Strategic Plan Singer Island, FL December 17, 2008

Goals for this session Summarize strategic planning initiative with Board.Summarize strategic planning initiative with Board. Fit CY2008 accomplishments into this structure.Fit CY2008 accomplishments into this structure. Establish goals for the next 2 yearsEstablish goals for the next 2 years

Mission Change NewNew –The BHI conducts research and engages in hearing health education with the goal of helping people with hearing loss to benefit from proper treatment. OldOld –Founded in 1973, the Better Hearing Institute is a not-for-profit educational organization whose mission is to educate the public about hearing loss, its treatment and prevention

Board Priorities (points) Increase BHI Internet presence (19 )Increase BHI Internet presence (19 ) Publish articles (12)Publish articles (12) Establish partnerships with consumer & health-related organizations (10)Establish partnerships with consumer & health-related organizations (10) Establish research/grant program (3)Establish research/grant program (3) Attract alternative sources of funding (2)Attract alternative sources of funding (2) Est. high profile better hearing & speech month (1)Est. high profile better hearing & speech month (1)

The 3 Strategic Goals BHI Effectiveness Internet Presence Publications Relationships

CY 2008 Performance

BHI Internet Presence Baseline Reading Q3-2008

Top 12 US Internet Ranking Pure Hearing Loss Issue Websites RankOrg Internet rank (000) Type of Site 1Alldef.com58 HL forum 2 Audiologyonline (Dyabala) 84 Professional info 3Hearinglossweb.com101 HL info - Sivertson 4Listen-up.org112 Deaf education 5 Healthyhearing.org (Dyabala) 118 Consumer HA 6American-hearing.org121 HL research found. 7 Nat. Association deafness 138 Deaf advocacy 8AAA152 Professional Assoc 9BHI179 Consumer Ed 10ATA181 Tinnitus educ 11 AG Bell 185 HL & children 12SHHH220Advocacy

Results – BHI ranking by search term ( - = not in first 100 search listing) Search Term Google Rank Yahoo Rank Hearing410 Hearing loss 5844 Hearing aid 19*83* Hearing test 3158 Hearing problem -48 Hearing impaired -- Hearing protection -- Hearing loss prevention 6**4 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 (Dyabala) 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. Siemens 20. Advancedhearing (Int. sales) 21. NY Times

Top 20 Internet Presence Hearing Loss Mayo clinicMayo clinic ASHAASHA eMedicinehealtheMedicinehealth NIH seniorNIH senior Medline + (NIH)Medline + (NIH) Ctr disease controlCtr disease control Hearingloss.orgHearingloss.org Dizzinessandbalance.orgDizzinessandbalance.org Hearinglossweb.com(siverts on)Hearinglossweb.com(siverts on) 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 All actual; 2008 is estimated

2008 Publications Sister website – hearingaidtaxcredit.org – 25,000 lettersSister website – hearingaidtaxcredit.org – 25,000 letters hearingaidtaxcredit.org Book chapters/journals articles - 5Book chapters/journals articles - 5 eNewsletters - 11eNewsletters - 11 Press releases - 12Press releases - 12 Syndicated releases (NAPS, AraContent, newsUSA) – 4Syndicated releases (NAPS, AraContent, newsUSA) – 4 BHI web articles or new web sections – 21BHI web articles or new web sections – 21 Podcasts – 3Podcasts – 3 Total = 56Total = 56 Themes –Diabetes and hearing loss –Safety –BHSM –Deidre Downs –General quality of life –Income –HA and tinnitus mitigation –Pediatric advocacy –Auditory education –Legal rights –Tax credits for hearing aids

Publication Placements (through October) – Web & print article placementsWeb & print article placements –Number – 1,560 –Audience – 269 mil –$ad value - $5.45 million Top placements –Deidre Downs (459) –Children (218) –Tax credit &176) –Diabetes (114) –Annies mailbox (107) –MarkeTrak (100) –BHSM (86) Source: Burrelle Luce, NAPS, ARAcontent, newsUSA

Partnerships (Current) Currently 6310 listings of BHI website (most notable outside hearing health industry) –WebMD –Yahoo health –Google health –AARP –Rarediseases.org –Cleveland clinic –AOL health –Health.com –Healthfinder.gov –NIH –NIDCD –Center for disease control –Cerebral palsy.org –All about loneliness.org Washington Post LA Times Womans Day Drugs.com Medscape.com US-MD.com Answers.com Ehow.com About.com Forbes.com Health.msn Womens health

2008 Relationships Dispensing and hearing health stakeholder community via eNewsletter (18,000 people)Dispensing and hearing health stakeholder community via eNewsletter (18,000 people) MediaMedia –Annies mailbox –More than a 1,000 print/web placements YTD –No TV or radio in 2008 American Diabetes Association & major diabetes medication supplier (beginning).American Diabetes Association & major diabetes medication supplier (beginning). Society for Human Resource Management (beginning)Society for Human Resource Management (beginning) Physician conference presence:Physician conference presence: –American Geriatric Association –American Academy of Family Physicians

Plan

Goal 1 – Internet Presence Increase Internet Presence Community SEOBanner Ads

Overview Why Internet Presence as a goal?Why Internet Presence as a goal? What are we looking for?What are we looking for? A question of credibility... SCOREA question of credibility... SCORE Web 2.0, New Media, Facebook, Blogs and Wikis oh my…Web 2.0, New Media, Facebook, Blogs and Wikis oh my… Planning our evolutionPlanning our evolution Things we havent thought through…Things we havent thought through…

Why Internet Presence? Mary Furlong told us to!Mary Furlong told us to! –Importance of Web Savvy Seniors Relative obscurity of betterhearing.orgRelative obscurity of betterhearing.org Lack of established resources an opportunityLack of established resources an opportunity –Research community –Hearing Health partners –Consumers

Why the Internet? …and how it motivates our path forward Information expected to be readily availableInformation expected to be readily available Individuals motivated by people like meIndividuals motivated by people like me Search is not for traditional deliverablesSearch is not for traditional deliverables –Seeking voice of crowds –NOT Your Guide to Better Hearing Ultimate goal: Credibility with todays consumerUltimate goal: Credibility with todays consumer –It might take us a bit to get there

Credibility and Communities Credibility a vexing questionCredibility a vexing question Amazon is built on itAmazon is built on it Enabling connection arguably the biggest breakthrough of the InternetEnabling connection arguably the biggest breakthrough of the Internet What the heck is a community?What the heck is a community? Communities are… SocialSocial Co-creativeCo-creative OpenOpen RewardingRewarding EvaluativeEvaluative This needs to be integral to our evolutionary thinking about betterhearing.org

Social Media - Blogs Blog What they areWhat they are Why they are importantWhy they are important Our path to move forward with betterhearing.org bloggersOur path to move forward with betterhearing.org bloggers

Social Media - Facebook Audiologyonline.com -Fans -Feeds -Visibility

Social Media - Facebook Healthyhearing.com – still nascent

Impact – healthyhearing.com

Social Media - Forums

Social Media - Wikis

Internet Banner PSA Ads 2H09 Initiative2H09 Initiative

Internet Banner PSA Ads 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

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

Search Engine Optimization Why is search engine optimization (SEO) important?Why is search engine optimization (SEO) important? –SEO helps attract targeted visitors by increasing the visibility of our Website in the organic engine results –60% to 70% of searcher prefer to click on the organic or natural search results –SEO is similar to public relations for the Web How to Conduct a Successful SEO Campaign?How to Conduct a Successful SEO Campaign? –Business Assessment - Establish a sound and effective SEO strategy –Keyword Analysis - Get inside the heads or our target visitors –Website Optimization – Make our Website attractive to search engines –Link Building - Build quality links into our Website from popular sites –Measure Success – Track results and optimize our campaign Search Engine Optimization is a processSearch Engine Optimization is a process –Just like traditional public relations, there are no quick fixes –Ongoing Website optimization and link building is required to produce results –Results are lasting

Measures of Success Users in our community (leverage Google?)Users in our community (leverage Google?) Increased BHI web trafficIncreased BHI web traffic Improved Google rankings on key search terms.Improved Google rankings on key search terms. Improved Internet ranking – compete.comImproved Internet ranking – compete.com Increased BHI placements – all media including web (Burrelle Luce measurement)Increased BHI placements – all media including web (Burrelle Luce measurement) Increased audience/impressions and $ad value (Burrelle Luce measurement)Increased audience/impressions and $ad value (Burrelle Luce measurement) Increased web linkages (betterhearing.org)Increased web linkages (betterhearing.org)

Plan Summary 0-6 Months: Build Base, Attract Luminaries –0-3 Months – SK Blog –3-6 Months – 4-6 industry bloggers 6-12 Months: Attract Professionals –Begin SEO, banner campaigns –Leverage / Expand Relationships –Partner Organizations 12 Months + Target ConsumerTarget Consumer Wiki away?Wiki away?Caveats Always targeting consumersAlways targeting consumers Need to build community slowlyNeed to build community slowly Takes timeTakes time Letting go difficultLetting go difficult Thinking through… Criticism on the site?Criticism on the site? Audiology.com?Audiology.com? Healthyhearing.comHealthyhearing.com Openness of Manufacturer involvement?Openness of Manufacturer involvement? Recruitment of BloggersRecruitment of Bloggers

Summary Tactics to increase BHI Internet Ranking Integrate all purpose HL community on BHI (hearing loss/hearing aids, etc)Integrate all purpose HL community on BHI (hearing loss/hearing aids, etc) Continue leveraging leveraging Increase relationships/linkages with other internet sitesIncrease relationships/linkages with other internet sites –Articles placed (goal ) –Resource sections if available (goal ) Penetrate Blogosphere (goal ) – manpower intensivePenetrate Blogosphere (goal ) – manpower intensive Google free ad program (already in)Google free ad program (already in) Purchase banner ads on key websites (click throughs to BHI ) Purchase banner ads on key websites (click throughs to BHI ) For discussion - Commercialize hearing aids on BHI- Begin discussing and advertising hearing aid technologies as is done on audiology online and healthy hearing.For discussion - Commercialize hearing aids on BHI- Begin discussing and advertising hearing aid technologies as is done on audiology online and healthy hearing.

Goal # 2 - Publications MarkeTrak VIII (over next couple of years)MarkeTrak VIII (over next couple of years) –25 year trends –Customer satisfaction with digital hearing aids –Tinnitus prevalence and mitigation with HA –Income study – 2 nd edition – more detail –HA improvements that would motivate non-owner to adopt HA –More QOL quantification Possible EuroTrak – GermanyPossible EuroTrak – Germany Quick hearing check validationQuick hearing check validation Tinnitus mitigation and hearing aidsTinnitus mitigation and hearing aids Pediatric advocacy articles – trojan horse for the HA industryPediatric advocacy articles – trojan horse for the HA industry Continued aural rehab articlesContinued aural rehab articles Consumer journey?Consumer journey? eGuides (in the works)eGuides (in the works) –Financial asst (150 sources) –HL prevention –Tinnitus mitigation with sound therapy Hearing health news from around the worldHearing health news from around the world Articles or blogs from SK and advisory board (some paid modest stipend depending on contribution)Articles or blogs from SK and advisory board (some paid modest stipend depending on contribution)

Goal #3 Targets for increasing partnerships Labor intensive – cold callingLabor intensive – cold calling TargetsTargets –Health related sites (Diabetes, general health sites, arthritis) –QOL related to HL (Depression, anxiety, memory loss, psychiatric, social work) –Effectiveness (Corporate, occupational, relationships) –Social (Religious observance) –Demography (boomer, senior/aging, children, parenting, sites) –Key online media sites –Hearing aid industry stakeholders No physician tradeshows in 2009No physician tradeshows in 2009

Measures of Success Increased BHI web trafficIncreased BHI web traffic Improved Google rankings on key search terms.Improved Google rankings on key search terms. Improved Internet ranking – compete.comImproved Internet ranking – compete.com Increased BHI placements – all media including web (Burrelle Luce measurement)Increased BHI placements – all media including web (Burrelle Luce measurement) Increased audience/impressions and $ad value (Burrelle Luce measurement)Increased audience/impressions and $ad value (Burrelle Luce measurement) Increased web linkages to betterhearing.orgIncreased web linkages to betterhearing.org