Kynecting the Dots: How Kentucky’s Willingness to Loosen the Reins Sparked a Health Insurance Enrollment Race in the Bluegrass State

Abstract

ABSTRACTThe development of health insurance exchanges within the Patient Protection and Affordable Care Act (ACA) legislation is one of the hottest health policy issues of this decade. With the surprise enrollment success of Kentucky’s exchange called “Kynect,” the influence of how marketing and branding have contributed to the embrace of the policy has garnered interest from scholars and practitioners alike. Driven by the utilization of in-depth interviews, this study found that Kynect’s success was aided by three emergent themes: frequent communication between the outsourced marketing firm, Doe-Anderson, and relevant stakeholders; the willingness to delegate all marketing and branding control to Doe-Anderson; and a multiparty commitment to developing and executing a campaign that would simultaneously adhere to public values and accentuate a feeling of localness to constituents across the state. The paper contributes to existing literature by providing an inside look at how a government can find marketing success against historical odds.