Health insurance brokerage eHealth looked to tackle the ambitious goal of transforming the consumer shopping experience, along with presenting a marketing strategy that illuminates a revamped approach.

EHealth unveiled its “Your Medicare Matchmaker” media campaign and refreshed brand identity during Medicare’s 2023 annual enrollment period, a critical time for the company.

The company worked with Shinebox to differentiate itself by portraying authenticity and credibility. In a TV commercial, the company ran an experiment using actual customers. Half of the participants used eHealth to find a plan and the others used a less personalized process. Unscripted testimonials from consumers in both groups made it clear eHealth improved what is often a dreaded process.

The campaign, which captured silver for Integrated Campaign of the Year among suppliers, vendors and pharmaceutical companies, found an effective way to showcase eHealth’s platform, which aims to empower consumers and inform them about their coverage options.

The campaign reached consumers via TV, radio, social media, email and paid search. The agency reported tangible results, including six times the direct website traffic and a 24% sales jump compared with the previous-year period, and a doubling of aided brand awareness in four months.