(Pittsburgh) -- A health insurer with a big midstate presence is opening a retail store in Lancaster County. This will be the company's eighth such facility.Highmark plans to open a Highmark Direct store in East Lampeter Township by the end of June. Matt Fidler, vice president of retail marketing, says the company doesn't plan to give up its call centers or online component, but officials have realized they need to go out into the community. "We have to start engaging folks where they go out to dinner, and where they go shopping, and where they do the social things that we do and not necessarily force folks to come across our traditional distribution channels," he says. "Especially as we get into reform and as we think more and more individuals will have a lot more choice and a lot more questions." At an insurance store, a person can make an appointment or walk in, learn all about various plans and order one. Fidler says it typically takes up to 48 hours for coverage to be approved. He says dental plans and genetic screening packages are also available for purchase. Highmark has retail stores in Harrisburg and Mechanicsburg, Cumberland County.