The Blue Cross Blue Shield Association is an association of 36 independent, locally operated Blue Cross and/or Blue Shield companies.

Donna K. Lencki

Chief Marketing Officer and Senior Vice President, Consumer Experience

Capital BlueCross

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Donna Lencki

Areas of Expertise

  • Retail Partnerships
  • Change Management


  • Boston University
  • Rivier College


Donna Lencki is chief marketing officer and senior vice president, consumer experience, at Capital BlueCross, where she is responsible for helping to drive growth for the company through strategic diversification efforts, enhancing the company’s brand presence in the marketplace and engaging health care consumers in new ways to meet their rapidly evolving expectations. Lencki is at the forefront of the company’s efforts to shape a distinctive experience for customers – through retail stores, responsive design web capabilities, social media activity, digital consumer tools, and compelling messaging and imagery across all communication channels.

With a 25-year tenure and an intense passion for health care consumerism, Lencki is widely recognized as a visionary leader within the health care industry. Accustomed to working in “start-up” and entrepreneurial environments, she has a talent for revenue growth, product innovation and administrative and medical cost discipline. She has brought these areas of expertise to her role at Capital BlueCross, and is driving the development and implementation of products that are distinctive, add higher levels of value to customers, and reflect the depth and breadth of the company’s clinical and analytical capabilities.

Prior to joining Capital BlueCross, Lencki founded the Geneia Company in 2006, which was sold to Capital BlueCross in June 2012. Before Geneia, she was co-founder, chief executive officer and chairman of the board of Choicelinx Corporation, which was sold to a national insurer in 2005. Prior to Choicelinx, she served as chief executive officer of the Healthsource New England based companies. She was responsible for managing multiple health plans, a billion dollars in revenue and more than1,600 employees. As one of Healthsource’s first employees, Lencki served as vice president of marketing, contributing to its growth from a start-up organization to a national managed care company.

Lencki is a frequent speaker about the retail evolution and the need for continued innovation in health care at several industry forums including the World Health Care Congress, Group Health Association (AAHP), the Marketing Health Care to Women Conference and the Washington Business Group on Health.

She received her Bachelor of Science degree in health administration from Rivier College and a Master of Science degree from Boston University.