Reengaging a Dormant Provider Network
Thousands of enrolled providers had gone quiet. One integrated campaign motion brought the majority of them back.
The Challenge
CareCredit's dental network included thousands of enrolled providers who had gone quiet — practices that accepted patient financing on paper but hadn't run a transaction in months. Traditional one-off emails weren't moving them.
The business needed a way to systematically reactivate inactive providers, lift the under-performers, and get newly enrolled practices transacting faster.
The Approach
Instead of treating email, paid media, and sales outreach as separate efforts, the program unified all three into a single B2B campaign motion aimed at three distinct segments: inactive providers, active-but-under-performing providers, and the newly enrolled.
Every piece had one job — restart the financing conversation inside the practice. Emails gave office teams specific, doable next steps. Paid media reinforced the message where providers actually spend attention. Marketing qualified leads flowed directly to the field team as growth conversations, not cold lists.
The pilot ran on the inactive segment first; what it taught reshaped the program before it scaled to all three segments.
The Results
- Eight figures in incremental sales attributed to the program, split between first-time and repeat purchases
- Retargeting and paid social delivered the most efficient cost per landing-page view across all channels
Why It Worked
High-consideration B2B audiences don't respond to volume; they respond to relevance and sequence. Segmenting by behavior, unifying the channels around one message, and connecting marketing directly to the field's follow-up turned a reactivation problem into a repeatable growth system.
Have a quiet segment worth more?
Customers, providers, or partners who signed up and went silent — let's map the reactivation play.