Continuous improvement is a quality management principle that has a rich history of success in providing a competitive edge. It has its roots in the Japanese philosophy of Kaizen and ingrains the ability to reduce waste and chances of failures. The principle has many benefits, including high employee participation, reduced investment in research and consultancies, and inculcating harmony in the workplace. It is widely accepted and easily applicable to various environments and industries. The company Cure MD can efficiently optimize patient experience through continuous improvement. The principle's features include collaborative workspaces, regularity, exposure of employees to technological changes and current trends, and programs tailored to situational factors and company culture.