HRA cross-marketing is when you use the data gathered in a service line HRA to promote a related service line. Sure, “Find-a-Doctor” links, direct-connect phone lines and event calendars can be effective. But cross-promoting other HRAs on your website can be incredibly valuable for both health system and consumer.
For example, while encouraging consumers to come to your next weight loss seminar, you can also promote other weight-related services outside of bariatrics. For example, joint pain, diabetes, heart disease and acid reflux are all good options. In doing so, you have an opportunity to promote at least four other HRAs! Another great example is the Diabetes HRA. Consumers who are at high risk for the condition are also good candidates for understanding their risk for developing CVD, PAD, and acid reflux.
HRA Cross-Marketing Based on Responses
Presently, in the Heart Health HRA, you can set up separate campaigns based on the following comorbidities:
- BMI 30-39.9
- BMI 40+
- Current Smokers
- Current CVD
- Diabetes Type 1
- Diabetes Type 2
- Blood Pressure >140/90
What does this mean? Well, a man who indicated an Obese BMI on the Heart Health HRA could get weight-related follow-up messages. If he notes being a current smoker, you can share information on your smoking cessation programs.
If you have a marketing automation platform in place, you can start using demographic groupings to do even more cross-promotion. Here is an example. Why not encourage a female who completed the Heart Health HRA and is in the correct age range, to take the Breast Cancer HRA? If a man over 50 takes any HRA, encourage him to take the Colorectal Cancer HRA so you can engage him around regular screenings. The possibilities are limited only by your ability to create email campaigns.
By employing this strategy, you can:
- Educate consumers around additional common health concerns
- Collect more valuable data on consumers to use in engaging them for appointment-setting.