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BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments.

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Presentation on theme: "BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments."— Presentation transcript:

1 BHI Board Meeting December 3, 2007 Chicago, IL

2 EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments to BHI authors and researchers TrademarksTrademarks BHI image from Equal Rights for Ears PSABHI image from Equal Rights for Ears PSA PRDP – CME course expirationPRDP – CME course expiration BHI/HIA sound booth purchaseBHI/HIA sound booth purchase Imagery for Consumer & Medical talksImagery for Consumer & Medical talks Income Ad market testIncome Ad market test Administrative Issues

3 EuroTrak EHIMA has asked for BHI assistance in developing MarkeTrak equivalent in Europe with first possible test in UK.EHIMA has asked for BHI assistance in developing MarkeTrak equivalent in Europe with first possible test in UK. Inquiry with NFO on available panels in Europe.Inquiry with NFO on available panels in Europe. Issues:Issues: –Non-domestic consultation & travel –How much of my time allowed –Reimbursement to BHI

4 BHI Spokesperson Deidre Downs (Miss America 2005) contract with ReSound is up in December.Deidre Downs (Miss America 2005) contract with ReSound is up in December. She is interested in serving as BHI spokesperson.She is interested in serving as BHI spokesperson. In CY2008 we are recommending her usage in BHI programs to be shown later (tax credit initiative, no child left behind).In CY2008 we are recommending her usage in BHI programs to be shown later (tax credit initiative, no child left behind). –Youthful, good image –No speech impediments –Medical school – pediatrician –Motivated Will offer her one time honorarium.Will offer her one time honorarium.

5 Payments to Authors To date all BHI contributions from advisory board have been volunteered.To date all BHI contributions from advisory board have been volunteered. Extremely difficult to get timely (if any) response for free.Extremely difficult to get timely (if any) response for free. Changed our policy to pay authors and researchers based on their contributions to BHI.Changed our policy to pay authors and researchers based on their contributions to BHI. –Charges to outside vendor account

6 Trademarks Currently trademarking:Currently trademarking: –Better Hearing Institute –Discover a world of better hearing –You should hear what youve been missing In anticipation of cause marketing:In anticipation of cause marketing: –Advocates for Americas ears

7 BHI Image for Sale Equal Rights For Ears was most successful PSA placement and still receives placements according to our clipping service.Equal Rights For Ears was most successful PSA placement and still receives placements according to our clipping service. Should BHI purchase rights to the cartoon for future usage?Should BHI purchase rights to the cartoon for future usage?

8 PRDP – CME Course 8 years old – has been re-accredited twice through HealthStream.8 years old – has been re-accredited twice through HealthStream. CME accreditation expires April 2008CME accreditation expires April 2008 Because of age Healthstream will not re-accredit. Cost for a new course - $21,000 not including duplication:Because of age Healthstream will not re-accredit. Cost for a new course - $21,000 not including duplication: –Accreditation perhaps not important to target audience –In eight years only 60 people have requested CME credit. 3 Topics still relevant:3 Topics still relevant: –Basics on screening and hearing (Dr. Glasscock, ENT) –Efficacy of hearing aids (VA study) –NCOA quality of life study Recommendation:Recommendation: –Continue as video tutorial. –Exploring via Healthstream who owns the copyright or outside service (We have rejected their $12,000 fee)

9 BHI/HIA Sound Booth Difficult to get loaner sound booths for Hearing on the Hill and for BHI events (e.g. National Press Club screenings).Difficult to get loaner sound booths for Hearing on the Hill and for BHI events (e.g. National Press Club screenings). For BHI and HIA events in the DC area desirable to own a sound booth and screening equipment.For BHI and HIA events in the DC area desirable to own a sound booth and screening equipment. –Possible usage for non-DC events if we can design protective casing. Recommending initial purchase of one smaller footprint booth and audiology screener from Starkey for our events. (Shared by HIA and BHI)Recommending initial purchase of one smaller footprint booth and audiology screener from Starkey for our events. (Shared by HIA and BHI)

10 Imagery for Consumer/Medical Talks Desirable to have professional imagery for our consumer and medical powerpoint presentations.Desirable to have professional imagery for our consumer and medical powerpoint presentations. Approached Celumbra President Bob Caldwell with offer of 2 free digital hearing aids for his hearing loss. Not interested.Approached Celumbra President Bob Caldwell with offer of 2 free digital hearing aids for his hearing loss. Not interested. Do we make monetary offer for use of his imagery at BHI?Do we make monetary offer for use of his imagery at BHI?

11 Income Ad Test Developed 3 ads to leverage income study.Developed 3 ads to leverage income study. Asked to market test before releasing to HHP network.Asked to market test before releasing to HHP network. Tested in 3 cities: Kansas City, Oskosh, N. Suburbs of Chicago.Tested in 3 cities: Kansas City, Oskosh, N. Suburbs of Chicago. Results – completely ineffective in generating traffic into hearing health professional offices.Results – completely ineffective in generating traffic into hearing health professional offices. BHI will stay out of the Ad business.BHI will stay out of the Ad business.

12 BHI Board Meeting December 3, 2007 Chicago, IL

13 Agenda CY2007 ActivitiesCY2007 Activities Outcomes and success measurementOutcomes and success measurement CY2008 PlansCY2008 Plans Future of BHI – Cause MarketingFuture of BHI – Cause Marketing

14 Industry Communications Key goal in hearing health industryKey goal in hearing health industry –to translate National initiatives into grassroots initiatives –Method to achieve instant polls –Secure input on important topics –Recruit celebrity/success stories –Communicate successes eNewslettereNewsletter –14 files with 34,400 addresses received –After cleaning currently 17,000 subscribers to newsletter –Goal - short but frequent communication to industry

15 Industry Communications Personal meetings with hearing health professionals:Personal meetings with hearing health professionals: –12 speeches –4 hours CEU MarkeTrak VIIMarkeTrak VII Partnering & grassroots promotionPartnering & grassroots promotion –1,945 hearing health professionals in attendance

16 Research & Publications MarkeTrak VII CompletedMarkeTrak VII Completed –April – Adult non-adopter Study –September – Pediatric/dependent study –Five part bound publication planned for HIA member & EHIMA distribution Starkey Summit JournalStarkey Summit Journal Contribution to Wireless Edition of HJ (11/2007)Contribution to Wireless Edition of HJ (11/2007) AARP Guide to Hearing AidsAARP Guide to Hearing Aids Baby Boomer HA Satisfaction study completed – future promotional piece.Baby Boomer HA Satisfaction study completed – future promotional piece.

17 Key Campaigns & Outcomes

18 Better Hearing & Speech Month First BHI involvement since 1999.First BHI involvement since Key componentsKey components –Media advisory –Professional repackaging of income study –Press release on income study –Video news release (BHI & Paul Pessis practice) –Customizable press kit for dispensers –BHI at American Geriatric Society –BHI hearing screenings at National Press Club (175 press kits) –Significant CNN involvement Baby boomer segment (30/40/50)Baby boomer segment (30/40/50) Placement of our VNR (Med Update)Placement of our VNR (Med Update) Development of Health Alert for Physician offices (June 2007)Development of Health Alert for Physician offices (June 2007)

19 BHSM/Income Study Outcomes Video news release (Satellite Tracked)Video news release (Satellite Tracked) –Television Placements: 281Placements: 281 Audience: 9.6 millionAudience: 9.6 million Ad value - $420kAd value - $420k –Radio Placements: 250Placements: 250 Audience: 1.1 millionAudience: 1.1 million Ad value - $12kAd value - $12k Print Media (Burrelle Luce)Print Media (Burrelle Luce) –Placements: 176 (key API, Forbes, Investors Business Daily) –Audience: 14.1 million –Ad value - $1.38 million NAPS Release (3/12/07):NAPS Release (3/12/07): –Placements: 316 –Audience: 20.9 million –Ad value - $68k

20 HHP Beginning to Use NAPS releases to promote their practices

21 CNN Accent Health BHI DrivenBHI Driven –Script –film crew –Famous boomer referral –B-roll from VNR CNN Accent Health aired entire month of June.CNN Accent Health aired entire month of June. –Our campaign targeted to baby- boomer/senior practices –in 3,000 doctors waiting rooms nationwide –Reached 3.3 million viewers –Ad Value: $139,000

22 Dispenser Involvement 2,200 views of HHP BHSM turnkey program.2,200 views of HHP BHSM turnkey program. 980 downloads of customizable press release.980 downloads of customizable press release.

23 Examples of BHI-developed articles in the local press

24

25 Boomers & Technology Close to 100 print articles on baby boomers and chic open fit technology. Key placementsClose to 100 print articles on baby boomers and chic open fit technology. Key placements –Baltimore Sun –New York Times –Chicago Tribune Audience: 8 millionAudience: 8 million $ad value: $77k$ad value: $77k

26 Children & Safety Queried HHP for safety stories.Queried HHP for safety stories. Submitted publication to key parenting magazines.Submitted publication to key parenting magazines. Press release on need for healthy hearing among caregivers.Press release on need for healthy hearing among caregivers. Shorter NAPS article: Is your child safe when grandpa cant hear?Shorter NAPS article: Is your child safe when grandpa cant hear? Already placed more than 150 times (50 in general press):Already placed more than 150 times (50 in general press): Audience: 23.7 millionAudience: 23.7 million $ad value: $610k$ad value: $610k

27 Parade Magazine Emanated from personal visit.Emanated from personal visit. 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 hearing aids.Remarkable achievement given he is receiving marginal benefit from his hearing aids. 74 million readers74 million readers Value about $127k (B & W) if purchased.Value about $127k (B & W) if purchased. Will continue to cultivate for future articlesWill continue to cultivate for future articles

28 Syndicated Columns Jackie Farwell – Watercooler series on the income study.Jackie Farwell – Watercooler series on the income study. Savvy SeniorSavvy Senior –335 placements –Audience: 4.6 million –$ad value: 330k We will be attempting more syndicated columns in the future (e.g. Dear Abby).We will be attempting more syndicated columns in the future (e.g. Dear Abby).

29 Tax Credit Grassroots News feature- BHI WebsiteNews feature- BHI Website Grassroots article for hearing health industry.Grassroots article for hearing health industry. Print placements: 43Print placements: 43 Audience: 53.7 millionAudience: 53.7 million Ad value: $279kAd value: $279k

30 PBS Documentary First 3 months showing according to AC Nielsen:First 3 months showing according to AC Nielsen: Placements:Placements: –1100 showings total showings –600 Jan-Feb 2007 –Audience (07)= 2.8 million –Ad Value: unknown –5,500 Home DVDs to HHP –Shelf life – 2 years

31 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 PerformancePerformance –460 placements –Audience – 4.8 million –$ad value: $68k

32 Summary of Known BHI Placements Jan-Sep 2007 CategoryPlacements Impression (Millions) $ Value (000) Burrelle Luce Print ,892 VNR (TV) RNR (radio) NAPS (2) CNN Health Alert (MD) 3,000 (Dr offices) CNN 30/40/50 ??24 PBS (Jan-Feb) ?? Print PSA TOTAL 2,641 excl MD off

33 Grants & Fundraising Google Ad CampaignGoogle Ad Campaign –47,133 referrals to BHI in CY2007 –Ad value: $35.6k Grant request this year to:Grant request this year to: –Non-HIA members who are current stake-holders in the industry (250 letters) –Previous stakeholders –$175 in total grant moneys received –TV Ears partnership – distribution of Our Guide to Better Hearing: For future HIA realistically probably only viable funder of BHI in hearing health industry.For future HIA realistically probably only viable funder of BHI in hearing health industry. Will address issue further under cause marketing.Will address issue further under cause marketing.

34 Media Placements Conclusions Impressions and $ad value first nine months of 2007 exceeded first 3 years of the new BHI.Impressions and $ad value first nine months of 2007 exceeded first 3 years of the new BHI. Print PSA placements weak and cause needs to be investigated:Print PSA placements weak and cause needs to be investigated: –Lack of celebrity? –Reality of print PSA – less free space available. –TV PSA needed to get impressions & $ad value up.

35 Web & HelpLine

36 Three Consumer Information Sources BHI web siteBHI web site Letters to BHILetters to BHI number (BoysTown) for those without Internet1-800 number (BoysTown) for those without Internet

37 BHI Web Visitors AARP iPod PBS BHSM Visitors YTD: 555,223 Avg time spent on web: 1042 Growth over 2006: 74%

38 Visitors (000) – Oct YTD PRDP Program only

39 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) –Visual equivalent for hearing loss:

40 Top 12 Pages Read (YTD 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 Hearing aids 7 HL prevention 8 Quick hearing check 9 Request information (Guides) 10Tinnitus 11 Types of hearing loss 12 BHI Publications

41 Top 12 Downloaded Files (CY 2007) Rank Web Page/section 1 eGuide – Your Guide to Better Hearing 2 Publication - MarkeTrak VII – Trend paper 3 eGuide – Your Guide to Hearing Aids 4 Publication - MarkeTrak VII – Satisfaction paper 5 eGuide – A Guide to Your Childs Hearing 6 Binaural literature review 7 Publication – MarkeTrak VII – Non-adopter study 8 Publication - MarkeTrak VII – Income study 9 BHSM Turnkey press release 10 Publication – PRDP outcome study 11 Quick Hearing Check Form 12 Tax credits for hearing aids – OpEd piece

42 HelpLine (YTD Sept) Boystown continuesBoystown continues –to handle calls for information to our helpline and –redeem web requests for Guides to Better Hearing through the mail. Total redemptions – 1,333Total redemptions – 1,333

43 Physician Education Primarily in maintenance mode.Primarily in maintenance mode. 1 known PSA placement in NE Journal Medicine1 known PSA placement in NE Journal Medicine 132 new members this year in PRDP program.132 new members this year in PRDP program. American Geriatric Association relationship begun.American Geriatric Association relationship begun. Contact with all key medical associations on hearing screening during physical exams.Contact with all key medical associations on hearing screening during physical exams.

44 CY 2008 Programs

45 Tax Credit Initiative

46 Issues Passage of the tax credit is considered the #1 HIA initiative.Passage of the tax credit is considered the #1 HIA initiative. Can the BHI leverage its 501c3 status to influence passage without violating IRS regulations?Can the BHI leverage its 501c3 status to influence passage without violating IRS regulations? BHI efforts to date:BHI efforts to date: –OpEd piece on the tax credit bill –Small grassroots attempt with HHP

47 Facts There is a great financial need-- MarkeTrak VII confirmed that the cost of hearing aids served as a barrier to:There is a 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 level Price elasticity of hearing aids is between.6 &.9 (Recent ASHA publication).Price elasticity of hearing aids is between.6 &.9 (Recent ASHA publication). In a perfect marketing world we can expect double digit growth in hearing solutions associated with tax credit bill passage.In a perfect marketing world we can expect double digit growth in hearing solutions associated with tax credit bill passage.

48 Facts 40% of hearing impaired indicated a $500 tax credit bill passage would influence them to adopt hearing aids.40% of hearing impaired indicated a $500 tax credit bill passage would influence them to adopt hearing aids. Tax credit passage will mitigate the financial barrier to hearing aids for a minority of hearing impaired; the remainder we will consider under cause marketing.Tax credit passage will mitigate the financial barrier to hearing aids for a minority of hearing impaired; the remainder we will consider under cause marketing.

49 Median income comparing people who state they can and cannot afford hearing aids controlling for age.

50 Hearing-impaired currently at or below poverty level by household size Source: MarkeTrak VII – Hear Now poverty guidelines by household size 4.5 million - poverty 7.8 million - 150% of poverty

51 Tax Credit Initiative Develop methods to channel hundreds of thousands of letters to every member of Congress and Senate.Develop methods to channel hundreds of thousands of letters to every member of Congress and Senate. Develop 5-6 minute DVD on the needDevelop 5-6 minute DVD on the need –Emotional footage of children being fit with hearing aids –Educational component including income study –Narrated by Deidre Downs – Miss America 2005 (currently training to be a pediatrician) Hand deliver to the Hill as well as by .Hand deliver to the Hill as well as by . Supplement with TV video news release (guaranteed audience of 8 million people)Supplement with TV video news release (guaranteed audience of 8 million people)

52 Tax Credit Initiative Develop Micro-internet site to channel letters to the Hill.Develop Micro-internet site to channel letters to the Hill. –e.g. Taxcreditsforhearingaids.org –Would include video & facts Individual enters name, address and zip and letter automatically sent to their respective Congressperson and Senator in support of the bill.Individual enters name, address and zip and letter automatically sent to their respective Congressperson and Senator in support of the bill. Grassroots pull throughGrassroots pull through –Dispenser customer base Sample letter and post cardSample letter and post card 6 million current users6 million current users –HIA call to action in all new hearing aids –All allied organizations

53 Tax Credit Bill Initiative Tax Credit Web Site – canned letter zip code lookup Personal touch 535 Reps and Senators Deidre Downs Call to Action in all New Hearing Aid Deliveries - HIA Television VNR – Deidre Downs Grassroots – 17,000 member BHI eNewsletter BHI OpEds Postcards to past customers Call to Action Allied Hearing Health Organizations Community talks with BHI video

54 Tax Credit Initiative Budget Creative (DVD & PSA)- could be reduced depending on existing b-roll footage (Starkey, ReSound) ($75,250).Creative (DVD & PSA)- could be reduced depending on existing b-roll footage (Starkey, ReSound) ($75,250). –Pre-production - $19,500 –Production - $28,500 –Post production - $27,250 DVD replication - $3,000DVD replication - $3,000 PSA distribution - $20,000PSA distribution - $20,000 Activities to promote legislation w/i BHI and HIA budgets.Activities to promote legislation w/i BHI and HIA budgets. Tax credit microsite - $15,000Tax credit microsite - $15,000 WP Group travel expenses - $3,000WP Group travel expenses - $3,000 Special project funding needed: $116,250Special project funding needed: $116,250

55 BHSM 2008 Theme: The Great American Hearing CheckTheme: The Great American Hearing Check Fact: 50% of people with hearing loss have NEVER had their hearing checked professionally.Fact: 50% of people with hearing loss have NEVER had their hearing checked professionally. People need motivation to visit a HHP. A check is a good precursor to visiting a HHP.People need motivation to visit a HHP. A check is a good precursor to visiting a HHP. BHI Quick Hearing Check Quick Hearing Check –Valid –Reliable –Self (paper & pencil) or computer scored –Normed to NCOA database –Well develop predictive equation with Ruth Bentler of: dB loss better eardB loss better ear Speech discrim scoresSpeech discrim scores –Research among our eNewsletter subscribers in December. New URL – hearingcheck.com will send traffic to BHINew URL – hearingcheck.com will send traffic to BHI

56 BHSM 2008 Press releasePress release Turn-key press kit for dispensersTurn-key press kit for dispensers Hearing screenings at American Geriatric Society with physicians in May – DC.Hearing screenings at American Geriatric Society with physicians in May – DC. Supplemented with other conventions throughout the year.Supplemented with other conventions throughout the year.

57 Trade Shows With acquisition of portable screening booth will be exploring participating in more professional conferences:With acquisition of portable screening booth will be exploring participating in more professional conferences: –AARP 50 + (DC – 9/4-6) –AAFP – Scientific Assembly (San Diego 9/17) –AAFP – student & resident conference (Kansas July 30-Aug 2) –American Nurses Association (DC June 23-24) –Physicians Assistant Association

58 Child Advocacy Questions MarkeTrak VII In determining which child should receive amplification for their hearing loss in an educational setting is there a systematic bias towards those children with serious or profound degrees of hearing loss?In determining which child should receive amplification for their hearing loss in an educational setting is there a systematic bias towards those children with serious or profound degrees of hearing loss? Is the prevalence of treatable hearing loss among children under-represented in the US when subjective methodology (e.g. parental awareness) is used to assess hearing loss?Is the prevalence of treatable hearing loss among children under-represented in the US when subjective methodology (e.g. parental awareness) is used to assess hearing loss? Are pediatricians sufficiently trained to measure hearing loss in children and to advise parents on treatment options?Are pediatricians sufficiently trained to measure hearing loss in children and to advise parents on treatment options? Do educators, medical doctors and hearing healthcare professionals minimize the impact of mild and unilateral hearing loss on children?Do educators, medical doctors and hearing healthcare professionals minimize the impact of mild and unilateral hearing loss on children? What can be done to assure timely follow-up for infants failing infant screening tests?What can be done to assure timely follow-up for infants failing infant screening tests?

59 Child Advocacy Questions MarkeTrak VII How do parents form erroneous beliefs that certain types of hearing loss such as high frequency hearing loss cannot be helped with amplification?How do parents form erroneous beliefs that certain types of hearing loss such as high frequency hearing loss cannot be helped with amplification? Do parents have viable options of paying for hearing aids for their children if they cannot personally afford them?Do parents have viable options of paying for hearing aids for their children if they cannot personally afford them? Can vanity on either the part of the parent or dependent be allowed to serve as a barrier to communication access in the classroom?Can vanity on either the part of the parent or dependent be allowed to serve as a barrier to communication access in the classroom? Is there a sizable population of young people in America being left behind because they do not fit existing paradigms of hearing disability?Is there a sizable population of young people in America being left behind because they do not fit existing paradigms of hearing disability?

60 Child Advocacy Activities PR firm attempted this Fall to build coalition of professional organizations on improving healthcare for children (dental, hearing, vision). Likely that BHI will have to go it alone.PR firm attempted this Fall to build coalition of professional organizations on improving healthcare for children (dental, hearing, vision). Likely that BHI will have to go it alone. Press release early in the year on findings and issues from MarkeTrakPress release early in the year on findings and issues from MarkeTrak Contact with key pediatric & parenting editors as well as professional associations.Contact with key pediatric & parenting editors as well as professional associations. A number of OpEd/NAPS style articlesA number of OpEd/NAPS style articles Direct mail recruiting among 250 celebrities known to support childrens causes.Direct mail recruiting among 250 celebrities known to support childrens causes.

61 Corporate Awareness Program Direct mail program to top 5,000 Human Resource executives in U.S. (Source: InfoUSA).Direct mail program to top 5,000 Human Resource executives in U.S. (Source: InfoUSA). Leverage findings of performance on the job (e.g. the income study)Leverage findings of performance on the job (e.g. the income study) Call to action use of our information (Guide to better hearing, hearing check) on:Call to action use of our information (Guide to better hearing, hearing check) on: –Corporate Intranet –Their Newsletter –Or referral to BHI Search for national level human resource venues to discuss HL issues in the work place.Search for national level human resource venues to discuss HL issues in the work place. Within current budget.Within current budget.

62 BHI Presence in Pharmacy Will approach the key pharmacies for possible PSA opportunities.Will approach the key pharmacies for possible PSA opportunities. –Drug store web page ads –PSAs on prescriptions –Messaging on pharmacy bags

63 Tinnitus FactsFacts –40% of people DO NOT visit a HHP to seek out a hearing solution BECAUSE they ALSO have Tinnitus. –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 my last dozen speeches) Thesis - If we can prove that hearing aids mitigate Tinnitus for some people then more people may be motivated to seek out the services of a hearing health professional.Thesis - If we can prove that hearing aids mitigate Tinnitus for some people then more people may be motivated to seek out the services of a hearing health professional.

64 Tinnitus 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 –Write new eGuide Your Guide to Tinnitus –Help design BHI poll to our 17,000 newsletter subscribers and frame correct PR message on Tinnitus mitigation. –Help in MarkeTrak VIII questions

65 Tinnitus Major press releases and HHP OpEd pieces:Major press releases and HHP OpEd pieces: –Results of our poll with hearing health providers –Release of eGuide on Tinnitus Measurement of Tinnitus issue (prevalence, nature, solutions) for the first time will be built into MarkeTrak VIII.Measurement of Tinnitus issue (prevalence, nature, solutions) for the first time will be built into MarkeTrak VIII.

66 Other educational efforts currently under development Detailed Guide to Financial Assistance for hearing solutions: ContributorsDetailed Guide to Financial Assistance for hearing solutions: Contributors –Sharon Campbell (foundations, charities & Medicaid and local insurance, government) –Carole Johnson (Auburn) – IDEA and educational systems –Leading to expansion of financial resources: =17 =17 =17 –eGuide – Your Guide to Financial Assistance for Hearing Aids Your Guide to Hearing Loss Prevention (Brian Fligor – Harvard)Your Guide to Hearing Loss Prevention (Brian Fligor – Harvard) Legal rights of people with hearing loss (Grey Plant Moody)Legal rights of people with hearing loss (Grey Plant Moody) Hearing aid care & maintenance (Schow – Iowa)Hearing aid care & maintenance (Schow – Iowa) Aural Rehabilitation series (about 6-7) (Pat Kricos - Florida)Aural Rehabilitation series (about 6-7) (Pat Kricos - Florida) Emotions and hearing loss (Max Chartrand)Emotions and hearing loss (Max Chartrand) Consumer journey articles on identifying superior hearing health care.Consumer journey articles on identifying superior hearing health care.

67 Syndicated Columnists Highly successful with 2 this year:Highly successful with 2 this year: –Jim Miller (Savvy Senior) –Jackie Farwell (Employment column) Will approach approximately 60 other well known syndicated columnists at the beginning of the year.Will approach approximately 60 other well known syndicated columnists at the beginning of the year.

68 MarkeTrak VIII Planning will begin in June under Knowles continued sponsorship.Planning will begin in June under Knowles continued sponsorship. Recruit wide group of reviewers from HIA and academia.Recruit wide group of reviewers from HIA and academia. What new topics do we want to study using the NFO panel?What new topics do we want to study using the NFO panel? –Tinnitus –Another detailed correlational study proving value of hearing solutions (e.g. the income study). Will continue:Will continue: –Trending (24 years) –Customer satisfaction Will not restudy – obstacles to hearing solutions or pediatric populationWill not restudy – obstacles to hearing solutions or pediatric population

69 Celebrity Referrals Not forthcoming from hearing health professionals.Not forthcoming from hearing health professionals. I have personally written about 20 celebrities with known hearing loss without success.I have personally written about 20 celebrities with known hearing loss without success. Attempting to reestablish HEI link.Attempting to reestablish HEI link. Shot-gun direct mail piece to 500 famous celebrities to serve as BHI spokespeople – do not necessarily have to have hearing loss (source: database of 55,000 celebrities).Shot-gun direct mail piece to 500 famous celebrities to serve as BHI spokespeople – do not necessarily have to have hearing loss (source: database of 55,000 celebrities).

70 Public Service Announcements To get impression and $ad value increased we will need to do more PSAs especially on TV.To get impression and $ad value increased we will need to do more PSAs especially on TV. Our generic ads did not do well given the cost.Our generic ads did not do well given the cost. Current Free PSA climate uncertain.Current Free PSA climate uncertain. Seek out meeting with Goodwill communications on realities of PSAs.Seek out meeting with Goodwill communications on realities of PSAs. We have not had celebrity PSA since 1999.We have not had celebrity PSA since Attempt as special project PSA either with Deidre Downs or if we can recruit a non-hearing impaired person. Realistic Costs for this special project:Attempt as special project PSA either with Deidre Downs or if we can recruit a non-hearing impaired person. Realistic Costs for this special project: –TV: $26,000 extra if we use Deidre Downs –Print: $17,000 including tracking –More if another celebrity

71 Public Service Announcements Current Costs Source Creative & Production DistributionTotal TV$20-50k$48-$55k$68-$105k Radio$4k$25-$30k$29-$34k Print$15k$28-32k$43-$47k A full multimedia PSA campaign with a famous celebrity would cost between $140k-$190k

72 Outstanding Projects in the Works Model presentations on hearing loss and solutions:Model presentations on hearing loss and solutions: –Consumer oriented –Physician oriented –Polled industry and received about 20 presentations. Dr. Phil or similar for video on breaking through denial.Dr. Phil or similar for video on breaking through denial.


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