The Highmark Wholecare Outreach Series, conducted in partnership with Highmark Wholecare and 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.
Objectives
The primary objective Highmark Wholecare had 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.
What We Did
Building on our extensive experience developing and leading innovative on-the-road health and wellness initiatives, our team promptly designed the series structure, strategically focusing on counties and cities with predominantly underserved populations.
We also partnered with local grassroots organizations to identify key community events and ensure effective outreach.
The Highmark Wholecare Outreach Series completed 100 community events and activations throughout Pennsylvania, implementing a human-centered, multi-faceted strategy that included:
- Community Engagement:
- Branded vehicles traveled to various community events across Pennsylvania, setting up informative booths and interactive sessions for attendees. These activities and games included a calorie snack challenge, where participants had the opportunity to prepare their own healthy snack choosing from a variety of ingredients, to create a balanced snack that meets a specific calorie target; healthy smoothies, Meet the Fruits and Veggies interactions, Virtual Reality Goggles and jumbo yard games like Connect 4 and My Plate Cornhole.
- Brochures and pamphlets on Medicare and Medicaid, covering a variety of health topics such as diabetes management, nutrition, and preventive care were distributed throughout the whole tour.
- Resource Allocation:
- Over US $700,000 was allocated to cover logistics, materials, and promotional items.
- A team of well-trained Bilingual Community Outreach Specialists interacted with participants, attended to their needs and questions, and distributed educational materials.
- We provided practical promotional giveaway items like hand wipes, masks, first aid kits, thermometers, and water bottles to reinforce the health education message and brand visibility.
- Marketing and Outreach:
- Before each event, we implemented grassroots digital displays at corner stores and hyperlocal businesses such as restaurants, barbershops, etc, to maximize exposure within our target audience and boost attendance.
How We Helped
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.
Results
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.
Target Population & Demographics
- Current and prospective members, residents, and community organizations within counties with significant underserved populations.
- Underserved populations were identified based on social determinants of health: healthcare access and quality, education access and quality, social and community context, economic stability, and neighborhood and built environment.
- The outreach series considered current trends, including the growing need for accessible health education and the importance of addressing health disparities in minority communities.
- The Highmark Wholecare Outreach Series connected with and educated underserved groups across Pennsylvania, significantly enhancing brand awareness and membership for Highmark Wholecare. Through direct engagement and practical health education, the series empowered individuals to live healthier lives and made a meaningful impact on the broader community.