Case Study: Humana boosts agent engagement and sales with Heinrich marketing content

Humana drives 4.5x sales lift with Heinrich

Heinrich Marketing partnered with Humana to address the challenge of supporting Medicare sales agents who were overwhelmed by the complexities of selling, compliance, and member retention. The agents needed strategic, timely educational content to move from reactive to proactive selling, and Humana needed a way to effectively train agents and drive applications.

Heinrich developed a flagship B2B sales enablement content ecosystem anchored on the agent journey, featuring playbooks, webinars, and interactive guides. This solution positioned Humana as a best-in-class educator, fostering agent trust and driving performance. The results were significant: Heinrich's content drove an estimated 86,000 applications from 2021–2024, achieved an 86% average increase in agent engagement, and delivered a 4.5x sales lift for agents engaging with multiple content assets.

Humana