When Droves of People Began Searching For New Coverage, eHealth Listened

The healthcare marketplace adjusted its SEO to capture new business


In a normal year, eHealth’s busy season is November 1 through December 15. That’s when national open enrollment enables consumers to shop for insurance without a qualifying event and it comprises 60% of their business.

The past year was anything but normal. Anyone who was laid off or took early retirement instead of dealing with pandemic-era work-life, likely searched online to purchase new health insurance. They were all potential eHealth customers. 

The question was: How could the online insurance marketplace improve its SEO to drive customers to the site and then convert them to sales?

“We needed to pivot quickly,” said Rachel Rambo, director of customer acquisition at eHealth.

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