There are three types of databases, and each comes from a different source (see “Database types,” right). Ideally, a fully integrated marketing database includes the information from all three types and requires a fairly sophisticated CRM (Customer Relationship Management) software package. Because of the expense and time required to develop this type of database, it probably isn’t an option for most laboratories.

An excellent way to get started is to meet with those who will gather the information and work up a plan for list development and maintenance. Be sure that you develop some rules for database maintenance; i.e., how customer and prospect records are formatted and how that information is entered into your database management software. Here are points you should consider before entering the data:
• What customer and prospect information do you need?
• Will you use all capital letters (not recommended) or word caps?
• Will the database be mail-merge friendly?
• Will you keep customers separate from prospects?
• Will you mail to all types of dental practices, or a group within a specialty?
One excellent source of information about your target market exists within your company’s financial software package. Remember Pareto’s 80/20 Rule? If you apply this, you will find that approximately 20% of your customers contribute roughly 80% to your total gross sales. These 20% are your best customers and should be used as a profile for the type of new customer you want to attract to your business.
If you begin by purchasing a list from a company that specializes in dentistry, such as a dental magazine publisher, use the profile you have developed with the 80/20 rule. Find out what their SIC (Standard Industrial Code) codes are and select those that apply to the type of practice you want to solicit.
Lists from a publisher still have to be scrubbed, cleaned up, and appended to ensure the information is current and accurate. Remember, a successful direct mail campaign starts with a strong contact list. If you use an older list or one that you have not scrubbed, you most likely will be direct mailing pieces to addresses that are incorrect or to people who are no longer at those addresses. Basically, you are throwing money away. To get a good list, you will have to put some effort into it. However, the results will be rewarding, through improved response and greater sales.