Methods: In-depth, semi-structured interviews were conducted with older people (>=60 years) attending for routine dental care who were partially dentate. Purposive sampling was employed to gain a range of views from across the spectrum of older people, both RCT participants and non-participants. Questions included concepts relating to oral health, views and use of chewing-gum. Data were analysed using the matrix-based Framework Methodology. Dunhill Medical Trust sponsored this study.
Results: Thirty two interviews were conducted, with divergent views on the health-benefits of gum-chewing emerging. ‘Health professionals', ‘manufacturers', ‘media' and ‘personal contact' were perceived as important routes for promoting gum. Health professionals supported by relevant materials were considered as a trustworthy source of information. Manufacturers were seen as being able to promote its use by making the product easier to use through incorporating a means of disposal into packaging, distributing free samples and reducing the cost of the product. ‘Media' (including radio and TV adverts and health slots) and finally 'personal contact' from people who have found the gum to be beneficial. The importance of clear information on the health benefits, societal change to the prevailing anti-gum culture together with a scientific basis were stressed. Such a message should not be financed by a party that stands to gain financially. Participants' suggestions were linked to their history of gum-chewing and beliefs in its efficacy.
Conclusion: A range of ideas for promoting the health related benefits of chewing gum were suggested. These reflected the participants' own experiences and beliefs.