Form Configuration & Lead Response Playbook

Form type: Inline JavaScript fetch() → lead-capture Edge Function (Supabase) Edge Function: lead-capture (POST to https://api.averyn.app/functions/v1/lead-capture) Database table: marketing.leads (asset = discharge-toolkit-bundle) Email sending: Resend via pulse.averyncare.com

Note: This is a bundle gate — one email submission unlocks access to six discharge-related tools. Unlike individual tool/resource gates, this page doesn't redirect. It unlocks the tools in-page using sessionStorage and sends a welcome email with links to all included resources.

Form Fields

The form is intentionally minimal (2 fields). The primary audience is families who received a referral sheet from an SNF discharge nurse or case manager. Low friction is essential — they're in the middle of a stressful transition.

Form Behavior

On submission:

1. JavaScript fetch() POSTs to lead-capture Edge Function (no page redirect)
2. Edge Function upserts the lead in marketing.leads (asset = discharge-toolkit-bundle), sends welcome + team emails via Resend
3. On success (or any non-network error), page JavaScript:
   • Hides the form, shows success message
   • Stores discharge-toolkit-unlocked = 1 in sessionStorage
   • Unlocks all tool links (removes pointer-events:none, opacity:0.5, lock icons)
   • Fires plausible('lead_magnet_submit', { props: { asset: 'discharge_toolkit_bundle', source: 'toolkit' } })

Session persistence: Tool links stay unlocked for the browser session via sessionStorage. Closing the browser resets the gate — but the welcome email contains direct links.

UTM passthrough: The form captures utm_source, utm_medium, utm_campaign, utm_content, utm_term from the page URL and appends them to the POST body.

Included Tools

Important: The scored tools (2, 3, 4) have their own inline email gates at the end of the assessment for full results. If the user already provided their email on the bundle gate, they'll need to enter it again on the scored tool to get tool-specific results emailed. This is acceptable because:

• The scored tools add score and tier data to the lead record (different from the bundle gate)
• The drip campaigns are separate and additive (toolkit drip is about general discharge follow-through; tool-specific drips are about the scored results)
• The lead-capture Edge Function dedupes on email+asset, so the same email with a different asset creates a new lead record with its own drip

Email Configuration

1. Team Notification

2. Welcome Email (lead receives)

Email content is defined in marketingEmails.ts using the block-based template engine. Includes:

• Greeting with first name
• Toolkit CTA button (links back to /discharge-toolkit/)
• Description of what's inside (6 tools covering follow-up scheduling, medication reconciliation, discharge gap analysis, care complexity, records readiness, doctor transitions, and Medicare)
• Note about sharing the link with family members
• Soft-pitch to For Families page and Hospital Discharge Coordination topic page
• Unsubscribe link
• Non-clinical disclaimer

Lead Response Playbook

These leads are top-of-funnel, action-oriented, pre-customer. They came from a discharge context — likely from an SNF referral sheet or the /professionals/discharge/ page. They're in the middle of a transition and looking for immediate help.

Immediate (automated — already configured)

• Respondent email delivers the toolkit link + all six tool links + soft-pitch
• Team notification alerts hello@averyncare.com to the new lead
• Tag: source: toolkit, segment: discharge_family

Day 0–1: Log and tag

• Log the lead in tracking
• Tag: source: discharge_toolkit_bundle, segment: discharge_family
• Note UTM params — if utm_source=referral_sheet or utm_medium=print, this lead came from a physical referral sheet given to the family by a discharge nurse. High-intent lead.
• Do not call or email yet. They're in the middle of a discharge. Let the tools help them.

Day 3: Practical follow-up (automated via drip-send)

Subject: "The first week home, {name}"

Focus: Practical first-week priorities (PCP follow-up, medication reconciliation, discharge instructions). Links to the Discharge Cracks Quiz. No sales pitch.

Tone: Helpful, practical, empathetic. This person is managing a crisis.

Day 7: Week-one check-in (automated via drip-send)

Subject: "Week one check-in, {name}"

Focus: Quick inventory of what should be done by now. Links to the Hospital-to-Home Checklist and Records Readiness Audit. Still no sales pitch.

Tone: Gentle check-in. Normalize the difficulty.

Day 14: Soft pitch (automated via drip-send)

Subject: "When the discharge plan unravels"

Focus: Name the reality (discharge follow-through breaks down around week two). Introduce Averyn as the navigator who drives the follow-through. Mention Expanded ($249/mo) and Record Vault ($999). Link to support options and start page.

Tone: Honest, not salesy. Empathetic but direct.

Day 30+: Nurture

• Monthly educational emails — related topics (hospital discharge coordination, records readiness, family updates)
• If they also submitted individual scored tools, they'll already be receiving those tool-specific drips — avoid over-emailing
• 1–2 touches per month max

If the lead replies or engages

• Reply → warm lead, respond within 1 business day. These leads are in active transition — speed matters.
• Visits /support-options/ or /start/ → consider direct outreach
• Submits main intake form → standard intake process, note discharge context
• Uses multiple scored tools → higher engagement signal, consider proactive outreach on day 10

Distribution: Referral Sheets

This toolkit URL (averyncare.com/discharge-toolkit/) is designed to be printed on physical referral sheets given to families by SNF discharge nurses and case managers. The referral sheet should include:

• QR code linking to https://averyncare.com/discharge-toolkit/?utm_source=referral_sheet&utm_medium=print&utm_campaign=snf_discharge
• Short description: "Free tools to help you stay organized after discharge"
• The URL in text: averyncare.com/discharge-toolkit

This provides a secondary CTA on the referral sheet (the primary CTA is to contact Averyn directly). Families who aren't ready for the primary action can still enter the funnel through the toolkit.

Metrics to Track

Future Enhancements

• Persistent unlock: Consider using localStorage instead of sessionStorage so returning visitors don't need to re-enter email. The welcome email links bypass the gate regardless.
• Progressive profiling: After day 14, send a follow-up asking about the care situation (# providers, insurance type) to enable better segmentation.
• Referral sheet tracking: Add unique QR codes per facility to attribute leads to specific SNF partners.
• Personalized toolkit: Based on the discharge context (SNF vs. hospital, short-stay vs. long-stay), show a customized subset of tools.
• Additional tools: The toolkit is designed to grow. Planned additions include a Medication Reconciliation Tracker, a Home Health Coordination Guide, and a Caregiver Shift Schedule template.