Recommend HRA CTAs: Cross-promoting HRAs to Increase Engagement

The Recommend HRA CTA is a powerful feature that allows you to guide participants from one Health Risk Assessment (HRA) directly into another relevant HRA based on their responses. This creates a seamless experience for users while helping your organization capture deeper engagement and additional insights.

For example, a participant completing the Heart HRA may be categorized as low cardiovascular risk but indicate that they are overweight (based on their height and weight BMI calculation). Using the Recommend HRA CTA, you can guide them directly to your Weight Loss HRA to continue their health journey with a more relevant next step.

This feature helps organizations leverage their HRA programs more strategically by keeping participants engaged and directing them toward additional service lines that may benefit them.

The Recommend HRA CTA allows you to recommend another HRA within the same program while automatically carrying over certain participant information.

When a participant clicks a Recommend HRA CTA:

• They are directed to another HRA you have configured.
• Known fields are automatically pre-populated, including:
  • Name
  • Email address
  • Sex at birth, date of birth, and ethnicity
  • Location information (address and zip code)
  • Height / Weight
• Previously completed pages are hidden to prevent the participant from re-entering sensitive data.

This creates a frictionless transition between assessments, reducing the amount of information participants must re-enter.

1. Keeps Participants Engaged

Participants who have just completed one HRA are already in a high-engagement mindset. Recommending another relevant assessment keeps them moving forward in their health journey.

2. Expands Service Line Awareness

The Recommend HRA CTA helps introduce participants to other services your organization offers.

Example pathways may include (but aren’t limited to):

3. Reduces Friction

Because key fields (such as name, date of birth, zip code, etc.) are pre-populated, participants do not need to re-enter basic information. This reduces abandonment and increases completion rates.

4. Protects Sensitive Information

To maintain privacy and protect PHI:

• Previously completed pages are hidden
• Participants cannot re-access or modify sensitive responses from the original assessment.

Marketing preferences and user action email behavior associated with Recommend HRA CTAs can be configured directly within the HRA Console.

You can manage these settings in the following areas:

Marketing Opt-In Customization

User Action Email Customization

Within these sections, administrators can:

• Adjust marketing opt-in behavior for participants moving between HRAs
• Customize follow-up email communications triggered by the Recommend HRA CTA

This ensures that participant communication preferences are respected while still allowing organizations to continue nurturing engagement across multiple HRAs. 

Service Line Cross-Promotion

Use Recommend HRA CTAs to guide participants toward related service lines.

Example: Heart HRA completion and high BMI → Recommend Weight Loss HRA

Awareness Campaigns

During seasonal campaigns (such as Heart Month or Diabetes Awareness Month), Recommend HRA CTAs can help move participants into additional relevant assessments.

Building a Health Journey

Organizations can use Recommend HRA CTAs to create a multi-assessment experience where participants explore multiple aspects of their health in a single session.

1. Participant completes the Heart HRA
2. Results indicate low cardiovascular risk
3. Responses show BMI indicates overweight
   • Recommend HRA CTA appears: “Interested in learning more about how weight impacts heart health? Take our Weight Loss Health Risk Assessment.”
4. Participant clicks the CTA
5. Weight Loss HRA loads with name, email, location data, and height/weight already populated

• Recommend HRA CTAs extend the participant journey beyond a single HRA.
• Pre-populated data improves completion rates for secondary assessments.
• Built-in validation ensures appropriate eligibility.
• PHI protections prevent sensitive data from being re-exposed.
• Marketing opt-in and user action emails can be customized within the HRA Console.
• This feature helps organizations maximize the value of their HRA programs.