Now some New Yorkers can literally go shopping for their health benefits. UnitedHealthcare today opened its first comprehensive health benefits store in Flushing, Queens, N.Y.

The 16,000-square-foot consumer-support center gives UnitedHealthcare employer-sponsored, Medicare, Medicaid and individual health plan participants access to customer service professionals who can answer questions in their native language about health care benefits, assist in resolving claims issues, and help with other health insurance-related matters. The store is especially geared toward the city's Asian-American community, United says.

"Health care is a local resource, and as consumers are increasingly being asked to play a greater role in their personal health, many people are not quite ready and may need extra support," says UnitedHealthcare CEO Gail Boudreaux.

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