A Visa Gift Card for Health Care

Highmark, a Pittsburgh-based health insurer, has partnered with Visa to develop the first Healthcare Gift Card. The card, which costs $4.95 and can be purchased with values from $25 to $5,000, works just like any other Visa credit or debit card with one major exception: it can only be used at merchants categorized as "health-related" by Visa.

Examples of permitted health-related uses include at the eye doctor, primary care physician, the pharmacy, gyms and elective procedures such as LASIK surgery.

According to Highmark, research indicates the target audience is largely women between 35 and 55 who might have both a child in college and an aging parent. The gift card launched Nov. 1, 2007 and can be purchased online at www.givewell.com or by phone at 877-850-3774. The Healthcare Gift Card can be used regardless of a person's health insurance coverage and gives consumers a secure, convenient alternative for handling health and wellness expenses.

Source: CNN