4 Key Ways Your CRO Team Is Revolutionizing the Healthcare Industry

By Mike Fradkin

June 5, 2024


Whether you have a dedicated CRO team or rely on developers, product owners, and marketers to improve user experience and conversion rates, you probably already understand the potential of A/B testing for streamlining workflows and optimizing revenue.

As experimentation is often a process of iteration and learning, you might not see it right away—but as your CRO team expands your experimentation program, you’re making changes to everyday features and services that could ultimately become the new gold standard in the healthcare industry.

With only 22% of businesses satisfied with their conversion rates, continued optimization campaigns in the healthcare industry leads to both ongoing evolution and innovation, as well as stronger patient satisfaction and conversion. The most successful A/B testing experiments directly influence 20-30% of business KPIs, suggesting that leaders can deliver real improvements for patients and customers in addition to growing market share and strengthening competitive standing.

CRO specialists in healthcare might be working behind the scenes, but they’re positioned to make meaningful contributions to patient experiences and the performance of your digital offerings. Want to find out where they’re bringing the most impact? Keep reading to uncover 4 key ways your CRO team is already revolutionizing the healthcare industry.

1. ​​Deeper Patient Engagement

A major transformation stemming from strategic A/B tests put in place by your CRO team is improved patient engagement. Healthcare is highly competitive, so patient engagement is more important than ever in determining an organization’s profitability and success.

By comparing different variations of digital interactions and user flows, CRO teams have been increasingly able to pinpoint which approaches most effectively capture and retain patient interest. For instance, they might test different versions of a patient portal interface to see which design leads to more successful self-service appointment bookings.

Moreover, A/B testing allows CRO teams to fine-tune navigation and messaging, helping motivate patients to take desired actions such as scheduling screenings or enrolling in wellness programs. By continually analyzing patient responses and preferences, CRO teams ensure that digital health tools are more user-friendly and engaging.

These changes affect the industry as a whole:

  • Empowering patients to make more informed health decisions
  • Supporting the tracking of health progress
  • Allowing patients to form stronger relationships with their care providers
  • Decreasing healthcare-related costs via more self-service and fewer support calls

All of these changes, realized by A/B testing and iterative optimization, can lead to higher patient satisfaction, improved patient health outcomes, and increased engagement. Those are great benefits for your organization that also result in more effective patient communication and care.

2. Improving Healthcare Website Performance

We all notice when a website doesn’t work well, loads slowly, or provides poor navigation, making it difficult to find what we’re looking for. A smoother experience, though often taken for granted, requires a lot of meticulous testing and data-driven strategies to get right.

By employing A/B testing for optimization, your CRO team is enhancing your website performance and increasing consumer demand for high-quality experiences everywhere.

One of the most effective approaches to upgrade website performance is hybrid testing, a form of experimentation that brings client-side and server-side testing together in one tool. This allows your CRO team to run tests on the more advanced back-end elements of your website or app alongside front-end changes. Both types of tests can be run in the same platform with shared audience segmentation and performance metrics. SiteSpect’s patented approach to hybrid experimentation makes it the fastest experimentation platform, allowing you to run more tests and see results earlier.

Consequently, websites in the healthcare industry become more efficient, responsive, and user-friendly, leading to more useful and efficient technology in healthcare.

3. Data-Driven Decision Making

The changes you make to patient experience are only as good as the testing data on which they are based. All too often, hypothesized approaches to reduce user friction have the opposite impact. With the right A/B testing tool, you can access and leverage detailed analytics information to make justified, data-informed decisions.

SiteSpect’s platform offers built-in analytics to give you a comprehensive view of each testing campaign and its results:

  • SiteSpect Dashboard: Your CRO team can quickly analyze and understand relevant campaigns and outcomes to keep everyone informed and collaborating.
  • Alerts: SiteSpect automatically notifies you about campaign performance and uses automation to respond, maximizing revenue and reducing risk.
  • Deep Segmentation: Leverage your SiteSpect data to segment your audience based on behavior, geography, time, or a variety of other criteria.
  • Goal-Oriented Metrics: Monitor hundreds of specific metrics based on your KPIs to test and measure any experiment you want.
  • Data Integration: All your data can integrate seamlessly with any other analytics platform.

The data-led insights gained from A/B testing enable healthcare industry professionals to make informed, evidence-based decisions rather than relying on assumptions or anecdotal evidence. This leads to more effective resource allocation, improved patient outcomes, and a more personalized approach to healthcare delivery.

With more data to collect and analyze, you might feel concerned about the risks—particularly when it comes to HIPAA compliance. Fortunately, SiteSpect makes it possible to navigate HIPAA compliance and expand your experimentation program with a fully compliant testing platform. The use of SiteSpect will not impact your HIPAA compliance, and SiteSpect is one of the few experimentation vendors that will sign a BAA with your organization.

4. Increasing Conversion Rates for Health Campaigns

One of the avenues your CRO team might explore with A/B testing is health campaigns. With the right promotional tactics and carefully curated user experiences, you can significantly boost conversions for health campaigns. This offers major benefits for patient health:

  • Increased participation and investment in health at an individual level
  • Better public health outcomes
  • Improved awareness of access to care
  • More healthcare app engagement

By systematically testing different campaign elements—such as messaging, images, call-to-action buttons, and landing page layouts—CRO teams identify the most effective strategies for engaging target audiences. For example, they might discover that personalized health reminders via text messages lead to higher vaccination rates compared to generic email notifications.

These optimized campaigns ensure crucial health information reaches and resonates with more people. This encourages patients to take a more active role in managing their health, fosters a more proactive patient population, and prompts timely actions like scheduling screenings, adopting healthier lifestyles, or participating in preventive programs. As a result, health initiatives become more successful, leading to a reduction in disease prevalence and treatment costs as part of a transformative shift for the entire healthcare industry.

With individuals more likely to adhere to medical advice, attend follow-up appointments, and maintain regular check-ups, your CRO team is ultimately contributing to a healthier community.

Final Thoughts

For healthcare organizations, embracing experimentation around these revolutionary techniques offers clear benefits for patients, organizations, and the efficacy of the healthcare industry. With every small iteration in the A/B testing cycle, your team is one step closer to preventing health challenges and helping patients get the information they need.

Looking for a more advanced experimentation partner? SiteSpect offers full-spectrum experimentation with personalized recommendations, feature flagging, client-side testing, and server-side testing in one unified platform. For greater testing functionality and more detailed analytics, SiteSpect has you covered.

Want to find out how it works? Request your personalized demo to learn more.


Mike Fradkin

Mike Fradkin

Mike Fradkin is the Director of Product Marketing at SiteSpect. His experience ranges from smaller series-A startup companies to large multinational corporations such as AT&T and IBM. With a technology career that began with several customer-facing leadership roles, Mike never loses sight of the connection between technology value and the real people it can positively affect. He enjoys the challenge of identifying trends and market drivers, truly understanding the problems of customers within their specific industries, cultures, and reporting structures, and leveraging those insights to deliver more impactful results.

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