HRA Selection Pages: Best Practices and Use Cases

The HRA Selection Page is a feature that creates a centralized landing experience where participants can choose from multiple related Health Risk Assessments (HRAs) within a broader service line.

Instead of sending users to a single HRA, this feature creates a guided “choose your path” experience that helps participants select the assessment most relevant to their needs.

This is especially useful for service lines that offer multiple related HRAs, such as weight management or orthopedics.

Example: Weight management selection page

A Weight Management selection page might allow participants to choose from:

• Surgical Weight Loss
• Medical Weight Loss
• Healthy Weight

Once a participant makes a selection, they are routed directly into the chosen HRA.

It simplifies the participant experience

When multiple HRAs exist within the same service line, it may not be clear which one is the best fit.

An HRA Selection Page reduces that friction by helping participants:

1. Quickly understand their options
2. Select the most relevant assessment
3. Move forward with more confidence

It supports engagement and completion

Rather than presenting multiple HRA links across different pages, this feature creates one clear starting point.

This can help:

• Reduce drop-off caused by confusion
• Increase engagement across related HRAs
• Improve overall completion rates

It supports a hub-style campaign strategy

HRA Selection Pages work well as a centralized destination when multiple HRAs may be relevant to the same audience.

This is especially useful for:

• Paid campaigns targeting a broad service line
• Email campaigns where more than one pathway may apply
• Organic content and blog traffic
• QR codes and offline promotion

Instead of choosing a single HRA to promote, you can promote one destination and let the participant choose the path that fits best.

For more guidance on campaign strategy, see our companion article: HRA Paid Promotion Best Practices.

It supports service line growth

This feature helps surface all relevant programs within a service line, not just a single entry point.

For example:

Weight management

• Healthy Weight HRA
• Medical Weight Loss HRA
• Bariatric Surgery HRA

Orthopedic services

• Back & Neck HRA
• Knee & Hip HRA
• Shoulder & Elbow HRA

This approach creates broader visibility across services and helps participants make more informed decisions.

Paid media campaigns

Instead of building separate campaigns for each HRA, you can:

• Run one campaign for a broader service line
• Send traffic to the selection page
• Let participants choose the path that fits their needs

Blog and content strategy

When publishing content that speaks to a broader service line, such as “Weight Loss Options,” link to the selection page instead of a single HRA so participants can explore multiple options.

Email campaigns

For newsletters or nurture campaigns, use a broader CTA such as Explore your weight loss options and link to the selection page rather than multiple assessments.

QR codes and offline promotion

Selection pages work well as destinations for:

• Waiting room signage
• Direct mail
• Flyers
• Event materials

This removes the need to create multiple QR codes for separate HRAs.

Homepage or hub page integration

Selection pages can also serve as:

• A bridge between homepage CTAs and individual HRAs
• A structured entry point from broader Health Tools or Patient Resources sections

Employee engagement hub

Some organizations create a single HRA Selection Page specifically for employee engagement.

Instead of sharing multiple HRA links across internal communications, teams can promote a single central destination where employees can explore and choose from all available assessments.

This approach can strengthen internal campaigns by:

• Reducing confusion caused by multiple links
• Creating a more streamlined experience
• Encouraging participation across multiple HRAs

Example
An internal Know Your Health campaign might link to one page featuring:

• Heart HRA
• Weight Management HRAs
• Diabetes HRA
• Sleep HRA

From there, employees can choose the assessment most relevant to them, creating a more personalized and engaging experience.

💡 Tip: Many clients pair this approach with internal wellness initiatives or incentives, such as raffles or fitness-related rewards, to encourage participation and support a broader culture of health.

HRA Selection Pages are configured and customized by the Unlock team.

To implement this feature:

• Identify the service line or service lines where multiple HRAs exist
• Determine which HRAs should be included
• Work with your Client Success Director to:
• Configure the page
• Customize branding and design
• Align messaging with your campaigns

• HRA Selection Pages create a centralized entry point for multiple related HRAs
• They simplify decision-making for participants
• They support more flexible campaign strategies
• They increase visibility across service lines
• They pair well with paid campaigns and Recommended HRA CTAs to create a more connected participant journey