Highmark Blue Cross Blue Shield announced that it has earned a Brand Excellence Award from the Blue Cross Blue Shield Association (BCBSA) for Brand Innovation. The annual awards honor Blue Cross and Blue Shield companies that outshine in developing and improving the overall brand image.
- Highmark received the award for Brand Innovation, which recognizes an innovative program that provides measurable impact to customers and the BCBS brand. Highmark has been identified for the Two-Way Secure Mobile Messaging program, which delivered an easily available communications channel to better reach high-risk members that previously could not be reached. The program grew significantly during the COVID-19 pandemic and has achieved more than $1 million in cost savings.
- Dr. Benjamin Edelshain, vice president of Clinical Engagement & Digital Innovation for Highmark said, “We are proud to receive this Brand Innovation Award and to be recognized nationally for the innovative ways we are reaching members with higher clinical risk. We recognized significant limitations, especially during the pandemic, to access care among our highest risk members, and we sought to address that need through a reliable system where our members could connect with nurse coaches and other clinicians.”
- The timing of the outreach program also allowed Highmark to leverage this new flow to reach COVID-19 high-risk members with crucial information and resources to help keep them safe during the pandemic. Highmark is also using the technology for outreach to schedule vaccine appointments for eligible members.“Nearly one in three Americans trust the Blue Cross and Blue Shield brand to provide affordable, convenient and high-quality healthcare coverage to them and their families,” said Kim Keck, BCBSA President, and CEO.
- This marks the 26th year that BCBSA has conferred Brand Excellence Awards to recognize BCBS companies nationwide in categories that promote the BCBS brand, including drawing new customers, fostering loyalty among existing customers, and brand innovation.