Knowell Therapeutic Technologies, a Toronto-based pharmaceutical company, is guaranteeing the effectiveness of its plan to prevent tooth decay.

The process, based on a chemical compound called Chlorzoin, is applied to the teeth by a dentist about once every six months, and is supposed to greatly reduce the amount of tooth destroying bacteria in the mouth.

‘The product, under circumstances, can virtually heal teeth,’ says Mark Bortolotti, national sales director for Knowell.

Knowell says it will reimburse the cost of any new fillings for patients receiving the treatment.

The plan has been marketed directly to dentists across Canada, through mailers and follow-up calls from company representatives.

Knowell claims to have signed up about 30% of Canada’s roughly 10,000 dentists, despite the fact that the process may ultimately cut into the dentist’s traditional market: people with cavities and bad gums.

Knowell is in the process of marketing the process to corporations that might be interested in including it as part of their dental plans.