Form type: Tool-first — inline fetch POST from resource page (no gate on LP)
Edge Function: lead-capture (POST to https://api.averyn.app/functions/v1/lead-capture)
Database table: marketing.leads (asset = care-complexity-assessment)
Email sending: Resend via pulse.averyncare.com
| Field | Type | Required | Notes |
|---|---|---|---|
| First name | text | Yes | Used in email subject lines and respondent greeting |
| Yes | Respondent email destination; lead contact | ||
| Score | hidden | No | Complexity score (0–21) — captured when user emails results from inside the tool |
| Tier | hidden | No | Tier label (e.g. "Low Complexity", "High Complexity") — captured from results |
The form lives inside the resource page (/resources/care-complexity-assessment.html). User takes the assessment first (ungated), sees their score and tier, then optionally submits name + email to receive the summary. No gate on the LP — the LP links directly to the tool. This is the tool-first model: try before you share your email.
LP flow:
/lp/care-complexity-assessment/)On form submission (inside resource):
lead-capture Edge Function (with name, email, asset, source, score, tier)marketing.leads, sends welcome + team emails via Resendplausible('lead_magnet_submit') and fbq('track', 'Lead') fire from the resource page (when Meta Pixel is present, if applicable)LP does NOT fire Lead event — the form is inside the tool. LP fires fbq('track', 'PageView') and plausible('lp_cta_click') on CTA clicks.
| Setting | Value |
|---|---|
| To | hello@averyncare.com |
| From | notifications@notifications.averyncare.com |
| Subject | Lead: Care Complexity Assessment — {name} |
| Body | Structured summary with name, email, asset, score, tier, source (tool), UTMs |
Include score and tier in the team notification when present — these signal intent and help prioritize follow-up.
| Setting | Value |
|---|---|
| To | {email} (from form submission) |
| From | hello@pulse.averyncare.com |
| Reply-to | hello@averyncare.com |
| Subject | Your Care Complexity Summary |
Email content is defined in marketingEmails.ts using the block-based template engine. Includes:
These leads are high-intent, tool-qualified. They took the full assessment, saw their score and tier, and chose to email the results. That’s a stronger signal than a pre-tool gate. The response sequence should validate their complexity and map it to relief.
hello@averyncare.com with name, email, score, tier, sourcesource: care_complexity_assessment, segment: adult_child (primary) or self_primary (secondary)tier: low, tier: moderate, tier: high, tier: very_highSubject: "What your complexity score means, {name}"
Hi {name},
You took the Care Complexity Assessment and got your score. Whatever number you landed on — low, moderate, high, or very high — here's what it actually means.
Low (0–5): Your situation is manageable. A little structure now — like the Record Vault — can keep it that way. Consider it insurance against the coordination load growing faster than you expect. Essentials ($59/mo) adds a navigator who knows your care team.
Moderate (6–10): Coordination is getting heavier. Most families at this stage benefit from structured support — scheduling, referral follow-up, portal help, weekly updates. Expanded ($249/mo) is the most common fit.
High (11–15): Things are starting to fall through cracks. The volume you're managing is beyond what informal coordination usually handles. Dedicated, proactive support would make a real difference — Dedicated ($499/mo) fits this zone.
Very high (16–21): Sustained, daily coordination. The load is beyond what most families can carry alone. Anchor ($899/mo) is built for this — same-day scheduling, full administrative management.
The score doesn't define you. It clarifies what level of support fits. If you'd like to talk through your situation, reply to this email or start here.
— Averyn Care Team
Tone: Explain the score. Validate. Map to plans without pressure. These people already know their complexity — meet them there.
Subject: "Support that matches your complexity"
Hi {name},
A week ago we walked through what your Care Complexity score means. The question most people ask next: "So what would support actually look like for my situation?"
That's where Averyn comes in. Every household starts with the Record Vault ($999) — your navigator gathers records from every provider, organizes them into a portable bundle, and delivers a summary the next doctor can work from. From there, plans from Essentials ($59/mo) through Anchor ($899/mo) match the coordination load.
Your navigator handles the calls, the portal check-ins, the referral follow-ups, the family updates. You stay informed without being the switchboard.
See how the plans map to complexity →
Want to talk through whether it fits? Start here or just reply to this email.
— Averyn Care Team
| Metric | Where | Target |
|---|---|---|
| Cost per lead (CPL) | Meta Ads Manager | < $8 (high-intent tool leads — lower CPL than gated LPs) |
| LP → Tool click rate | Plausible (lp_cta_click event) |
> 40% of LP visitors |
| Tool completion rate | Plausible (assessment completion vs. tool visits) | Directional |
| Email gate submit rate | Plausible (lead_magnet_submit with asset care-complexity-assessment) |
> 15% of tool completions |
| Welcome email open rate | Resend dashboard | > 55% |
| Day 3 reply rate | Manual tracking | > 6% |
| Tier conversion by score | CRM | Track high/very-high tier leads → paid within 90 days |
marketing.leads: Add columns for complexity_score and complexity_tier if not already present; populate from form POST; use for segmentation and email branching