HealthNow New York Inc., the parent of several New York state Blue Cross and Blue Shield plans, now wants to serve self-insured, midsize employer groups throughout the United States.

HealthNow, Buffalo, N.Y., generated about $2.3 billion in revenue in 2008 and is best known for controlling BlueCross BlueShield of Western New York and BlueShield of Northeastern New York.

But the company also owns Brokerage Concepts Inc., King of Prussia, Pa., and it is now starting a new subsidiary, HealthNow Administrative Services, to go after the “administrative services only” health plan market.

The HNAS subsidiary is targeting employers with 100 to more than 1,000 employees, HealthNow says.

HealthNow also hopes to court those employers’ brokers and agents, and independent benefit plan administrators.

HNAS will continue to go after employers in the Mid-Atlantic and New England regions, but it “has begun marketing employee benefit products and services across the country,” HealthNow reports.

The home base will be King of Prussia.

HNAS also has an administration office in Dallas and sales offices in Boston and Phoenix.

“We anticipate that the majority of HealthNow’s new membership growth in 2010 will be attributed to the success and leverage of HNAS,” Lawrence Thompson, a senior vice president at HealthNow, says in a statement.