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ADA, CVS announce three-year oral health initiative

Alliance to drive customers to see their ADA dentist, promote better oral care at home

January 22, 2018

By Kimber Solana



The Association announced Jan. 22 it is collaborating with CVS Pharmacy in a three-year initiative that gives the ADA a continuous in-store and digital presence to help put millions of dental patients on a path to better overall health.

A core component of the initiative is to give premium placement and promotion of dental care products — from mouth rinses, toothbrushes, toothpastes, floss/interdental cleaners and sugar-free gum — that have received the ADA Seal of Acceptance. Consumers visiting a CVS store will also be provided with credible oral health information and encouraged to visit the dentist through the ADA’s Find-A-Dentist online resource. CVS has 7,900 retail locations nationwide.

“We are committed to making it easier for our customers to find the right products and expertise to help manage all of their health and wellness needs," said Maly Bernstein, vice president of beauty and personal care at CVS Pharmacy. "Our partnership with ADA ensures that our customers have unparalleled access to the best oral health resources, expertise and assortment of products.”

Over the next three years, a series of programs will be rolled out in CVS stores, in print and online. This roll out begins with a full-page ad in the Jan. 28 CVS circular that will announce the collaboration to customers. In March, store signage promoting oral health information and ADA Seal products will go on display in the oral health aisle and other areas of the store; and seasonally-themed programs to connect oral health with specific seasons, holidays and health awareness months will start this summer. Additional programs will also be developed in conjunction with oral health manufacturers.

“Combining efforts to reach patients and customers with credible information about the quality of over-the-counter dental health products is exciting news,” said Dr. Joseph P. Crowley, ADA president. “The ADA is a trusted source for information concerning oral health and oral health products. CVS is a company that has taken seriously its role to improve the overall health of their customer and client base.”



In addition, the CVS/ADA collaboration will include signage that highlights the ADA Find-A-Dentist online search tool, which allows potential patients to easily find an ADA dentist in their area.

Consumer dental products that earn the Seal have undergone ADA scrutiny, with extensive review of data from clinical and/or laboratory studies to ensure the company's therapeutic claims are legitimate. The ADA Seal program requirements are consistent with current ADA and American National Standards Institute-approved standards.

“This collaboration provides the ADA with a huge platform to send a message about the value of oral health in their overall health, a combined mission for both the ADA and CVS,” Dr. Crowley said.

In September 2017, the ADA applauded CVS Pharmacy’s announcement that it was stepping up company-wide efforts to battle the opioid epidemic, including safe drug disposal, utilization management of pain medications and funding for treatment and recovery programs.