Interview with Frances Carroll, Marketing Automation Manager, GoHealth
Joan Jenkins (CMO, Blueshift): Welcome to our session on Driving Frictionless Customer Journeys in Highly Complex Environments.
Frances Carroll (Manager, Marketing Automation, GoHealth): Thanks, Joan. I'm excited to share how we create adaptive, data-driven journeys at GoHealth, especially in the Medicare space where timing, regulation, and personalization are key.
Understanding the GoHealth Model
GoHealth is a health insurance marketplace focused on Medicare. What sets us apart is:
- Real-time plan comparison via proprietary tech
- Licensed brokers who assist customers through plan selection
- Post-sale telecare teams for ongoing support
Our marketing automation supports the entire lifecycle, from acquisition to retention.
Three Phases of the Customer Journey
1. Pre-Eligibility Awareness and Education
We stay top of mind before a customer becomes eligible for Medicare:
- Triggered emails after lead form submissions
- Educational content: FAQs, benefit highlights, savings tips
- Wait periods built into journeys to avoid over-communication
Channels: Email and occasional direct mail
2. Eligibility and Conversion
When customers enter the eligibility window, we ramp up outreach:
- Timely emails highlighting benefits
- SMS reminders to create urgency
- Direct mail for high-impact messaging
- Broker outreach via phone for high-intent leads
We segment by source (e.g., app users vs. browser extension) to customize welcome journeys.
3. Post-Sale Retention and Satisfaction
Ongoing engagement is key:
- Member satisfaction surveys
- Check-ins via email and SMS
- Personalized recommendations based on survey responses
- Escalation workflows for at-risk members
If a member flags dissatisfaction, we initiate:
- High-touch follow-up
- Multichannel outreach (SMS, call, email, mail)
Campaign Spotlight: Actionable Engagement
Using tools like Relay, we prompt members pre-enrollment with a simple two-option survey:
- "I’m happy with my plan"
- "My plan could be better"
Happy members enter educational tracks; unhappy members are prioritized for broker outreach.
Fun and Retentive Campaigns
To keep members engaged long-term:
- Coverage activation tips
- Health appointment reminders
- Birthday and holiday greetings
- Anniversary emails
- Partnership offers
These "no-CTA" messages reinforce value and brand connection.
Channel Strategy: Intent-Based Hierarchy
Email (Low Intent)
- For general updates, transactional messages
- Ideal for digitally sourced leads
Direct Mail (Medium Intent)
- For those without digital access
- Used for welcome kits, annual updates, new partnerships
Call (High Intent)
- Used for lead conversion, plan explanations, compliance-related discussions
SMS (Highest Intent)
- Urgent nudges
- Self-service prompts
- Last-minute reminders
Q&A
Joan: How has your audience evolved?
Frances: The newer Medicare audience is more digitally savvy. We now combine email, SMS, and mail more effectively than before. It's helped extend our reach and increase touchpoints.
Joan: Favorite ROI-driving campaign?
Frances: Our self-service post-sale onboarding flow. We gather plan and health details through SMS and email forms. It saves broker time and boosts data collection.
Joan: SMS seems critical for you. Why?
Frances: It cuts through the noise. We see higher action rates compared to email. But we use it sparingly to maintain trust and avoid fatigue.
Joan: What works well for your older demographic?
Frances: Calls and direct mail remain vital. But email engagement is rising as younger cohorts age in. SMS is key for reminders and confirmations.
Joan: What’s been the biggest benefit of using Blueshift?
Frances: Flexibility. We run a lot of proprietary tech and third-party systems. Blueshift integrates seamlessly. Plus, the platform allows us to build agile journeys and adapt quickly.
Joan: Favorite trend for the coming year?
Frances: Self-service everything. Chatbots, portals, automated forms—the less friction we create, the better for members and internal teams.
