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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

“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.

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.

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.