The content you display in this first Highlight is extremely important. It needs to excite people about something happening RIGHT NOW in your store. Maybe it's a sale, maybe it's a clinic, maybe it's an important advocacy message, or maybe it's a party. Whatever it is, it needs to be changing often and always be exciting. Exciting things are already happening in your store; now you need to make these part of your website, too.
Note: Keep Highlights brief. If you need more than a few sentences to convey a message, create a separate page in the Page Editor that "tells it all" and add a link from the Highlight to that page.