What is microniche direct mail in dentistry and how does it differ from generic mass mailing? Microniche direct mail uses data mining and list segmentation to target specific household profiles likely to need and purchase the practice's services, rather than blasting generic mailings to entire postal codes. Standard mass mail goes to every household in defined geographic boundaries, accepting a low response rate as the cost of reaching the few qualified prospects. Microniche goes the opposite direction. It identifies the specific characteristics of households most likely to purchase full-mouth dentistry, then sends mail only to households matching those profiles. The data [...]