Insider's Guide to Buying Healthcare Databases

The Insiders Guide to Buying Healthcare Databases
Three Steps to Buying A Great List or Database

By Tim Slevin, CEO
Healthcare Data Solutions

Goal: This white paper is a 5 minute crash course in how to buy healthcare mailing lists and databases. Following these three easy steps will allow you to find your optimum database, best provider and work a great value for your money. The three steps are:

1. Find someone you can trust and who understands your objectives.
2. Assess the general costs and feasibility of your information needs.
3. Create a game plan to quickly identify the best solution.


With help, these three objectives can be completed in just a few hours.

Step 1: Find someone you can trust and who understands your objectives. The Direct Marketing Association has a yellow pages section that will list vendors of every conceivable marketing service. From experience I can tell you that Googling key words will surface the business whose core competency is closely aligned with what you are looking for. These companies are paying $ 3.00 - $ 6.00 for each click on “Doctor List” or “Healthcare Database.” Contact the leading list providers and ask to speak with the President. Why not? Are these businesses so large that a new customer is not worth talking to? Try it and see how you are handled. Here’s what I would want to know:

• Are they trying to sell a list or learn about your needs?
• Do they seem to easily understand your market and opportunity?
• Do they present the pros and cons of different lists?
• Are they selling only one list, their own?
• Do they seem eager to solve problems?





Step 2: Assess the general costs and feasibility of your information needs.
Some lists just don’t exist! You may have to settle for the closest target available. Everybody will quote you costs in cost/thousand records. There are many factors that affect your total cost. Here’s what to ask for:

• Is this for one time, multiple or unlimited use?
• What data elements are included in your price?
• What is the population rate for the data elements?
• Does it include updates?
• Are there taxes on the purchase?
• Are there output or delivery fees?
• Is it based on the number of businesses or contacts?


Step 3: Create a game plan to quickly identify the best solution
Provided you have found someone you like, trust and is responsive to your needs—you are in luck. The rest is easy. Ask to see a proposal from at least two vendors and ask:

• What payment terms are provided?
• To see an agreement as soon as possible.
• How long is the price valid?
• Are there any special incentives being offered to new customers?
• Is there a renewal discount for existing customers?


FAQ’s that I hear all the time

Q: Should I buy primary and secondary selections?
A: List people will always default to selections that increase the size of the universe. Selecting “primary only” is the best way to hone a list in on your best prospects. Secondary selections will allow you to market to fringe customers that may be great additions to your campaign.

Q: Should I get a guarantee?
A: 100% customer satisfaction is ideal and hard to find. If you are candid about your expectations (accuracy, deliverability) a list provider should guarantee your expectations without problem.

Q: Should I buy from a list owner/compiler or broker?
A: There is so much business on each side, it’s hard to say. The most important thing is to keep looking until you find someone you can trust and who understands your objectives.



The Author: Tim Slevin is President and CEO of Healthcare Data Solutions. He has been consulting, managing and providing clients with database services for over 15 years. His career began in the Dallas Office of Dun & Bradstreet in 1991. Mr. Slevin was Senior Vice President at infoUSA (9 years) and President and Chief Operating Officer at SK&A Information Services (4 Years).