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Highmark Launches Mobile Site, Health Texting Programs

The mobile site allows access to the most-used portions of its full PC site, while the texting program is meant to encourage policyholders to be healthy.

Pittsburgh-based health insurer Highmark has launched two mobile programs: motivational health and wellness texting and mobile websites.

The company, which already had an iPhone app, studied the most-used portions of its PC-based website to come up with features it thought would be best suited for the mobile web. Members can search for providers using the phone's GPS capabilities and get claims information.

The mobile text program, Encouraging Words of Wisdom, is for people enrolled in Highmark's Personal Nutrition Coaching program and are meeting with a dietitian. They can sign up for motivational text messages, which will come every other day and remind them to stay on track.

"We understand that members want to interact with their health insurer on their own terms," says Steven Nelson, SVP of health services strategy, product and marketing at Highmark, in a statement. "For some, that might be viewing plan details on our website. For others, it could be a chat with a customer service rep. Now, with a mobile website and text messaging, we're giving them even more options to interact with us how and when they want."

Nathan Golia is senior editor of Insurance & Technology. He joined the publication in 2010 as associate editor and covers all aspects of the nexus between insurance and information technology, including mobility, distribution, core systems, customer interaction, and risk ... View Full Bio

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