Increasing patient engagement and early detection
A large, long-standing regional health system in the Southwest sought to increase patient engagement and early detection across nine key health risk areas. Despite offering a robust mix of wellness services, their existing digital tools weren’t fully connecting with patients or driving meaningful action. The organization needed a way to make Health Risk Assessments (HRAs) more visible, accessible, and valuable to both new and existing patients while maintaining a consistent, trustworthy brand experience across all entry points.
Unified, multi-channel approach to HRAs
Unlock Health partnered with the health system to deploy and optimize nine HRAs which included acid reflux, back and neck, breast cancer, colon cancer, diabetes, heart, knee and hip, stroke, and weight loss.
The strategy centered on a unified, multi-channel approach that emphasized trust and ease of use:
- Centralized landing page: A centralized HRA hub improved usability, ensured brand consistency, and created cross-promotion opportunities across risk areas.
- Personalized CTAs: “Learn more about your health” CTAs built credibility and encouraged participation while reducing abandonment.
- Channel activation: Organic web, paid search, paid social, and email nurture campaigns worked in tandem to drive the right audiences into the right HRAs.
- Data-driven optimization: Continuous monitoring and message testing refined conversion paths and improved completion rates across all nine assessments.
Our results
92K
HRA starts
31K
HRA completions
34%
Average completion
9.8K
Top performer (HRA): Knee and hip
62%
Highest completion rate
41%
Email nurture completion
36.5%
Paid search/social completion
49%
CTA engagement (provider search)
Channel highlights
- Email nurture campaigns proved the most effective channel, driving the highest completion rates by engaging known patients with personalized, relevant messages.
- Paid social and search effectively built top-of-funnel awareness and traffic, particularly when paired with clear messaging and user-friendly design.
- The centralized HRA hub emerged as a key driver of engagement by offering a smooth user experience that encouraged patients to take action.