Building a Scalable Medicare Acquisition Engine

Client

eHealth
Insurance Agency

Overview

eHealth partnered with Zaidi Consulting Group (ZCG) to strengthen and scale its Medicare customer acquisition efforts. The objective was to create a more efficient marketing operation that could generate qualified consumer demand, improve digital conversion, and provide a reliable flow of Medicare sales opportunities.

ZCG approached the engagement as more than a call-generation program. We combined performance marketing, proprietary digital assets, sales-funnel optimization, and qualified call delivery to support eHealth across multiple stages of the customer acquisition process.

The Challenge

eHealth had an opportunity to expand its Medicare acquisition efforts, but scaling effectively required more than increasing marketing spend or purchasing additional lead volume.

ZCG identified the need for a more connected acquisition strategy—one that could generate its own consumer traffic, improve the digital experience, and consistently deliver qualified opportunities to eHealth’s sales team.

The focus was to create a system where marketing activity translated into measurable sales opportunities rather than simply increasing traffic or lead volume.

The Strategy

ZCG built a multi-layered acquisition strategy around three core areas: traffic generation, conversion optimization, and qualified call delivery.

Driving Demand Through Proprietary Marketing Channels

ZCG leveraged its proprietary marketing websites and digital properties to generate Medicare-related consumer traffic.

These platforms served as acquisition channels, allowing ZCG to reach consumers through targeted marketing campaigns and direct them into purpose-built conversion funnels. This gave the engagement an additional source of qualified demand beyond traditional third-party lead acquisition.

Scaling Performance Advertising

ZCG used performance advertising to expand the reach of these marketing channels and increase the volume of prospective Medicare consumers entering the funnel.

Campaign performance was monitored and analyzed continuously, allowing the team to identify stronger-performing opportunities and allocate marketing efforts accordingly. The emphasis was on scaling campaigns while maintaining conversion performance.

Optimizing the Digital Experience

Generating traffic was only one part of the equation. ZCG also evaluated eHealth’s website and digital conversion experience to identify opportunities to improve the path from visitor to customer.

Website elements, messaging, user flow, and conversion points were reviewed and optimized to reduce friction and create a more effective customer journey.

Delivering Qualified Medicare Calls

In parallel with the digital marketing program, ZCG provided eHealth with a consistent supply of pre-qualified Medicare calls.

This gave eHealth’s sales organization a dependable pipeline of consumers who had already demonstrated interest, complementing the traffic and opportunities generated through ZCG’s marketing efforts.

Execution

ZCG managed the engagement across the acquisition lifecycle rather than treating each marketing activity as a separate service.

Traffic was generated through proprietary properties and paid campaigns, consumers were directed through optimized funnels, performance was analyzed to identify opportunities for improvement, and qualified prospects were delivered to eHealth’s sales organization.

This integrated approach allowed ZCG to continually refine the relationship between marketing spend, consumer engagement, call quality, and sales opportunities.

Results

The partnership created a scalable acquisition framework that combined owned marketing channels with performance advertising and qualified call delivery.

Through the engagement, ZCG helped eHealth:

• Expand Medicare consumer traffic through proprietary marketing properties and advertising.
• Improve website and funnel performance to strengthen conversion opportunities.
• Maintain consistent delivery of pre-qualified Medicare calls.
• Optimize campaigns based on performance data and conversion behavior.
• Create additional sales opportunities through a more integrated acquisition strategy.

Most importantly, ZCG helped connect the previously separate stages of digital marketing and sales acquisition into a more cohesive system—giving eHealth both additional consumer demand and a reliable source of qualified sales opportunities.

The Impact

The eHealth engagement demonstrated ZCG’s ability to operate as a full-service customer acquisition partner, rather than simply a lead or call provider.

By combining proprietary marketing infrastructure, paid media, digital optimization, analytics, and qualified call acquisition, ZCG created a model capable of supporting growth from the first consumer interaction through the sales opportunity.

The result was a more scalable marketing ecosystem designed to generate demand, improve conversion, and support revenue growth.