Health Risk Assessment (HRA) 101 · a five-minute introduction

Turn health curiosity into a confident next step.

A Health Risk Assessment (HRA) is a clinically validated, pre-diagnostic digital tool that takes less than five minutes to complete. Each white-label experience helps a consumer understand a health concern, recommends an appropriate action, and gives the health system a way to continue and measure the relationship.

One HRA. Value on both sides.

For consumersPersonalized health education and recommended next steps.

For marketers & health systemsImportant, consented first-party data that helps drive targeted care encounters.

Real client-branded experiences—not generic quizzes.

White-label orthopedic HRA selection page

White-label Heart HRA result with recommended next actions

Choose your five-minute path

Best first visit

Understand the story, then make it real.

Learn why the product exists, open one live demo, and see how follow-up and measurement extend the experience.

01 · The essential idea

It fills the gap between interest and action.

Health Risk Assessments (HRAs) are clinically validated, pre-diagnostic tools designed to be completed in less than five minutes. They give consumers a smaller, useful step when asking for an appointment immediately may be too much.

Help someone understand

Short, clinically reviewed questions turn a broad concern into personalized education and context.

Recommend what comes next

Results connect the consumer to an appropriate CTA—care, education, another HRA, or continued support.

Continue the relationship

Consented data, follow-up capabilities, integrations, and reporting make the HRA part of a managed program.

What it is not

An HRA is pre-diagnostic. It does not diagnose a condition or replace a clinician’s judgment, and it should not be treated as a quiz that simply ends with a score. See the clinical foundation ↓

02 · Explore the portfolio

Start with a service line. Then try it.

The fastest way to understand an HRA is to experience one. Browse by category and open a demo; clinical documentation is available when you need the methodology.

Internal use onlyFor prospect conversations, loop in the HRA Activation team to discuss next steps and schedule an in-depth demo.

When the starting point is broad

A selection page helps the consumer choose.

Related HRAs can live behind one service-line entry point, reducing choice overload without forcing someone to understand the organization’s structure first.

Try the orthopedic selection page ↗

Orthopedic HRA selection page with Knee and Hip, Back and Neck, and Shoulder and Elbow choices

03 · Build the activation

How do HRAs fit into a broader strategy?

The strongest HRA programs are omnichannel. Paid media creates demand and captures intent, while owned and integrated marketing place the same useful next step wherever consumers already encounter the brand.

Internal shorthand: use HRAs like glitter.

Place them anywhere they add relevance—from a search landing page or social feed to a service-line page, newsletter, office QR code, or broader campaign.

The one-year subscription is not priced by completion, so a client can activate the HRA across relevant touchpoints.

Paid + performance marketing

Create demand and capture active intent with messages designed for different stages of the funnel.

Paid searchPaid socialPaid contentRetargeting

Owned + integrated marketing

Activate existing audiences and site visitors across digital, content, OOH, and traditional touchpoints.

Service-line pagesHomepage or HRA hubEmail + newsletterQR + in-officeOOH + traditional

One measurable experience

The HRA conversion engine

Every relevant channel can lead into one clinically grounded experience that turns attention into education, segmentation, action, and continued engagement.

AssessSegmentPersonalize CTANurture

Measure the complete journeyFollow performance from the first entry point through downstream value.

01 · SourceUTMs and campaign attribution

02 · EngageHRA starts and completions

03 · ActCTA and follow-up engagement

04 · OutcomeEncounters, patients, and ROI

Omnichannel in practice

See the strategy in action.

Explore how each channel introduces the HRA at a different moment of consumer intent—and how the experience changes to match.

Paid search · Capture active hand raisers

Match a specific search to a focused HRA path.

Search reaches consumers using terms that signal they are primed to learn or act. A targeted landing page provides context and trust before inviting them into the HRA.

Campaign design: A cardiovascular service-line campaign and a dedicated Heart HRA campaign can run together with controlled keyword strategies—capturing different funnel stages without competing against each other.

Dedicated Heart HRA paid search landing page

04 · See the whole experience

The questions matter. So does everything around them.

Explore one connected journey. Each stage should feel relevant to the consumer and operationally useful to the healthcare organization.

Reach · Create a relevant door

Meet a consumer in the moment of curiosity.

Paid search, organic search, a health system website, paid social, email, and AI-assisted research can all lead to an HRA. The message and destination should match the consumer’s intent.

Remember: An HRA is a useful next step after research—not simply another campaign landing page.

National Spine and Pain mobile HRA experience

Clinically grounded

Each HRA follows an assessment-specific clinical framework. Depending on the HRA, this may include recognized models such as Framingham or Oxford, validated instruments, guidelines, or other condition-specific sources.

Clinical documentation ↗

White-label by design

Brand, imagery, messaging, domain, entry paths, and CTAs can align to the client’s digital experience so the HRA feels like a natural extension of the healthcare organization.

Customization options ↗

Configured around the strategy

Custom questions, result pathways, selection pages, and CTAs connect the assessment to real service-line goals, available care, and operational ownership.

CTA strategy guide ↗

05 · Continue the relationship

HRAs don’t stop on the results screen.

Nurturing allows clients to establish trust, create continued brand touchpoints, and inspire action. They can use follow-up built into the HRA Management Console, connect their existing systems, or combine both approaches.

Built into the HRA Management Console

Built-in follow-up
“CRM lite”

A focused option for continuing the relationship without requiring a separate client platform for every workflow.

Send the consumer’s HRA report by email
Build nurture email journeys
Send reminder emails that bring people back
Manage CTAs and follow-up plans within the HRA program

Read HRA nurturing best practices ↗

Connect the client ecosystem

Industry-leading and proprietary systems

Unlock offers integrations with industry-leading CRMs and marketing automation tools such as Salesforce and Marketo.

Extend approved, consented HRA data into existing workflows
Support CRM, marketing automation, and centralized data strategies
Connect proprietary systems through Universal Webhook
Exchange approved data through sFTP when appropriate
On the horizon: EHR integrations such as Epic

Explore HRA integrations ↗

The power of integrated systems: HRA engagement can become part of a more centralized consumer strategy—supporting relevant outreach, consistent brand experiences, operational routing, and a clearer connection to downstream outcomes.

ExperienceWhite-label HRAQuestions, result logic, consent, and a personalized CTA.

ChooseConsole follow-up and/or connected systemsMatch the pathway to the client’s technology and operating model.

ActivateEmail, nurture, CRM, MAP, or CDPContinue education, reminders, routing, and outreach.

LearnEngagement, encounters, and ROIConnect program activity to downstream outcomes where approved data allows.

06 · Manage, measure, improve

The Console is the client’s self-service command center.

Clients can review activity, manage their HRA program, and make changes to their experiences when desired. Reporting helps teams move from initial engagement through action—and connect HRA activity to downstream encounters and business outcomes when approved data and attribution are available.

ReviewMonitor HRA activity and program performance

ManageAdjust HRAs, CTAs, and follow-up plans

ImproveUse reporting signals to optimize the experience

See program health across active HRAs.

Review lead capture, results, status, and program actions in one operational view.

HRA Management program dashboard — Illustrative HRA Management demo environment.

These are representative views—not the full reporting library. Beyond engagement funnels and performance trends, clients can explore additional reporting across the consumer journey.

CTA performanceDemographicsAssessment resultsTraffic sourcesBenchmark comparisonsFollow-up performance

AttentionSource and starts

EngagementLead capture and completion

ActionCTA and follow-up activity

OutcomeDownstream encounters and ROI

Proof · CHRISTUS Health

Breast-health engagement connected to attributed patients.

CHRISTUS paired its Breast Cancer HRA with CRM routing, call attribution, patient-engagement support, nurture, and direct outreach.

520attributed patients94new patients

Read case study ↗

Proof · National Spine & Pain

An integrated acquisition journey delivered measurable ROI.

National Spine & Pain connected a shortened Back & Neck HRA with SEM and strategic follow-up.

10%conversion rate324%ROI

Read case study ↗

National Spine and Pain Back and Neck HRA

Keep exploring

You know the story. Here is where to go deeper.

These are supporting destinations, not required reading. Use the resource that answers the next question in your conversation.

Start hereHRA Resource CenterExplore the complete collection of HRA product, strategy, clinical, activation, and reporting guidance.Open Resource Center ↗ ExperienceTry an HRA demoReturn to the service-line catalog and open a consumer experience.Browse demos ↑ ClinicalHRA-specific documentationReview the clinical basis and framework for a specific assessment.Open Resource Hub ↗ ProofAll HRA case studiesOpen the table on The Key and filter using the HRA tag.Open The Key ↗ StrategyCTA strategy guideConnect different result pathways to relevant, available actions.Open guide ↗ Follow-upNurture journey overviewUnderstand how built-in email follow-up can continue the relationship.Open overview ↗ IntegrationsAbout HRA integrationsReview options for connecting HRA data and activity to client systems and workflows.Open integration guide ↗ MeasurementHRA Console reportingExplore reporting views and the questions they help teams answer.Open reporting guide ↗

Coming soonService-line one-sheetersPlaceholder for forthcoming sales and enablement materials.Owner · TBD

Unlocker access: Need access to the HRA Management Console or supporting resources? The HRA Support team can get you set up and point you to the right materials.

Email HRA Support ↗

Thought leadership