Volume 9 • 2022 • Issue 3

Let’s talk about the ‘S’ word For the dental practitioner, being more DH-aware can make a significant difference to their patients. Dr. Asimakopoulou believes DH offers dentists a chance to engage with the patient on a simple behaviour change model. “DH is a brilliant opportunity to do that. So, there is a problem, there is a solution in the toothpaste you are suggesting to the patient and that will make the problem more manageable. I think DH provides an opportunity for dentists to be associated with success in behaviour change.” However, research suggests that time may be a factor for dentists in raising issues, such as DH: 31% of dentists say they don’t spend enough time understanding patients’ oral health behaviours and around one in four say they have not spent sufficient time offering advice on these behaviours. 3 Failing to engage with DH, however, sends a clear message to the patient. “A dentist who is dismissive about a mild condition essentially gives the patient the message that the condition is not important, it’s not worth their time and attention and the patient shouldn’t be concerned with it. We know that, in that case, the condition will go on in the background and it won’t just disappear overnight, and it will remain a niggle rather than a huge major health concern,” says Dr. Asimakopoulou. Professor Gibson agrees and raises the issue of progression, where DH becomes more bothersome for patients: “What’s going to happen when that patient later has progression and the illness career really takes hold? They're going to look back at that dentist, who didn't hold that conversation, very unfavourably." Sensitivity means success Changing the way DH is perceived, from an inconsequential, mild condition, to a chronic complaint that can have a significant impact on patients’ quality of life, presents the dentist with an opportunity to engage with the patient and be associated with an easy behaviour change success. Not only can this help patients manage the problem better but can also enhance the dentist-patient relationship in both the immediate and long-term. Figure: COM-B module of behaviour change 13 Adapted from Michie, et al. , 2011. 13 CAPABILITY MOTIVATION BEHAVIOUR OPPORTUNITY “What’s going to happen when that patient later has progression and the illness career really takes hold? They're going to look back at that dentist, who didn't hold that conversation, very unfavourably." 1. GSK data on file. Ipsos Canada. Understanding toothpaste usage and attitudes. 2021. 2. Gibson BJ, Paul NR. Social Theory Health . 2014;12(3):267-290. 3. GSK data on file. Survey of 172 dentists in China, Germany, Turkey, India, UK and USA. June 2020. 4. GSK data on file. U&A Study France. July 2018. 5. GSK data on file. Omnibus research in US, Germany, China, Turkey and India. July 2019. 6. GSK data on file. Better understanding the less bothered persona. US. 2020. 7. Davari AR, et al. J Dent Shiraz Univ Med Sci . 2013;14(3):136-145. 8. Gibson B, et al . The everyday impact of dentine sensitivity: personal and functional aspects. In: Robinson PG, editors. Dentine hypersensitivity: Developing a person-centred approach to oral health. London: Elsevier Inc, 2015, Chapter 6. 9. GSK data on file. RDSi Project Fit. July 2019. 10. Mason S, et al. BMC Oral Health . 2019;19(1):226. 11. Baker SR, et al. Clin Periodonto l. 2014;41:52–59. 12. GSK data on file. Study number 204930. 2017. 13. Michie S, et al. Implementation Sci . 2011;6:42. PM-CA-SENO-22-00038 Trademarks are owned by or licensed to the GSK group of companies. ©2022 GSK group of companies or its licensor. Sponsored Content