HRA Organic Promotion Best Practices

This guide outlines how to promote your Health Risk Assessments (HRAs) through organic, evergreen tactics that build long-term visibility, engagement, and trust — without relying solely on paid campaigns.

The key to effective HRA promotion is using every available channel, both paid and organic. Paid campaigns drive immediate volume, while organic channels sustain engagement and build awareness over time.

Your existing site visitors are already exploring your website and are well positioned to engage with tools like HRAs as part of their patient journey. Ensuring your HRAs are visible across relevant web pages, organic social channels, and offline touchpoints creates a consistent, omni-channel experience that grows completions over time.

We’ve seen that consistent organic visibility doesn’t just drive completions—it deepens patient trust by providing education and early action opportunities that demonstrate your organization’s commitment to health and prevention.

Organic promotion works best alongside paid efforts:

Paid channels drive high-intent traffic and quick completions.
Organic channels sustain engagement, capture inbound search interest, build trust, and support SEO and brand recall.

💡 If you haven’t already, check out our companion article: HRA paid promotion best practices to learn how to maximize your paid campaigns alongside organic efforts.

1. Create an HRA hub page

A dedicated hub page acts as a central destination for all assessments, improving navigation, SEO, and discoverability.

Recommended setup

Include every active HRA on one page.
Add a short intro paragraph such as:
“Take one of our free Health Risk Assessments to learn more about your health and discover care options available to you.”
Organize HRAs by category or service line (for example, Heart & Vascular, Cancer Care, Orthopedics, Weight Management).
Use visual tiles or buttons with icons or brief descriptions for each assessment.

⚠️ Tip: Link to your hub page in your main navigation under “Health Tools” or “Patient Resources.”

2. Highlight HRAs on the home page

Surface HRAs prominently on your homepage to increase visibility and access.

Ideas

Add a “Check Your Health” or “Free Risk Assessments” section.
Feature two to three top-performing HRAs such as Heart Health, Weight Loss, or Cancer Risk.
Rotate featured HRAs by awareness month (for example, Heart in February, Breast Cancer in October, Diabetes in November).
Include a link to your HRA hub page for deeper exploration.

⚠️ Tip: Clients who maintain a Health Risk Assessment section on their home page consistently see higher monthly completion rates and improved engagement sitewide.

3. Embed HRAs across service line pages

HRAs should appear throughout the site — not just on a single hub page — so they reach users who are already exploring related services.

Examples

Add the Heart HRA to Cardiology or Heart Care pages.
Include the Knee & Hip HRA on Orthopedics pages.
Link the Weight Loss HRA within Bariatrics or Nutrition content.

⚠️ Tip: Use a consistent CTA phrase such as: “Not sure where to start? Take our quick [Service Line] Health Risk Assessment.”

💡 Learn more about embedding HRAs using the Embed Code Script

4. Leverage podcasts, video, and employee engagement channels

Don’t overlook emerging organic channels like podcasts or internal communication platforms for promotion. These channels can extend reach and strengthen trust across audiences.

Podcasts: Mention HRAs in relevant podcast episodes or audio segments, linking to the HRA hub in show notes.
Video: Integrate short “Check your health” callouts or feature HRAs in video content on your site or social channels.
Employee Engagement: Many clients create internal HRA links (e.g., Heart HRA – Internal) to encourage participation among employees.
- This allows separate tracking and reporting for internal engagement.
- During awareness months, clients have tied these campaigns to giveaways or raffles (e.g., an Apple Watch, spa day, or fitness tracker) to encourage participation and build a culture of health.

⚠️ Tip: Employee and community engagement campaigns not only build participation but also deepen trust — reinforcing your organization’s role as a credible health partner.

1. Optimize for search

Each HRA landing page supports your organic SEO strategy.

Best practices

Use meta titles and descriptions that match the HRA topic (for example, “Free Heart Health Risk Assessment | [Your Brand]”).
Include common search terms such as “am I at risk for [condition],” “free health quiz,” or “online health check.”
Add an FAQ section on the hub page to improve organic search performance.

2. Leverage blog and content marketing

Promote HRAs within educational content and resource articles.

Ideas

Add “Take the HRA” CTAs at the end of relevant blog posts.
Feature HRAs in seasonal or awareness-month articles (for example, “5 Ways to Protect Your Heart Health” → Heart HRA).
Repurpose high-traffic blog posts by adding links to related assessments.

⚠️ Tip: On blog pages, use the Embed Code Script so UTM tracking flows from the parent article to the HRA completion.

💡Read our Embed Code Script guide

2. Use email newsletters, nurture campaigns and organic social posts

Email and social are some of the most effective organic channels for sustained engagement.

Ideas

Add a “Health Assessment of the Month” feature in newsletters.
Spotlight HRAs across multiple service lines (Heart, Weight Loss, Cancer, Ortho).
Include HRAs in nurture series designed to re-engage past participants or move high-risk leads toward scheduling.
Use curiosity-driven subject lines and short, friendly body copy (for example, “Have you checked your heart health lately?”).

⚠️ Tip: Add tracking links (UTMs) to measure completions from organic email and social channels.

Align HRAs with awareness months to keep content fresh and timely.

Month	Focus Area	Recommended HRA
January	New Year, New You	Weight Loss HRA, Healthy Weight, Heart HRA
February	Heart Health Month	Heart HRA
March	Colorectal Cancer Awareness Month	Colon Cancer HRA
March	Sleep Awareness Month	Sleep HRA
May	Mental Health Awareness Month	Depression HRA, Anxiety HRA
May	Stroke Awareness Month	Stroke HRA
June	Men's Health Month	Prostate Cancer HRA
September	Suicide Prevention Month	Depression HRA, Anxiety HRA
September	Healthy Aging Month	Heart HRA, Stroke HRA, Sleep HRA
October	Breast Cancer Awareness Month	Breast Cancer HRA
October	National Substance Use Prevention Month	Substance Use HRA
November	Diabetes Awareness Month	Diabetes HRA, Weight Loss HRA
November	Lung Cancer Awareness Month	Lung Cancer HRA
November	COPD Awareness Month	COPD HRA
December	Healthy Weight Awareness Month	Healthy Weight HRA, Weight Loss HRA

⚠️ Tip: Update homepage banners, hub tiles, blog and social content for awareness months to feature relevant HRAs.

QR codes are an easy, low-effort way to connect offline audiences to your digital HRAs.

Ideas for QR code placement

Flyers, direct mailers, and brochures
TV displays in waiting rooms
Signage in offices, hospitals, and community events

⚠️ Tip: Generate QR codes using the Build a URL tool to apply UTM parameters (for example, utm_source=qr-code&utm_medium=hospital-waiting-room) so performance can be tracked across different placements. Download the PNG version of each QR code to add to creative assets.

The most successful HRA programs use an omni-channel approach across paid, organic, and offline channels.
Organic visibility ensures HRAs stay discoverable year-round.
A dedicated hub page and homepage placement drive the highest ongoing completions.
Embedding HRAs across service-line pages captures users when intent is strongest.
QR codes extend reach to offline audiences and enable performance tracking.
Layer HRAs into newsletters, nurture emails, organic social, podcasts, and internal employee campaigns for deeper engagement.
Align HRA promotion with seasonal awareness campaigns to maximize reach and engagement.

💡For more advanced tactics, see our companion guide: HRA paid promotion best practices

HRA Organic Promotion Best Practices

Website Integration Best Practices

4. Leverage podcasts, video, and employee engagement channels

Content and SEO Best Practices

1. Optimize for search

2. Leverage blog and content marketing

2. Use email newsletters, nurture campaigns and organic social posts

Campaign and Awareness Month Planning

Maximizing Reach with QR Codes

Key Takeaways