Sensitivity is usually an early symptom of decay, gum recession, over-zealous brushing or hard clenching or grinding habit.
Technological advancement like LASER Desensitisation, Dental Microscope assisted root coverage procedures, tooth coloured fillings can cure sensitivity and save the teeth.
Before blindly following what the advertiser in the television tells, it is mandatory to check for the underlying reason and treat the same. In gum recession covering of the exposed, sensitive part of the root by gum treatments is done. Ignoring the symptom or resorting to over the counter relief measures – almost always leads to tooth loss.