• The Wall Street Journal, Tuesday, November 6, 2007 11:15 AM

Highmark, a health insurer based in Pittsburgh, is selling a Visa Gift Card for $25 to $5,000 that can be used only at providers or merchants that the credit card company categorizes as health related -- including physician's offices, pharmacies and health clubs. The card covers such expenses as prescription co-payments, elective surgery and contact lenses.

Highmark believes that the card fills a need for many people who want to help others -- from college students to baby boomers -- with various expensive health-related needs, but feel uncomfortable about offering cash. The company is initially marketing the card in Pennsylvania, but expects to expand nationwide in the future.

The insurer, which administers health plans that cover 4.6 million people, expects to sell "several hundred thousand" cards, mostly between $75 and $100, during the next year, says Kim Bellard, Highmark's vp of e-marketing and customer relations.

Read the whole story at The Wall Street Journal »