Highmark Health Services is planning to open its new Highmark Direct insurance store in Allentown, Pennsylvania on 20 July 2013, marking the company’s tenth location in Pennsylvania and the second in the Lehigh Valley.

The new store, which will be located at The Shops at Cedar Point, 305 S Cedar Crest Boulevard in Allentown, will have six employees and an office for customer service to assist members in claims, benefits and enrollment.

Highmark Health Services vice president of consumerism and retail marketing Matt Fidler said that Highmark Direct stores have helped customers better understand health insurance and make more informed decisions about their health.

"With the addition of the Allentown store, we’ll be able to reach even more Pennsylvanians who need health insurance support," Fidler added.

The stores will sell health insurance plans and ancillary products like dental insurance, critical illness and accident insurance.
The company opened its first two Highmark Direct stores in March 2009.