In this episode of The Marketing Rapport, host Tim Finnigan sits down with Michelle Barbeau, Chief Revenue Officer at eHealth. They explore the power of authentic brand transformation in a complex and highly regulated industry, focusing on the importance of putting the consumer at the center of every decision. 

Michelle shares how eHealth rebuilt its brand by listening to real consumer feedback and moving away from fear-based tactics. She explains the steps the team took to create trust, from casting real people in campaigns to clarifying messaging and embracing transparency. Michelle also details how eHealth uses data and analytics alongside consumer insight to shape everything from audience segmentation to marketing mix modeling. 

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