This case study examines how a pharmacy consortium can create economic value by systematically reactivating inactive customers through data-driven direct marketing. The case is set in the MEDICON Pharmacy Consortium, a network of independent pharmacies operating in the highly regulated and increasingly competitive German pharmacy market. Facing rising costs, declining margins, and growing competition from online pharmacies, MEDICON’s management is challenged to justify marketing expenditures and shift decision-making from intuition to analytical control. The case describes the institutional environment of the German pharmacy sector, the strategic role of consortiums, and the managerial tension between professional self-perception as health counselors and the need for retail and marketing competence. It introduces a customer migration framework and a simulation-based marketing optimizer that allows managers to evaluate alternative direct marketing campaigns under budget constraints. Particular emphasis is placed on customer reactivation, heterogeneous post-reactivation behavior, and the profitability of coordinated portfolios of targeted campaigns. Designed for use in graduate-level courses in operations management, marketing analytics, and data-driven decision-making, the case enables students to analyze customer segmentation, assess marketing effectiveness, and explore the managerial implications of analytics-based control systems in a traditional service industry. The case also provides a platform for discussing the transfer of academic marketing models into real-world managerial practice.