Highmark Introduces New Healthcare Gift Card

New Offering Creates Convenient Way To Give The Gift Of Health To Friends And Family; Help Pay For Health, Wellness And Personal Care Expenses

November 1, 2007

Contact:

Kristin Ash 412.544.8971

PITTSBURGH, PA  –  Highmark Inc. launched a new product today, the Healthcare Visa ® Gift Card. The card provides an easy way for consumers and recipients to cover out of pocket expenses related to maintaining personal health and wellness.

This first-of-its kind Healthcare Gift Card can be used for a variety of purchases, including co-pays for doctor visits, prescriptions, vision care, dental care, health club memberships and elective procedures. The use of the card is limited to health and wellness merchants where Visa debit cards are accepted.

"For more than 75 years, Highmark has been committed to providing innovative programs that address a spectrum of healthcare needs," said Kenneth R. Melani, M.D., president and chief executive officer of Highmark.  "The Healthcare Visa Gift card is yet another innovation that will help a broad range of consumers."

The Healthcare Gift Card gives consumers a convenient means to pay for health-related, out-of-pocket expenses - for themselves and for others. It also provides parents and primary caregivers a new way to ensure loved ones have the funds to cover trips to the doctor, dentist, buy new eyeglasses and take care of healthcare expenses whenever they arise.   

Launching November 1, 2007, the card is available for purchase online at the Healthcare Gift Card website, www.givewell.com or by phone at 877-850-3774.  Cards can be purchased in any full dollar amount, ranging from $25 to $5,000.

The Healthcare Gift Card can be used regardless of a person's health insurance coverage and gives consumers a secure, convenient alternative for handling health and wellness expenses.

"We think the Healthcare Gift Card has great potential," said Dr. Melani. "We are very excited about the card and the fact that we are the first in the nation to develop and introduce a product like this."   

About Highmark Inc.

As one of the leading health insurers in Pennsylvania, Highmark Inc.'s mission is to provide access to affordable, quality health care enabling individuals to live longer, healthier lives. Based in Pittsburgh, Highmark serves 4.6 million people through the company's health care benefits business. Highmark contributes millions of dollars to help keep quality health care programs affordable and to support community-based programs that work to improve people's health. The company provides the resources to give its members a greater hand in their health.

Highmark Inc. is an independent licensee of the Blue Cross and Blue Shield Association, an association of independent Blue Cross and Blue Shield Plans.  The Healthcare Gift Card is issued by MetaBank pursuant to license from Visa U.S.A., Inc.  https://www.highmark.com/hmk2/index.shtml