In a consumer-driven health care market, carriers are becoming more and more creative about the manner in which they serve customers. BlueCross BlueShield of South Carolina is setting a prime example, as the health insurer opens the company's first retail outlet, in Mount Pleasant, S.C.

The 1,800 square foot SC BlueStore will offer insurance for individuals, both under age 65 and over age 65, as well as children's policies at the store. Shoppers also may attend wellness seminars to be scheduled periodically, use a wellness station where they can check blood pressure or body mass index and experience a chair massage, and enjoy refreshments. Existing BlueCross plan members also may come in to clarify their insurance questions.

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