Highmark Blue Cross Blue Shield

Positioning a Company for Future Growth

With more than 30 projects over nine years for this health insurance industry leader, Tripp Umbach helped Highmark Blue Cross Blue Shield determine their awareness among consumers as well as their strengths and weaknesses across key attributes in comparison to competitors.  Among the findings were that Highmark had dominant top of mind unaided awareness in its market.  Through a combination of quantitative research as well as interviews and focus groups the team made recommendations to reposition the new entity as well as rename it. It has provided similar consulting services on behalf of companies in Massachusetts, Maryland and Tennessee.

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