With dramatic changes facing healthcare nationally and locally, UPMC decided to wind down its long-standing relationship with Highmark Blue Cross Blue Shield because the insurer wanted to purchase a hospital system and complete directly with UPMC.  UPMC wanted a clear understanding of consumers’ awareness and opinions of the proposed changed.


CorCom, Inc. conducted a number of “pulse” surveys, focus groups and other research strategies to better understand what consumers thought of these changes in healthcare, which messages resonated most effectively and what UPMC might do to be more successful in the future.  The results helped guide the organization in a time of great turmoil and transition.