Ad Brief: Hospital-to-Home Checklist

Landing page: /lp/hospital-stay-support/ Topic page (SEO): /topics/hospital-discharge-coordination/ Resource page: /resources/hospital-to-home-checklist.html Form: Native HTML → lead-capture Edge Function

Topic Summary

A loved one is being discharged from the hospital. Discharge paperwork, follow-up appointments, medication changes, specialist referrals, home health logistics, family communication — all of it hits at once, often while the family is still processing the hospital stay itself. The thick discharge folder arrives. Someone needs to schedule the PCP follow-up, pick up the new medications, confirm home health was actually ordered, update the siblings, and call insurance — and that's just the first 48 hours. On paper it's a checklist; in practice it's a cascade of administrative tasks that overwhelm even the most organized families.

This is a pre-customer awareness problem. The person may not know Averyn exists. The goal is to meet them in the moment of need with something genuinely useful, earn the lead, and nurture toward a Record Vault + ongoing coordination subscription.

Lead Magnet: Hospital-to-Home Checklist

An interactive, browser-based checklist the visitor fills in on screen and prints or saves as PDF. It covers:

  1. Your information — patient name, DOB, hospital/facility, admission date, room/unit, insurance ID
  2. Before discharge — questions to ask — 9 checkbox items (discharge summary, follow-up appointments, complete medication list, prescriptions pickup, who to call if symptoms change, activity/diet/wound instructions, home health/PT orders, records transfer to PCP, discharge nurse/case manager contacts)
  3. Discharge day — review paperwork, confirm transportation, pick up prescriptions, take home belongings and imaging, get discharge summary copy, confirm first follow-up details
  4. First week home — fill and organize prescriptions, set up medication schedule, attend first follow-up, watch for warning signs, set up home health/PT visits, update family members; plus fields for follow-up details and home health agency
  5. Weeks 2–4 recovery — specialist referrals, PCP record receipt, pending test results, reassess home support, follow-up labs, medication list updates
  6. Care team directory — editable table for PCP, discharge nurse, case manager, home health agency, pharmacy, specialists (name, phone, next appointment)

Nothing is saved server-side. Privacy notice is prominent. The tool is genuinely useful on its own — that's the point. The gate (first name + email) earns the lead. The checklist CTA in the respondent email and the printed QR code create re-engagement loops back to the site.

ICP Segment

Primary: Adult Child (40–60) Managing a Parent's Discharge

This is Averyn's primary ICP — the overloaded adult child. They're coordinating their parent's discharge from another city or from a job they can't leave. They're simultaneously the family point-person, the insurance contact, the scheduler, and the emotional anchor.

Who they are:

Where they are in the funnel:

Conversion path: Lead magnet → welcome email → day 3 value follow-up → day 10 soft pitch (Record Vault $999 → Hospitalization Assistance add-on $100/day → Expanded+ ongoing)

Secondary: Spouse (60–75)

The spouse of the patient, managing the aftermath. May be older, less comfortable with portals and scheduling systems. Values having someone to call.

Who they are:

Platform: Meta (Facebook / Instagram)

Why Meta

Audience Configuration

Ad Set 1: Adult Children (Primary)

Age: 40–60 Gender: All Location: United States (or your active service areas) Language: English

Detailed targeting — INCLUDE (OR logic, any match):

Detailed targeting — EXCLUDE:

Detailed targeting expansion: ON — let Meta optimize beyond the interest set once the pixel has enough data

Placements:

Optimization: Conversions → Lead event (fires on form submission via fbq('track', 'Lead')) Budget: $20–40/day. Scale based on cost-per-lead after 100+ leads.

Ad Set 2: Spouses (Secondary)

Age: 60–75 Gender: All Location: United States

Detailed targeting — INCLUDE:

Detailed targeting — EXCLUDE:

Placements:

Optimization: Conversions → Lead event Budget: $10–20/day initially. This is a secondary audience — test and scale only if CPA is favorable.

Retargeting

Custom Audiences:

Exclude: People who already submitted the lead form (create a Custom Audience from the Lead event or webhook)

Placements: Facebook Feed + Facebook Right Column Budget: $5–10/day

Ad Concepts

Concept 1: "The Discharge Packet" (Static or Carousel)

Format: 3-slide carousel or single static image Audience: Ad Set 1 (adult children), can also test with Ad Set 2 Visual: A thick discharge folder on a kitchen table or living room side table. Papers spilling out slightly. Coffee cup nearby. No medical imagery — domestic, real-feeling. Slide 1 headline: "That thick packet they hand you at discharge? You're supposed to do something with it." Slide 2: "Follow-up appointments. New meds. Home health. Referrals. Family updates — all at once." Slide 3: "We built a free checklist so you don't drop a single ball." CTA button: "Get the free checklist" Primary text: Your parent is being discharged. The folder arrives. Now you need to schedule the follow-up, pick up prescriptions, confirm home health was ordered, and update everyone — often from another city. We made a free interactive checklist that covers discharge day through the first month. Fill it in, print it, bring it with you.

Concept 2: "Day Three at Home" (Static — direct response)

Format: Single image, bold text overlay Audience: Ad Set 1 (adult children) Visual: Clean, warm background. Large text on image. Text on image: "It's been 72 hours since discharge. Have you scheduled the follow-up?" Subtext on image: "Most people haven't." CTA button: "Get the free checklist" Primary text: The first week home is when most preventable readmissions happen — and when follow-ups, meds, and home health logistics tend to slip. We built a free checklist that breaks everything down from discharge day through the first month. Fill it in on screen, print it, and keep it with the paperwork.

Concept 3: "The Follow-Up Avalanche" (Short video / animated — 15 sec)

Format: 15-second video or animated slides (Canva animation) Audience: Ad Set 1 (adult children), can also test with Ad Set 2 Storyboard:

Concept 4: "Before They Come Home" (Urgency — Static or Carousel)

Format: 2-slide carousel or single static Audience: Ad Set 1 (adult children) Visual: Clock or calendar motif. Warm tones — not alarmist, but time-aware. Kitchen table or hospital hallway (from a visitor's perspective, no clinical equipment visible). Slide 1 headline: "Your parent is being discharged. Do you know what to ask before they leave?" Slide 2: "Follow-up appointments. Medication changes. Home health orders. Records to the PCP — the window to get clarity is now." CTA button: "Get the free checklist" Primary text: The best time to get your ducks in a row is before discharge — while you can still ask the nurse and case manager directly. After they're home, the paperwork gets fuzzy and the phone trees get long. We made a free checklist that walks you through what to ask before discharge and what to track in the first month. Step by step.

Concept 5: "For the Long-Distance Child" (Instagram Story)

Format: Instagram Story (9:16 vertical) — 3 frames, tap-through Audience: Ad Set 1 (adult children) Frame 1: "Dad's being discharged tomorrow. You're 400 miles away." Frame 2: "Someone has to schedule the follow-up, pick up the meds, and update your sister. That someone is you." Frame 3: "Get this free checklist — every step, spelled out." [Swipe up / CTA link] CTA button: "Get the checklist" Primary text: When a parent is discharged and you're coordinating from another city, the logistics pile up fast. This free checklist covers discharge day through the first month — what to ask before they leave, what to track when they're home, and how to keep the family aligned. Print it. Share it. Or have Averyn handle it for you.

Design Notes for Canva