Millions of Brits avoid seeking help for a health issue – because they worry they will get bad news, struggle to get an appointment or don't want to waste the doctor's time.
A poll of 2,000 adults found it takes nine days for someone to arrange a medical appointment about something that's bothering them.
Around six in 10 are currently experiencing some kind of physical discomfort including toothache, headaches or chest pain.
And almost one in five have bleeding or pain in their gums regularly yet haven't done anything about it.
It also emerged British adults have an average of two health issues that they are currently putting off getting checked out.
Adam Parker, from Oral-B which carried out the study, said: "Unfortunately, health problems, big and small, are an inevitable part of life.
"But, it's common sense that pretending they aren't happening isn't going to fix anything.
"There are plenty of reasons why we avoid dealing with our health problems, but looking after your health proactively can prevent issues arising in the first place.
"Gum health is an important issue that can affect both dental and overall health and using the right toothpaste can really make a difference."
The study also found most leave it between two and six days before getting headaches, earaches and sickness looked at by a doctor.
But one in 10 will wait up to a year before seeking medical attention for bleeding gums.
Of the 40 per cent who have suffered with bleeding and painful gums, four in 10 have never had the symptoms assessed.
One third admitted to avoiding the dentist over the last year altogether because they don't have the time, the money or have had a bad experience in the past.
Another one in three are also avoiding their GP because they don't want to discuss the problem.
The lack of importance placed on their own health means 62 per cent of Brits are suffering with their health problems in silence.
This 'head in the sand' attitude isn't serving the nation well though, as three in 10 have had a condition worsen because they haven't had it attended to.
Chest pain is most likely to see Brits seek help from a health professional, with 36 per cent addressing it within a day.
But three in 10 would leave it for up to six days before seeking advice.
Other complaints that tend to be prioritised are eye pain, persistent coughs and stomach aches – which were all deemed more critical to have assessed than gum pain.
The reluctance to sort a health problem has led to almost a quarter having an argument with their partner.
And 22 per cent of those polled, via OnePoll, have even made appointments for their partner to finally deal with a health issue they're avoiding.
Dr Reena Wadia, gum specialist and Oral-B ambassador said: "Gum disease is the most common human disease, but unfortunately one of the least acknowledged.
"The longer we leave gum disease untreated, the more damage is caused and the more difficult it is to treat.
"Tooth loss is a consequence of gum disease, but in recent years it has become very clear that gum health is related to your general health.
"Active periodontal disease can lead to increased risks of diabetes, heart disease and many other general health conditions, so it's vital that we address it early on."
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