Amazon disrupts everything the company touches. Amazon is also a teacher. Healthcare systems can learn a lot from Amazon – such as how to create a more effective consumer discovery experience, how to make data and content more powerful, and how to convert searches. In our recently published column for Becker’s Hospital Review, “How to Be like Amazon with Your Patient Experience,” we share some of the principal lessons that healthcare systems can learn from Amazon. For instance, as stated in the column, exploring Amazon is an efficient, fast, and personal experience — but on the other hand, healthcare systems too often force patients to endure complicated, confusing navigational paths to find physicians. Healthcare providers have a golden opportunity to upgrade the patient experience simply by improving the find-a-doctor navigation experience with more elegant search functionality, including filters that personalize results based on the search criterion that matter most to patients, such as insurance accepted by physicians.