2015 Annual Meeting of the North American Congress of Clinical Toxicology (NACCT)

1. Success of an online poison information web resource Carol Deslauriers, Vickie Dance, Michael Wahl Illinois Poison Center, Chicago IL USA Background: Exposure call volume to US Regional Poison Centers (RPCs) declined 13.8% from 2008–2013. One suggested explanation for the decline is that consumers are using the internet to obtain poison information instead of calling an RPC. In 10/2012, a poison information web resource, “My Child Ate” (MCA), was developed to meet the needs of consumers who want to obtain poison information via the internet. MCA provides management information for common, minimally toxic pediatric exposures to household substances (e.g. silica gel, soap, and diaper rash cream). Each webpage is dedicated to one substance, is written for consumers, and lists information on toxicity level, expected symptoms, and treatment recommendations. The national poison center phone number (1–800-222-1222) is highlighted in several places on each page, so consumers can reach a live RPC specialist for more information. Methods: Metrics for the MCA pages were analyzed using Google Analytics from 10/1/2012-3/31/2015. Metrics for total page views, traffic channels (how the consumer reached MCA), % of traffic from mobile devices, and clicks to 1-800-222-1222 were reviewed. Results: In the 27 months since its inception, the number of MCA page views has grown exponentially (2280% increase). Use of a mobile device to view MCA pages has increased from 35% of page views in 2012 to 78% of page views in 2015. When MCA first launched, 40% of traffic came from within the RPC region; currently 93% of users come from outside the RPC region. 87% of users arrive by an organic internet search (vs direct link). These metrics may indicate that the pages are being viewed to obtain information after an exposure. When MCA pages are viewed using a smartphone, the national poison center phone number (1-800222-1222) appears as a hyperlink throughout the page. Users can click on the number to be immediately connected to their RPC. Currently, MCA is generating over 400 clicks per month to RPCs. Conclusion: Consumers are looking for poison information online; mobile devices are the preferred platform when searching for pediatric poison information. An RPC resource to provide this information currently provides nearly 25,000 information/ exposure encounters per month to consumers; almost 2% of smartphone users will call their RPC for additional information.