Form Configuration & Lead Response Playbook

Form type: Native HTML → lead-capture Edge Function (Supabase) Edge Function: lead-capture (POST to https://api.averyn.app/functions/v1/lead-capture) Database table: marketing.leads (asset = transition-readiness-scorecard) Email sending: Resend via pulse.averyncare.com

Urgency note: This funnel targets families in the middle of (or about to begin) a facility-to-home transition. Lead response timelines are accelerated compared to other funnels. These leads may convert to paid service within days, not weeks.

Form Fields

Field Type Required Notes
First name text Yes Used in email subject lines and respondent greeting
Email email Yes Respondent email destination; lead contact

The form is intentionally minimal (2 fields). Despite the high urgency of this segment, the gate stays low-friction — the goal is to get the scorecard into their hands fast. Qualification happens through behavior (did they open the scorecard? what was their score tier? did they visit /support-options/?) and accelerated follow-up.

Form Behavior

On submission:

  1. Form POSTs to lead-capture Edge Function
  2. Edge Function upserts the lead in marketing.leads, sends welcome + team emails via Resend
  3. Edge Function redirects (302) to the resource URL (/resources/transition-readiness-scorecard.html)
  4. The LP page fires fbq('track', 'Lead') (Meta Pixel) and plausible('lead_magnet_submit') via inline script

Email Configuration

1. Team Notification

Setting Value
To hello@averyncare.com
From notifications@notifications.averyncare.com
Subject Lead: Transition Readiness Scorecard — {name}
Body Structured summary with name, email, asset, UTMs. Include a note in the template: "⚡ HIGH-URGENCY LEAD — This person may have an active discharge. Review within 24 hours."

2. Welcome Email (lead receives)

Setting Value
To {email} (from form submission)
From hello@pulse.averyncare.com
Reply-to hello@averyncare.com
Subject ✓ Your Transition Readiness Scorecard

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

Lead Response Playbook

These leads are high-urgency, solution-seeking, pre-customer. Unlike other funnels where leads are browsing or exploring, these families are often in the middle of a time-bound transition. The response sequence must be faster and more direct than standard lead-gen playbooks.

Immediate (automated — already configured)

Day 0–1: Log, tag, and classify urgency

Day 2–3: Value follow-up email (automated via drip-send)

Subject: "How's the transition shaping up?"

Hi {name},

Were you able to take the Transition Readiness Scorecard? However it scored — the fact that you're thinking about readiness puts you ahead of most families navigating this transition.

Three things that make the biggest difference in the first two weeks home:

If you're in the middle of an active transition and the coordination is already more than one person can carry, that's exactly what Averyn navigators do. Our Surge Support Pack gives you 4 hours of immediate coordination help — confirming aides, organizing discharge paperwork, setting up the first week.

The scorecard is yours either way. Hope it helps.

— Averyn Care Team

Tone: Practical, specific, immediately useful. These people don't need warm-up nurture — they need actionable advice and a clear offer if they want help. Lead with the tips, follow with the pitch.

Day 5–7: Soft pitch email (automated via drip-send)

Subject: "The coordination layer nobody plans for"

Hi {name},

Most discharge plans account for the clinical side — the follow-up appointments, the medications, the home health visits. What they don't account for is the daily coordination that holds all of it together.

Who confirms the aide showed up? Who relays updated instructions from the doctor to the overnight helper? Who makes sure the follow-up appointment actually happens — not just that it's on the calendar, but that someone has transportation, the records were sent ahead, and the right questions are prepared?

That's the coordination layer. And in most families, it falls entirely on one person — usually the adult child who already has a full-time job, a household, and no training in care logistics.

That's what Averyn navigators do. Your navigator runs the daily coordination: confirming caregivers, relaying provider instructions same-day, managing follow-up logistics, handling pharmacy coordination, and sending structured updates to every family member.

How it works:

If you'd like to talk through whether it fits your situation, start here or just reply to this email.

— Averyn Care Team

Tone: Direct but not pushy. Name the specific pain (the coordination layer), validate that it's a real gap, and present the service as the solution with clear pricing. These leads are closer to decision than any other funnel — they don't need a 14-day warm-up.

Day 14+: Nurture (only if no conversion)

If the lead replies or engages

Metrics to Track

Metric Where Target
Cost per lead (CPL) Meta Ads Manager < $20 (higher tolerance — high-value leads)
Form submission rate Plausible (lead_magnet_submit event) > 25% of LP visitors
Welcome email open rate Resend dashboard > 55% (expect higher due to urgency)
Day 2–3 reply rate Manual tracking > 8% (expect higher engagement than other funnels)
Surge Support conversion CRM Track lead → Surge Pack purchase within 14 days
Anchor conversion CRM Track lead → Anchor signup within 30 days
Record Vault conversion CRM Track lead → RV purchase within 30 days
Time to first paid conversion CRM Target: < 14 days (significantly faster than other funnels)
Topic page visits from QR Plausible (utm_medium=print) Directional

Expected performance vs other funnels:

Future Enhancements