Highmark Health

Christina Zdanowski-Pattison, Marketing Director & Strategy
Jody Proudfit, Marketing Manager
Peg Eitl, VP Sales & Client Management
Michael Puck, Digital Marketing Strategist

Partners + Napier *Lead Agency

Mike Baron, Group Creative Director
Kelly Chapman, Account Director
PJ Galgay, Copywriter
Rick Calzi, Art Director
Rebekah Mulcahey, Sr. Account Executive
Jeff Zielinski, Sr. Production Supervisor

dPost

PushMP

Highmark Blue Cross Blue Shield Delaware needed to retain 60K+ state employees after a national insurer negotiated with the State of Delaware to take half of their business with a less expensive plan. By building on an insight that only Highmark Delaware could own, we connected with state employees on an emotional level by tapping into Delawareans’ deep Blue Hen pride. And despite cost and convenience disadvantages, the campaign achieved 97% of total retention goal in six weeks and delivered 3-to-1 ROI.