HMSA (Hawaii Medical Service Association) is a nonprofit health insurer and the largest provider of health care coverage in Hawaii, serving over half of the state's population. It offers health plans, employee benefits, and wellness programs. HMSA's services include Online Care, allowing members to consult doctors remotely, and My Account, which provides access to health plan information and premium payments. The target audience includes individuals, families, and employers across Hawaii. The unique selling proposition is its comprehensive, affordable health care solutions tailored to the Hawaiian community, backed by its long-standing reputation and commitment to local well-being.