You could make the text the display text of a macrobutton field and use that to run a macro to highlight the bookmarked text. Format the field with the Hyperlink character style
{ MACROBUTTON MacroName Highlight the linked text }
Code:
Sub MacroName()
ActiveDocument.Bookmarks("bmLink").Range.Select
End Sub
Otherwise the normal behaviour for a hyperlink is to go to the linked text. If that works for you, bookmark the text and create a link to that bookmark name. Clicking the link takes you to the start of the bookmarked text.