How Highmark increased buyer engagement by 55%

Highmark is among the largest Blue Plans, serving over seven million members across the U.S. It’s on a mission to create a better kind of care through its Living Health strategy, which unifies fragmented health experiences. To land this strategy, Highmark partnered with Highspot. Now, Highmark’s reps are delivering modern client experiences, and its go-to-market teams are using the Initiative Scorecard to connect activity to outcomes and identify the tactics that drive impact in the field.

Aligning around a new initiative 

Highmark is building a better kind of health ecosystem. It’s redesigning care delivery, and with it, it’s go-to-market motion and growth goals.

As this transformation took shape, the organization found itself at a crossroads. “We are so focused on growth and revenue, but what initiatives are going to help us best achieve that?” began Jason Miller, vice president of customer and segment strategy, sales enablement at Highmark. “Where should we be focusing our energy?”

The Living Health strategy—designed to simplify historically fragmented care experiences—offered a clear path to sustainable growth. But it also raised difficult questions about how the organization would align teams and execute. “For us, it’s our Living Health journey,” continued Miller. “So, how are we trying to elevate those products, measure them, and ensure we’re selling them in a meaningful way that will lead to higher retention of our customers?”

To bring this strategy to life, Highmark leaned on Highspot as its enablement partner. With Highspot, it could define strategic initiatives, deliver relevant guidance to reps, and measure how those efforts translated into go-to-market success.

But this shift didn’t come without resistance. “Many seasoned sellers are resistant to change,” acknowledged Miller. “The way we positioned it was that while they haven’t changed, their buyer has.”

To equip every rep to execute its Living Health strategy effectively, Highmark looked to Highspot’s Analytics to ease the process.

Honing execution with the Initiative Scorecard

As Highmark rallied around the Living Health strategy, the focus shifted to execution and measurement. As the initiative ramped up, its teams needed visibility into what was (and wasn’t) working across the GTM motion, so they could course-correct quickly.

Highspot’s Initiative Scorecard gave Highmark a single view of activity, adoption, and outcomes in one place. Highmark’s first initiative measured how reps engaged with Sales Plays. “The first thing we did was make one big Initiative,” explained Aaron Bomba, senior sales consultant, solution owner at Highmark. “We took our Sales Plays, of which we have about 60, and put them in one Initiative to see where people were spending time.”

The Scorecard revealed how reps engaged with Plays—and how those viewing behaviors correlated with real outcomes. “We took that Scorecard to leadership and said: ‘You want to sell this product, but only 30% of reps have spent time on certain Sales Plays,’” added Bomba. Now, Highmark uses those insights to scale what works and close the gaps where execution lags.

Beyond the Living Health initiative, Highmark’s team has driven consistently high adoption, with 90% of reps regularly using the platform and 50% of users leveraging external sharing capabilities to engage clients. “Showing reps how easy it is to do things with Highspot is key,” shared Miller. “They think it’s complex and difficult because it’s new, but when you show them how easy it is, it clicks.”

Developing an insight-informed path to success

At Highmark, the momentum is building. Resistant reps are now superusers. External sharing and Digital Rooms have increased client engagement by 55%, and the Initiative Scorecard has enabled the team to identify and reinforce the tactics that drive the business forward.

Now, Highmark has a roadmap for success and can reinforce it at scale. “We’re going to do a lot to show what excellence looks like,” explained Miller. “We’re starting a podcast series. One of the topics is: How do top Highspot utilizers achieve success, and what are they doing differently?”

Fuelled by analytics, Highmark is turning strategy into coordinated GTM action across reps, managers, and the teams that support them. With Highspot, it has the right support to continue evolving. “We just completed our third year as a customer and renewed for an additional five years,” concluded Miller. “We’re excited to continue growing with Highspot.”