Health care companies want to use their marketing dollars to target those customers who are most likely to be in the market for health care insurance. In order to focus their attention on the appropriate customers, the company will generate health care leads. These leads are lists with potential customers contact information on them. The leads list is generated in a variety of ways.The company will generate a lead list themselves through mass advertising. Inquiries to their television, radio, internet and print ads will provide contact information of people who responded seeking information. This information is sent to sales representatives who then contact the inquiring customer. A positive reception results since the customer contacted the company directly regarding their product. Occasionally several small insurance companies will share information.Another way to get potential customer contact information is to share information between companies with like interest. For example, a customer contacts a company about dental insurance. The dental insurance carrier then shares that contact information with health insurance, life insurance and disability insurance companies. In return, those companies share their leads with the dental insurance company. The customer gets the benefit of receiving information regarding various types of insurance. The thought behind the plan is that if the customer is in the market for one insurance he or she may wish to review his or her other policies too. If the customers are not interested they simply tell the company and are not contacted again.Sometimes companies will pay for health care leads. Special data mining companies use a variety of resources to gather data and information on the customers. They then sell the information to companies like health care insurance carriers. Names and contact information are compiled in a myriad of ways. The data miner gets it from credit card applicants, magazine subscriptions, public records and other sources. The resulting data is arranged based on the criteria the requesting company wants. Criteria vary depending on what type of product or service the company is selling. By focusing their marketing dollars, the health care company can achieve a higher level of successful conversions or sales.