The Highmark Wholecare Outreach Series, conducted in partnership with Highmark Wholecare and Color & Culture catalyst Latino Connection in 2023, was an innovative initiative designed to engage and educate underserved populations (African Americans, Hispanics/Latinos, and other minority groups) across Pennsylvania on wellness and making healthy choices.
Over four months, the series traveled throughout the state to connect with people directly in their communities, encouraging healthier living for both Highmark Wholecare members and the general public. By participating in a variety of community events—including outdoor festivals, indoor gatherings, park activities, track meets, and city street fairs—the program effectively used these settings to deliver valuable information about health insurance and healthy lifestyle practices.
The primary objective of Highmark Wholecare with this initiative was to connect with people in their communities and:
- Increase brand awareness through direct engagement.
- Boost member enrollment and retention by showcasing the benefits and services offered by Highmark Wholecare.
- Provide attendees with essential information on pressing health issues, and promote healthier living practices among community members.
The Highmark Wholecare Outreach Series completed 100 community events across Pennsylvania through a human-centered strategy that brought health education directly to residents.
Branded vehicles traveled throughout the state, creating interactive experiences including healthy snack challenges, smoothie demonstrations, fruit and vegetable education, virtual reality experiences, and games like Connect 4 and cornhole.
Bilingual Community Outreach Specialists distributed educational materials on Medicare, Medicaid, diabetes management, nutrition, and preventive care while engaging directly with participants.
With over $700,000 invested in logistics and materials, we provided practical health items, including hand wipes, masks, first aid kits, thermometers, and water bottles. To maximize reach, we implemented grassroots digital marketing at corner stores, restaurants, barbershops, and other hyperlocal businesses before each event.
With the outreach series, Latino Connection has helped prospective members of the community in several ways:
- Enhanced Accessibility: The series brought health information directly to community members in convenient locations, ensuring access for those who might not seek out health education on their own.
- Improved Knowledge: In a fun yet practical way, educated individuals with critical health issues, helping them make informed decisions about their health and lifestyle.
- Increased Membership: By highlighting the benefits of Highmark Wholecare’s services, the outreach efforts contributed to a notable increase in membership.
- Community Empowerment: Connected individuals with resources and programs tailored to their specific health needs, such as weight management and postpartum support.
The Highmark Wholecare Outreach Series yielded significant results. The project exceeded expectations by:
- Increasing member enrollment.
- Engaging with over 21,835 individuals across the Commonwealth.
- Generating 1,513,140 marketing impressions (mostly outdoor advertising) valued at $1,165,117.80.
- Covering 3,658 miles and 11 counties, serving as a digital billboard, to attend community events and reach underserved populations, ultimately exceeding the projected mileage.
