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Engagement Queue CTAs Strategy Guide
Engagement queue CTAs give participants the option to request a callback directly from your team after completing a health risk assessment (HRA). They work best when a human conversation adds value beyond a digital action such as self-scheduling or downloading content.
💡 For a deeper dive into how engagement queue CTAs work, see: Engagement Queue CTAs: Capture & Operationalize Callbacks
📸 (Screenshot: example CTA with “Call me to schedule” button)
Roles: Marketing and Clinical Teams
Engagement queue CTAs sit at the intersection of marketing and clinical navigation. To make them successful, both teams need to collaborate from the start.
Marketing teams
- Partner with clinical stakeholders to determine who should see engagement queue CTAs
- Build CTAs into HRAs with clear copy that sets participant expectations
- Coordinate traffic sources (paid, organic, owned) that drive HRA completions
- Work with Client Success to configure the HRA and train staff handling calls
Clinical teams (such as nurse navigators, call center representatives, or medical assistants)
- Prepare for calls by reviewing participant details in the engagement queue dashboard and, if available, the EMR
- Make timely, compassionate calls aligned with service level agreements (SLAs)
- Guide participants toward the next best step using approved call frameworks
- Log outcomes to keep follow-up reporting accurate
Shared decisions on eligibility
Determining who should see engagement queue CTAs should be a joint decision between marketing and clinical leaders. This typically involves:
- Reviewing HRA risk levels and what triggers them
- Mapping those risk levels to organizational goals and triage processes
💡For details on risk level breakdowns, see: Follow-up strategy guides for each HRA.
Capacity Aligned Targeting
You can Engagement Queue CTAs on or off as needed based on staffing capacity. This gives organizations the power to be intentional about who receives a callback option.
- Start with higher-risk participants where a live call has the most impact
- Expand to moderate-risk participants as staffing allows
- Revisit criteria regularly to align with capacity and program goals
- If volume becomes unmanageable, narrow eligibility — for example, limit to high risk only
Setting Clear Expectations: Callback SLAs
When participants request a callback, they need to know when to expect it. At the same time, teams need internal guardrails.
Aligning participant-facing copy inside the CTA
📸 (Screenshots: View when creating an engagement queue CTA)
Console setup options
- Call commitment (business days): Defines how long navigators have to complete the call
- Number of required call attempts: Ensures multiple attempts before resolution
Because these fields are built into the CTA setup form, they guide navigator workflow and ensure accurate reporting.
Pre-call Preparation and the CARE Framework
A strong call starts with preparation and follows a consistent, compassionate flow.
Pre-call checklist
- Review the participant’s HRA risk report in the engagement queue dashboard
- Check the EMR, if accessible, for visit history and care team notes
- Confirm next-step options such as appointments, referrals, or programs
- Have approved scripts or talking points ready (more on scripts below)
CARE framework
- Connect: Greet warmly, verify identity, and thank them for requesting a call
- Assess: Reflect HRA results and invite them to share concerns in their own words
- Recommend: Suggest the right next step, such as education, an appointment, or a referral
- Enable: Help them take that step immediately — schedule, transfer, or send information
💡For detailed scripts by HRA, visit: Nurse Navigator Scripts
Call Goals: Examples to Spark Ideas
Each service line may have different priorities. Examples include:
Heart care
- Schedule a cardiology screening
- Refer to smoking cessation support
- Provide preventive tips
Orthopedics
- Book an orthopedic evaluation
- Refer to physical therapy
- Explain imaging pathways
Weight management
- Schedule a consultation
- Invite to a seminar
- Connect to behavioral health resources
Even if participants are not ready to schedule, offer a single, clear next step to keep them engaged.
Logging Calls and Documentation
Navigators log each call directly in the engagement queue dashboard, including:
- Date and time of call
- Result or disposition — such as voicemail, scheduled, no answer, unable to reach, referral sent
- Notes to capture key details
When the required number of call attempts is reached or a resolution is logged, the case automatically moves into completed engagements.
Why documentation matters
Consistency in documentation ensures reliable reporting and continuous improvement. Every call attempt should include:
- Disposition: Reached, left voicemail, no answer, declined, scheduled, educated only
- Notes: Key details or concerns expressed
- Closure: Mark engagement as complete once resolution is reached
Thorough documentation not only supports accurate reporting but also ensures continuity if another navigator picks up the case.
💡Learn more in: Logging Follow-Up Calls with Engagement Queue CTAs.
Measuring Success with Reports
No manual tracking is needed. The engagement queue report in your dashboard provides:
- Conversions: callback requests versus scheduled appointments
- Average calls to completion
- SLA performance: percentage contacted within the commitment period
- Call results: voicemails, scheduled appointments, referrals, and more
- Final outcomes: scheduled, unable to reach, not yet completed
This report helps marketing and navigation teams see performance at a glance and adjust targeting or workflow as needed.
💡Learn more about reports in: Understanding reporting in the HRA console
Compassion at the Center
At its core, the engagement queue CTA strategy is about offering participants a trusted, human touchpoint when they need it most.
Successful programs prioritize:
- Empathy in every interaction
- Clear expectations for both participants and staff
- Smart use of resources so calls are meaningful, not rushed
When marketing and clinical navigation teams work together, engagement queue CTAs become a reliable pathway from assessment to connection to care.
If you’d like to learn more, check out these resources:
- Engagement Queue CTAs: Capture & Operationalize Callbacks
- Logging Follow-Up Calls with Engagement Queue CTAs
- CTAs Strategy Guide
- Nurse navigator scripts for each HRA
If you need any help navigating the HRA Management Console or have features you wish to see added, don’t hesitate to contact your Client Success representative!