While better trade relationships and consumer brand recognition may be the outcomes of the John O. Butler Co.’s recent marketing campaign, the dental care company insists that much more stands to be gained from the campaign’s educational and scientific message than higher sales.

Recent clinical trial results show the link between advanced periodontitis and systemic health. So far only a few Web sites, a smattering of dental health journals and a handful of consumer publications have reached consumers with this information.

But last month Butler acted to change all that with a promotional campaign targeting more than 50 million consumers, sharing with them the latest scientific research through video news releases and satellite and radio spots. Consumers are now learning that people with advanced periodontal disease have a one-and-a-half to two-times greater likelihood of having heart disease and stroke than those whose gums are healthy.

There is also evidence that patients with diabetes have a greater likelihood of getting periodontal disease and that diabetics with periodontal disease are more likely to experience adverse complications. The reason: Many diabetes medications cause dry mouth and thus create the perfect environment for anaerobic bacteria.

Charles Dushman, Butler’s marketing director, believes that delivering this information to the public can achieve a seismic shift in the way people care for their teeth and gums.

“This is probably the most important issue to come out of the field of dental health in many years,” Dushman said.

He could be right. If the message penetrates consumers’ consciousness, oral health care could extend beyond brushing and flossing to more customized care. It could increase the involvement of dentists in daily oral care regimens as well as the use of dental accessories.

It could also represent an opportunity for retailers.

Depending on how strongly chains get behind the scientific research, Dushman said, “they can be seen as providing an added value to customers by providing them with information specific to their health needs. For example, if a pharmacist dispenses a diabetic drug, he can also talk to the patient about the linkage between periodontal disease and diabetes.”