Pennsylvania Health Insurance Exchange Authority (Pennie®)

Getting Pennsylvanians covered
Establishing a health insurance system

The Problem
The Pennsylvania Health Insurance Exchange Authority was charged with creating a state-based health insurance exchange to replace healthcare.gov for the health insurance plan year in 2021. As Pennsylvania made the transition, the exchange needed a name, brand, visual identity and solid positioning to define the newly launched entity.

The Solution
We conducted an extensive round of research and strategic planning to guide brand development, including the website and a robust advertising and creative awareness campaign. The result: Pennie, connecting Pennsylvanians to health coverage.

The results
We developed a comprehensive statewide creative campaign to launch the brand and drive enrollment in fall 2020. We have continued to support and enhance enrollment efforts with a special focus on hard-to-reach, underserved populations, conducting extensive research to inform a recruitment strategy using email, text messaging, social media advertising and incentives. Pennie concluded its 2025 open enrollment with a record-breaking enrollment of 496,661.