As we review each client’s customization and how the tool lives online, we’re consistently seeing 7 deadly, but easily-corrected HRA “sins.”
The Client Support Team (Bridget, Tami, Shoua, and Michael) works diligently behind the scenes, reviewing how each organization is utilizing their HRAs using a newly-created activation scoring document to gauge how to fix the slips and maximize the investment you’ve made.
Based on what we know works best for our top-performing clients, here is what we’ve come up with as the top 7 deadly (but easily corrected) HRA sins:
#7 – Not Using the Latest HRA Platform (v3)
You’ve probably heard a lot about Medicom Health’s third version of the HRA platform, right? Ever wonder why? No matter the service line or market, v3 HRAs dramatically outperform Medicom’s previous installment. There’s no upcharge or increase in subscription fee to utilize our newest HRAs – v3 is included in the subscription. Have questions? We have answers. Let’s talk today.
#6 – Not Using Early Email Collection.
One of the many improvements of our v3 HRAs is the ability to collect a consumer’s email address on the first page of questions. Why would collecting an email address on the first page of questions be more valuable than asking for the email at the end of the HRA? If a consumer completes the first page of questions with their email address and is unable to finish the HRA, the Medicom Health Management Portal will store that user’s email address to make remarketing a breeze.
#5 – Not Tracking Traffic Sources.
With the C-suite demanding more results for every line item in a marketer’s budget, it is imperative to know – not guess or assume – but to genuinely know which channels and tools are generating the most traffic for ROI. Thanks to Medicom Health’s development team, each HRA comes with a specific embed code that can easily be copied/pasted to ensure that the UTM tags you’ve created are represented in the Management Portal too.
#4 – Not Following-Up with Consumers Post-HRA.
Medicom Health’s Follow Up system is comprised of four components: notification messages for internal team members, up to three calls-to-action, up to 10 emails for consumers post-HRA, and API integrations for marketing automation, CRM, and outreach. Even if your system doesn’t have a content writer on staff to craft messaging, Medicom offers templates for CTAs, emails, and guidance for best practices.
#3 – Following Up with Consumers Post-HRA…with the Wrong Messaging.
One of the best ways to gain a consumer’s trust is to provide accurate, relevant, and meaningful content. The fastest way to break that confidence is by doing the opposite. Setting up a follow-up plan should be specific to each consumer’s HRA-result and their primary care physician (PCP) status. If the consumer indicates they have a PCP, don’t waste valuable CTA real estate by offering to help them find a doc. While one generic “thank you for taking our HRA” email is acceptable, sending the same message 9 more times is not.
#2 – Not Promoting.
Last month at the Healthcare Marketing & Physician Strategies Summit in Chicago, one of Medicom Health’s clients shared their HRA success of seeing 37K completions, of which 50% were new patients. How’d they do it? What’s one of their secrets? Employing multi-channel approaches all year long. Yes, put the HRA on your website, but don’t “set it and forget it.” Need a few fresh ideas about other ways to promote the HRA outside of the main website? Check out these 27 Ways to Promote Your HRAs.
#1 – Not using an HRA to its Full Potential.
Whatever’s preventing your organization from utilizing the tool to its full potential ends today. Medicom’s Client Support Team is ready and available to help you maximize your investment. Send us a message at [email protected] to take advantage of our experience. Remember, your success is our success too.
Michael Venske
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