Our analytics folks just let me know something cool. Sometime in mid-January we crossed that magical 2 million mark for HRA completions. That’s 2 million hot leads for health systems and their service lines! If those are worth anywhere from a few hundred to a few thousand per lead depending on service line, that’s a LOT of ROI.
2 Million… and Growing!
Now, it did take 11 years get here. But now, at the pace we are growing, we will add about a half a million more HRA completions per year going forward. And that additional amount will grow a bit each year as we continue to add clients and clients add more HRAs. Of course, that is the nature of cumulative growth. But it is still pretty weird to think in just 2 years, we’ll hit 3 million completions. And the next million will come faster, yet.
I think this is especially impressive considering that our HRAs are NOT part of clinical workflows. They are purely voluntary, part of marketing outreach – just unadulterated patient acquisition. To me, this is evidence that HRAs are interactive, evergreen content that users find compelling. This is true even in today’s digitally saturated landscape. When combined with great outreach HRAs are a great tactic around which you can build a full digital strategy for service line growth. That’s why our union with Eruptr is so powerful.
By the way, I’ve seen other companies touting higher numbers. But looking more closely, their’s are not in the same time frame, and NOT just through marketing use. They are likely including employer groups, health plans, etc. In other words, captive audiences. I know I am tooting our own horn. but no one has more experience using HRAs purely for marketing than we do. We are totally committed to this. There are real differences in marketing-centric HRAs vs. clinical HRAs. Those differences make a big impact on completion rates, user experience, repeat use and follow-through. More blogs to come on these topics, I promise.
A Cool Story
Heck, one of our custom blood pressure risk assessments was featured in this Super Bowl ad campaign in 2007. King Pharmaceuticals and the American Heart Association spent $4.2 million ($5.75M in today’s dollars) promoting it! That’s confidence from some big players at a point when digital was still a gamble, LOL. In fact the high-visibility of this campaign and this assessment led to health systems calling us and asking for something similar, starting our journey to today. And we have learned a lot since then. Oh, boy have we.
Anyhow, it’s crazy to think that over 2 million people found the content engaging enough and the value proposition compelling enough to finish and submit their contact details. It is also crazy to think that this has been an eleven year journey. And that we still code every line of our tools in-house, still are constantly thinking up ways to improve the assessments and our super-cool Management Portal.