Effort slated to kick off with a full-page ad in Jan. 28 circular

WOONSOCKET, R.I. — CVS Pharmacy and the American Dental Association have announced 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 to dental care products — including 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 oral health information and encouraged to visit the dentist through the ADA’s Find-A-Dentist online resource.

“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. The rollout begins with a full-page ad in the Jan. 28 CVS circular. 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 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 ADA president Joseph Crowley. “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.”

Dental products that earn the association’s 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  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,”  Crowley said.

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