This guide provides insights into how to nurture Health Risk Assessment (HRA) participants post-completion, which is a crucial part of engaging leads and encouraging conversions. By taking the HRA, participants have already shown interest and helped you as the marketer understand their risk category. This guide will help you create effective follow-up journeys to nurture, educate, and ultimately convert patients post HRA completion.
Understanding Risk Categories
Each HRA can have anywhere from three to seven risk categories depending on the type. For example, a breast health HRA with the genetic component turned on will have seven risk levels, while knee and hip assessments will have four. For the purposes of this guide, we will group these risk levels into three broader categories: high, moderate, and low risk, however, you can get more complex when building out your own email flows.
Nurturing Journeys
High-Risk Participants
For high-risk participants, a more intensive follow-up is recommended to ensure engagement and conversion.- Email Cadence:
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- Immediate Follow-Up: Thank you email upon completion, reiterating the CTA.
- First Nurture Email: Sent one week after completion, providing educational content and reinforcing the CTA.
- Second Nurture Email: Sent two weeks after completion, offering more educational content and promoting supporting services if applicable.
- Third Nurture Email: Sent one month after completion, reiterating the CTA.
- Optional Follow-Up: Sent three to six months after completion to bring the assessment back to their awareness if no action has been taken.
- Content Tips:
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- Use personalized dynamic variables such as first name, date completed, and risk result statement.
- Include images and readable components like headers, bullets, and lists.
- Ensure mobile readiness for easy access and readability.
- Follow-Up Resources:
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- Use our HRA console’s built-in follow-up emails or work with our team to set up custom emails via a marketing automation tool like Marketo or a CRM like Salesforce.
- For detailed guidance, refer to our About Follow Up Plans Guide
Moderate-Risk Participants
Moderate-risk participants also require regular follow-up to keep them engaged and informed.- Email Cadence:
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- Immediate Follow-Up: Thank you email upon completion, reiterating the CTA.
- First Nurture Email: Sent one week after completion, providing educational content and reinforcing the CTA.
- Second Nurture Email: Sent two weeks after completion, offering additional educational content and promoting supporting services.
- Third Nurture Email: Sent one month after completion, reiterating the CTA.
- Content Tips:
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- Use dynamic variables for personalization.
- Include relevant images and ensure the content is brief.
- Design for mobile devices.
- Follow-Up Resources:
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- Use our HRA console’s email features to build out follow-up emails
Low-Risk Participants
For low-risk participants, the focus is on building trust and rapport without overwhelming them with too many emails.- Email Cadence:
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- Immediate Follow-Up: Thank you email upon completion, pointing to supplementary resources.
- First Nurture Email: Sent one to two weeks after completion, providing additional educational content or softer CTAs like newsletter signups or local events.
- Optional Follow-Up: Sent six months after completion, reminding them to schedule their annual physical.
- Content Tips:
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- Provide relevant and supportive content to the “worried well” population.
- Keep emails concise and engaging.
- Use dynamic variables and images to personalize and enhance the content.
- Follow-Up Resources:
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- Use our HRA console’s email features to build out follow-up emails
Comorbidity Emails (Heart HRA Only)
Leverage self-reported data from your Heart HRA to identify and nurture participants with comorbidities, ensuring the messaging is empathetic and supportive.- Identify Participants with Comorbidities:
- Utilize self-reported data from HRAs to identify participants with conditions such as a BMI over 30, current smoking status, high blood pressure, or existing diabetes.
- Our platform includes a built-in feature to send condition-specific messages to HRA participants who indicate they have these comorbidities.
- Create Empathetic and Helpful Messaging:
- Focus on Support and Prevention: For instance, emphasize the importance of overall health and how managing one condition can positively impact another.
- Use Positive Language: Avoid medical jargon or language that may come off as judgmental. Instead of highlighting the condition directly, focus on how recipients can benefit from additional health insights and support.
- Provide Value: Include actionable tips, resources, and encouragement. For example, offer healthy lifestyle tips, information on managing stress, or links to relevant articles or webinars.
- Personalized but Non-Intrusive: Personalize the emails to make them relevant but not overly specific to avoid making the recipient feel targeted. For example, for the Heart HRA you could lead with something like this, “We noticed you’re interested in heart health. Here are some tips on maintaining a healthy weight that can support your heart.”
- Example Messaging for Comorbidity Emails:
- Heart Health and Weight Management:
- Subject Line: “Supporting Your Heart Health and Wellness Journey”
- Body: “Hi [First Name], we’re committed to helping you achieve your best health. Managing your weight can play a crucial role in maintaining a healthy heart. Here are some tips and resources to support you on this journey. [Include healthy recipes, exercise tips, and links to supportive resources such as scheduling paths].”
Remarketing Emails
Leverage our free-of-charge remarketing email feature to re-engage participants who did not complete their HRA.
- Identify Drop-Offs:
- Utilize the HRA platform to identify participants who started but did not complete the assessment.
- Default Remarketing Email:
- Template: “Hey, we noticed you didn’t finish your [HRA type] assessment. Click here to continue where you left off.”
- Implementation: Enable the remarketing email and set the timing for when you want it to be sent out.
- Timing and Cadence:
- First Remarketing Email: Send a few hours after the drop-off to prompt immediate re-engagement.
- Second Remarketing Email (optional): If you choose to send a second reminder, consider waiting a day or two. However, be cautious as multiple reminders can potentially annoy recipients.
- Best Practice: Generally, one well-timed reminder is effective without overwhelming the participant. Evaluate the need for additional reminders based on your audience’s response rate.
Advanced Nurturing Strategies
Dynamic Content: use our Dynamic Variables within your email content to make them more personalized and actionable to the recipient. Examples: {FIRST_NAME}, {DATE_COMPLETED}, {RESULT}, etc. Check out the full list of variables from the HRA Console.
Alignment with Performance Marketing
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- Integrated Approach with CRM or Marketing Automation: Align your email follow-ups with the strategies outlined in the Paid Promotion Best Practices Guide. This may involve assigning certain personas to segmented specialized lists within your marketing automation or CRM platform.