Insurer goes retail with new storefronts

Hawaii Medical Service Association is investing $2 million to open at least three retail storefronts this fall.

The state’s largest health insurer is building the neighborhood centers, measuring about 3,000 square feet, where consumers can shop for health plans, get health screenings and talk to advisers about the effects of health care reform.

The insurer said it is recruiting 27 people to staff locations at the HMSA Center on Keeaumoku Street (in space formerly occupied by Central Pacific Bank), at the Pearl City Gateway retail complex and at Waiakea Center in Hilo on Hawaii island. The company may build additional centers based on demand for services.

"It’s just a logical extension of HMSA’s efforts to better serve our members and really get out to where they are, as opposed to making them come to us," said Tim Johns, HMSA chief consumer officer. "It’s part of a shift in strategy to the extent that we want to really be closer to our members and really help them meet their health care needs."

Health insurers are preparing for an anticipated surge in demand for health insurance when a major provision of the federal Patient Protection and Affordable Care Act, also known as Obamacare, goes into effect on Jan. 1. Under the law, Americans must get health insurance or face monetary penalties.

The state is establishing a health insurance exchange, known as the Hawaii Health Connector, that could be used by an estimated 100,000 uninsured residents — a new market valued at about $300 million.

"This effort is not tied exclusively to health care reform," he added. "It really is a way for us to be closer and to be a little bit more consumer-centric in how we interact with our members. Consumers these days are much more akamai. People demand information. It’s incumbent on any of us to … really figure out how to reach them on demand. We’re really trying to make health care and getting info into consumers’ hands and our members’ hands a lot more convenient."

The centers will have hours similar to retail stores that open earlier and close later on the weekdays and weekends. The centers also will host educational seminars, health fairs or other wellness events for the community.

HMSA has branch offices where members can pay health insurance bills on Oahu, Maui, Kauai and Hilo and Kona on Hawaii island. The Keeaumoku and Hilo centers are replacing existing offices there.