New health insurance retail store allows self-service kiosk shopping

PITTSBURGH — Pennsylvania's first health insurance retail store, Highmark Direct, which will feature self-service kiosks where customers can shop for health insurance plans or research member benefits, will celebrate its grand opening at the McKnight Siebert Shopping Center with a grand opening on March 7.

According to a news release, Highmark Direct will sell health insurance plans to individuals, seniors and small businesses. The store will also provide seminars and educational information about the value-added benefits that Highmark members have access to, such as smoking cessation programs, weight loss programs, consultations with nutritionists and more.

"We know that the responsibility for purchasing and understanding health insurance is falling more to individual consumers, especially in these difficult economic times," said Kenneth R. Melani, M.D., president and CEO, Highmark Blue Cross Blue Shield. "That's why we're opening our Highmark Direct health insurance retail stores in Pittsburgh and Mechanicsburg. We want to help individuals who may have to purchase health insurance on their own and small business owners looking for health plan options for themselves and their employees."