Think of "keywords" that people use when they are searching for a dental or medical plan and name your fan page after those keywords! Facebook Fan Pages are search engine index so you can get traffic from google.
Note: once you select a fan page username, the name you choose cannot be changed
If you are new to Facebook, watch these FREE 10 short videos on how to open a personal Facebook account and set up your profile. Facebook for Grownups (Videos)