In a standout moment for the healthcare industry, eHealth, Inc. (Nasdaq: EHTH) has been awarded the prestigious 2024 Silver Healthcare Marketing Impact Award for Integrated Campaign of the Year. Recognized by Modern Healthcare and Ad Age, this accolade highlights the company’s innovative approach to Medicare marketing, which prioritizes clarity, trust, and transparency.
The winning campaign, “eHealth, Your Medicare Matchmaker,” broke new ground by featuring real Medicare beneficiaries and their experiences. Instead of scripted sales pitches and overused gimmicks, the campaign leaned into authenticity, showcasing how eHealth empowers users to find Medicare plans that fit their needs without stress or confusion.
Rethinking Medicare Marketing
Traditional Medicare ads often rely on pressure tactics and repetitive spokespeople. According to Michelle Barbeau, eHealth’s Chief Revenue Officer, these methods can overwhelm and alienate consumers.
“We heard loud and clear that people were tired of the same urgent pitches,” said Barbeau. “Our goal was to be the light at the end of the tunnel—a trusted advisor helping beneficiaries make informed decisions without obligation.”
eHealth’s approach shifted the narrative by focusing on what matters most to consumers: unbiased advice, easy-to-use tools, and savings on premiums and out-of-pocket costs.
Real Stories, Real Results
The campaign, developed in collaboration with Shinebox, took a bold step by using real Medicare beneficiaries in unscripted television ads. These ads highlighted authentic interactions with eHealth’s licensed advisors and online tools, showcasing the company’s role as a trusted partner in Medicare plan selection.
The results speak volumes. Over the past year, eHealth has doubled brand awareness, significantly increased website traffic, and lowered customer acquisition costs. The campaign also drove a wave of positive sentiment, breaking away from fear-driven industry norms to focus on helping customers make confident choices.
Revolutionizing the Industry
eHealth’s success has had a ripple effect across the industry. By emphasizing transparency and customer-first principles, the company has redefined what Medicare marketing can look like.
Barbeau summed it up: “We’ve moved the conversation from fear and uncertainty to doing what’s best for customers.”
A Legacy of Trust
For over 25 years, eHealth has connected millions of Americans with health coverage that suits their needs. With access to more than 180 health insurers, the company’s online marketplace offers an extensive range of options, from national brands to regional providers. As an independent advisor, eHealth’s agents are paid equally, no matter which plan customers choose, ensuring unbiased support.
The campaign’s success cements eHealth’s reputation as a leader in healthcare marketing and an advocate for transparency in the Medicare space.
For more information about eHealth, visit ehealth.com.
