Dive Brief:
- Dayton Children's Hospital was recently cited in a new report from Google highlighting how businesses are using the web browser (and other Google products) to expand their business.
- According to Google, the hospital has been helping mothers find accurate health information, leveraging Google search to help mothers find appropriate health services for their children.
- The 155-bed hospital uses Google's AdWords advertising programs, Google Analytics to track website activity at childrensdayton.org, and Google web apps that have boosted the number of patients seen for baseline concussion testing.
Dive Insight:
Clearly, someone at Dayton Children's is thinking strategically across digital channels. Not only has Dayton Children's effectively built up and tracked its web presence, it's also rolled out mobile applications as part of its digital strategy. And that's been a success as well; combined web traffic from mobile devices has gone up 123%, a good sign that it's reaching younger parents, the report said.
What's more, the marketing team has worked to improve content on the website, to great effect. The children's hospital has managed to significantly boost web traffic to content for key service lines, one consequence of which has been a 182% jump in pageviews for neurology services. It's good to see a hospital that "gets it" when it comes to online and mobile marketing. (Although it should be noted that it's the only hospital noted by Google as an example, underscoring how much digital marketing work the hospital industry as a whole still has to undertake.)