Creating a health risk assessment strategy that meets patients where they are — across every channel

By Tracy Cobb
October 15, 2025

Summary:Layering your health risk assessment (HRA) across multiple channels helps patients discover your healthcare services in more places. When every touchpoint works together, engagement grows and more people move from awareness to care.

This post is part of our Building Better Healthcare Marketing series.

Tracy Cobb of Unlock Health explains how a layered approach to HRAs drives conversions

Health Risk Assessments (HRA) are one of the most effective digital tools in healthcare marketing. Its greatest impact, however, is in how you deploy it. When your HRA is part of a broader, multi-channel strategy, it shifts from being a one-off tactic to something that truly drives engagement and next steps.

What does that look like in action?

Here are eight proven ways to layer HRAs across different channels:

Email campaigns

Send personalized invitations to existing patients encouraging them to complete the HRA.
Follow-up with helpful next steps based on their responses.

Paid advertising

Use search and display ads to reach people who are already asking health-related questions.
Make sure your ad copy connects clearly to the HRA so you can track real conversions.

Social media

Promote your HRA through organic posts and targeted ads.
Share stories that show how a quick assessment can lead to better health outcomes.

Newsletters

Embed the HRA in your newsletter as a recurring call-to-action.
Pair it with educational health content that builds trust and keeps readers clicking.

Community outreach

Prominently display QR codes on banners and flyers at health fairs or community events.
Create easy access with the click of a button on your phone.

Landing pages

Build a dedicate landing page that invites people to take the HRA.
Focus on clear messaging: “Learn your health risks and next steps in just five minutes.”

Service line pages

Add HRAs to key service pages like cardiology, orthopedics, oncology, and more.
Align HRA results with specific service offerings to drive appointment scheduling.

Local SEO and geographic relevance

Meet your audience where they live, in your service area, and improve completion rates and patient engagement.
Use location-based keywords to make your HRA easy to find (ex. “Find out your heart risk in minutes. Then, schedule an appointment at our Springfield location.”)

The bottom line: a connected HRA strategy delivers real results

When your HRA runs across multiple channels, it works harder. It meets people where they already are and makes it easier for them to take the next step toward care.

Wider reach: More patients find your HRA across multiple entry points.
Stronger engagement: Patients connect through the channels they prefer like email, social, or search.
Better results: Patients move smoothly from taking the HRA to service line to scheduling care.
Lasting impact: Each channel reinforces the others, creating momentum and ROI that grows over time.

Curious what this looks like for your healthcare organization? Learn how Unlock turns HRAs into actionable experiences that drive real care. Or contact us and we’ll be in touch.

This article is part of Building Better Healthcare Marketing, our series of practical tips for performance marketers in healthcare. In it, we focus on strategies that move the needle in paid media, paid social, analytics, CRO, and campaign performance to help you connect with patients, strengthen engagement, and drive measurable growth.

Unlock Health is a full-service marketing communications agency that helps healthcare organizations make authentic connections with patients and communities.

About Tracy

For over two decades, Tracy has supported healthcare organizations with a genuine commitment to client success — listening closely, understanding unique challenges, and refining solutions that truly make a difference.