Using the Toolkit
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.
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.
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.
Obtain approval from leadership so there is high level buy-in. Present directly to managers if possible.
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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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.
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.
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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We recommend 3 rounds of print campaigns prelaunch timed at 1 month, 2 weeks, and 1 week prior to Opening phase.
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.
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
We recommend 3 rounds of print campaigns prelaunch timed at 1 month, 2 weeks, and 1 week prior to Opening phase.
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.
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
We recommend 3 rounds of print campaigns prelaunch timed at 1 month, 2 weeks, and 1 week prior to Opening phase.
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.
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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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.
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.
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.
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 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.
These supporting materials include directional signs, information updates, and related types of information to guide the member. Often requires additional easels.
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 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.
These supporting materials include directional signs, information updates, and related types of information to guide the member. Often requires additional easels.
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 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.
These supporting materials include directional signs, information updates, and related types of information to guide the member. Often requires additional easels.
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 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.
These supporting materials include directional signs, information updates, and related types of information to guide the member. Often requires additional easels.
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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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.
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.
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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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.
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.
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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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.
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.
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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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.
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.
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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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.
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.
Providing annual flu shots has become a popular service and smart population health prevention to offer on campus.
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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.
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.
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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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.
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.
This service is not included in the monthly PEPM charge. Crossover Health can provide a cost estimate if requested.
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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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.
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.
This is no additional charge for this service.