Book & Community Evangelization Toolkit

Basic CEO’s Guide and Opioid Crisis Wake-Up Call Evangelization Toolkit

SUMMARY:

The following toolkit will get you started creating and sharing your personal book gifting page with your network and relationships. This is the first step for building community, generating leads, and creating momentum.

TIME COMMITMENT:

1-2 hours

KEY GOALS:

  1. Start to build initial momentum by surfacing early-adopters within your immediate network and reach.
  2. Set the stage for the Community Kickstart Toolkit

ACTION ITEMS:

Create your personal book partnership page here. We’ll send it to you when complete.

Add a link to the page from your website and in your email signature

  1. Send an email to your client, prospect, lead, or other email lists. Below is a sample email you can customize and here is a one-pager you can include. Remember to fill in the red portions in the email.
    1. Hi [NAME],
      As you may know, I’m participating in the Health Rosetta Certification Program for benefits advisors. The Health Rosetta is a blueprint of best practices for intelligently purchasing health benefits that’s been sourced from the most forward leaning benefits purchasers of all types around the country. The certification program helps ensure I stay at the front of the market to better serve you.The Health Rosetta’s creator, Dave Chase, recently published a book that I think you’ll find valuable, The Opioid Crisis Wake-Up Call. [make the book title a link to your page] The book is an inside look at how you can sustainably reduce your spending by 20% or more while improving the quality of care your plan members receive. It’s built on simple, tested solutions used successfully by public and private employers and unions around the country. It expands on Dave’s TEDx talk, Health Care Stole the American Dream: Here’s How We take it Back.

      I’ve partnered with the Health Rosetta to provide complimentary digital copies [and free/discounted copies (if you’re doing this)] to my personal network. You can get a copy here.

      [ENTER YOUR PERSONAL PAGE URL]
      Best Regards,
      [YOUR NAME]

  1. Post on social media. Below are some sample templates, but feel free to be creative. You may need to shorten for Twitter.
    1. I’ve partnered to give a complimentary copy of a must read book on the opioid crisis and practical fixes to our healthcare system. [ENTER YOUR PERSONAL PAGE URL]
    2. Get a complimentary digital copy of “The Opioid Crisis Wake-Up Call” including practical ways for CEO’s to reduce their health spending by 20% or more while improving the quality of care for employees. [ENTER YOUR PERSONAL PAGE URL]
    3. Get the book that’s the inside look at how companies and organizations around the country are saving the American Dream and improving their bottom lines by tackling the health care costs beast. [ENTER YOUR PERSONAL PAGE URL]

Community Kickstart Toolkit

SUMMARY:

The Community Kickstart Toolkit is the first step in the process to build local momentum around the Health Rosetta and surface potential clients.

TIME COMMITMENT:

1-2 hours

KEY GOALS:

  1. Lay the groundwork for building momentum in your local community and placing you at the center of it.
  2. Help the Health Rosetta understand the dynamics of your local community
  3. Create a tailored plan for your local community

KEY POINT TO REMEMBER:

The CEO’s Guide and Opioid Crisis Wake-Up Call are intended to be the tip-of-the-spear that starts conversations. We don’t expect everyone to read the books, but getting them access to them starts the process while providing value.

ACTION ITEMS:

  1. Complete the Basic Book Evangelization Toolkit (scroll up to view)
  2. Review the Concentric Circles Community Model discussed below. This helps start narrow, then grow more rapidly, identifying early adopters and leveraging pre-existing relationships along the way.
  3. Download the Community Plan Template (File > Download As > Microsoft Excel). Please download and don’t complete the template. The template provides examples for each area to help you complete.
  4. Create a first pass at the Community Plan by following the next steps. The goal is to make a good enough first-pass to have a more substantive conversation about how to build momentum. We’ll iterate on it as we build the community.
    1. Identify local organizations to partner with to gift digital or physical copies of the CEO’s Guideor Opioid Crisis Wake-Up Call to their members, then add each to the Community Plan.
    2. Identify individuals to partner with that would be highly-valuable to building local momentum from signaling, legwork, financial, or expertise perspectives.
    3. Identify specific ideas for spreading the word through the community.
  5. Send first pass of the Community Plan to Sean and Melissa
  6. Schedule and conduct a Community Plan call with Sean or Melissa

Local Press Coverage Intro Toolkit

SUMMARY:

This Toolkit is the first step to building the relationships necessary to create local press coverage for yourself and your firm. Think of this as the steps

TIME COMMITMENT:

Low-level and ongoing

KEY GOALS:

  1. Lay the groundwork for building relationships that will get you ongoing press coverage.
  2. Get an initial story related to your participation in the certification program

KEY POINT TO REMEMBER:

Journalists always get bombarded with people pitching things, yet always need content and stories. The key is to build a relationship, then take things that are newsworthy (basics of this) to them, making their lives easier.

ACTION ITEMS:

The process for building press coverage is as important as the substance. As a result, there needs to be an immediate news hook for something now, such as your inclusion in the certification program. Otherwise, the strategy should focus on building a relationship for profile-type pieces that are more self-serving.

  1. Make a list of local media organizations
    1. Focus on multiple sources beyond the newspaper itself, such as the local business journal or magazines, bloggers, or local network TV affiliates (CBS, ABC, NBC)
    2. If you want someone to do this for you, let us know (contact@healthrosetta.org) as we have a virtual assistant that I can have build a list for you for ~$300 per mid-sized city.
  2. Do some social network triangulation and get an intro to get coffee with journalists. Work a bit to get a warm intro from someone each journalist trusts/knows. Maybe they sit on a board with someone you know or you have a mutual connection on Linkedin.
  3. Your value proposition for them is three-fold.
    1. You want to be a potential resource for stories to give the employer's and patient's perspective on health care news, given your deep involvement in this space. This often gets lost in local health care coverage and reporters always need sources.
    2. You have your finger on the pulse of benefits locally and could be a source of stories, like profiles of companies that are doing innovative things.
    3. Employee benefits is a source of ongoing stories about how your local community is being positively and/or negatively impacted. It’s not just health care, it’s jobs, schools, govt. etc.
  4. When you get coffee, talk about Health Rosetta as something you're getting involved with that will let you bring best practices from all over the country to your community. Provide ideas for stories and other takes on newsworthy events. Here are a couple ideas.
    1. Your involvement in the certification class, like what Adam Berkowitz did.
    2. The connection between the opioid crisis and employers roles in it. Bring up/offer a copy of The Opioid Crisis Wake-Up Call.
    3. The implications of national changes in policy to local employers.
    4. Some specific employers that are worth paying attention to.