Pittsburgh – Looking for something special for a special someone this holiday season? Highmark Inc. has come up with a novel marketing idea - the Highmark Healthcare Visa Gift Card.

The card is designed to provide consumers and recipients an easy way to cover out-of-pocket expenses relating to maintaining personal health and wellness.

The 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.

“We think the Healthcare Gift Card has great potential,” said Kenneth Melani, M.D., president and chief executive officer of Highmark. “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.”

The use of the card is limited to health and wellness merchants where Visa debit cards are accepted. Cards are available for purchase online at the Healthcare Gift Card website, www.givewell.com, and can be purchased in any full dollar amount, ranging from $25 to $5,000.

Source: Highmark Inc.

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