GLOBAL RECOMMENDATIONS: EXCHANGE GUIDE BOOKLET
Maximize prime real estate on Booklet cover.
• Use front and back covers to outline basic table of contents, integrate offeroriented messaging, and communicate the Booklet’s purpose and intended
audience.
• Reduce space devoted to photo montage (currently about 60% of cover space)
by about half.
Highlight compelling Excellus differentiators.
• Bring Excellus benefits included with all plans (page 7) forward to the cover as
differentiators that support the Excellus advantage, for example, specialist visits
without a referral and gym memberships.
Provide ample opportunity to contact Excellus and learn more.
• Include phone number and website on the front and back covers of all Booklets.
Quantify case studies.
• Provide examples to illustrate the benefits of health plan investment, e.g.,
John’s cost to visit his general practitioner once per year plus the cost of one
minor injury versus a deductible.
Streamline complex plan options charts.
• Visually streamline benefits covered by all plans, i.e. Preventive Care, within
chart to reduce complexity.
Further simplification for current members.
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