As the second largest health system in Illinois, Presence Health services the full continuum of care for 4.5 million people. Many of those patients are women, and many are at risk for developing cardiovascular disease. There was a clear opportunity and need for Presence Health to identify those female patients quickly and encourage them to complete a Health Risk Assessment (HRA). The message had to be laser focused in order to reach the right women, through the right channels, at the right time. It was evident that this was going to be no simple task. The initiative needed to prove that HRAs work as well as generate volume for the cardiovascular program to maximize fee-for-service benefits while mitigating risk for the patient population. It was estimated that a measurement of success would be for Presence Health to generate 1,200 completed online risk assessments.