eHealth Wins 2024 Healthcare Marketing Impact Award from Modern Healthcare & Ad Age
eHealth has been awarded the 2024 Silver Healthcare Marketing Impact Award for Integrated Campaign of the Year by Modern Healthcare and Ad Age. The award recognizes their innovative 'eHealth, Your Medicare Matchmaker' campaign, which features real Medicare beneficiaries in unscripted advertisements.
The campaign showcases eHealth's transparent approach as a free service that compares plans from multiple insurers, with unbiased advisors who receive the same compensation regardless of the plan selected. According to Chief Revenue Officer Michelle Barbeau, this strategy has proven successful, resulting in doubled brand awareness, increased website traffic and calls, and reduced acquisition costs.
eHealth ha ricevuto il Silver Healthcare Marketing Impact Award 2024 per la Campagna Integrata dell'Anno da Modern Healthcare e Ad Age. Il premio riconosce la loro innovativa campagna 'eHealth, il tuo Matchmaker Medicare', che presenta veri beneficiari Medicare in pubblicità non scritte.
La campagna mette in evidenza l'approccio trasparente di eHealth come servizio gratuito che confronta i piani di diversi assicuratori, con consulenti imparziali che ricevono la stessa compensazione indipendentemente dal piano scelto. Secondo Michelle Barbeau, Chief Revenue Officer, questa strategia si è rivelata vincente, portando a un raddoppio della consapevolezza del marchio, un aumento del traffico sul sito web e delle chiamate, e una riduzione dei costi di acquisizione.
eHealth ha sido galardonada con el Premio de Impacto en Marketing de Salud Plata 2024 a la Campaña Integrada del Año por Modern Healthcare y Ad Age. Este premio reconoce su innovadora campaña 'eHealth, tu Matchmaker de Medicare', que presenta a beneficiarios reales de Medicare en anuncios no guionados.
La campaña muestra el enfoque transparente de eHealth como un servicio gratuito que compara planes de múltiples aseguradoras, con asesores imparciales que reciben la misma compensación sin importar el plan seleccionado. Según Michelle Barbeau, Directora de Ingresos, esta estrategia ha demostrado ser exitosa, resultando en duplicación del reconocimiento de marca, aumento del tráfico web y de llamadas, y reducción de costos de adquisición.
eHealth는 Modern Healthcare와 Ad Age로부터 2024년 실버 헬스케어 마케팅 임팩트 어워드를 통합 캠페인 부문 올해의 캠페인으로 수상했습니다. 이 상은 실제 Medicare 수혜자를 세팅 없이 광고에서 직접 나타낸 혁신적인 'eHealth, 당신의 Medicare 매치메이커' 캠페인을 인정합니다.
이 캠페인은 여러 보험사에서 플랜을 비교하는 무료 서비스로서 eHealth의 투명한 접근 방식을 강조하며, 선택된 플랜에 관계없이 동일한 보상을 받는 중립적인 상담사들이 있습니다. 최고 수익 책임자인 미셸 바르보에(Michelle Barbeau)에 따르면, 이 전략은 성공적이었으며, 브랜드 인지도 두 배 증가, 웹사이트 트래픽과 전화 연락 증가, 인수 비용 절감으로 이어졌습니다.
eHealth a reçu le Prix d'Impact en Marketing de la Santé Argent 2024 pour la Campagne Intégrée de l'Année par Modern Healthcare et Ad Age. Ce prix reconnaît leur campagne innovante 'eHealth, votre intermédiaire Medicare', qui met en scène de véritables bénéficiaires de Medicare dans des publicités non scénarisées.
La campagne met en avant l'approche transparente d'eHealth en tant que service gratuit qui compare les plans de plusieurs assureurs, avec des conseillers impartiaux qui reçoivent la même rémunération, quel que soit le plan choisi. Selon Michelle Barbeau, Directrice des Revenus, cette stratégie s'est révélée fructueuse, entraînant une double notoriété de la marque, une augmentation du trafic sur le site web et des appels, et une réduction des coûts d'acquisition.
eHealth wurde mit dem Silver Healthcare Marketing Impact Award 2024 für die integrierte Kampagne des Jahres von Modern Healthcare und Ad Age ausgezeichnet. Der Preis würdigt ihre innovative Kampagne 'eHealth, Ihr Medicare-Matchmaker', die echte Medicare-Empfänger in ungeskripteten Werbungen zeigt.
Die Kampagne stellt den transparenten Ansatz von eHealth als kostenlosen Service dar, der Pläne von mehreren Versicherern vergleicht, mit unparteiischen Beratern, die unabhängig vom gewählten Plan die gleiche Vergütung erhalten. Laut Chief Revenue Officer Michelle Barbeau hat sich diese Strategie als erfolgreich erwiesen, was zu verdoppeltem Markenbewusstsein, erhöhtem Website-Verkehr und Anrufen sowie reduzierten Akquisekosten geführt hat.
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Award-winning campaign features real Medicare beneficiaries saving on coverage with eHealth
The Healthcare Marketing Impact Awards recognizes outstanding marketing, advertising, and communication campaigns across all media platforms. These campaigns advance the goals of healthcare organizations, promoting individual and community health.
"From the outset, consumers told us that industry advertising, which featured similar spokespeople and urgent sales pitches, was unhelpful, confusing and stressful," said Michelle Barbeau, Chief Revenue Officer for eHealth. "We realized there was an opportunity to demonstrate how eHealth could be the light at end of the tunnel as beneficiaries' remarkably transparent advisor and licensed agency because we're a free service with no obligation to enroll that compares plans from top insurers either online or with unbiased advisors, who are paid the same no matter what Medicare plan beneficiaries select. That's how 'eHealth, Your Medicare Matchmaker' was born."
A key highlight of eHealth's rebranding efforts, developed in collaboration with Shinebox, is the use of real-life beneficiaries in entirely unscripted television advertisements using eHealth's services with the company's real licensed advisors and ecommerce site to compare Medicare plans in one place and save on premiums and out-of-pocket costs.
"A year later, our bold risk to stand out from the Medicare marketing crowd has paid off, as we've doubled brand awareness and driven significant growth in calls and website traffic, and lowered acquisition costs," Barbeau said. "It is safe to say eHealth has changed the industry narrative from focusing on fear, uncertainty, and doubt to a focus on doing what's best for customers."
About eHealth (NASDAQ: EHTH)
We're Matchmakers. For over 25 years, eHealth has helped millions of Americans find the healthcare coverage that fits their needs at a price they can afford. As a leading independent licensed insurance agency and advisor, eHealth offers access to over 180 health insurers, including national and regional companies.
For more information about eHealth, visit ehealth.com or follow us on LinkedIn, Facebook, Instagram, and X. Open positions can be found on our career page.
Media inquiries: pr@ehealth.com
About Modern Healthcare
Modern Healthcare is the most trusted business news and information brand in the healthcare industry. Modern Healthcare empowers healthcare leaders and influencers to make timely and informed business decisions. To learn more or subscribe, go to www.modernhealthcare.com/subscriptions.
About Ad Age
Ad Age, a Crain family brand, is a daily must-read for an influential audience of decision makers and disruptors across the marketing and media landscape. Created in 1930 to cover a burgeoning industry with objectivity, accuracy and fairness, Ad Age continues to be powered by award-winning journalism. Today, Ad Age is a global media brand focusing on curated creativity, data and analysis, people and culture, and innovation and forecasting. To learn more or subscribe, visit AdAge.com
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SOURCE eHealth, Inc.
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