Health plan introduces health "gift card"

If you can't afford healthcare services, why not use a coupon? That's the kind of thinking promoted by a new product from Pennsylvania-based insurer Highmark, which has just launched a new Healthcare Gift Card designed to encourage the use of medical services among certain cash-averse populations. The card, which is being issued in partnership with Visa, costs $4.95, and can be charged with anywhere from $25 to $5,000 for use at designated health-related business. Businesses targeted by the card include physicians, dentists, pharmacies and even gyms. Highmark is pitching the card to individuals like college students and seniors who pay for health services but don't like to pay in cash. Of course, it could also be used to pay for care under high-deductible plans as well.

To learn more about the card:
- read this Kaiser Daily Health Policy Report item

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