Presentation on theme: "BHI Board Meeting June 11, 2007 Washington DC. Agenda Activities promoting hearing solutionsActivities promoting hearing solutions Outcomes and success."— Presentation transcript:
BHI Board Meeting June 11, 2007 Washington DC
Agenda Activities promoting hearing solutionsActivities promoting hearing solutions Outcomes and success measurementOutcomes and success measurement Activities for rest of yearActivities for rest of year
Key Tactics First Half 2007 Create electronic database of hearing health industryCreate electronic database of hearing health industry –Establishing relationships with HHP –Communicating BHI successes with industry –Instant polls (such as thin-tube BTE study) –Supplement with personal meetings with HHP in speeches Reinvigorate BHSMReinvigorate BHSM Leverage income study and target baby- boomers.Leverage income study and target baby- boomers.
We now have 24,800 addresses contributed by the following HA ManufacturersHA Manufacturers –Audina –GN ReSound –Phonak –Starkey –Unitron RayovacRayovac Hearing JournalHearing Journal ESCOESCO State Associations –Texas (Ray Jones) –Michigan (Gyl Kasewurm) HIA primary and secondary contacts BHI PRDP list IHS (national dispenser list)
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 Downloadable at: hiaDownloadable at: hia hia hia WI Alliance (150) IL Audiology (75) Ohio HIS (125) Mid-Atlantic Conf.(250) AAA (400) ReSound Intl at AAA (75) Siemens Lat. Am. (120) Starkey Summit
Additional Speeches 07 Miracle Ear (400)Miracle Ear (400) GN ReSound - Sweden (150)GN ReSound - Sweden (150) ADA (150)ADA (150) Colorado Academy of Audiology (100)Colorado Academy of Audiology (100)
Research & Publications MarkeTrak VII – non-adopter study (Apr 2007 HR) - completedMarkeTrak VII – non-adopter study (Apr 2007 HR) - completed MarkeTrak VII – children and dependent study (peer reviewed and awaiting 2 nd draft)MarkeTrak VII – children and dependent study (peer reviewed and awaiting 2 nd draft) Starkey Summit – Wireless technology and improving the consumer journeyStarkey Summit – Wireless technology and improving the consumer journey Introductory article to special wireless technology edition of HR – Improving Multiple Environmental Listening Utility (MELU)Introductory article to special wireless technology edition of HR – Improving Multiple Environmental Listening Utility (MELU) Significant input AARP Guide to Hearing aids. input AARP Guide to Hearing aids.
Better Hearing & Speech Month Press releasesPress releases –Better hearing and speech month –Income study results Income study reissue and professionally printedIncome study reissue and professionally printed Customizable BHSM press kit for dispensersCustomizable BHSM press kit for dispensers –http://www.betterhearing.or g/professionals/tools.cfm g/professionals/tools.cfmhttp://www.betterhearing.or g/professionals/tools.cfm
Better Hearing & Speech Month National Press ClubNational Press Club –Screenings (89 press) ASHAASHA SonusSonus Towson UniversityTowson University –175 press kits given out along with ear plugs –Use ear plugs to demonstrate mild hearing loss –Stress impact of HL on job performance
National Press Club
American Geriatric Society Important groupImportant group –Key opinion leaders –65% physicians –Remainder nurses, psychiatrists, social workers, educators –Publish American Journal of Geriatric Society Meet with staff in NYC seeking AGS partnershipMeet with staff in NYC seeking AGS partnership BHI booth in Seattle at annual conference in May.BHI booth in Seattle at annual conference in May.
American Geriatrics Society Non-stop booth activityNon-stop booth activity More than 200 members received materialMore than 200 members received material More than 100 ordered BHI physician kit.More than 100 ordered BHI physician kit. Educators want to use our material in their medical and nursing school classes.Educators want to use our material in their medical and nursing school classes. Networked with:Networked with: –Gerontological nurse practitioners Trade show SeptemberTrade show September –Physician Assistants Association (Alexandria VA) –Interest in our CEU course on hearing loss Physicians interested in our quick hearing check as a tool.Physicians interested in our quick hearing check as a tool.
American Geriatrics Society Opportunity in 2008 show (DC) to expand our presence with hearing screenings like National Press Club and Hearing on the Hill.Opportunity in 2008 show (DC) to expand our presence with hearing screenings like National Press Club and Hearing on the Hill. Attempting to get AGS moderator to sponsor us for next year for seminar on hearing solutions– needed since we are not members.Attempting to get AGS moderator to sponsor us for next year for seminar on hearing solutions– needed since we are not members. We have been invited to write the definitive Hearing Loss TIP sheet for their health-in- aging web and as a press release for AGS. have been invited to write the definitive Hearing Loss TIP sheet for their health-in- aging web and as a press release for AGS.
Parade Magazine Visit with Dr. Isadore Rosenfeld (April 2007)Visit with Dr. Isadore Rosenfeld (April 2007) One of the most influential physicians in America.One of the most influential physicians in America. –Goal – get a positive placement on hearing loss and hearing aids. –Address his dissatisfaction with his hearing aids (Tom Powers appeared as technical advisor to BHI)
Video News Release Leverage income studyLeverage income study Target baby boomersTarget baby boomers Leverage income studyLeverage income study Shot at:Shot at: –Chicago BHI –Paul Pessiss office Video and radio news release of 90 seconds durationVideo and radio news release of 90 seconds duration –Both BHSM and non-BHSM versions –Customizable for local station Satellite tracking of placementSatellite tracking of placement
Video News Release Pauls PracticePauls Practice 3 baby boomer success stories3 baby boomer success stories Used opportunity to shoot B-roll footage of audiology process.Used opportunity to shoot B-roll footage of audiology process.
CNN Accent Health Developed at same time as VNR.Developed at same time as VNR. BHI providedBHI provided –film crew –suggested script including topics (Brandeis study on short term memory loss and HL) –completed VNR Extra footage shot in Boston of famous baby boomer w/ hearing loss and hearing aids Terry Real tute.com/Extra footage shot in Boston of famous baby boomer w/ hearing loss and hearing aids Terry Real tute.com/ tute.com/ tute.com/ Hearing aid sample display by StarkeyHearing aid sample display by Starkey
CNN Accent Health Accent Health- exclusive television network that reaches nearly 11,000 physician offices:Accent Health- exclusive television network that reaches nearly 11,000 physician offices: Programming produced by CNNProgramming produced by CNN Hosted by CNN's Dr. Sanjay Gupta, and Robin MeadeHosted by CNN's Dr. Sanjay Gupta, and Robin Meade CNN Accent Health is airing feature on hearing loss and baby boomers throughout the month of June.CNN Accent Health is airing feature on hearing loss and baby boomers throughout the month of June. –Our campaign targeted to baby-boomer/senior practices is –in 3,000 doctors waiting rooms nationwide –Reaching 3.3 million viewers Implied endorsement from the physician and a relevant, captive environment offeringImplied endorsement from the physician and a relevant, captive environment offering Ad recall scores twice as high as network and cable.Ad recall scores twice as high as network and cable. The feature is repeated once every thirty minutes throughout the day.The feature is repeated once every thirty minutes throughout the day. June 2007 Clip
Parade Magazine May 27 article (generally positive)May 27 article (generally positive) –Come out of closet –Hearing aids provide benefit –Mention of Medicare bill –Sets expectations –Call to action Remarkable achievement given he is receiving marginal benefit from his HA.Remarkable achievement given he is receiving marginal benefit from his HA. 74 million readers74 million readers Value about $200k (B & W) if purchased.Value about $200k (B & W) if purchased. Will continue to cultivateWill continue to cultivate
Other Known Placements TopicalTopical –Savvy Senior article on hearing loss – (400 print; 100s web) –Income study (90) –BHSM (29) Access of BHSM kit 2,223Access of BHSM kit 2,223 Downloads of customizable press release = 897Downloads of customizable press release = 897 –Tax credit initiative (38) –Other: HL, technology solution, prevention (25) Audience & ad value TBD through Burrelle Luce.Audience & ad value TBD through Burrelle Luce. Key media placements –Investors Business Daily –Associated Press (Water Cooler column) –UPI –Yahoo News –WGN TV –Chicago Tribune –Baltimore Sun –Los Angeles Times –Forbes.com (soon) –El Nuevo (largest Spanish paper) –CNN Sample news clips
NAPS Income Study Placement 248 newspaper articles248 newspaper articles 18 different states18 different states Readership of 16.7 million.Readership of 16.7 million. Ad value - $54.1kAd value - $54.1k Monitoring site for dispensers:Monitoring site for dispensers: –http://www.napsreport.com /2353_kochkin/70980.html /2353_kochkin/70980.htmlhttp://www.napsreport.com /2353_kochkin/70980.html
PBS Documentary First 3 months showing according to AC Nielsen:First 3 months showing according to AC Nielsen: –200 long version (9.5) –900 short version (6) –$ad difficult to estimate on PBS –Audience = 5.2 million Will not monitor further due to expenseWill not monitor further due to expense Convert to home DVDConvert to home DVD –5,500 sold
Print PSA Campaign Mailed end of February and early MarchMailed end of February and early March –1,491 magazines –5,460 newspapers Monitoring for six monthsMonitoring for six months Performance for April & MayPerformance for April & May –91 publications –221 placements –Audience – 1.4 million –$ value – $34.8k
Video News Release OutcomesOutcomes –Television 281 placements281 placements 9.6 million audience9.6 million audience Ad value - $420kAd value - $420k –Radio 250 placements250 placements 1.1 million audience1.1 million audience Ad value TBDAd value TBD As shown on Med Update Headline News, CNBC, Squawkbox, MSNBC, CNN VNR: 2: min b-roll
Media Impress Conclusion While the complete data is not in..While the complete data is not in.. Impressions and $ ad value first 5 months of 2007…Impressions and $ ad value first 5 months of 2007… should exceed combinedshould exceed combined
BHI Website EnhancementsEnhancements –Revamped resource section –www.betterhearing.org/resources Continue to build hearing health professional sectionContinue to build hearing health professional section –www.betterhearing.org/professionals Building hearing loss simulatorBuilding hearing loss simulator –16 sound files from Phonak (normal, mild, moderate) –Experimenting with visual equivalent for each sound: –Web visitor will click picture to simulate hearing loss
BHI Visitors Up 82% Over 2006 Avg. time spent = 1010 AARP iPod PBS BHSM
Top 12 Pages Read (CY 2007) Rank Web Page/section 1 HL and quality of life 2 HL prevention – noise thermometer 3 Celebrities and hearing loss 4 Hearing loss 5 Resources for people w/ hearing loss 6 HL prevention 7 Quick hearing check 8 Request information (Guides) 9 About BHI 10Tinnitus 11Press 12 PBS documentary video
Top 12 Downloaded Files (CY 2007) Rank Web Page/section 1 eGuide – Your Guide to Better Hearing 2 eGuide – Your Guide to Hearing Aids 3 Publication - MarkeTrak VII – Trend paper 4 Publication - MarkeTrak VII – Satisfaction paper 5 BHSM Turnkey press release 6 eGuide – A Guide to Your Childs Hearing 7 BHSM – fact sheet on baby boomers 8 Publication - MarkeTrak VII – Income study 9 BHSM – Hearing health backgrounder 10 Print PSA (2007) audit file 11 Publication - Customer satisfaction with directional HA 12 Publication - PRDP measure of effectiveness
Programs – Remainder of Year
Customizable Ads Leverage income study; job effectiveness.Leverage income study; job effectiveness. Reviewed by 15 people in hearing health industry.Reviewed by 15 people in hearing health industry. To be unveiled to HHP in June with instructions on how to customize to their practice.To be unveiled to HHP in June with instructions on how to customize to their practice.
The income ads
Using NAPS Release as Ad 2 Examples
Other Projects Continue baby boomer targetingContinue baby boomer targeting Continue income study leveragingContinue income study leveraging Pediatric/dependent MarkeTrakPediatric/dependent MarkeTrak –Summary tested at AAA (and findings confirmed) –Complete over summer –Target for back to school –Envisioning campaign and partners Baby boomer satisfaction with HABaby boomer satisfaction with HA –Special segmentation from MarkeTrak database –Publication and press
Other Projects MarkeTrak VII Non-adopter study strategies (April 2007 HJ)MarkeTrak VII Non-adopter study strategies (April 2007 HJ) A number of areas identified lending themselves to media campaignsA number of areas identified lending themselves to media campaigns Chosen 2 areas:Chosen 2 areas: –Safety –Tinnitus mitigation Safety campaignSafety campaign –1/5 buy first HA due to safety –Free lance safety expert who has hearing loss and wears HA –First article written: Is your child safe when grandpa cant hear –Received 13 safety stories from HHP –Strategize with PR firm for placement –Consider re-approaching Tom Ridge for PSAs for next year Tinnitus mitigationTinnitus mitigation –40% of people with HL + Tinnitus dont buy hearing aids because they do not believe they can be helped –Polls at last 10 State talks confirm almost unanimous Tinnitus mitigation when wearing HA –Research phase –Secured list of experts in US
Other Projects AGS tip sheetAGS tip sheet –Suggest Luxford and SK as authors –Other reviewers needed? Reinstitute Speakers BureauReinstitute Speakers Bureau –Model scripted dispenser community talk –High interest from HHP –Solicited existing talks –Received 8 examples –Need task force to help with task –Unable to secure FREE use of tour of ear video images from Celumbra – should we pay? –Not BHI local media bureau (separate item) Goal – 1 or 2 eGuides per year – newsworthyGoal – 1 or 2 eGuides per year – newsworthy –Hot topic in press is HL prevention –eGuide nearly written by NASA audiologist Dr. Richard Danielson –Being updated to include iPods and other current topics –http://www.betterhearing.org/hearing_loss_prevention/indexDetail.cfm
Other Projects Outreach to nursing and physician assistant associations on our CME program.Outreach to nursing and physician assistant associations on our CME program. –Possible exhibition at Gerontological Nurse Practitioners Association (900 attendees – September 2007) Outreach – web linking projectOutreach – web linking project –Summer intern –But could realistically have someone on this project full time Grassroots tax credit for hearing aidGrassroots tax credit for hearing aid –Update with new House and Senate numbers –On website –Communication to hearing health industry early June –http://www.betterhearing.org/index.cfm –Other activity by BHI desired by Board w/i 501c3 charter?
Other Projects PR group to envision corporate outreach program for next year – Fortune 500.PR group to envision corporate outreach program for next year – Fortune 500. PR group to envision and begin pharmacy outreach.PR group to envision and begin pharmacy outreach.
Issues We need 50 attractive hearing aid displays of dummy HAWe need 50 attractive hearing aid displays of dummy HA –Lucite case with HA style embedded in foam or velvet covered foam with labels. –Need to be able to respond w/i 24 hours to any media request for samples. –Supply at: PR firm, BHI headquarters and in Chicago –Volunteers?
Issues MarkeTrak database availability to HIA members:MarkeTrak database availability to HIA members: –Requested by one manufacturer at AAA –If made available need to remove sensitive fields (brand, dispenser occupation, and place of fitting) –I cannot provide help or tutorial only on as is basis (e.g. SAS) with copy of survey at BHI/HIA site. –What is Board policy?