This post is part of our Building Better Healthcare Marketing series.
In healthcare marketing, connection comes before conversion. For health systems, this starts by first building relationships grounded in trust, relevance, and care. Unlock Health Risk Assessments (HRAs) do exactly that by giving consumers today what they expect: a personalized experience that feels human and helps them move confidently from curiosity to action.
For healthcare organizations, HRAs simultaneously help identify, educate, and empower patients (and potential patients) across every stage of the funnel. It’s a win-win for patients and healthcare marketers alike.
Here’s how HRAs move consumers through three key moments in their healthcare journey: Know me → Help me → Wow me.
1. Know me: identify my risk
It all begins with understanding.
Unlock Health HRAs engage consumers right at the top of the funnel by helping them discover their unique health risks in just minutes. The experience feels intuitive, approachable, and empowering. After answering a few simple questions, users receive personalized insights tailored to their health risks and needs.
Each interaction builds trust while capturing valuable first-party data your health system can use to strengthen outreach and segmentation. In short, HRAs transform anonymous website visitors into known, qualified leads who are genuinely interested in their health.
Key takeaway: HRAs help you understand your audience’s needs before they even step through your doors.
2. Help me: guide my next step
Don’t stop at awareness. Empower your patients through guidance and the right next step.
Once users complete their HRA, they’re immediately guided to understand what their risk score means. Personalized educational resources help them take the next step toward care, whether that means:
- scheduling an appointment
- connecting with a specialist
- learning about prevention strategies
This mid-funnel experience is where awareness meets action. By offering guidance that’s relevant and easy to follow, your health system becomes a trusted partner in their healthcare journey — not just another name in their inbox.
Key takeaway: Turn insight into action. Help people take the right next step at the right time.
3. Wow me: make it feel magical
This is where trust deepens.
When your health system follows up with hyper-personalized care recommendations, empathetic messaging, and timely communication, patients feel truly seen and heard. They recognize that your organization didn’t just collect their data. You listened, understood, and responded to their individual care needs.
That seamless connection, from assessment to action, creates the “wow” moment, where patients feel valued, supported, and confident in choosing your system for their care.
Key takeaway: Deliver moments that matter. Make every interaction feel personal and powerful.
The power of connection through Unlock HRAs
Unlock Health HRAs do more than generate leads. They help you reach real people with real needs. For patients, when engagement feels personal, trust follows. And for healthcare organizations, so does lasting, measurable growth. That’s the power of connection through HRAs.
Ready to fill your funnel with patients ready to act? Let’s talk about how Unlock Health HRAs can help you know, help, and wow your next patient.
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.
