ADA and CVS Collaborate on Three-year Oral Health Initiative

By Dr. Jeannette Peña Hall

CVS is renowned for promoting health and wellness. As an advocate for oral health, the American Dental Association (ADA) is committed to educating the public on the importance of oral health and the practice of good habits. The ADA has embraced an exciting three-year collaborative effort with CVS with product offerings and in-store education efforts that will reach hundreds of millions of people each year. The two organizations together will make a tremendous impact on how effectively oral health messages reach the public.

In January, flyers began to circulate announcing this promising affiliation. The ADA’s collaboration with CVS will be instrumental in creating awareness of the ADA and dental care products that have received the ADA Seal of Acceptance — from mouth rinses, toothbrushes, toothpastes, floss/interdental cleaners and sugar-free gum. CVS consumers visiting stores also will be provided with credible oral health information and encouraged to visit the dentist through the ADA’s Find-A-Dentist online resource.

These are exciting times for our ADA dentists as we embrace the renewed energy that comes with teamwork and networking. Kudos to CVS for valuing the role of oral health in the public’s overall health!

The three-year collaboration just launched, and we are in the planning process with CVS and manufacturers. As a result, there will be much more to come in stores and online.

• We have already begun promoting the relationship at CVS to the public. The circular that ran from Jan. 28–Feb. 3 announced our relationship, highlighted ADA Seal products, educated the consumer on core daily hygiene habits and encouraged consumers to find an ADA dentist.
• In March, permanent store signage will go up to educate the consumer about oral health and the ADA Seal of Acceptance. This signage will remain in place for a year.

Benefits of the Collaboration

How will this help me as an ADA/FDA member?
The collaboration will include signage that highlights the ADA Find-A-Dentist online search tool, which allows potential patients to easily find you, pending your profile is up to date. If you have not yet updated your ADA profile, now is a great time to do so. Click here to update your ADA profile.

When will we see promotions at CVS?
Promotions kicked off with a full-page ad in the Jan. 28 CVS circular that announced 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. Seasonal programs to connect oral health with holidays and health awareness months will start this summer.

Dr. Peña Hall is an endodontist in Miami. She is on the FDA Board of Trustees, a member of the Florida Delegation and on the ADA Council on Communications. She can be reached at jhall@bot.floridadental.org.