Case Study: Humana boosts insurance agent recruitment with Heinrich Marketing

Humana grows sales agent recruitment 5x with Heinrich

The customer Humana needed to attract and retain more insurance sales agents to increase plan sales, but faced the challenge of agents feeling uncertain about switching to a new carrier. The vendor Heinrich developed a B2B marketing strategy and the "Ready for Everything" campaign to address this.

Heinrich executed a fully integrated lead-generation campaign using educational content, video, targeted paid media, email marketing, and conversion-focused web experiences. This solution directly addressed agent fears and built trust. The results included a 5x (500%) increase in new sales agent recruitment, totaling 4,300 new agents, a 161% rise in on-site conversions, and a 26% year-over-year decrease in cost per conversion.

Humana