Why Leading Healthcare Organizations Use Optimizely to Improve Patient Engagement and Outcomes

Healthcare organizations today face a unique and growing set of challenges. Patients expect the same seamless, personalized digital experiences they receive from consumer brands, yet healthcare teams must deliver those experiences within strict regulatory, privacy, and operational constraints. At the same time, organizations are under pressure to improve outcomes, increase access to care, reduce costs, and demonstrate measurable impact from digital investments.

Many healthcare leaders struggle with fragmented digital platforms, limited insight into patient behavior, slow content updates, and an inability to test and optimize experiences without introducing risk. As a result, patient portals, websites, and digital touchpoints often fail to support patient engagement, adherence, and trust at the moments that matter most.

To address these challenges, leading healthcare organizations are turning to Optimizely, a market-leading Digital Experience Platform (DXP) designed to help teams unify content, experimentation, and optimization to improve patient engagement and outcomes.

Below are three core reasons why Optimizely has become a strategic platform for healthcare organizations.

1. A Market-Leading DXP Built for Continuous Digital Improvement

Healthcare organizations often rely on disconnected tools for content management, analytics, personalization, and testing—making it difficult to evolve experiences in a coordinated, measurable way. Optimizely stands apart by bringing these capabilities together into a single, integrated platform.

Rather than treating digital experience as a one-time launch, Optimizely enables healthcare teams to continuously plan, create, test, learn, and optimize across the entire patient journey. Content, experimentation, and insights work together—so improvements are faster, more consistent, and easier to scale across brands, locations, and service lines.

For healthcare organizations, this means:

• Fewer disconnected tools and handoffs
• Greater alignment between marketing, digital, and IT teams
• A clear path from content creation to measurable performance improvement

By serving as a unified foundation for digital experience, Optimizely helps healthcare organizations mature beyond basic content management into ongoing experience optimization.

2. Using Experimentation to Improve Access, Engagement, and Outcomes

Healthcare decisions are complex, and assumptions about what patients need often miss the mark. Many organizations still rely on internal opinions or one-time redesigns instead of continuous learning.

Optimizely replaces guesswork with evidence.

Through controlled experimentation, healthcare teams can test and validate changes to critical patient journeys, such as appointment scheduling, provider search, care navigation, and educational content. This ensures improvements are driven by real patient behavior, not internal assumptions.

Common healthcare use cases include:

• Testing calls-to-action to increase appointment bookings
• Optimizing provider directory layouts to reduce abandonment
• Improving content clarity for treatment education or care instructions
• Measuring the impact of digital changes on downstream engagement

Optimizely’s experimentation platform allows teams to learn quickly, fail safely, and scale what works, leading to measurable improvements in patient experience and access to care.

3. Empowering Healthcare Teams to Move Faster and Prove Value

Healthcare marketing and digital teams often face long development cycles and limited flexibility, making it difficult to respond to patient needs, seasonal demand, or organizational priorities. At the same time, leaders need clear evidence that digital investments are delivering results.

Optimizely helps teams move faster while proving impact.

With intuitive workflows and built-in analytics, Optimizely enables marketers, clinicians, and digital teams to collaborate effectively—without relying on constant developer support. Teams can launch experiments, update content, and analyze results in days rather than months.

Key Optimizely features well suited for healthcare include:

• Visual and code-based experimentation for flexibility across teams
• Centralized analytics tied to engagement and conversion metrics
• Scalable governance for multi-site and multi-brand health systems
• Clear reporting to demonstrate ROI to executive stakeholders

This combination of speed and accountability allows healthcare organizations to continuously optimize digital experiences while clearly linking improvements to patient engagement and organizational goals.

Turning Digital Experience into Better Healthcare Outcomes

As patient expectations continue to rise and resources remain constrained, healthcare organizations need more than static websites and one-time redesigns. They need a trusted and proven DXP that supports continuous learning and improvement.

By adopting Optimizely, leading healthcare organizations are transforming digital experience from a cost center into a strategic driver of patient satisfaction, operational efficiency, and measurable health outcomes. As a Platinum Optimizely Partner, Velir brings deep platform expertise and firsthand healthcare experience to help organizations plan, implement, and optimize Optimizely in ways that align with both patient needs and business goals.