Benefitfocus has launched a new technology that will allow health insurance carriers to offer individual health insurance while tracking the ROI for specific marketing campaigns. Benefitfocus eDirect allows health insurance carriers to reach out to uninsured consumers.

"The individual market we have captured using Benefitfocus eDirect(TM) represents 18 percent of our total block of business. The norm for this market in the Blue plans is 8 percent," stated Roger Foreman, executive vice president of sales and chief marketing officer for Blue Cross and Blue Shield of Kansas City.

Benefitfocus eDirect allows consumers to shop for and compare different plans, apply online and receive a quote within 24 hours. Healthcare insurance brokers and carriers can use the software to track prospects, the status of applications, or shoppers who abandon their shopping process.