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Highmark Tries Brick And Mortar

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A Mid-Atlantic health insurer is trying to reach out to customers by seeing them in person.

Highmark Blue Cross Blue Shield, a unit of Highmark Inc., Pittsburgh, is opening a Highmark Direct retail health insurance store at a shopping center in Pittsburgh and a second store at a shopping center in Mechanicsburg, Pa.

The stores will sell health insurance plans and offer seminars and wellness programs, such as new mother seminars and consultations with nutritionists, Highmark says.