INTRODUCTION Direct marketing to dentists, whether by post, telephone or e-mail, is an invaluable addition to the promotional mix. In particular, the opportunity to take a personal approach to prospects makes it especially powerful and cosy effective at generating responses and 'hot' sales leads. A critical element for successful direct marketing is therefore the quality and size of the database used. Obviously your database should be totally accurate and up-to-date, otherwise the personalised advantage is reduced, as well as time and money wasted. To give you access to the maximum number of new customers, your main source database should be very comprehensive, listing all practicing dentists. It is also useful to select from the main database of dentists in certain geographical areas, or specific groups or specialists who may be your most 'high-potential' customers. Focusing in on the type of dentist most likely to buy from you can be very lucrative. Dentistry Information Services is there to help you develop your direct marketing to maximum effect. Dentistry Information Services provides marketing database, fulfilment and research services for companies and other organisations in the dental industry. Dentistry Information Services is part of FMC - the UK's leading specialist dental publisher and events company.