An intraoral applicator device for delivering a medicament to the soft tissue of a patient's oral cavity, the device comprising: a body with a shape and configuration that generally conforms with at least part of the shape of the teeth and soft tissue of the patient's oral cavity, the body interior having a wall or walls that align with the sides of the teeth extending from the soft tissue to the teeth top, so that, when fitted to a patient's oral cavity, the body interior wall or walls are configured to at least partly bear against at least part of the patient's soft tissue adjacent to the teeth; wherein the body comprises a resilient memory-type material; and a holder portion, the holder portion comprising a frame, the frame being configured to clamp over the teeth in the patient's oral cavity such that, when fitted to the patient's oral cavity, at least a part of the holder portion is configured to be held between an upper and lower set of teeth when brought together in occlusion, the holder portion also gripping at least part of the body, wherein the holder portion comprises a resilient material capable of retaining its shape, wherein the holder portion applies more clamping to the wall or walls adjacent to the teeth and less pressure as the wall or walls go upward towards the soft tissue; wherein the frame comprises a spine with a first plurality of ribs extending laterally from a first side of the spine and a second plurality of ribs extending laterally from a second side of the spine, wherein the body is compressed by a force exerted by the first plurality of ribs and the second plurality of ribs; and, wherein the holder portion when fitted to a patient's oral cavity indirectly bears on the body wall or walls proximal to the holder portion, urging at least part of the body wall or walls to bear against the side or sides of the patient's teeth proximal to the body; wherein an upper portion of an inner surface or surfaces of the body is configured to receive medicament and transfer medicament to soft tissue when fitted and minimize transfer of medicament to the patient's teeth. a body with a shape and configuration that generally conforms with at least part of the shape of the teeth and soft tissue of the patient's oral cavity, the body interior having a wall or walls that align with the sides of the teeth extending from the soft tissue to the teeth top, so that, when fitted to a patient's oral cavity, the body interior wall or walls are configured to at least partly bear against at least part of the patient's soft tissue adjacent to the teeth; wherein the body comprises a resilient memory-type material; and a holder portion, the holder portion comprising a frame, the frame being configured to clamp over the teeth in the patient's oral cavity such that, when fitted to the patient's oral cavity, at least a part of the holder portion is configured to be held between an upper and lower set of teeth when brought together in occlusion, the holder portion also gripping at least part of the body, wherein the holder portion comprises a resilient material capable of retaining its shape, wherein the holder portion applies more clamping to the wall or walls adjacent to the teeth and less pressure as the wall or walls go upward towards the soft tissue; wherein the frame comprises a spine with a first plurality of ribs extending laterally from a first side of the spine and a second plurality of ribs extending laterally from a second side of the spine, wherein the body is compressed by a force exerted by the first plurality of ribs and the second plurality of ribs; and, wherein the holder portion when fitted to a patient's oral cavity indirectly bears on the body wall or walls proximal to the holder portion, urging at least part of the body wall or walls to bear against the side or sides of the patient's teeth proximal to the body; wherein an upper portion of an inner surface or surfaces of the body is configured to receive medicament and transfer medicament to soft tissue when fitted and minimize transfer of medicament to the patient's teeth.