fraud or other illegal activity.

Additional Uses.  We may also use all of the Personal Information listed above as we believe necessary:
(1) if we determine a policy violation has occurred, to enforce our rights, or to enforce agreements;

(2) if we believe such processing is necessary to identify, contact, or bring legal action regarding the rights and property of Smile Brands or our affiliates;

(3) to enforce our rights or protect against unauthorized access to our systems or other inappropriate use of our services, products, or other services;

(4) to comply with laws, regulations, court orders and subpoenas or similar requests for information by authorities;

(5) to protect your safety and the safety of others;

(6) to perform audits;

(7) to contact you about our Site or policy updates;

(8) for research and analytics, including to identify usage trends, and to improve and update our products and services; and

(9) to assist us in fraud prevention or investigation, all on the basis of its legitimate interest in the continuation of our commercial activities and the protection of our rights.

Aggregate or De-identified Information.  We may collect, use and share information that does not identify you (including information that has been aggregated or de-identified) except as prohibited by applicable law. We will maintain and use de-identified information in de-identified form and will not attempt to re-identify the information, except to make sure the information is truly de-identified.

Retention.  We will retain your Personal Information for as long as is needed to carry out the purposes we’ve described, or as otherwise required by law.  The criteria used to determine the applicable retention period for your Personal Information includes the length of time we have an ongoing relationship with you and whether there is a legal obligation to which we are subject that requires us to retain your Personal Information.

Where we have no continuing purpose to process your Personal Information, we will either delete or anonymize it or, if this is not possible (for example, because your Personal Information has been stored in backup archives), then we will securely store your Personal Information and isolate it from any further processing until deletion is possible.