December 12th, 2008

Reports the Central Penn Business Journal:

Highmark Inc. plans to open the first health-insurance retail stores in Pennsylvania early next year — including one in Silver Spring Township, Cumberland County – company officials said.

“The whole health-insurance market is moving to being more consumer-driven, and we need to prepare for that demand,” said Steve Nelson, vice president of consumerism and retail marketing at the Pittsburgh-based insurer.

Buying health insurance can be confusing, Nelson said, and the stores will allow potential customers to speak with Highmark staff about purchasing a plan.

The stores, called Highmark Direct, will have self-service kiosks as well as facilities for customers to have private video conferences with Highmark consumer-service representatives.

The store’s target audiences are small businesses, seniors and people who do not have health-insurance coverage through an employer, Nelson said.

Highmark also will hold seminars on variety of health and wellness topics in the stores.

The other retail store Highmark opening will be in Allegheny County.