Blue Cross Blue Shield of Delaware is now Highmark Blue Cross Blue Shield Delaware (Highmark Delaware). This change reflects Highmark Delaware’s affiliation with Pennsylvania-based Highmark Inc., (Highmark). To announce the name change, a new advertising campaign will run through August 27, and consists of cable TV, radio, newspaper, magazine, digital and outdoor messaging.
“While we’re adopting a new name, our commitment to provide our members with access to affordable, high-quality health care coverage remains the same,” said Highmark Delaware President Tim Constantine. “This name change emphasizes the wide range of resources that our affiliation with Highmark will bring to Delawareans. This is an exciting time for our company.”
To promote Highmark Delaware’s new name throughout the state, the 53-foot Highmark Direct mobile unit began touring the state this month. The expandable truck, which is used in other Highmark locations to assist with open enrollment events and screenings at customer locations, has traveled more than 150,000 miles since January 2009 and utilizes a sustainable biodiesel fuel derived from vegetable oil and animal fat by-products.
The state-wide truck tour began with an employee event at Highmark Delaware headquarters in Wilmington on July 23.