One in every seven adults has sensitive teeth. The pharmacy is the ideal place for these people to learn about their oral condition and to find the right products for its treatment. 

Pharmacists are at the forefront for helping many people who suffer tooth sensitivity. They are trusted by and are able to recommend and provide the most suitable products to their customers. The problem is, many people who have tooth sensitivity are not aware that they do or they believe it has no solution. This is why taking on an active role to inform customers about this problem is essential. 

A COMMON AILMENT 

Dentin hypersensitivity or tooth sensitivity involves intense, transitory pain which occurs when the dentin, the inner part of the tooth, becomes exposed to the outside environment. It therefore comes in contact with stimulants, such as cold, hot, acidic or sweet food or beverages that can penetrate the dentin tubules, reaching nerves, and ultimately causing pain. The most common causes for dentin to become exposed are gingival recession or enamel wear. These may result from parafunctions such as bruxism, pressing hard when brushing, the use of toothpicks, chewing on pens, professional cleanings or abrasive whitening treatments. When it is not properly treated, tooth sensitivity can cause the onset of caries, gingivitis or periodontitis. However, although according to a study published in 2013⁽¹⁾, 25-30% of all adults claim to have this problem, many do not take measures to solve it. 

THE ADVANTAGES OF A PHARMACY 

Pharmacies offer high quality products for good general oral hygiene, including toothpastes, mouthwashes, dental tape and floss, interproximal brushes and tongue cleaners. Specific products for tooth sensitivity are also on sale, including tooth sensitivity mouthrinses and toothbrushes with soft filaments for gentle oral hygiene. 

People with tooth sensitivity can also find dental gels or pastes that are non-abrasive or that contain fluoride to help remineralise tooth enamel, and that contain desensitising agents, such as potassium nitrate, potassium chloride or strontium chloride, which are good for eliminating tooth sensitivity pain. Also, the great advantage of pharmacies is that they offer specific products with exclusive formulas that are very effective against tooth sensitivity, for example, those containing hydroxyapatite nanoparticles to repair enamel. 

HOW CAN WE DETECT CUSTOMERS WITH TOOTH SENSITIVITY? 

Displaying products is not enough. Pharmacists must be proactive in order to detect customers who might benefit from these products. A good opportunity to talk about sensitive teeth would be when a customer shows interest in purchasing toothpaste or any other oral hygiene-related product. In such a case, the pharmacist might say, “Do your teeth hurt when you drink cold liquids?”, instead of saying, “Do you have tooth sensitivity?” Some people might not know how to respond to the second question, say no and end of conversation. On the other hand, customers might identify with the first question if they have this problem. Simple, non-technical language is a good and natural way of initiating discussion about the products available for treating sensitive teeth. 

On the other hand, some customers like to take charge of their health on their own. These people go to the pharmacy not only to buy medicines, but also to find products for preventing diseases, and they tend to approach pharmacists with questions. Although these customers may not have entered the pharmacy to purchase oral hygiene-related products, if it comes up in conversation, it is advisable to mention tooth sensitivity, as these customers will be very receptive to the pharmacist’s advice. 

It is important not to forget that tooth sensitivity is increasingly affecting young people who consume acidogenic beverages which damage their enamel. 

SPARK INTEREST IN TOOTH SENSITIVITY 

There are other ways of getting customers to ask about tooth sensitivity-related products. For example, a small display can be placed on the counter with toothpaste, mouthwash or brushes for people with sensitive teeth. Tooth sensitivity videos or campaigns can also be projected on different screens throughout the pharmacy. These resources should include clear and simple supporting information on what sensitive teeth are, what problems they can cause and how to treat this problem. And use attention-grabbing headings for this information. 

Marketing campaigns on sensitive teeth can drive customers to enquire about products, and it is a good idea to indicate which products are “exclusively sold in pharmacies”. 

THE BEST TIME TO TALK ABOUT SENSITIVE TEETH 

A good time of year to launch initiatives related to sensitive teeth is during the summer (cold ice cream often reminds people that they have tooth sensitivity) or during the winter (the same occurs with soup and tea). Or on a special occasion, such as World Oral Health Day, which is celebrated on March 20 each year, as it is mentioned throughout the media. This way, customers are made aware of the need for dental care on these days.