Why holistic oral health needs better storytelling

We need to talk about teeth. And hearts. And hormones. And healthcare more broadly. Because they’re all connected. As former US Surgeon General C. Everett Koop put it: “You’re not healthy without good oral health.”

The scientific evidence is solid. But the way we talk about the mouth-body connection, especially in patient-facing content, often misses the mark.

Clinical language like “integrated care” or “wellness-focused dentistry” feels distant. Yet terms like “holistic care” and “wellbeing” risk sounding like marketing spin – when what’s needed is substance.

If we want people to see oral health as part of their whole health, we must start talking like we believe it too. So, how can marketers and comms teams strike the right balance?

The science bit

Linking oral health to systemic health is not a new concept, but one that is clearer than ever. Research confirms significant links between oral and systemic conditions, with studies finding associations between gum disease and diabetes, heart problems, pregnancy complications, and even Alzheimer’s.

What’s more, symptoms like jaw tension might be linked to stress or sleep disturbances. And a persistent dry mouth could signal concerns such as thyroid issues – health matters that stretch far beyond teeth.

1. State the obvious

Many patients don’t yet understand the connection between their teeth and the rest of their body. They might know that brushing is important, but they don’t necessarily see how their oral health could impact their cardiovascular health, for example.

Don’t be afraid to make this message clear. Say it plainly. Say it often. Say it in more than one format. It also shouldn’t be ‘just a campaign message’ – rather it should be baked into how you talk about oral health, everywhere.

Cite common examples. Use clinical research to provide evidence. And alongside educational articles and pamphlets, consider developing infographics and visual content that illustrate the links clearly.

2. Be specific about the impact

Vague language is a trust killer. If you’re talking about “the link between gum health and overall wellbeing,” you need to explain what that actually means. Specifics are what make people pay attention.

Don’t be afraid to explain that bacteria (you can even name them – like P. gingivalis!) from the mouth can enter the bloodstream and increase inflammation elsewhere in the body. Or how conditions like gum disease are associated with chronic inflammation that can exacerbate systemic conditions.

Give people tangible information, not just ‘vibes’.

3. Tell stories of real people

As much as catchy slogans can be powerful marketing tools, when it comes to effective health messaging, personal stories often hit hardest.

Imagine sharing how a 32-year-old mother of two received a diagnosis for diabetes thanks to flags raised at a routine dental check. Or how a 66-year-old grandfather avoided heart surgery because their dentist spotted a red flag. And how a keen university student had their migraines linked to jaw misalignment, not eye strain.

These aren’t case studies, though. Not clinical tools. They’re human moments that, told in the right way (with empathy and dignity), can truly make a difference.

4. Don’t do it alone

Oral health isn’t separate from the rest of healthcare, so why communicate like it is?

Partnerships and collaboration are vitally important between dental and medical providers – and should be reflected in messaging too.

If you’re creating content about whole-person care, try involving GPs, pharmacists, nutritionists, and midwives – whoever makes sense. Demonstrate that the patient is at the centre of this health ‘universe’ and that oral health isn’t a bolt-on. It’s a foundational piece of the bigger picture.

Hitting home

As society focuses more on overall wellness, there’s a real opportunity to talk about oral health in a way that makes it a cornerstone of maintaining optimal overall health.

That shift will come from clear, thoughtful, and honest communication. Messages that inform without overwhelming. And connect evidence to everyday life.

As an industry, we have not only the chance – but also the responsibility – to help people connect the dots. But the language we use can make or break that connection. Oral health isn’t secondary. It’s the story most people haven’t been told properly…yet.

We’ve already cut our teeth

At Rationale, we’ve helped leading health brands reshape how they speak about oral health. If you’re ready to elevate your content, we’d love to help.