CTAs Strategy & Best Practices for the HRA Results Screen

When a participant completes a health risk assessment (HRA), they are guided to a results screen showing their risk level and personalized recommendations. This is also where you can present up to three calls-to-action (CTAs) that guide their next steps.

📸 (Screenshot: example HRA results screen)

• Primary CTA: The main action you want the participant to take. Typically, this is the most direct path to care — for example, schedule an appointment.
• Secondary CTA: Supportive actions aligned with the participant’s risk level and readiness. These often focus on education or engagement.
• Tertiary CTA: Optional, hyper-personalized actions triggered by specific responses in the HRA — for example, a smoking cessation program for someone who reports tobacco use.

Key principle: Although you have room for three CTAs, fewer can be more effective. The goal is to guide participants without overwhelming them.

 💡Curious about what triggers a particular risk level? Check out each HRA’s Follow Up Strategy Guide within the HRA app documentation section.

• Acute or high-risk participants: Prioritize a clear, direct path to care.
  Example: Schedule a cardiology consultation today.
• Moderate or low-risk participants: Provide softer next steps to build ongoing engagement.
  Example: Sign up for our monthly wellness newsletter.
• Personalization opportunities: Use participant data to deliver tailored, relevant guidance.
  Example for a smoker taking the Heart HRA: Thinking about quitting smoking? Explore our cessation program.
• Service line collaboration: Partner with service line leads to align CTAs with patient acquisition and education goals.

Every CTA should meet participants where they are:

• If they are ready to take action, make the next step simple and frictionless.
• If they are still exploring, provide supportive resources.
• If they have shared sensitive information, reflect it back with compassion and personalized guidance.

Think of CTAs as a bridge from awareness to action, and from concern to confidence.