The consumer experience is arguably the most important aspect of a business. Whether it starts with walking into a store and leaving with a purchase, or doing a casual website search and finishing with a paypal transaction, customers are paying not only for a product /service, but also for ease of transaction. Have you ever left a store feeling more annoyed than when you entered? What about navigating a website only to give up in frustration before clicking the “pay” button? Although your most vivid examples might come from automobile search sites or discount clothing websites, the healthcare industry is no different. The consumerization of the healthcare industry has been growing fiercely these past several years and companies need to tailor their websites to make it easier for the customer to shop, search, and become a repeat user.