Transforming Healthcare Marketing With Michelle Barbeau

The Growth Fire

Michelle Barbeau is the Chief Revenue Officer at eHealth, Inc., which simplifies healthcare enrollment by offering online tools and expert support to help Americans compare insurance plans and affordable coverage. Michelle has led business transformations at eHealth, including helping the company win the Modern Healthcare and Ad Age Healthcare Marketing Impact Award for Integrated Campaign. Michelle's prior roles include shaping marketing strategies at AbleTo, leading member engagement at UnitedHealth Group, and building iconic brands like Yoplait and Pillsbury at General Mills.

In this episode…

While technological innovations are revolutionizing patient care and management, they are also reshaping the roles and demands of healthcare marketing. With the healthcare marketer's job no longer limited to traditional sales and marketing strategies, how can these professionals leverage customer centricity to help brands reach the right audience at the right time?

For customer experience expert Michelle Barbeau, the secret lies in establishing a brand identity that differentiates itself from industry norms. Michelle's cutting-edge healthcare campaigns improved transparency and consumer trust and delivered impressive results that included improved brand awareness, boosting website traffic, and minimizing acquisition costs. By prioritizing customers’ needs and developing an integrated marketing approach, marketers can address the major challenges of healthcare marketing — confusion, cost, and complexity. Michelle’s approach demonstrates how understanding and aligning with consumer needs can boost business growth and industry recognition.

In this episode of The Growth Fire Podcast, Kevin Hourigan chats with Michelle Barbeau about strategic innovation and leadership in healthcare marketing. Michelle highlights the importance of consumer empathy in driving business growth, the critical role of mentors in her career journey, and the value of stepping out of your comfort zone. Tune in for insights on brand building, business transformation, and aligning marketing strategies with consumer needs.