Highmark Health
When a Market Was at Risk—and Millions Were Watching
Provider Contract Dispute
Market Disruption
The Situation
A prolonged, highly public dispute between Highmark Health and UPMC threatened patient access to care across western Pennsylvania and became one of the most closely watched healthcare finance stories in the country. As legal, regulatory, and competitive pressures intensified, the dispute raised broader questions about market power, antitrust, and the future of integrated health systems – drawing sustained media, government, and public scrutiny.
The Approach
Carter led the development of a targeted, multi-year communications strategy designed to position Highmark as a responsible, patient-focused organization during a period of sustained uncertainty. The effort integrated CEO communications, media engagement, advertising, and internal messaging to ensure consistency, credibility, and empathy across audiences.
A defining moment in the strategy was a 60-second national commercial, “Changing the Tone,” which featured Highmark’s CEO directly addressing the impact on patients and committing to a more constructive path forward – thus putting a human face on an otherwise complex and contentious dispute.
The Impact
The communications strategy helped stabilize Highmark’s public position during a multi-year conflict, reinforced trust with members and stakeholders, and supported a resolution that ultimately led to a long-term contract restoring patient access and market stability.
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