Brian J. Rinker is Market President for the Eastern Pennsylvania region of Highmark Inc. This includes oversight of Highmark Blue Cross Blue Shield in the Northeastern Pennsylvania market and Highmark Blue Shield in the Central Pennsylvania market.
In this role, Mr. Rinker is Highmark’s senior leader based in the region providing support for business performance, new business development and serves as a primary liaison with community stakeholders, business partners and advisory boards. Mr. Rinker was appointed to this position in January of 2020. Previously, he served as Senior Vice President for the Northeastern Pennsylvania region. He joined Highmark in 2015 following the merger of Highmark and the former Blue Cross of Northeastern Pennsylvania (BCNEPA) where he was the Senior Vice President/Chief Administrative Officer.
In addition to his health insurance background, Mr. Rinker worked at the former Community Medical Center Healthcare System in Scranton, Pennsylvania as the Vice President for Planning and Managed Care. He began his career in federal and state-sponsored health systems planning with the Health Systems Agency of Northeastern Pennsylvania and the Pennsylvania Department of Health.
Mr. Rinker holds a Bachelor’s Degree from King’s College in Wilkes-Barre and a Master’s Degree in Health Administration from Wilkes University, also in Wilkes-Barre.
He is active on many community boards including the United Way of Wyoming Valley, the Greater Wilkes-Barre Chamber of Commerce, Volunteers in Medicine, the Diamond City Partnership and the Luzerne County Industrial Development Authority.
He lives in Forty Fort Pennsylvania with his wife Lisa.
Current Board of Director affiliations include:
United Way of Wyoming Valley
Luzerne County Industrial and Development Authority
Wilkes-Barre Chamber of Commerce
Diamond City Partnership
Current Health Care Advisory affiliations include:
University of Scranton Health Advisory Council
Misericordia University Health Advisory Council
Wright Center Strategic Executive Committee
Thought Leadership Topics:
Health Care Industry
National landscape/current health care issues
Highmark’s shift to value-based reimbursement
Health care landscape in NEPA
Operational, experiential & clinical excellence
Provider partnerships in NEPA (Lehigh Valley Health Network, Geisinger Joint Venture)
Managing Health Care Dollars
Highmark products in NEPA that manage health care costs
Highmark Blue Cross Blue Shield serves the 29 counties of western Pennsylvania and 13 counties of northeastern Pennsylvania. Highmark Blue Shield serves the 21 counties of central Pennsylvania and also provides services in conjunction with a separate health plan in southeastern Pennsylvania. Highmark Blue Cross Blue Shield West Virginia serves the state of West Virginia plus Washington County. Highmark Blue Cross Blue Shield Delaware serves the state of Delaware. Highmark Western and Northeastern New York Inc., serves eight counties in Western New York under the trade name Highmark Blue Cross Blue Shield of Western New York and serves 13 counties in Northeastern New York under the trade name Highmark Blue Shield of Northeastern New York. Each of these companies is an independent licensee of the Blue Cross Blue Shield Association. Blue Cross, Blue Shield and the Blue Cross and Blue Shield symbols are registered marks of the Blue Cross Blue Shield Association, an association of independent Blue Cross and Blue Shield companies. All references to “Highmark” in this document are references to the Highmark company that is providing the member’s health benefits or health benefit administration.
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