At this stage the LongReach App does not take advantage of the URL path.
A HTML, email, SMS or iMessage text body containing the URL schema longreach:// will allow the LongReach App to be activated.
<a href='longreach://'>Start LongReach</a>
eMail, SMS or iMessage body text just type in
You could have a server program that sends an email to an employee that the latest sales figures are available for download using LongReach and include this hyper-link to open the LongReach App.