Highmark Health

Cindy Donohoe, Chief Marketing Officer
Craig Riner, VP, Marketing
Deborah Crawford, Director, Marketing Strategy
Cristan Strus, Director of Marketing Strategy, Media & Events
Janele Marek, Manager, AHN Marketing Strategy

Doner *Lead Agency

Karen Cathel, EVP, Executive Creative Director
Michael Stelmaszek, EVP, Executive Creative Director
Raun Young, Associate Creative Director
Alison Taubman, EVP, Business and Strategy
Pete Spender, EVP, Brand Leader

Assembly

Results Digital

As the long-standing, dominant provider in western Pennsylvania (WPA), UPMC is well known, well respected and well funded, with an excellent quality reputation. Allegheny Health Network (AHN) was the newcomer. Established in 2013, AHN was outspent and “out-historied.” They needed an identity, and to increase patient volume. In 2016/2017, a new campaign achieved both – driving a significant increase in unaided awareness and doubling AHN’s growth goals in a declining industry; accomplished through a uniquely authentic approach with no actors, no scripts and no do-overs.