SANTA
CLARA, Calif., Oct. 2, 2023
/PRNewswire/ -- Everyone deserves a positive Medicare plan shopping
experience. That is the guiding principle behind the ambitious
rebrand which eHealth, Inc. (Nasdaq: EHTH) (eHealth.com), a leading
online private health insurance marketplace, announced today. The
company partnered with Minneapolis-based agency Shinebox for work on
its rebrand.
The company partnered with Shinebox for a rebrand that is
more than a simple update to the look and feel of its website.
Driven by input from Medicare beneficiaries who were fed up with
aggressive sales pitches, the new brand developed by
Shinebox and eHealth includes a new logo and color palette, a more
intuitive omni-channel user experience, a new tone in consumer
messaging, and new television, direct mail, print, radio, and
online ads that will set eHealth apart in the minds of
beneficiaries.
"We listened carefully to the consumers we serve, and every
change we've made in our rebranding process puts them first," said
eHealth's Chief Marketing Officer Michelle
Barbeau. "We're addressing the trust deficit among Medicare
beneficiaries by embracing transparency, making their best
interests our own and showing them how easy it can be to compare
plans from top insurers and find the right match. Our new brand
makes Medicare plan education, selection, and enrollment experience
intuitive, and empowering. We want every beneficiary we serve this
Annual Enrollment Period to walk away confident they
made an informed coverage choice."
As part of the rebrand, eHealth is introducing a new company
spokeswoman, Eve, as the face of the company. To find her, eHealth
carried out more than 170 auditions with real-time feedback from
seniors to see who they connected with best. Eve will appear in
television ads, marketing materials, and on eHealth's
consumer-facing website.
In one of the most direct applications of eHealth's new
approach, the company conducted a real-time user experiment with
two groups of Medicare beneficiaries, inviting half to research and
select a new Medicare health plan for themselves through eHealth,
while the other half employed the usual methods of searching online
or calling a non-eHealth agent or insurance company. Conducted
multiple times, the experiment was filmed and became a new TV
campaign demonstrating that the real consumers – not actors – who
used eHealth reported being 25% less stressed* than those who did
not use eHealth.
"I couldn't be more excited to celebrate the launch of the new
eHealth brand today and I want to congratulate the organization for
spearheading an exciting new path to a better Medicare plan
shopping experience for our customers," said CEO Fran Soistman. "It marks the culmination of a
year-long process of introspection, listening and learning, and a
tremendous amount of cooperative effort. I'm confident that our new
brand will resonate and help us to better serve the Medicare
beneficiaries who come to us for assistance, and make this Annual
Enrollment Period a success."
Notes:
* Based on an eHealth study of 24
beneficiary participants conducted in June of 2023,
utilizing eHealth services proved to be approximately 25%
less stressful for beneficiaries compared to selecting and
enrolling in Medicare coverage by starting with a preferred search
engine.
Forward Looking Statements
This press release contains
statements that are forward-looking statements within the meaning
of the federal securities laws. Forward-looking statements
generally relate to future events or our future financial or
operating performance. Forward-looking statements in this press
release include, but are not limited to, statements relating to:
our marketing initiatives and expected positive impact on our
business; and our expectations regarding our future
performance.
Our expectations and beliefs regarding these matters may not
materialize, and actual results in future periods are subject to
risks and uncertainties that could cause actual results to differ
materially from those projected. These risks include those set
forth in our filings with the Securities and Exchange Commission,
including our latest Form 10-Q and 10-K. The forward-looking
statements in this press release presentation are based on
information available to us as of today, and we disclaim any
obligation to update any forward-looking statements, except as
required by law.
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. Consumers can visit our health insurance marketplace at
ehealth.com, or call us to speak with a licensed insurance agent at
1-833-964-1202. 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, visit ehealth.com or follow us on
LinkedIn, Facebook, Instagram, and X. Open positions can
be found on our career page.
Media inquiries, please contact: pr@ehealth.com
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SOURCE eHealth, Inc.