Press Releases

Wednesday, June 08, 2022

Highmark announces new market president for Eastern Pennsylvania

Camp Hill, Pa. (June 8, 2022) — Highmark announced today that Joseph Haddock has joined the organization as Eastern Pennsylvania Market President. Haddock will assume the role from current Eastern Pennsylvania Market President Brian Rinker, who is retiring.

Haddock has more than 25 years of leadership and sales experience in the health care and insurance industries with a proven track record of achieving growth in membership, revenue and profitability through strategic planning, distribution channel development, and relationship building with key stakeholders.  

“We are pleased to welcome Joe Haddock to Highmark,” said Thomas Doran, executive vice president and chief operating officer, Highmark Inc. “Joe knows the Eastern PA market well, having served for nearly 20 years in various leadership positions with Geisinger including director of sales, VP of sales and chief sales officer. He will truly be an asset as we continue to build our customer base and serve more than one million members in the region.”

Most recently, Haddock served as executive vice president and chief revenue officer of Homestead Smart Health Plans in Philadelphia, PA. In that position, he delivered executive leadership, strategic planning, revenue and membership growth, product and program development, distribution channel development, provider network development, and new market expansion for Homestead’s integrated, self-funded health plan solution.

“I would also like to thank Brian Rinker for his leadership in the Eastern PA market for the last several years,” said Doran. “Brian played an integral role in our successful merger with Blue Cross of Northeastern Pennsylvania in 2015, and helped us continue to deliver for our customers and community throughout the COVID-19 pandemic.”

About Highmark Inc.
One of America's leading health insurance organizations and an independent licensee of the Blue Cross Blue Shield Association, Highmark Inc. (the Health Plan) and its affiliated health plans (collectively, the Health Plans) work passionately to deliver high-quality, accessible, understandable, and affordable experiences, outcomes, and solutions to customers. As the fourth-largest overall Blue Cross Blue Shield-affiliated organization, Highmark Inc. and its Blue-branded affiliates proudly cover the insurance needs of approximately 6.8 million members in Pennsylvania, Delaware, New York and West Virginia. Its diversified businesses serve group customer and individual needs across the United States through dental insurance and other related businesses. For more information, visit

For more information, contact

Leilyn Perri
Highmark Inc.
Office: 717-302-4243
Cell: 717-215-7835