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Highmark Health | Company Profile, Marketing Contacts, Media Spend, Brands

Highmark, Inc. is one of the leading regional, non-profit health insurers in the nation. The company, headquartered in Pittsburgh, PA, provides health-related coverage to clients in Pennsylvania, West Virginia and areas in eastern Ohio.

Main Telephone (412) 544-7000
Main Fax (412) 544-8368
Primary Address
120 Fifth Avenue Place
Pittsburgh, PA 15222

Highmark Health Contacts

Contacts (5/8)
Name Title State
Cindy D. Executive Vice President, Chief Marketing Officer PA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (412) 544-7000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 120 Fifth Avenue Place
Pittsburgh, PA

Darren M. Senior Vice President, Diversified Business Development PA
Tina S. Vice President, Product & Marketing PA
Amy P. Director, Business Development - REMWorks Sleep Store PA
Deborah C. Director, Marketing Operations PA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Highmark Blue Cross & Blue Shield *******
Highmark Health ********

Agency Relationships

Brand Agency Service From To
******** **** ***** & **** ****** ***** ******** Creative, Media Buying, Media Planning 2015 present
******** ****** ***** ******** AOR - creative, media buying & planning 2015 present
******** ****** ***** Creative, Digital 2015 present

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Score 57 – Close Watch: Highmark hires marketing SVP after appointing new AOR

Subject: TV, outdoor, digital, online, newspaper, sponsorship

Company: Highmark Health, the fourth-largest Blue Cross and Blue Shield-affiliated company in the US. The Pittsburgh-based health care provider largely serves the Western Pennsylvania market, but millions of customers are in Delaware, West Virginia and across Pennsylvania, as well.

Opportunity: After moving creative and media to MDC’s here), Highmark has hired Cindy Donohoe as marketing SVP. While she’ll certainly evaluate these new relationships moving forward, the most immediate opportunity here is for Western Pennsylvania sellers ahead of the Affordable Care Act’s next open enrollment period (Nov. 1-Jan. 31).

As such, Highmark’s  target audiences should be small business owners, early retirees and entrepreneurs 25-60-years-old – anybody who doesn't obtain health insurance through their parents or an employer. Use Highmark’s Moat.

Agencies – keep a close eye on this account over the next year, as Donohoe will certainly evaluate budgets and agency roster’s performance/ROI, as all new CMOs do. 

Additional Insight

Experience: Donohoe brings extensive healthcare marketing experience to Highmark. Most recently, she was VP of business development and marketing at AliveCor. Before that, she was SVP of growth and customer experience officer at Physicians Immediate Care, Divisional VP of pharmacy healthcare marketing at Walgreens and CMO of Ovations at UnitedHealth Group. 

 Media Spend:  Highmark Health spent $25 million on measured media last year, up from $20.6 million in 2013, Kantar Media reports. Leading the way last year was TV outlays, representing about 40% of spend, followed by newspapers (26%), outdoor (17%) and display (14%). Highmark hasn’t disclosed how much it’s spend on the new campaign.

Highmark Health
120 Fifth Ave. Place
Pittsburgh, PA 15222
(412) 544-7000

Cindy Donohoe (Assistant: Cynthia Haski,
Tony Ryzinski
Vice President, Marketing
(412) 544-7000