Hospitals appear to be getting better at harnessing the power of the web.
Dayton Children’s Hospital in Ohio was the only healthcare organization to be a “featured business” in a new report from search engine giant Google, which said 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.
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In the case of Dayton Children’s, the 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,” the hospital said.
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.
One program Dayton Children’s uses is AdWords, Google’s advertising program, to inform people about new services. Google web apps have helped boost the number of patients seen for baseline concussion testing, as well, according to the hospital.
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The 155-bed hospital also relies on Google Analytics to track traffic and activity at childrensdayton.org. “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.
