Highmark Health Services announced today that it will open a Highmark Direct retail health insurance store in Allentown, Pa. The store will be the tenth location in Pennsylvania and the second in the Lehigh Valley.

“Highmark Direct stores have helped customers better understand health insurance and make more informed decisions about their health,” said Matt Fidler, Highmark Health Services vice president of consumerism and retail marketing. “With the addition of the Allentown store, we’ll be able to reach even more Pennsylvanians who need health insurance support.”

Highmark opened its first two Highmark Direct stores in March 2009. Highmark’s store in Easton opened in 2011. Since inception, the stores have seen more than 230,000 visitors and provided health insurance to thousands of individuals and their families.

The Highmark Direct Allentown store is scheduled to open on July 20 and will be located at The Shops at Cedar Point, 305 S Cedar Crest Boulevard in Allentown. Six additional employees have been hired as staff for the new store location. This store will also have an office dedicated to customer service and will help members with issues like claims, benefits and provide enrollment assistance.

Highmark Direct offers consumers the opportunity to meet one-on-one with a health insurance specialist to discuss their health insurance options and their benefits as a Highmark member. The stores sell health insurance plans to individuals, seniors and small businesses, as well as ancillary products such as dental insurance, critical illness and accident insurance.

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