I once read Netflix runs 400 A/B tests on their website at any given time.
What this suggests is that each day they are evaluating multiple ways to incrementally improve their website.
Why?
Because they see their website as a core part of their business.
It isn’t seen as overhead, or a marketing cost, or something they need to have because everyone else does.
Rather they see it as the revenue engine of their entire business, where even a slight improvement could result in both better customer experience and potentially tens of thousands of dollars of additional revenue per day.
But how do traditional healthcare organizations see their website?
As a revenue generator? As a tool to reduce the morbidity of diabetes? As a chance to reduce the mortality associated with distracted driving?
Or as a marketing overhead cost, a design only to be looked at begrudgingly once every five years?
Traditional healthcare organizations need to look at their entire digital platform, and especially their website, as a place which can directly serve patients, because one thing is certain: when Amazon enters this space, they will be doing a lot more A/B testing than Netflix.