Presentation on theme: "BHI 2008 Year In Review Sergei Kochkin, Ph.D. Advocates for Americas Ears TM."— Presentation transcript:
BHI 2008 Year In Review Sergei Kochkin, Ph.D. Advocates for Americas Ears TM
Agenda Key initiatives in 2008Key initiatives in 2008 –Public relations –Advocacy –Publications –Relationships BHI public relations exposure achievedBHI public relations exposure achieved InternetInternet –Web traffic –BHI metric – relative performance in cyberspace
Partnering with the Better Hearing Institute Multi-year effort to build grassroots partnering communication with hearing health professionals.Multi-year effort to build grassroots partnering communication with hearing health professionals. 18,000 member eNewsletter18,000 member eNewsletter CEU course on promoting hearing solutions.CEU course on promoting hearing solutions.
Tax Credit Initiative Passage of the tax credit is one of the our most critical advocacy initiatives.Passage of the tax credit is one of the our most critical advocacy initiatives. It addresses one of the key obstacles to hearing solutions.It addresses one of the key obstacles to hearing solutions. BHI will continue to leverage its 501c3 status to influence support of bill.BHI will continue to leverage its 501c3 status to influence support of bill.
Tax Credit Initiative Single focus internet site to channel letters to the Hill (4/2008).Single focus internet site to channel letters to the Hill (4/2008). Automatic letters sent to respective Congressperson and Senator in support of the bill.Automatic letters sent to respective Congressperson and Senator in support of the bill. –Print – Tracking by CongressmanTracking by Congressman Will not help people at povertyWill not help people at poverty
Facts Great financial need-- MarkeTrak VII confirmed that the cost of hearing aids served as a barrier to:Great financial need-- MarkeTrak VII confirmed that the cost of hearing aids served as a barrier to: –2/3 adults with hearing loss –1/5 children with hearing loss –4.5 million people at poverty –7.8 million at 150% of poverty 40% of hearing impaired indicated a $500 tax credit would influence them to adopt hearing aids sooner. (Source: MarkeTrak)40% of hearing impaired indicated a $500 tax credit would influence them to adopt hearing aids sooner. (Source: MarkeTrak)
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
Tax Credit Achievement (8 mo) Spurred co-sponsors with more than 22,000 lettersSpurred co-sponsors with more than 22,000 letters –13 Senators –112 Members of Congress Easy vehicle for making voice heard on the Hill.Easy vehicle for making voice heard on the Hill. Great ability to tailor site for State initiatives.Great ability to tailor site for State initiatives. Syndicated article on tax billSyndicated article on tax bill
BHSM 2008 Theme: Across America Hearing Check ChallengeTheme: Across America Hearing Check Challenge Fact: 50% of people with hearing loss have NEVER had their hearing checked professionally (Source: MarkeTrak).Fact: 50% of people with hearing loss have NEVER had their hearing checked professionally (Source: MarkeTrak). People need motivation to visit a HHP.People need motivation to visit a HHP. A simple hearing check is a precursor to visiting a HHP.A simple hearing check is a precursor to visiting a HHP. New URL – will send traffic to BHINew URL – will send traffic to BHIwww.hearingcheck.org
BHSM 2008 BHI Quick Hearing CheckBHI Quick Hearing Check –Valid –Reliable –Self (paper & pencil) or computer scored –Normed to NCOA database –Researching possible predictive equation: dB loss better eardB loss better ear Speech discrimination scoresSpeech discrimination scores –With input from more than 50 practices.
BHSM 2008 Press releasePress release Customizable press kit for dispensersCustomizable press kit for dispensers Syndicated article under Miss America - Deidre Downs signatureSyndicated article under Miss America - Deidre Downs signature
Tinnitus Mitigation FactsFacts –40% of people DO NOT visit a HHP to seek out a hearing solution BECAUSE they ALSO have Tinnitus (Source: MarkeTrak VII). –Twice as many people Google search Tinnitus as do Hearing Loss –Approximately 90% of HHP indicate hearing aids have a mitigating impact on Tinnitus (informal polls at speeches)
Tinnitus Mitigation ThesisThesis –If we can prove that hearing aids mitigate tinnitus for some people –And use the media to promote mitigation through hearing aids, –Then more people may be motivated to seek out the services of a hearing health professional.
Tinnitus Mitigation Richard Tyler, Ph.D. (University of Iowa) recruited as new Advisor to BHI on Tinnitus.Richard Tyler, Ph.D. (University of Iowa) recruited as new Advisor to BHI on Tinnitus. Actions:Actions: –Rewrite our short web section on Tinnitus –BHI poll to hearing healthcare providers on mitigating impact of hearing aids –December Hearing Review publication –Frame correct PR message on Tinnitus mitigation 6 of 10 people with tinnitus experience relief w/ HA6 of 10 people with tinnitus experience relief w/ HA 2 of 10 significant relief2 of 10 significant relief Promotion & future research in 2009Promotion & future research in 2009
Medical Conventions Focus on key medical conventions:Focus on key medical conventions: –American Geriatrics Society –American Academy of Family 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 screeners –Identified #1 motivator for MD
Child Advocacy Recruited pediatric advisory councilRecruited pediatric advisory council Public relations effort in 2008Public relations effort in 2008 –Problems identified in MarkeTrak VII –Communication w/ allied organizations Call for re-examination of paradigms of pediatric hearing loss definition and treatment. Evidence of:Call for re-examination of paradigms of pediatric hearing loss definition and treatment. Evidence of: –Minimization of HL –Misinformation –Neglect –Conflicting advice Published 12 point No child left behind platform to media.Published 12 point No child left behind platform to media.
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. –Number of invitations received OpEd call to action newsUSA releasedOpEd call to action newsUSA released –Hearing loss treatment critical at an early age
Child advocacy articles Parent Guide Magazine – May million audience
Continued leveraging of Safety Among Caregivers
Linking Hearing Loss with Diabetes & Vision Loss Key way to elevate importance of hearing.Key way to elevate importance of hearing. Dr. Luxford (HEI) key spokesperson.Dr. Luxford (HEI) key spokesperson.
2008 Publications Major progress toward online written auditory education programMajor progress toward online written auditory education program –Legal rights –Clear speech communication –Communication strategies –Tips for hearing in noise –Ideal consumer journey (not in press yet) Total publications 56Total publications 56 –Counting all sources
Publication Placements Web & print article placementsWeb & print article placements –Number – 1,662 –Audience – 305 million –$ad value - $6 million No TV/radio 2008No TV/radio 2008 Top placements –Deidre Downs (469) –Tax credit (287) –Children (236) –Diabetes (168) –MarkeTrak (109) –Annies mailbox (107) –BHSM (86) Source: Burrelle Luce, NAPS, ARAcontent, newsUSA
BHI Internet Presence Baseline Reading Q3-2008
Top 12 US Internet Ranking Pure Hearing Loss Issue Websites RankOrg Type of Site 1Alldeaf.com HL forum 2 Audiologyonline (Dybala) Professional info 3Hearinglossweb.com HL info - Sivertson 4Listen-up.org Deaf education 5 Healthyhearing.org (Dybala) Consumer HA 6American-hearing.org HL research found. 7 Nat. Association deafness Deaf advocacy 8AAA Professional Association 9BHI Consumer Education 10ATA Tinnitus education 11 AG Bell HL & children 12 Hearing loss Assoc. America Consumer Advocacy
Results – BHI ranking by search term ( - = not in first 100 search listing) Search Term Google Rank Hearing4 Hearing loss 58 Hearing aid 19* Hearing test 31 Hearing loss prevention 6** Tinnitus81 * BHI hearing aid tax credit website only ; ** Also Google ad first page
Top 20 Presence Internet Hearing Aid 1. Wikipedia 2. Mayo clinic 3. Lloyds HA (int. sales) 4. You Tube video 5. Market watch (Zounds) 6. Aidright (Int. sales) 7. Earinfo (Dybala) 8. Ahearingaid (Int. sales) 9. Hearingplanet (Int.sales) 10. Engadget (Songbird) 11. About.com (deafness) 12. Hearingaid101.com (Canada) 13. AAA 14. NIDCD 15. AHAA (wholesale) 16. Hearingaidhelp.com (hearing planet) 17. BHI – HA tax credit 19. HIA manufacturer 20. Advancedhearing (Int. sales)
Top 20 Internet Presence Hearing Loss Mayo clinicMayo clinic ASHAASHA eMedicinehealtheMedicinehealth NIH seniorNIH senior Medline + (NIH)Medline + (NIH) Ctr disease controlCtr disease control Hearingloss.org (HLAA)Hearingloss.org (HLAA) Dizzinessandbalance.orgDizzinessandbalance.org Hearinglossweb.com(sive rtson)Hearinglossweb.com(sive rtson) NIDCD (NIH)NIDCD (NIH) Kidshealth.org WebMD Medicinet.com Wikipedia FDA Hearinglosshelp.com (Neil Bauman) Sciencemag.org Merck.org Healthscout.com Dangerousdecibles.org
Visitors (000) to BHI Websites by Year PRDP Program only
Summary InternetInternet –Slowing of growth trend to BHI website. –Internet tactics should bring more traffic BlogBlog Discussion forumDiscussion forum Search Engine Optimization + building web linkagesSearch Engine Optimization + building web linkages Posting of HIA member technology updates important for BHI exposure.Posting of HIA member technology updates important for BHI exposure. Publications and audience strongPublications and audience strong Multiple themes necessary to catch media attention.Multiple themes necessary to catch media attention.