Choice Administrators, a California-based developer and administrator of health insurance exchanges, has appointed Kevin Counihan as new president of its Choice Administrators Exchange Services.

In his new role, Counihan will be responsible for overseeing the company’s exchange development strategy nationwide.

Health reform legislation passed in 2010 requires all states establish a health insurance exchange by 1 January 2014, or default to a federal ‘fallback’ program.

Counihan will join Choice Administrators from the Commonwealth of Massachusetts Health Insurance Connector Authority, where he served as chief marketing officer since its inception in 2006.

Over the past quarter century, Counihan has worked in a various roles in the health insurance and employee benefits industries including underwriting, finance, marketing, sales and operations.

He was senior vice president of sales, marketing and member services for Tufts Health Plan and, previously, vice president of sales for Cigna and Equicor.

CHOICE Administrators CEO and president Ron Goldstein said that Kevin brings broad experience and a unique perspective to the issues and challenges confronting states as they comply with federal health reform legislation. He will play a critical role in helping to educate states on the key issues in forming insurance exchanges and will advocate our company on the national stage.