Highmark Health selects Doner as Lead Advertising Agency
February 4, 2015
PITTSBURGH (Jan. 29, 2015) — Highmark Health today announced their selection of Doner as the organization’s new lead agency. Doner was awarded the contract from a national field of advertising agencies that responded to the Request for Proposals (RFP) initiated by Highmark Health in late July.
Doner will oversee branding, advertising strategy and media buying regionally for Highmark Inc. in its core and expansion markets as well as for Allegheny Health Network in western Pennsylvania. The agency will also serve as the lead agency and may work with some Pittsburgh-based firms on various projects. Doner has employed Pittsburgh-based media buying representatives for more than 10 years, a capability that was integral to the RFP process, as Highmark Health anticipates eighty percent of its media budget will continue to be invested in the western Pennsylvania market as it has in the past several years.
“After an exhaustive review of potential advertising agencies, we are excited to partner with Doner and feel that their strengths and eagerness to execute are consistent with Highmark Health’s mission to lead the change in health care by improving the quality, availability and affordability of health care,” commented John Paul, Chief Executive Officer, Allegheny Health Network. “Highmark Health has undergone significant transformation in recent years and we are now one of the largest integrated health care delivery and financing networks in the country. As our organization and the health care landscape continues to evolve moving into 2015, we decided this was the right time to make a change in agencies.”
“We undertook this agency review with an incredibly analytical eye,” added Deborah Rice-Johnson, President, Highmark Health Plan. “We understand that health care is personal. With the focus always on our customers, it is critical that our advertising convey that message to the community. We worked with The Bedford Group, a well-respected marketing management firm, to establish a list of key criteria that we would require from our agency; they included strength in the digital arena, solid health care experience, experience in integrated marketing, strong creative and media-buying experience and a commitment to building a diverse and inclusive workforce.”
“We’re thrilled to partner with Highmark Health, as we share their passion and vision for changing health care for the better, one person at a time,” said David DeMuth, co-CEO and President, Doner. “Our growing strategic and creative expertise in the health and wellness segment are well-suited for building an affinity and differentiation for Highmark Health’s impressive offering of tools and services.”
Highmark Health’s new agency contract with Doner is scheduled to begin on Feb. 1, and is for a term of three years.
www.highmarkhealth.org / January 29, 2015
About The Bedford Group
The Bedford Group is an Atlanta based Marketing Management Consulting firm that has been in operation since 1986. It has built its reputation on marketing organization support, agency search and relationship management and strategic marketing consulting. Unlike traditional advertising consultants, The Bedford Group looks beyond traditional marketing disciplines to solve complex, enterprise-wide issues for efficient resource management and improving marketing ROI.