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.
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.
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.