Here’s why I believe in HRAs for patient acquisition

When I think about why healthcare matters so deeply, I’m reminded of my father. Years ago, I asked my dad to try out a health risk assessment (HRA) I was working on for a client. Honestly, I thought it would be routine, but the results were a wake-up call.

The HRA highlighted a high risk for cardiovascular disease and urged my father to see a cardiologist immediately. That visit revealed a critical heart condition that we had no idea existed. Within weeks, he underwent a procedure that ultimately saved his life. That’s the power of HRAs—they’re not just tools; they’re lifelines.

My dad’s story isn’t unique. Half of adults put off regular health screenings, missing the opportunity to spot health issues early when they are most treatable. And 20% of heart attack deaths are silent, meaning there are no symptoms to flag a problem. But this is totally preventable with early disease detection. To make early heart disease detection a reality, I knew HRAs were a real solution.

HRAs provide a powerful way to engage patients, personalize care, and drive service line growth. They are essential tools for gathering valuable patient insights and guiding potential patients toward the right healthcare services. With the right promotion and support, HRAs are a valuable tool to optimize patient acquisition and improve patient experience.

HRAs make healthcare personal

Patients today expect personalization. They want healthcare that feels as tailored as their Spotify playlists. HRAs make that possible by collecting data like lifestyle habits, family history, and medical conditions. This information is used to create HRA personalized health reports that help patients understand their very unique and individual health risks and take action.

Early patient engagement & trust building

We live in a world where more than 80% of people start their healthcare journey online.  And our data shows that many healthcare consumers do not want to start their health risk investigation with a physician office visit. Millennials and Gen Z, in particular, often turn to social media first. This shift in behavior is a huge opportunity for healthcare providers. By integrating HRAs into digital campaigns, providers can meet patients where they are—whether that’s a Google search or a Facebook scroll.

The personalized health insights HRAs generate extend the healthcare provider’s brand promise to the digital space and establish a foundation of trust before patients ever step into a healthcare facility.

Guided navigation

One thing I learned from my father’s experience is that patients crave guidance. When they make the choice to search the internet for health answers or take an HRA, something is scaring them. And they need someone—or something—to point them in the right direction.

I like to think of an HRA as a highly simplified point of access for virtually anyone. Low or high risk, everyone benefits from an HRA. And everyone, including the healthcare provider, benefits when a consumer is directed to appropriate and necessary care.

HRAs act like digital concierges, offering tailored recommendations based on each patient’s health profile. For my dad, that meant connecting him to a cardiologist just in time. HRAs simplify what can feel like an overwhelming process.

This guidance not only helps patients but also streamlines operations for healthcare providers, ensuring the right people get the right care at the right time. HRAs make personalized recommendations scalable and automatic, so every patient can get the individualized care they deserve.

HRAs are data-driven to their core

Data might not seem personal at first glance, but in healthcare, it’s incredibly human. HRAs use data to identify patients who need care the most. And for patients who aren’t ready to take the next step, HRAs allow for nurturing through targeted follow-ups.

Segment patients by need

One of the most powerful aspects of HRAs is their ability to triage participants and recommendations by risk. Every marketer wants more “high-risk hand raisers”—that is those who both need and want care immediately. HRAs are unparalleled in generating high-quality leads because they can bubble up the participants at highest risk for disease. But that’s not to say that low- and moderate-risk participants are left on their own. With the data HRAs gather, marketers can nurture low- and moderate-risk participants with educational content or patient success stories until they’re ready to seek care.

Overcome access & resource limitations

One common challenge faced by patients is access to healthcare providers. When specialists are limited or have long wait times, it can add stress to an already stressful experience. HRAs can alleviate this strain by intelligently guiding patients to alternative resources, such as primary care providers. This flexibility helps healthcare providers manage patient flow while still addressing the patient’s needs.

I often hear healthcare providers say “We don’t have the operational staff to manage conversions.”  However, I know from years of helping healthcare systems optimize new-patient intake, HRAs are the answer to operational challenges. By stratifying HRA participants and intelligently triaging them, operationally challenged provider teams are assured that only the right person with the right condition will make it to their attention.

Personalize follow-up & long-term patient relationships

Whether it’s a reminder for annual screenings or health tips relevant to their condition, tailored follow-up keeps patients connected and engaged over their lifetime.

The rich health data gathered by HRAs allows for deeper, more meaningful follow-up. A simple information request on a cardiology webpage may indicate a patient’s interest in heart health. But a cardiac HRA can elicit information on smoking habits and body weight. This provides rich follow-up opportunities for smoking cessation and weight-loss programs.

Integrating HRA data with customer relationship management (CRM) systems allows for hyper-targeted nurturing, transforming generic follow-ups into personalized communications that resonate with the patient’s specific health concerns. Highly personalized campaigns and outreach increase the likelihood of patient conversion and driving growth in targeted service lines.

Follow best practices for data security & compliance

Given the sensitive nature of health data, privacy is paramount. HRAs must adhere to stringent security protocols, including HIPAA compliance and high-trust certifications. Clear and transparent communication about data use and privacy measures reassures users, fostering trust and encouraging participation in HRAs.

Communicate the value of data collection to patients

Patients are more likely to complete an HRA when they understand how their data will be used to improve their care. Healthcare providers should clearly convey the purpose of data collection and offer assurances of confidentiality. Simple, straightforward language can build confidence, emphasizing that their data will be used solely to enhance their health journey.

Transform your patient acquisition strategy with HRAs

HRAs make healthcare more accessible, personalized, and effective. For me, this work is personal. It’s about ensuring that families like mine have the tools they need to navigate their health journeys with confidence.

If you’re ready to transform your patient acquisition strategy and create better experiences for your patients, HRAs are the place to start. We wrote the guide on engaging patients with HRAs throughout the marketing funnel, and we want you to have it.

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