Near-site Communication Toolkit

Using the Toolkit

 

The Near-site 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-opening

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.

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    Key messages

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    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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    Tour brochure

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    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.

    Print-ready PDF

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    Pre-opening postcards

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    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.

    Print-ready PDF

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    Pre-opening posters

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    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.

    Print-ready PDF

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    Pre-opening table tents

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    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.

    Print-ready PDF

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    Pre-opening email mockup

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    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.

    Print-ready PDF

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Opening

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.

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    Opening invitation

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    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.

    Print-ready PDF

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    Opening email mockup

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    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.

    Print-ready PDF

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    Opening poster

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    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.

    Print-ready PDF

    Source files

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    Directional posters

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    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.

    Print-ready PDF

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    Desk drop

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    This uniquely designed collateral is intended to be a signature piece for the opening of the new Health Center. 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.

    Print-ready PDF

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    Provider service cards

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    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.

    Print-ready PDF

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Post-opening

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.

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    Monthly Overview

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    Monthly Content Themes

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    January: New Year New You

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    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!

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    February: Membership

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    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.

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    March: Health Coaching

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    Getting and staying well can sometimes seem like an uphill struggle, but it doesn’t have to be. With Crossover Health’s health coaching, you don’t have to achieve your own goals on your own.

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    April: Physical Medicine

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    Humans weren’t designed to sit at desks all day. But we all do it. We all regard the aches and pains that come from this as a normal part of life.

    But you should never settle for this. If you want to smooth out the kinks and make a move to reduce pain, experience physical medicine at Crossover Health.

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    May: Prepare for summer

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    Since the weather always seems nice where we are it sometimes means we take our summers for granted. But it’s a lot more hot out there, and you need to be prepared.

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    June: Mindfulness

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    When you know yourself and live in the moment, it can have a remarkable impact on your health and sense of well-being. It’s what we call mindfulness.

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    July: Travel

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    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.

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    August: Health Screening

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    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.

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    September: Immunization

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

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    October: Breast Cancer Awareness

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    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.

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    November: Healthy Eating

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    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.

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    December: Your Medical Home

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

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Events and ideas

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    Member welcome kit

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    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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  • November Theme:Physical Medicine

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    Social Media

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    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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    Specialist event at health center

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    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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    Annual flu shot

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    Providing annual flu shots has become a popular service and smart population health prevention to offer on campus.

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    Annual health screening

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    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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    Semi-annual patient feedback forum

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    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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