Expecting Hot Medicare AEP, E-Brokers Beefed Up Internal Sales Forces

As the Medicare Annual Election Period (AEP) was in full swing last month, electronic marketing organizations (EMOs) like eHealth, Inc. and GoHealth, Inc. saw increased traffic to their online marketplaces and improved use of other digital tools. But both publicly traded firms, which posted third-quarter 2021 earnings in early November, have reported trouble converting telesales into enrollments and retaining members from the prior year — an area that is often seen as a weak spot for carriers that work with the large brokers.

© 2022 MMIT

Lauren Flynn Kelly Managing Editor, Radar on Medicare Advantage

Lauren has been covering health business issues, including drug benefits and specialty pharmacy, for more than a decade. She served as editor of Drug Benefit News (the predecessor to Radar on Drug Benefits) from 2004 to 2005 and again from 2011 to 2016, and now manages Radar on Medicare Advantage. Lauren graduated from Vassar College with a B.A. in English.

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