Custom, Hyper-personalized CTAs

CTAs (calls to action) guide participants to their next step after completing an HRA. Unlock HRAs go beyond a one-size-fits-all approach by letting you configure custom CTAs based on any data point in the assessment — whether from standard clinical questions or custom questions you add.

This allows you to create hyper-personalized patient journeys that align with your marketing strategy and service line goals.

📹 Watch the overview video on Custom CTAs

• BMI data – Offer weight management resources when BMI indicates overweight
• Tobacco use – Route participants to a smoking cessation program
• Custom vascular question in Heart HRA – Direct patients to a subspecialist with open capacity
• Insurance coverage question – Tailor outreach messaging based on payer or coverage details

Hyper-personalized CTAs help you:

• Extend personalization from campaigns into the HRA experience
• Route participants to the right service line or program
• Improve conversions by matching CTAs to patient needs
• Support service line capacity goals with targeted routing

Performance of personalized CTAs is tracked in the Reporting tab. You can:

• View click-through rates by CTA
• Compare outcomes across different segments
• Use insights to refine CTA strategy over time

 💡Learn more: Understanding Reporting in the HRA console

• Tie custom CTAs to actionable next steps
• Pair with custom questions to unlock additional personalization options
• Use clear, concise language for participant understanding
• Review performance quarterly with your Client Success Director to refine strategy