Communication Toolkit

Using the Toolkit

 

The Communication Toolkit is intended to be a source of inspiration and best practices. These communications capture the Crossover Health experience and the value of membership for your employees. You’ll also find implementation guidelines and a recommended calendar and timeline.

Each client is able to determine how to best implement the Toolkit and sample material for its own purposes. This includes any collateral customization, client specific launch plans, client specific events, printing and distribution, or other unique and culturally appropriate communications. Collateral material that is customizable is available for download. MS Word-only content as well as InDesign files will be available to fit your individual needs.

Marketing calendar

 

What should happen, and when? This sample communication calendar provides a sense of the use and timing of the different activities and collateral during the three phase launch process. The collateral elements noted here are described in further detail in the next section.

Print-Ready PDF

Pre-launch

The pre-opening phase is designed to build awareness and anticipation for the coming health center as well as the specific services that will be available for employees. Centered on a creative digital and print awareness campaign, it also includes the development of key messages tuned for leaders and managers as well as for employees. This stage includes information and updates about the facility, the coming launch events, and how employees can best take advantage of this new benefit.

 

Successful outcomes of this stage include key leaders and managers understanding the value of this new benefit, broad employee awareness and understanding, and a growing sense of anticipation and momentum heading into launch.

  • Key messages

     

    When describing this new health care benefit, we believe in not only describing the quality and experience expectations, but that we should be transparent about the financial cost and health management objectives of the clients as well.
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    Key messages should reflect the value of Crossover Health along this entire continuum. Instead of focusing solely on the facts and figures of what the health center is, our best practice guidance is to instead focus on the experience, the tangible benefits, and how this new service will directly and personally impact the employees. While the rest of the Toolkit is standardized, the key messages is an area where the client’s unique voice and integration with current wellness offerings must be blended together to make a compelling case to employees.

    Timing

    Key messages should be developed 10 weeks ahead of time to go through the appropriate approvals and form the messaging that is released in a variety of mediums beginning 6 weeks ahead of launch date.

    Best practice

    Obtain approval from leadership so there is high level buy-in. Present directly to managers if possible.

  • Tour brochure

     

    A single brochure that has multiple roles. It’s an overview of our approach, services offered and the member experience. It’s also a guide during a tour of Crossover Health.
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    It illustrates how the care team, the facility, and the care model all work together to achieve next generation care. The fold out design is both portable and large enough to clearly illustrate the unique experience at our health center.

    Timing

    The brochure content should be ready to 4 weeks ahead of launch day to provide time for production. They should be received 2 weeks ahead of opening to facilitate any pre-tours or other promotional activity.

    Best practice

    Share the Key Messages and Overview Tour Brochure as part of the same
    meeting with leaders and managers. Print enough brochures to have them for pre-opening, opening, and post-opening phases, as well as an additional supply for the center to provide employees who come in for a tour or appointments. Make for excellence reference for self guided tours as well.

  • XO-Pre-Opening-Postcards-1

    Pre-opening postcards

     

    A variety of printed materials can be used for awareness building, upcoming events, and encouraging participation in the health center. These include large format posters, postcard mailers and desk drop cards.
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    The messaging is adjusted for the medium (more or less lengthy) and the tone can be adjusted to match the cultural style of the organizational (playful, quirky, direct, etc).

    Timing

    We recommend 3 rounds of print campaigns prelaunch timed at 1 month, 2 weeks, and 1 week prior to Opening phase.

    Best practice

    While the communication has to inform, we bring a more consumer-focused approach to messaging, helping the information stand out. We have found that messaging most effectively “sticks” with employees when seen they see a similar theme in different mediums. As a result, we recommend coordinated campaigns over time that continually reinforce the messaging.

  • XO-Pre-Opening-Posters-1

    Pre-opening posters

     

    A variety of printed materials can be used for awareness building, upcoming events, and encouraging participation in the health center. These include large format posters, postcard mailers and desk drop cards.
    read more

    The messaging is adjusted for the medium (more or less lengthy) and the tone can be adjusted to match the cultural style of the organizational (playful, quirky, direct, etc).

    Timing

    We recommend 3 rounds of print campaigns prelaunch timed at 1 month, 2 weeks, and 1 week prior to Opening phase.

    Best practice

    While the communication has to inform, we bring a more consumer-focused approach to messaging, helping the information stand out. We have found that messaging most effectively “sticks” with employees when seen they see a similar theme in different mediums. As a result, we recommend coordinated campaigns over time that continually reinforce the messaging.

  • XO-Pre-Opening-Table-Tents

    Pre-opening table tents

     

    A variety of printed materials can be used for awareness building, upcoming events, and encouraging participation in the health center. These include large format posters, postcard mailers and desk drop cards.
    read more

    The messaging is adjusted for the medium (more or less lengthy) and the tone can be adjusted to match the cultural style of the organizational (playful, quirky, direct, etc).

    Timing

    We recommend 3 rounds of print campaigns prelaunch timed at 1 month, 2 weeks, and 1 week prior to Opening phase.

    Best practice

    While the communication has to inform, we bring a more consumer-focused approach to messaging, helping the information stand out. We have found that messaging most effectively “sticks” with employees when seen they see a similar theme in different mediums. As a result, we recommend coordinated campaigns over time that continually reinforce the messaging.

  • XO-Pre-Opening-Email

    Pre-opening email mockup

     

    Email can be a very effective medium of communication but the channel is often quite “noisy” given the number of emails employees receive. Email communications should be simple, direct, and right to the point.
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    Several written examples of email content for various events, new services, and monthly themes are available for download.

    Timing

    Email campaigns should be developed 2 weeks prior to their anticipated send to attain appropriate approvals as well as to be properly queued. Emails should be sent 24–48 hours ahead of a specific event to be relevant and timely.

    Best practice

    Emails should be short, contain 1 or 2 calls to action, and add value. They should be timely, not overused (monthly seems to be best cadence—serves as a reminder without being invasive), and visually appealing with obvious links to take action.

Launch

This phase is all about building on the pre-opening momentum and translating that into a high energy opening. Several public pre-opening events build toward the actual launch event with a focus on having as many employees as possible tour the new Crossover Health facility. It is vital for employees to understand that the new health center represents something unique, and our experience has been that you must see the facility to truly understand the difference. The brief tour also allows them the opportunity to engage with the providers, get a feel for how the services integrate, and sign up for the Crossover Health online account to be able to interact seamlessly with the clinic.

 

A successful outcome of this stage will include having 50% of the eligible population touring the facility, with 25% of these employees signing up for an account, and another 10% signing up for an actual appointment when the health center opens.

  • Opening invitation

     

    The actual opening events often require additional signage, information posters, or supporting collateral.The samples included are reference material that has been needed to support the various events.
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    These can be modified pending the unique use case for each event.

    Timing

    These should be approved 1 week in advance based on the customized opening event needs. Printing service can typically be done in 48 hours. Set out hours before the event.

    Best practice

    These supporting materials include directional signs, information updates, and related types of information to guide the member. Often requires additional easels.

  • Opening email mockup

     

    The actual opening events often require additional signage, information posters, or supporting collateral.The samples included are reference material that has been needed to support the various events.
    read more

    These can be modified pending the unique use case for each event.

    Timing

    These should be approved 1 week in advance based on the customized opening event needs. Printing service can typically be done in 48 hours. Set out hours before the event.

    Best practice

    These supporting materials include directional signs, information updates, and related types of information to guide the member. Often requires additional easels.

  • Opening poster

     

    The actual opening events often require additional signage, information posters, or supporting collateral.The samples included are reference material that has been needed to support the various events.
    read more

    These can be modified pending the unique use case for each event.

    Timing

    These should be approved 1 week in advance based on the customized opening event needs. Printing service can typically be done in 48 hours. Set out hours before the event.

    Best practice

    These supporting materials include directional signs, information updates, and related types of information to guide the member. Often requires additional easels.

  • Directional posters

     

    The actual opening events often require additional signage, information posters, or supporting collateral.The samples included are reference material that has been needed to support the various events.
    read more

    These can be modified pending the unique use case for each event.

    Timing

    These should be approved 1 week in advance based on the customized opening event needs. Printing service can typically be done in 48 hours. Set out hours before the event.

    Best practice

    These supporting materials include directional signs, information updates, and related types of information to guide the member. Often requires additional easels.

  • Desk drop

     

    This uniquely designed collateral is intended to be a signature piece for the opening of the new Practice. It is distributed to all employees on the morning of the launch with a call to action to attend the launch opening, sign up for a new account, and to take a tour of the facility.
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    Often designed to be something that could remain on the desktop as a reminder of the health initiative or an interesting icon to spark conversation.

    Timing

    The desk drop often has long lead times for production – up to four weeks depending on the design or complexity. Therefore, the content needs to be finalized and approved 6 weeks before launch.

    Best Practice

    The collateral should contain crisp messaging, a clear call to action, and be interesting enough to spark interest and potential remain on the desktop. Having a tear-away component that is brought to the opening events to be redeemed or entered into a giveaway has been very effective.

  • Provider service cards

     

    Every provider at Crossover Health has a descriptive brochure in both printed and digital media to share with members. The brochures contain basic information about the provider or service in a simple-to-read format.
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    A key opportunity to is to help facilitate a connection between the member and the provider. Some personal anecdotes, areas of interest, and just the friendly style of the brochures is intended to reinforce the expertise of the provider but also make them approachable and human.

    Best practice

    Brochures are available for sharing in all three phases of opening. Providers carry these with them at their individual outreach events.
    In addition, Crossover will have a printed supply available to hand out at the health center.

Post-launch

After the grand opening and launch related events, the role of the health center communication efforts is to maintain interest and engagement, and become an integral part of the overall rhythm of employee life and employer benefits communications. The outreach efforts in this phase fall into a monthly or theme-based approach that includes a standard set of activities. These efforts focus on various aspects of the care services, prevention and screenings, and relevant health topics. Members can participate at whatever level is appropriate for them. Tying into client specific programming and incentives can be particularly effective.

 

A successful outcome within the first 12 months of opening the health center will include having 40% of the eligible population complete a service with over 50% of unique patients stating that Crossover Health is their primary place for medical care.

  • January: New Year New You

     

    The new year is a time for all sorts of renewal. To get on top of living a more healthy life. To finally take charge of a health issue. We know that these resolutions are hard to maintain. We’re here to help you succeed!

  • February: Membership

     

    Health care near to where I work. Health care I’m connected to. Health care that’s accountable to me. That’s why I belong.

  • March: Health Coaching

     

    The new year is a time for all sorts of renewal. To get on top of living a more healthy life. To finally take charge of a health issue. We know that these resolutions are hard to maintain. We’re here to help you succeed!

  • April: Physical Medicine

     

    The new year is a time for all sorts of renewal. To get on top of living a more healthy life. To finally take charge of a health issue. We know that these resolutions are hard to maintain. We’re here to help you succeed!

  • May: Summer

     

    Health care near to where I work. Health care I’m connected to. Health care that’s accountable to me. That’s why I belong.

  • June: Mindfulness

     

    The new year is a time for all sorts of renewal. To get on top of living a more healthy life. To finally take charge of a health issue. We know that these resolutions are hard to maintain. We’re here to help you succeed!

  • July: Travel

     

    Are you off somewhere for work? If it’s for fun, can you take us too?Well, you don’t have to, but we have some advice you can take about traveling well, for business or for pleasure.

  • August: Health Screening

     

    Learning about your current health and what you could be at risk for is important. You can’t start to make improvements if you don’t know your baseline numbers.

  • September: Immunization

     

    Vaccinations aren’t just for kids! You need to get your shots so you are covered.

  • October: Breast Cancer Awareness

     

    Breast cancer knows no age, race or gender. Crossover Health wants to help you manage your health to reduce your risk of being diagnosed with breast cancer.

  • November: Healthy Eating

     

    It’s that time of year when we throw nutrition caution to the winds. At Crossover Health, we have some ideas about how to eat well and stay well even through the holidays.

  • December: Your Medical Home

     

    There’s no place like home. Your medical home, that is. That’s why we say “you belong.”

  • Small Event Posters

     

    Post-opening events often require additional signage, information posters, or supporting collateral.The samples included are reference material that has been needed to support the various events.

Events & Ideas

  • Member welcome kit

     

    You don’t just visit Crossover Health, you join it. Creating a sense of belonging, of ownership and communicating the Crossover difference is as important as informing the employee about the services we offer.
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    Thus, we elevate the typical information package into a suite of elements that both inform and delight, including:Member welcome kit, membership description, health portfolio concept, contact information and optional Crossover Health giveaways (T-shirt, magnets, key chains, stickers and more).

    Timing

    There is often some lead time to the member kit design as well as supporting collateral pieces. Recommend concept approval at 8 weeks, content approve at 6 weeks, design by 4 weeks, followed by ordering and receiving the kit at 2 weeks prior to launch. Other elements such as t-shirts and giveaways also require 4 weeks lead time.

    Best practice

    Member kits are most effectively mailed to the member after their first visit. It is intended to be a surprise and delight experience to receive the package, carefully open its contents, and enjoy the surprise and delight of a thoughtful gift. Kits are mailed out in a weekly batch. Alternatively, member kits can be given out during the first visit as the patient is departing. Other aspects of the
    Membership, such as t-shirts, can be provided at the health center after a first visit or after a defined task is complete.

  • November Theme:Physical Medicine

    Social Media

     

    The options with social media are endless, but it is quite a noisy channel to try to get attention of the members given all the competing social media streams.
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    We believe it can be effective but requires regular updates that are timely, relevant, and personalized. We have found that wordpress, facebook, twitter, and instagram are the most effective channels to communicate with our members.

    Timing

    Social media channels are turned on 2 weeks prior to launch with the release of member website v2. This provides for first blog to be posted, preliminary pictures of the wellness center to be shared, and launch information to be made available.

    Best practice

    Since most members are already heavily exposed to social media, we focus on provider generated content that allows members to get to know them better, share helpful tips, and as a repository for reference materials commonly shared during the course of conversations. Consistent content production can quickly build an impressive library of useful material. Post should occur weekly for highest impact.

  • Specialist event at health center

     

    Crossover Health provides comprehensive primary care. There are clinical situations which require additional care, where specialist or specialty imaging is required for the member.
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    In those situation, Crossover Health provides the additional member service of helping coordinate care outside the four walls of the clinic. This includes the development of a high performing specialist network curated from the approved insurance network already contracted by the employer. We build this network by establishing personal relationships and gaining experience working with the individual specialist and their practices. Learning from both patient and provider experience, we refine the network until we have a well established, select group of specialist who meet our service level expectations, clinical performance parameters, and overall quality objectives.

    Timing

    This event is typically held within 90 days of launch. The event requires a 6-8 week lead time to prepare. Phone calls to invitees begin 6 weeks prior to event with invitations following at week 4, reminder calls at 2 weeks ahead, and reminder email with confirmation request 3 days ahead of the event. The actual event is scheduled for 90 minutes with a 30 minute mix and mingle, tours of the health center, followed by a brief presentation, and then the opportunity to sign up to join our specialist network or have a followup visit from our practice manager.

    Best practice

    Beginning with a claims review that is shared with the client, we review the specific specialty areas that would be most appropriate to include the specialist network. The client review ensures that we are identifying the right providers as well as allows them to weigh in on various specialist where special focus should be applied. Phone calls should be made to establish personal relationships as well as extend personal invitations. Once the event has occurred, the practice manager should followup to get to know the practice managers of the specialities referred to the most as well as evaluating the experience of our care team and members using the specialist services.

  • Annual flu shot

     

    Providing annual flu shots has become a popular service and smart population health prevention to offer on campus.
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    “Flu Events” are amenable to being conducted as large events where each individual goes through a sign up process to manage flow, a simple consent, administration of the actual shot, and a small recovery area for anyone who needs additional time. When setup properly, 1,200 – 1,500 patients can be accommodated at an event.

    Timing

    Our experience is the process of signup and consent signature takes ~ 3 minutes to complete and the actual shot administration takes ~2 minutes. Depending on the number of flu shots anticipated as well as the number of flu shot givers, these metrics can help guide planning.

    Best practice

    Given the size of these events, it is best to have people schedule for specific times to manage member flow. This can be done through the calendaring function. However, it is best if patients create an account and schedule for the service using their GoCrossoverhealth account. This allows appointment reminders as well as patient survey after the event.

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    Annual health screening

     

    Most companies engage in some type of wellness or health screening event. Crossover Health can support these initiatives in a variety of ways from providing the space where these are conducted to helping to fully manage the events.
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    We have found that an incentive program, tied to positive incentives for participation as well as clear followup to engage in available
    programs, can make these events highly effective. Seeing health data that the member can directly impact through their own choice can be an effective motivator to engage in your own health.

    Timing

    Annual health screening program, typically held over a defined period
    (depending on employer size), is effective in helping to members anticipate and participate this event. We recommend a 30 minute appointment which allows for the patient to have blood drawn and resulted with a brief counseling and engagement session. enter to be shared, and launch information to be made available.

    Best practice

    Positive incentive program for participation as well as immediately online scheduling and followup is highly effective. Having the actual physicians provide the health advising is also effective which gives the opportunity for the followup course of action to be delivered as a “prescription” to the patient.

    Cost

    This service is not included in the monthly PEPM charge. Crossover Health can provide a cost estimate if requested.

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    Semi-annual patient feedback forum

     

    As a best practice, it is useful to get intermittent feedback from the actual members. Feedback is continuously gathered surveys, but this is a special forum of selected patients where constructive feedback, areas for improvement and new features can be discussed.
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    If a health champion or wellness advocate role has been established with the company these individuals should be included in this meeting.

    Timing

    These forums should happen every six months for the first two years and
    then annually thereafter. The meetings are typically 60 minutes, with pre-work assigned ahead of time and a post meeting survey conducted. A 30 day followup on the action plan resulting from the meeting is shared with participants as well.

    Best practice

    Participants need to be carefully selected mix of loyalist and advocates as well as those who are new to the service or have expressed concerns. The selection process as well as the preassigned work and a published agenda will help the meeting be effective. A seasoned moderator is also critical to move through the agenda items. Members should be given some type of incentive to participate as well as a thoughtful gift with the 30 day followup report.

    Cost

    This is no additional charge for this service.