HealthNow New York Inc. is trying to get serious about helping consumers figure out and use their health coverage.

HealthNow, Buffalo, N.Y., a company that does business as BlueCross BlueShield of Western New York and BlueShield of Northeastern New York, will be offering all health plan members access to free, unlimited health advocacy services from Health Advocate Inc., Plymouth Meeting, Pa.

The advocates can explain test results and bills, help patients negotiate prices with providers, and arrange for clinical care, HealthNow says.

HealthNow believes it is the first health insurer in the United States to make a health advocacy service a standard feature for all health plan members, the company says.