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BHI Board Meeting June 18, 2008 Eden Prairie, MN Advocates for Americas Ears.

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Presentation on theme: "BHI Board Meeting June 18, 2008 Eden Prairie, MN Advocates for Americas Ears."— Presentation transcript:

1 BHI Board Meeting June 18, 2008 Eden Prairie, MN Advocates for Americas Ears

2 Agenda Activities promoting hearing solutionsActivities promoting hearing solutions Outcomes and success measurementOutcomes and success measurement Activities for rest of yearActivities for rest of year

3 Child Advocacy Activities Press release on findings and issues from MarkeTrakPress release on findings and issues from MarkeTrak –Are 1 million dependents with hearing loss in America being left behind? Contact - pediatric & parenting editors as well as professional associations.Contact - pediatric & parenting editors as well as professional associations. –2 invitations received OpEd call to action newsUSA releasedOpEd call to action newsUSA released –Hearing loss treatment critical at an early age

4 Series of Child Advocacy Articles Placed & Planned

5 Child Advocacy Activities Direct mail recruitment of famous celebrities to support improved hearing healthcare of Americas children:Direct mail recruitment of famous celebrities to support improved hearing healthcare of Americas children: –12 point BHI child advocacy platform –Under signature Deidre Downs – Miss America Database developed:Database developed: –Famous media (e.g. Martha Stewart, Oprah, Katie Couric) –Famous celebrities who support children causes –Famous celebrities with known hearing loss who have not come forward (e.g. Nicholson, Foster, Barry, Sting, Streisand). –Outreach to corporations -family or childrens orientation (e.g. Kimberly Clark, Toys R US, P & G, WalMart).

6 BHSM 2008 Across America Hearing Check Challenge America Hearing Check Challenge National press release BHSMNational press release BHSM Local BHSM press kit for dispensersLocal BHSM press kit for dispensers Unveil Deidre Downs article (ARAcontent)Deidre Downs article (ARAcontent) –Hear your best & look great at the same time American Geriatrics SocietyAmerican Geriatrics Society

7 American Geriatrics Society Important groupImportant group –Key opinion leaders –65% physicians Activities with physicians/nursesActivities with physicians/nurses –Screen them for hearing loss –Using our teaching audiogram –Physician education kit –Ear plugs (to demonstrate mild HL) –Demonstrate hand-held screener 125 threshold screenings125 threshold screenings 200 physician kits/300 earplugs200 physician kits/300 earplugs AAFP - SeptemberAAFP - September

8 Tax Credit Initiative Single focus internet site to channel letters to the Hill. Launched 4/24/08.Single focus internet site to channel letters to the Hill. Launched 4/24/08. Automatic letters sent to respective Congressperson and Senator in support of the bill: Print or Automatic letters sent to respective Congressperson and Senator in support of the bill: Print or Tracking by CongressmanTracking by Congressman Will not help people at poverty levelWill not help people at poverty level

9 Activism on the Tax Credit Bill Inform all hearing aid users & users of ALD with insert card.Inform all hearing aid users & users of ALD with insert card. Tell it on your websiteTell it on your website Promote the site on your business cardPromote the site on your business card Send your own eBlastSend your own eBlast Do a post card campaign to past customersDo a post card campaign to past customers Place an OpEd piece in your local newspaperPlace an OpEd piece in your local newspaper Promote the website in your communityPromote the website in your community Start a chain Start a chain Get corporate awarenessGet corporate awareness Write your own professional letterWrite your own professional letter Issue a local press releaseIssue a local press release

10 Tax Credit Initiatives Syndicated NAPS release (May)Syndicated NAPS release (May) PRnewswire and contact with key pressPRnewswire and contact with key press Contact all key associationsContact all key associations Letters by StateLetters by State –call to action to –key opinion leader in hearing health industry Letters YTD (6/16/08) – 9,000Letters YTD (6/16/08) – 9,000

11 Speeches YTD 4 hour CEU course4 hour CEU course –MarkeTrak VII: New opportunities for promoting hearing solutions –Integrating local and national promotion of hearing solutions Unitron –(3) 250 people Remaining conferences –Mid-America (250) –Southern (125) –IHS (125) –Maryland Academy of Audiology (100)

12 Results

13 YTD Placements (May 2008) 740 print and web placements outside HH industry740 print and web placements outside HH industry Impressions- 150 millionImpressions- 150 million $ad value - $933k$ad value - $933k

14 Visitors (000) to BHI Website May YTD 10:00 14:4710:1015:06 Mean Time

15 What are they reading? (YTD May 2008) Hearing loss (26,455)Hearing loss (26,455) HL prevention (25,496)HL prevention (25,496) Quick hearing check (23,739)Quick hearing check (23,739) Tinnitus (20,344)Tinnitus (20,344) Types of hearing loss (19,493)Types of hearing loss (19,493) Signs of hearing loss (19,410)Signs of hearing loss (19,410) Causes of hearing loss (19,081)Causes of hearing loss (19,081) HL and quality of life (18,002)HL and quality of life (18,002) Prevalence of HL (17,839)Prevalence of HL (17,839) HL myths (17,339)HL myths (17,339) HL prevention – noise thermometer (13,472)HL prevention – noise thermometer (13,472) Celebrities and hearing loss (14,095)Celebrities and hearing loss (14,095) Resources for people w/ hearing loss (10,435)Resources for people w/ hearing loss (10,435) Hearing aids (9,025)Hearing aids (9,025)

16 Top File downloads (YTD May 2008) MarkeTrak VII – no child left behind (1,834)MarkeTrak VII – no child left behind (1,834) BHI teaching audiogram (1,656)BHI teaching audiogram (1,656) eGuide – Your Guide to Better Hearing (1,625)eGuide – Your Guide to Better Hearing (1,625) Quick hearing check (1,559)Quick hearing check (1,559) eGuide – hearing aids (1,410)eGuide – hearing aids (1,410) MarkeTrak VII Trends (1,330)MarkeTrak VII Trends (1,330) MarkeTrak VII Satisfaction (1,027)MarkeTrak VII Satisfaction (1,027) MarkeTrak VII non-adopter study (898)MarkeTrak VII non-adopter study (898) Binaural tutorial (871)Binaural tutorial (871) NCOA study (802)NCOA study (802) eGuide – Parents guide to childs hearing (775)eGuide – Parents guide to childs hearing (775) Customer satisfaction directional hearing aids (763)Customer satisfaction directional hearing aids (763)

17 Donations Google Ad Program YTD through May:Google Ad Program YTD through May: –24,691 referrals to BHI –ad value $19,407 Developing Donation page for BHI website.Developing Donation page for BHI website. Developing donation envelope for inclusion in literature.Developing donation envelope for inclusion in literature. Market test to past recipients of Guides to Better Hearing this summer.Market test to past recipients of Guides to Better Hearing this summer.

18 CME course revisited Close to 30,000 CME courses given out since PRDP program 2000.Close to 30,000 CME courses given out since PRDP program Only 60 doctors/nurses applied for credit in 8 years.Only 60 doctors/nurses applied for credit in 8 years. BHI board decision to issue as video w/o CME creditBHI board decision to issue as video w/o CME credit After review current course out dated– cant readily reissue as video because of its programming in Quick time.After review current course out dated– cant readily reissue as video because of its programming in Quick time. Needs rewrite and redesign for 2009Needs rewrite and redesign for 2009 Key question:Key question: –Does CME accreditation of the BHI video give it more credibility to the medical community because it would be considered peer reviewed?

19 HelpLine Redesign BHI manned own consumer helpline EARWELL. Typical phone calls – 19,000 per year BHI manned own consumer helpline EARWELL. Typical phone calls – 19,000 per year. Partial movement to Boystown due to 50,000 calls on the Rosalyn Carter PSA on Tinnitus.Partial movement to Boystown due to 50,000 calls on the Rosalyn Carter PSA on Tinnitus. Complete outsourcing to Boystown end 1999:Complete outsourcing to Boystown end 1999: –Handle consumer inquiries according to script (2,024 through April) - $2.50 per call –Redeem our literature by direct-mail requested from hotline & our website (1,144) - $2.10 per mailing. Boystown is terminating contract with BHI.Boystown is terminating contract with BHI.

20 HelpLine Redesign BHI cannot staff helpline at Boystown hourly rate of $9.50.BHI cannot staff helpline at Boystown hourly rate of $9.50. Majority of calls are FAQ rather than requests for literature.Majority of calls are FAQ rather than requests for literature. Automate the Helpline at Chicago officeAutomate the Helpline at Chicago office –Transfer EARWELL back to BHI –Mailbox #1 – for redemption of literature –Mailbox #2-9 – FAQ (e.g. Does BHI give out free hearing aids or where can I get financial help for hearing aids?) Cost of redemption $ postage.Cost of redemption $ postage. Should be cost savings since we will no longer handle live calls.Should be cost savings since we will no longer handle live calls.

21 MarkeTrak VIII Planning begins end of JunePlanning begins end of June Screener 80,000 – Nov/DecScreener 80,000 – Nov/Dec Detailed surveys JanuaryDetailed surveys January Recruited from list of approximately 150 people.Recruited from list of approximately 150 people. 43 agreed to provide input into MarkeTrak VIII surveys43 agreed to provide input into MarkeTrak VIII surveys

22 MarkeTrak VIII Committee HIAHIA –Pam Burton (Siemens) –Debbie Wachtel (Beltone) –Mary Glaeser (Starkey) –Gordon Walker (Knowles) –Keith Lewis, Bjorn Christ, Laurel Christensen (GN ReSound) –Sam Westover (Sonic Innovations) Europe –Lise Burdesen (IDA Foundation) –Reiki Martin (Phonak) –Kim Ruberg (hear-it) Practitioners –Dave Fabry –Linda Burba –Larry Medwedsky –Debbie Berndtson –Gyl Kasewurm

23 MarkeTrak VIII Committee Academia/authorsAcademia/authors –Michael Valente –Jerry Northern –Donna Wagner –Richard Tyler –Paul Popp –Max Chartrand –Richard Carmen PR/Media –BHI PR firm (3) –Judi Biederman (Advance) –Kevin Havens (Audiology online) –Karl Strom (HR) –David Kirkwood (HJ)

24 MarkeTrak VIII Committee ConsumerConsumer –Brenda Battat (SHHH) –Cathie Gandel (AARP author) –Larry Sivertson Non-profitNon-profit –Sig Soli (HEI) Distribution –Cindy Beyer (HearUSA) –Brian Taylor (Amplifon) Associations –Pam Mason (ASHA) –Deborah Outlaw –Stephanie Shields (AARP)

25 MarkeTrak VIII Continue trending & satisfaction studiesContinue trending & satisfaction studies –Confidential customer satisfaction report by hearing aid brand versus industry –Dependent on sample size Explore new areas:Explore new areas: –Open-fit hearing aids –Tinnitus & tinnitus mitigation –Traffic accidents & other safety issues associated with hearing loss –Income study update and job performance –Problems with public places –Benefit measurement at national level –Customer satisfaction with comparable products (e.g. glasses, contacts) and comparable healthcare professionals (e.g. physicians, dentists, optometrists).

26 Revisit Celebrity Corner Policy With exception of Ronald Reagan BHI policy is to not show deceased celebrities who supported BHI in past in our Celebrity Corner.With exception of Ronald Reagan BHI policy is to not show deceased celebrities who supported BHI in past in our Celebrity Corner. Pros (PSA & cause marketing consultants)Pros (PSA & cause marketing consultants) –Impressive legacy –The famous people supporting BHI in the past add to BHI credibility –Tier 1 celebrities live forever and appeal to boomers and seniors because they grew up with them (e.g. Hope, Fonda, Stewart, Carney, Peale, Albert) Con (Current PR firm)Con (Current PR firm) –Reinforces that hearing aids are for old people

27 Special Projects

28 Affordable Projects Within the $20-25k rangeWithin the $20-25k range Goodwin CommunicationsGoodwin Communications –Print PSA TV AccessTV Access –Internet Banner Ads –Airport Dioramas –Radio PSA

29 Special Project - Print PSA No celebrity PSA since 1998 (Rosalyn Carter – Tinnitus)No celebrity PSA since 1998 (Rosalyn Carter – Tinnitus) Only current celebrity in BHI portfolio is Deidre Downs – Miss America 2005 & pediatrician in trainingOnly current celebrity in BHI portfolio is Deidre Downs – Miss America 2005 & pediatrician in training –Heather Whitestone (Miss America 1995) garnered respectable print and TV impressions and ad value for BHI. –You can realize your dreams PSAs targeted towards parents of children with hearing loss.

30 Average PSA Placement Value Goodwill Communications Print PSA:1,299 publications generating an average value of $325,000.Print PSA:1,299 publications generating an average value of $325,000. Radio: 50,000 plays on nearly 600 stations, generating $750,000 in valueRadio: 50,000 plays on nearly 600 stations, generating $750,000 in value TV PSA: Exposure 166 markets on 213 stations and 13,000 airplays for six months - $2.5 million in value.TV PSA: Exposure 166 markets on 213 stations and 13,000 airplays for six months - $2.5 million in value. Cable: cable distribution service is included in the distribution plan, cable usage will add 11,000 more airplays on average to the total. - $750k in valueCable: cable distribution service is included in the distribution plan, cable usage will add 11,000 more airplays on average to the total. - $750k in value

31 Print PSA Campaign Goodwill Communications Mailed end of February and early March 2007Mailed end of February and early March 2007 –1,491 magazines –5,460 newspapers Monitoring for six monthsMonitoring for six months PerformancePerformance –460 placements – all small newspapers –Audience – 4.8 million –$ad value: $68k

32 Print PSA Print PSA to 7,000 newspapers and magazinesPrint PSA to 7,000 newspapers and magazines Print PSA cost: $22k – could be more if current professional photos of Deidre Downs considered unacceptable.Print PSA cost: $22k – could be more if current professional photos of Deidre Downs considered unacceptable. For discussion:For discussion: –30 year BHI legacy – celebrity PSAs –Do we try one with Deidre Downs or wait for a Tier 1 celebrity? –If so who do we want to target? –What action do we want the reader to take?

33 Public Service Announcements Additional Venues for PSA including Internet Banner Ads, Airport Dioramas and Radio PSA Public Service Announcements Additional Venues for PSA including Internet Banner Ads, Airport Dioramas and Radio PSA Prepared by- Prepared by-

34 Strategy for PSA Goal Based DecisionGoal Based Decision –If goal is referral to BHI website then choose Internet Banner PSAs –If goal is access to key influencer impressions then choose Airport Dioramas PSAs –If goal is the highest ROI then radio PSA Campaign TV Access does not recommend print PSAs as a good investment.TV Access does not recommend print PSAs as a good investment.

35 Internet Banner PSA Ads

36 TV Access offers placement of banner ads on over 1,250 major portals reaching over 115 million unique users each month at special NFP ratesTV Access offers placement of banner ads on over 1,250 major portals reaching over 115 million unique users each month at special NFP rates TV Access offers a comprehensive suite of media, search and technology products for Web site publishers and Internet advertisers to maximize revenues and profits.TV Access offers a comprehensive suite of media, search and technology products for Web site publishers and Internet advertisers to maximize revenues and profits. Clients can target-Clients can target- –by Content TV Access offers site specific sponsorships on some of the most well- recognized brands on the WebTV Access offers site specific sponsorships on some of the most well- recognized brands on the Web TV Access offers extended reach via multiple sites categorized by content, demographic and psychographic characteristicsTV Access offers extended reach via multiple sites categorized by content, demographic and psychographic characteristics –by Behavior TV Access can offer targeted users based on behavioral attributes exhibited across the Media NetworkTV Access can offer targeted users based on behavioral attributes exhibited across the Media Network

37 A Sampling of the Sites, TV Access can deliver- A collection of premier Web publishers, offering powerful branded vehicles for interactive ad placement Deliver your message to loyal audiences of established online brands

38 Comprehensive Targeting Frequency Capping Per user session, hour, day, week, month or lifetime of campaign. Daypart Targeting Hour of day, day of week User Soft/Hardware Targeting Browser, browser version, operating system Content Targeting Site, section, page, position on page Keyword Targeting Industry standard capabilities and reporting Geo-Targeting Country, state and zip Post-Click and Post-View Tracking Determine which ads best prompt a user to complete a form or transaction. Surround Session Ensure highly targeted users receive your messages exclusively throughout an entire site visit in different positions as they scroll from page to page. Ad Sequencing Serve ads in a specific order to tell a story and keep users engaged. Behavioral Targeting Targeting users based on behavioral attributes exhibited The most comprehensive online targeting available

39 Internet Banner PSA Ad Expected Outcome:Expected Outcome: –30-40 million impressions –100, ,000 clicks to BHI Web Site –$260,000 dollar equivalency BHI has been doing PSA ads with Google since 11/2005:BHI has been doing PSA ads with Google since 11/2005: –120,127 referrals to BHI website –Ad value: $92,399 –#1 referring source to BHI

40 PSAs at Airport Diorama

41 PSAs at Airport Dioramas TV Access will solicit space at all 260 Airports that have signageTV Access will solicit space at all 260 Airports that have signage Service includes:Service includes: –Airport solicitation –Printing and fulfillment –Development of diorama concept, design and artwork in electronic graphic form

42 PSAs at Airport Dioramas Expected outcomeExpected outcome – placements –10-50 Million Impressions –$400,000- $800,000 Dollar Equivalency

43 Radio PSA

44 TV Access Will Provide The Following Services Concept and scriptsConcept and scripts Award winning producer of PSAsAward winning producer of PSAs Production of PSA - 2 LengthsProduction of PSA - 2 Lengths One day audio edit houseOne day audio edit house Professional narratorsProfessional narrators Library of original music score if neededLibrary of original music score if needed Special post-effects as neededSpecial post-effects as needed Broadcast quality editingBroadcast quality editing

45 Radio PSA Deliverables Selection of 2,750 Radio Stations based on past performance plus covering every market in the USASelection of 2,750 Radio Stations based on past performance plus covering every market in the USA CDs printed in four-colors (100 extras for client)CDs printed in four-colors (100 extras for client) Custom four-color printed packagingCustom four-color printed packaging Response card live announcer copyResponse card live announcer copy Three months electronic trackingThree months electronic tracking All handling service & mail feesAll handling service & mail fees Two direct mail follow-upsTwo direct mail follow-ups Complete outcome reporting (Arbitron)Complete outcome reporting (Arbitron)

46 Radio PSA Outcome Expected outcomeExpected outcome –20,000-50,000 airings –10-30 Million Impressions –$1,250,000- $3,000,000 Dollar Equivalency

47 Discussion on Special Project All within special project budget fund and will take up remaining special project fund of $22-$25All within special project budget fund and will take up remaining special project fund of $22-$25 Print PSAPrint PSA Internet Banner PSA AdsInternet Banner PSA Ads Airport PSA on DioramasAirport PSA on Dioramas Radio PSARadio PSA

48 Key Programs Remainder of Year Tinnitus mitigationTinnitus mitigation –survey & press –eGuide Tinnitus – press Corporate awareness (250k HR professionals)Corporate awareness (250k HR professionals) –Society for Human Resource Management 1 st choice –If unsuccessful will need to special project direct mail campaign to Fortune 500 MarkeTrak VIII developmentMarkeTrak VIII development New eGuidesNew eGuides –financial assistance –HL prevention

49 Key Programs Remainder of Year Further aural rehab and counseling articlesFurther aural rehab and counseling articles American Academy Family Physicians (from special project fund)American Academy Family Physicians (from special project fund) Continued child advocacy activitiesContinued child advocacy activities Market test – donations from HelpLine recipients.Market test – donations from HelpLine recipients. 1 special PSA project (print, radio, banner, airport diorama) – remainder would consider for special PSA project (print, radio, banner, airport diorama) – remainder would consider for 2009 AdministrativeAdministrative –Helpline transition –Website transition to one firm from two


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