Highmark Blue Cross Blue Shield said this morning it will open a local store early next year to help people and small business owners choose health insurance plans.
Downtown-based Highmark said it's the first health insurer in Pennsylvania to open a retail location. The Highmark Direct store will be in the McKnight Seibert Shopping Center off McKnight Road in Ross, and tentatively is set to operate from 10 a.m. to 7 p.m. Mondays through Saturdays.
"As the health insurance market becomes increasingly consumer-driven, health insurers are positioning themselves to meet growing demands for health insurance products and information through retail marketing channels," said Steven Nelson, the company's vice president of consumerism and retail marketing.
Visitors to the store will be able to meet with Highmark sales associates, to discuss insurance options and apply for plans. People who don't receive insurance through work, seniors who want to supplement other coverage and business owners are potential customers, Highmark said.
Self-service kiosks where customers can research plans on their own also will be available, and the store will hold seminars on health insurance topics.
Highmark also will open a similar store in Mechanicsburg. The stores won't replace current Highmark Member Service offices, the company said.
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