HRA Email Journey Refresh

One of Henry Ford Heart & Vascular’s key patient intake tools for their cardiovascular team is the “heart risk assessment” quiz, or HRA for short. When people took this 5-minute online quiz and learned their heart disease risk, they were added to the mail list for the HRA Email Journey – a series of 12 monthly emails, each of which featured a specific message or teaser to an educational blog post.

When they asked us to review, refresh and optimize this longstanding email campaign, we did a deep dive into the metrics, which revealed that the “one topic per email” approach was hit or miss. Instead, we developed a comprehensive email marketing strategy that featured fewer emails in a newsletter style – so that recipients had more content options to choose from, increasing the likelihood of engagement – a central theme for each email, a dedicated design that leveraged a specific, color-coded and mobile-optimized look and feel for each content type, as well as provider “risk” videos that offered each recipient a customized assessment based on their level of risk, including tips on what to do next.

We also developed an “anniversary” provider video for recipients who completed the full 1-year HRA Email Journey, encouraging them to continue their heart health journey.