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In the market for a unique Christmas gift for that hard-to-buy-for Aunt Betty? Well, Highmark (no, not Hallmark) has the answer. The PA-based insurer teamed up with Visa to introduce the first ever Healthcare Gift Card earlier this month. She can use it for whatever suits her healthful fancy - from co-pays for doc visits and scripts to gym memberships and botox. Critics say the fact that there is a market for this card speaks to our inadequate reimbursement and insurance system. The Canadians would be astounded. And I’m sure Michael Moore could have a field day “interviewing” Highmark execs on this topic.

It’s unfortunate that we have to shoulder more of our own healthcare costs, but I for one think this is a grand marketing idea, especially in our gift-obsessed culture. No more Tower of Treats for the Aunt Bettys on my Christmas list. Why not give a gift that can encourage healthfulness, rather than decadence? (Not so sure botox fits that category, but my elderly relatives would never go there…) It could also be a useful gift for college students, low income moms, the “giving tree” at church…and from the looks of him, I think Michael Moore could use a Healthcare Gift Card or two himself!

 What do you think? 

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