Women & Business February 2017: Cindy Donohoe
Donohoe is Senior Vice President of Marketing for Highmark Health.
Senior Vice President of Marketing
In a city with some of the nation’s top hospitals and fierce competition between care providers, health care marketing is a significant undertaking. But with years of experience in the industry and numerous awards to show for it, Cindy Donohoe is up to the task.
The senior vice president of marketing for Highmark Health, Donohoe is responsible for the company’s branding, digital space, customer experience, insights and strategic marketing.
“It’s my job to help people experience our brand and connect with the company in new ways, so they can see firsthand what we’re all about and what we stand for,” says Donohoe. “We help the rest of the organization understand what quality and value really mean to our patients and members, so we can deliver the best health care experience possible.”
Before joining Highmark, the Dartmouth alumna was the divisional vice president of pharmacy health care marketing for Walgreens. Under Donohoe’s leadership, Walgreens’ flu immunization campaign won several awards – including Retail Advertising Campaign of the Year from the Oracle World Retail Awards. Her “Edith & Ellen” TV spot for the campaign was one of the most liked new ads by Nielsen TV viewers.
More recently, Donohoe has been working on Highmark’s #LivingProof campaign, a project that captures patients’ stories in real-time and shares them online and on social media.
“We’re telling big stories of joy and courage in small ways. It’s not forced or fake. It’s truly authentic, real emotion,” she says. “It’s so uncommon in marketing today to share proof, not promises.”
Donohoe is on the board of directors at the Women’s Center & Shelter of Greater Pittsburgh.
“The WC&S’s work to help women regain their confidence and get a fresh start is so important,” she says.
In both of these roles, Donohoe finds success with focus and “a small dose of inspiration,” and says others can, too.
“You and your team can do amazing things with a big challenge,” she says. “Make sure the vision and direction are set, get the barriers out of the way and then see what remarkable things can happen.”