How Pennie changed the way people think about health insurance.

Health insurance.

Two simple words that have become a target for debate, emotion and conflict. On top of historical misgivings the public holds — one survey showed 43% of Americans distrust insurance companies¹ in general —  the current state of the world has heightened the tension in the health insurance landscape: a global pandemic coupled with economic instability; a nation divided over politics, race and government; and a continued legal battle over the Affordable Care Act.

Not exactly an optimal environment for the Pennsylvania Health Insurance Exchange Authority to introduce a state-based health insurance exchange to replace the federal marketplace.

Clearly, just informing the public about the switchover would be inadequate; a brand had to be created to change the way people think and feel about insurance.

Enter Pennie.

Positioned as a dependable resource, the Pennie website and accompanying media launch serve as a caring, motherly hand that helps make choosing health insurance less overwhelming.

How can that be communicated visually? Pennie’s ubiquitous arch branding illustrates overarching care, comfort and trust, showing Pennsylvanians across the state that they’ll be able to cover themselves and their whole family, regardless of their circumstances. It’s a reassuring element in every visual to convey clearly that people can feel secure and empowered using Pennie to help them choose health insurance that works for them. Pennsylvania IS the Keystone State, after all …

Pennie’s website and advertising convey a clear and simple promise, not the usual confusing health insurance lingo that makes consumers uneasy. In TV, print, outdoor, online and video advertising, the text sends the only message consumers need to remember: Pennie gets you covered.

It stays simple on the website, too. Shoppers have just a few easy-to-understand tab choices — learn, shop, connect, get covered — plus informational videos and even entertaining educational podcasts, with real-life examples and explanations to help Pennsylvanians connect with health coverage.

Pennie delivers the unexpected from health insurance. Clarity, not complexity. Peace of mind, not worry. Understanding, not confusion. It’s all through simplicity and visual branding that get consumers over the inherent health care hurdles and let them feel good about making health insurance decisions.