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Pittsburgh-based Highmark Inc. plans to start selling health insurance under the Highmark Blue Shield banner in the Philadelphia market in 2024 – a pivot that comes with both risk and opportunity, reports the Pittsburgh Post-Gazette. Highmark, which now sells products in 62 of the Pennsylvania’s 67 counties, plans to enter the five-county Philadelphia market for the first time with a full court press of products, including self and fully insured, Medicare Advantage and Affordable Care Act plans.