Landing page: /lp/transition-readiness/
Topic page (SEO): /topics/facility-to-home-transition/
Resource page: /resources/transition-readiness-scorecard.html
Form: Native HTML → lead-capture Edge Function
The facility-to-home transition — hospital discharge, SNF step-down, rehab completion — is one of the highest-complexity coordination events a family faces. The facility handled medications, scheduling, staffing, and provider communication. Now all of that coordination lands on the family overnight. Discharge papers list follow-up appointments, medication changes, and home health referrals, but nobody is managing the execution: confirming the aide, reconciling the pharmacy, relaying updated instructions, covering the overnight shift.
This is the highest-urgency entry point in the Averyn funnel. These families are not browsing — they're in the middle of a transition or about to be. The discharge date is set, the clock is ticking, and the gap between "plan on paper" and "plan that works at home" is where readmissions happen. CMS data shows nearly 20% of Medicare patients are readmitted within 30 days; the administrative coordination gaps — not clinical failures — drive a significant share of those.
The scorecard meets them in the moment of need with a genuinely useful self-assessment. The conversion path is compressed: families with an active discharge may convert to paid service within days, not weeks. This funnel targets Averyn's Anchor ($2,999/month) and Surge Support Pack ($699) — the highest-value entry points after the Record Vault.
Interactive web-based scored assessment (same pattern as the Records Readiness Audit). The visitor answers 20 questions across 5 categories:
Each question is scored 0–3. Total score 0–60 maps to readiness tiers: Well-Prepared (45–60), Mostly Ready (30–44), Significant Gaps (15–29), Not Ready (0–14).
Deliverables:
The gate (first name + email) earns the lead. The scorecard CTA in the respondent email and the printed QR code create re-engagement loops back to the topic page. Because these leads are time-sensitive, the welcome email includes a direct path to Surge Support and Anchor alongside the scorecard link.
This is Averyn's highest-urgency ICP segment. The adult child is managing a complex discharge from a hospital, SNF, or rehab facility — coordinating caregivers, providers, equipment, and family while also maintaining their own job, household, and possibly children.
Who they are:
Where they are in the funnel:
Conversion path:
The spouse whose partner is in a facility and coming home. They may be the sole person at home, possibly managing their own health conditions, and facing the prospect of being the primary caregiver while also running the household.
Who they are:
Where they are in the funnel:
Conversion path:
Age: 40–65 Gender: All (slight female skew expected but don't restrict) Location: United States (or 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: $30–60/day. High-urgency audience — these leads have compressed conversion timelines. Scale based on cost-per-lead after 50+ leads.
Age: 55–75 Gender: All Location: United States
Detailed targeting — INCLUDE:
Detailed targeting — EXCLUDE:
Placements:
Optimization: Conversions → Lead event Budget: $15–25/day. Secondary audience — test and scale only if CPA is favorable.
Custom Audiences:
/topics/facility-to-home-transition/ (last 30 days) who did NOT submit the form/lp/transition-readiness/ (last 14 days) who did NOT submit the form/support-options/ or /record-vault/ (last 30 days) who did NOT submit any form — high-intent visitors who browsed pricing but didn't convertExclude: People who already submitted the lead form (create a Custom Audience from the Lead event)
Placements: Facebook Feed + Facebook Right Column Budget: $10–20/day (higher retargeting budget than other funnels — these are high-value leads)
CPL target: < $20. Higher than the broad caregiver funnel ($12) because the lead value is significantly higher — expect faster conversion and higher CLTV.
Format: Single image, bold text overlay Audience: Ad Set 1 (adult children) Visual: Clean, warm background. Large text on image. No clinical imagery — think kitchen table with papers, a phone, and a coffee mug. Text on image: "They're being discharged Friday. Is your home plan ready?" Subtext on image: "20 questions. 5 minutes. Know before they come home." CTA button: "Get the free scorecard" Primary text: The hospital says they're coming home this week. Home health hasn't confirmed. The aide schedule has gaps. The medications changed but nobody reconciled the list. And you're the one who's supposed to hold it all together. We built a free scorecard that checks five categories of transition readiness — caregiver coverage, medical follow-through, home environment, coordination capacity, and contingency planning. Take it before discharge day. 5 minutes. Instant results.
Format: Single image, bold text overlay Audience: Ad Set 1 (adult children), Ad Set 2 (spouses) Visual: Calendar page showing two weeks, with subtle markings of appointments and question marks. Warm tones, not alarmist. Text on image: "The first 2 weeks determine everything." Subtext on image: "Is your transition plan ready for all 14 days?" CTA button: "Check your readiness" Primary text: After a hospital or rehab stay, the first two weeks at home are when the plan is tested — and when the gaps show up. The aide who doesn't come on day 3. The follow-up that was scheduled but not confirmed. The family member who runs out of capacity in week 2. Our free scorecard checks 20 readiness factors across five categories so you can see the gaps before they become problems. 5 minutes. Nothing stored. Instant results.
Format: Single image, text-forward Audience: Ad Set 1 (adult children) Visual: Warm, minimal. Front door of a home — welcoming but real. Not a stock photo of a hospital. Text on image: "Bringing them home is the easy part." Subtext on image: "Keeping them there is the project." CTA button: "Get the readiness scorecard" Primary text: Discharge day feels like the finish line — but it's actually the starting line. The daily coordination, the caregiver confirmations, the medication handoffs, the follow-up appointments, the family updates. That's the real project, and it runs for weeks. We built a free scorecard that scores your readiness across 5 categories: caregiver coverage, medical follow-through, home setup, coordination capacity, and contingency planning. Know where you stand before they come home.
Format: 4-slide carousel Audience: Ad Set 1, Ad Set 2 Visual: Each slide features a simple, warm illustration or text card. Kitchen table, phone, calendar, sticky notes aesthetic. Slide 1 headline: "The hospital hands you a plan." Slide 2: "The home health agency says they'll call." Slide 3: "The pharmacy needs a prior auth. The aide hasn't confirmed." Slide 4: "Nobody is managing the middle. Check your readiness — free scorecard." CTA button: "Get the scorecard" Primary text: The facility has a plan. The home health agency has a referral. The pharmacy has prescriptions. But who is making sure it all actually connects? That the aide shows up, the medications match, the follow-up happens, the family stays informed? Our free scorecard checks your transition readiness across 20 questions and shows you exactly where the gaps are. 5 minutes.
Format: Instagram Story (9:16 vertical) — 3 frames, tap-through Audience: Ad Set 1 (adult children), Ad Set 2 (spouses) Frame 1: "Mom came home from rehab on Wednesday." Frame 2: "By Saturday the aide didn't show, the pharmacy was closed, and nobody knew who to call." Frame 3: "Take the readiness scorecard before discharge day. 5 minutes. Free." [CTA link / Swipe up] CTA button: "Check your readiness" Primary text: The transition plan looks good until Saturday morning, when the aide doesn't show, the pharmacy is closed, and you're the only one answering the phone. Our free scorecard checks your readiness across 5 categories — caregiver coverage, medical follow-through, home environment, coordination capacity, and contingency planning. Take it before discharge day.
averyn-icon-light-120x120.png — small, bottom corner