Dayton Children's Hospital Recognized For Smart Use Of Web Analytics
By Christine Kern, contributing writer
Report shows hospital used the web to help mothers find accurate information for their children.
A report from Google recognized Dayton Children’s Hospital in Ohio as the only healthcare organization to be a “featured business,” noting its economic impact on a national level totaled $111 billion. The report, which highlights dozens of small businesses across the country, looks at how companies are utilizing the web and other Google products to grow business.
MedCity News notes Dayton Children’s Hospital was cited for how it uses the web “to reach local families who are researching quality care for their children or general information about parenting. Specifically, the hospital – one of only 45 independent, freestanding children’s hospitals in the country – said it helps mothers find accurate information for their children. For Dayton Children’s, Google search helps mothers find the right health care services for their children.”
“Studies show that women make 95 percent of the health care decisions for their families, so it’s important for us to market to moms and the Internet helps us do that,” Grace Jones, marketing communications coordinator at Dayton Children’s, said in a statement. Since many use their smartphones and other mobile devices, “we make sure that our website and blog are mobile-friendly,” Grace says.
Dayton Children’s uses AdWords, Google’s advertising program, to inform people about new services. They also have employed Google web apps to boost the number of patients seen for baseline concussion testing, according to the hospital.
Google Analytics helps the 155-bed hospital to track traffic and activity on its site. “It helps us see who is coming to our website and what they are looking at to better target our message,” said Jones.
Overall web traffic from mobile devices is up 123 percent which is in line with Dayton Children’s strategies to reach young parents. The marketing team has also been creating better content on the website which led to a 182 percent jump in page views for neurology services.
“We want people to be able to come to our site, see that we have the expertise and feel good about coming here,” Grace says. “The web is a place where we can tell Dayton Children’s story.”