BHI Board MeetingBHI Board Meeting

June 11, 2007June 11, 2007

Washington DCWashington DC

AgendaAgenda

• 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 2007Key Tactics First Half 2007

• Create electronic database of hearing health Create electronic database of hearing health industryindustry– Establishing relationships with HHPEstablishing relationships with HHP– Communicating BHI successes with industryCommunicating BHI successes with industry– Instant polls (such as thin-tube BTE study)Instant polls (such as thin-tube BTE study)– Supplement with personal meetings with HHP in Supplement with personal meetings with HHP in

speechesspeeches

• Reinvigorate BHSMReinvigorate BHSM• Leverage income study and target baby-Leverage income study and target baby-

boomers.boomers.

We now have 24,800 eMail addresses We now have 24,800 eMail addresses contributed by the followingcontributed by the following

• HA ManufacturersHA Manufacturers– AudinaAudina– GN ReSoundGN ReSound– PhonakPhonak– StarkeyStarkey– UnitronUnitron

• RayovacRayovac• Hearing JournalHearing Journal• ESCOESCO

• State AssociationsState Associations– Texas (Ray Jones)Texas (Ray Jones)– Michigan (Gyl Michigan (Gyl

Kasewurm)Kasewurm)

• HIA primary and HIA primary and secondary contactssecondary contacts

• BHI PRDP listBHI PRDP list• IHS (national IHS (national

dispenser list)dispenser list)

Speeches YTDSpeeches YTD

• 4 hour CEU course4 hour CEU course– MarkeTrak VII: New MarkeTrak VII: New

opportunities for opportunities for promoting hearing promoting hearing solutionssolutions

– Integrating local and Integrating local and national promotion of national promotion of hearing solutionshearing solutions

• Downloadable at: Downloadable at: www.betterhearing.org/www.betterhearing.org/hiahia

• WI Alliance (150)WI Alliance (150)• IL Audiology (75)IL Audiology (75)• Ohio HIS (125)Ohio HIS (125)• Mid-Atlantic Conf.(250)Mid-Atlantic Conf.(250)• AAA (400)AAA (400)• ReSound Intl at AAA ReSound Intl at AAA

(75)(75)• Siemens Lat. Am. (120)Siemens Lat. Am. (120)• Starkey SummitStarkey Summit

Additional Speeches ‘07Additional 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 & PublicationsResearch & Publications

• MarkeTrak VII – non-adopter study (Apr 2007 MarkeTrak VII – non-adopter study (Apr 2007 HR) - completedHR) - completed

• MarkeTrak VII – children and dependent MarkeTrak VII – children and dependent study (peer reviewed and awaiting 2study (peer reviewed and awaiting 2ndnd draft) draft)

• Starkey Summit – Wireless technology and Starkey Summit – Wireless technology and improving the consumer journeyimproving the consumer journey

• Introductory article to special wireless Introductory article to special wireless technology edition of HR – Improving Multiple technology edition of HR – Improving Multiple Environmental Listening Utility (MELU) Environmental Listening Utility (MELU)

• Significant input AARP Guide to Hearing Significant input AARP Guide to Hearing aids. aids. http://www.aarp.org/health/http://www.aarp.org/health/

Better Hearing & Speech MonthBetter Hearing & Speech Month

• Press releasesPress releases– Better hearing and speech Better hearing and speech

monthmonth– Income study resultsIncome study results

• Income study reissue and Income study reissue and professionally printedprofessionally printed

• Customizable BHSM Customizable BHSM press kit for dispenserspress kit for dispensers– http://www.betterhearing.orhttp://www.betterhearing.or

g/professionals/tools.cfmg/professionals/tools.cfm

Better Hearing & Speech MonthBetter Hearing & Speech Month

• National Press ClubNational Press Club– Screenings (89 press)Screenings (89 press)

• ASHAASHA• SonusSonus• Towson UniversityTowson University

– 175 press kits given out 175 press kits given out along with ear plugsalong with ear plugs

– Use ear plugs to Use ear plugs to demonstrate “mild” hearing demonstrate “mild” hearing lossloss

– Stress impact of HL on job Stress impact of HL on job performanceperformance

National Press ClubNational Press Club

American Geriatric SocietyAmerican Geriatric Society

• Important groupImportant group– Key opinion leadersKey opinion leaders– 65% physicians65% physicians– Remainder nurses, Remainder nurses,

psychiatrists, social workers, psychiatrists, social workers, educatorseducators

– Publish American Journal of Publish American Journal of Geriatric SocietyGeriatric Society

• Meet with staff in NYC Meet with staff in NYC seeking AGS partnershipseeking AGS partnership

• BHI booth in Seattle at BHI booth in Seattle at annual conference in May.annual conference in May.

American Geriatrics SocietyAmerican 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 Educators want to use our material in their

medical and nursing school classes.medical and nursing school classes.• Networked with:Networked with:

– Gerontological nurse practitionersGerontological nurse practitioners• Trade show SeptemberTrade show September

– Physician Assistants Association (Alexandria VA)Physician Assistants Association (Alexandria VA)– Interest in our CEU course on hearing lossInterest in our CEU course on hearing loss

• Physicians interested in our quick hearing Physicians interested in our quick hearing check as a tool.check as a tool.

American Geriatrics SocietyAmerican Geriatrics Society

• Opportunity in 2008 show (DC) to expand our Opportunity in 2008 show (DC) to expand our presence with hearing screenings like presence with hearing screenings like National Press Club and Hearing on the Hill.National Press Club and Hearing on the Hill.

• Attempting to get AGS moderator to sponsor Attempting to get AGS moderator to sponsor us for next year for seminar on hearing us for next year for seminar on hearing solutions– needed since we are not solutions– needed since we are not members.members.

• We have been invited to write the definitive We have been invited to write the definitive “Hearing Loss” TIP sheet for their health-in-“Hearing Loss” TIP sheet for their health-in-aging web and as a press release for AGS. aging web and as a press release for AGS. http://www.healthinaging.org/news/index.phphttp://www.healthinaging.org/news/index.php

Parade MagazineParade Magazine

• Visit with Dr. Isadore Rosenfeld (April Visit with Dr. Isadore Rosenfeld (April 2007)2007)

• One of the most influential physicians in One of the most influential physicians in America.America.– Goal – get a positive placement on hearing Goal – get a positive placement on hearing

loss and hearing aids.loss and hearing aids.– Address his dissatisfaction with his hearing Address his dissatisfaction with his hearing

aids aids (Tom Powers appeared as technical (Tom Powers appeared as technical advisor to BHI)advisor to BHI)

Video News ReleaseVideo News Release• Leverage income studyLeverage income study• Target baby boomersTarget baby boomers• Leverage income studyLeverage income study• Shot at:Shot at:

– Chicago BHIChicago BHI– Paul Pessis’s officePaul Pessis’s office

• Video and radio news release of 90 Video and radio news release of 90 seconds durationseconds duration– Both BHSM and non-BHSM Both BHSM and non-BHSM

versionsversions– Customizable for local stationCustomizable for local station

• Satellite tracking of placementSatellite tracking of placement

Video News ReleaseVideo News Release

• Paul’s PracticePaul’s Practice• 3 baby boomer 3 baby boomer

success storiessuccess stories• Used opportunity Used opportunity

to shoot B-roll to shoot B-roll footage of footage of audiology audiology process.process.

CNN Accent HealthCNN Accent Health• Developed at same time as VNR.Developed at same time as VNR.• BHI providedBHI provided

– film crewfilm crew– suggested script including suggested script including

topics (Brandeis study on topics (Brandeis study on short term memory loss and short term memory loss and HL)HL)

– completed VNR completed VNR • Extra footage shot in Boston of Extra footage shot in Boston of

famous baby boomer w/ hearing famous baby boomer w/ hearing loss and hearing aids Terry Real loss and hearing aids Terry Real http://www.relationalrecoveryinstihttp://www.relationalrecoveryinstitute.com/tute.com/

• Hearing aid sample display by Hearing aid sample display by StarkeyStarkey

CNN Accent HealthCNN Accent Health• Accent Health- exclusive television network that reaches Accent Health- exclusive television network that reaches

nearly 11,000 physician offices:nearly 11,000 physician offices:• Programming produced by CNN Programming 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 CNN Accent Health is airing feature on hearing loss and

baby boomers throughout the month of June.baby boomers throughout the month of June.– Our campaign targeted to baby-boomer/senior practices isOur campaign targeted to baby-boomer/senior practices is– in 3,000 doctors’ waiting rooms nationwidein 3,000 doctors’ waiting rooms nationwide– Reaching 3.3 million viewers Reaching 3.3 million viewers

• Implied endorsement from the physician and a relevant, Implied endorsement from the physician and a relevant, captive environment offeringcaptive 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 The feature is repeated once every thirty minutes

throughout the day. throughout the day.

June 2007 Clip

ResultsResults

Parade MagazineParade Magazine

• May 27 article (generally positive)May 27 article (generally positive)– Come out of closetCome out of closet– Hearing aids provide benefitHearing aids provide benefit– Mention of Medicare billMention of Medicare bill– Sets expectationsSets expectations– Call to actionCall to action

• Remarkable achievement given he is Remarkable achievement given he is receiving marginal benefit from his HA.receiving marginal benefit from his HA.

• 74 million readers74 million readers• Value about $200k (B & W) if Value about $200k (B & W) if

purchased.purchased.• Will continue to cultivateWill continue to cultivate

Other Known PlacementsOther Known Placements

• TopicalTopical– Savvy Senior article on Savvy Senior article on

hearing loss – (400 print; hearing loss – (400 print; 100’s web)100’s web)

– Income study (90)Income study (90)– BHSM (29) BHSM (29)

• Access of BHSM kit Access of BHSM kit 2,223 2,223

• Downloads of Downloads of customizable press customizable press release = 897release = 897

– Tax credit initiative (38)Tax credit initiative (38)– Other: HL, technology Other: HL, technology

solution, prevention (25)solution, prevention (25)

• Audience & ad value TBD Audience & ad value TBD through Burrelle Luce.through Burrelle Luce.

• Key media placementsKey media placements– Investor’s Business DailyInvestor’s Business Daily– Associated Press (Water Associated Press (Water

Cooler column)Cooler column)– UPIUPI– Yahoo NewsYahoo News– WGN TVWGN TV– Chicago TribuneChicago Tribune– Baltimore SunBaltimore Sun– Los Angeles TimesLos Angeles Times– Forbes.com (soon)Forbes.com (soon)– El Nuevo El Nuevo (largest Spanish (largest Spanish

paper)paper)– CNNCNN

Sample news clips

NAPS Income Study PlacementNAPS Income Study Placement

• 248 newspaper articles248 newspaper articles• 18 different states18 different states• Readership of 16.7 Readership of 16.7

million. million. • Ad value - $54.1kAd value - $54.1k• Monitoring site for Monitoring site for

dispensers:dispensers:– http://www.napsreport.comhttp://www.napsreport.com

/2353_kochkin/70980.html/2353_kochkin/70980.html

PBS DocumentaryPBS Documentary

• First 3 months showing First 3 months showing according to AC Nielsen:according to AC Nielsen:– 200 long version (9.5’)200 long version (9.5’)– 900 short version (6’)900 short version (6’)– $ad difficult to estimate $ad difficult to estimate

on PBSon PBS– Audience = 5.2 millionAudience = 5.2 million

• Will not monitor further due Will not monitor further due to expenseto expense

• Convert to home DVDConvert to home DVD– 5,500 sold5,500 sold

Print PSA CampaignPrint PSA Campaign

• Mailed end of February and Mailed end of February and early Marchearly March– 1,491 magazines1,491 magazines– 5,460 newspapers5,460 newspapers

• Monitoring for six monthsMonitoring for six months• Performance for April & Performance for April &

MayMay– 91 publications91 publications– 221 placements221 placements– Audience – 1.4 millionAudience – 1.4 million– $ value – $34.8k$ value – $34.8k

Video News ReleaseVideo News Release

• OutcomesOutcomes– TelevisionTelevision

• 281 placements281 placements• 9.6 million audience9.6 million audience• Ad value - $420kAd value - $420k

– RadioRadio• 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: 2:10 + 5 min b-roll

Media Impress ConclusionMedia Impress Conclusion

• While the complete data is not in..While the complete data is not in..

• Impressions and $ ad value first 5 Impressions and $ ad value first 5 months of 2007…months of 2007…

• should exceed 2005-2006 combinedshould exceed 2005-2006 combined

BHI WebsiteBHI Website

• EnhancementsEnhancements– Revamped resource sectionRevamped resource section– www.betterhearing.org/resourceswww.betterhearing.org/resources

• Continue to build hearing health professional sectionContinue to build hearing health professional section– www.betterhearing.org/professionalswww.betterhearing.org/professionals

• Building hearing loss simulatorBuilding hearing loss simulator– 16 sound files from Phonak (normal, mild, moderate)16 sound files from Phonak (normal, mild, moderate)– Experimenting with visual equivalent for each sound: Experimenting with visual equivalent for each sound:

http://www.betterhearing.org/train/http://www.betterhearing.org/train/– Web visitor will click picture to simulate hearing loss Web visitor will click picture to simulate hearing loss

BHI Visitors Up 82% Over 2006BHI Visitors Up 82% Over 2006Avg. time spent = 10’10”Avg. time spent = 10’10”

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BHSM

Top 12 Pages Read (CY 2007)Top 12 Pages Read (CY 2007)

RankRank Web Page/sectionWeb Page/section

11 HL and quality of lifeHL and quality of life

22 HL prevention – noise thermometerHL prevention – noise thermometer

33 Celebrities and hearing lossCelebrities and hearing loss

44 Hearing lossHearing loss

55 Resources for people w/ hearing lossResources for people w/ hearing loss

66 HL preventionHL prevention

77 Quick hearing checkQuick hearing check

88 Request information (Guides)Request information (Guides)

99 About BHIAbout BHI

1010 TinnitusTinnitus

1111 PressPress

1212 PBS documentary videoPBS documentary video

Top 12 Downloaded Files (CY 2007)Top 12 Downloaded Files (CY 2007)

RankRank Web Page/sectionWeb Page/section

11 eGuide – Your Guide to Better HearingeGuide – Your Guide to Better Hearing

22 eGuide – Your Guide to Hearing AidseGuide – Your Guide to Hearing Aids

33 Publication - MarkeTrak VII – Trend paperPublication - MarkeTrak VII – Trend paper

44 Publication - MarkeTrak VII – Satisfaction paperPublication - MarkeTrak VII – Satisfaction paper

55 BHSM Turnkey press releaseBHSM Turnkey press release

66 eGuide – A Guide to Your Child’s HearingeGuide – A Guide to Your Child’s Hearing

77 BHSM – fact sheet on baby boomersBHSM – fact sheet on baby boomers

88 Publication - MarkeTrak VII – Income studyPublication - MarkeTrak VII – Income study

99 BHSM – Hearing health backgrounderBHSM – Hearing health backgrounder

1010 Print PSA (2007) audit filePrint PSA (2007) audit file

1111 Publication - Customer satisfaction with directional HAPublication - Customer satisfaction with directional HA

1212 Publication - PRDP measure of effectivenessPublication - PRDP measure of effectiveness

Programs – Remainder of YearPrograms – Remainder of Year

Customizable AdsCustomizable Ads

• Leverage income study; job Leverage income study; job effectiveness.effectiveness.

• Reviewed by 15 people in hearing Reviewed by 15 people in hearing health industry.health industry.

• To be unveiled to HHP in June with To be unveiled to HHP in June with instructions on how to customize to instructions on how to customize to their practice.their practice.

The income adsThe income ads

The income adsThe income ads

Using NAPS Release as AdUsing NAPS Release as Ad2 Examples2 Examples

Other ProjectsOther 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)Summary tested at AAA (and findings confirmed)– Complete over summerComplete over summer– Target for back to schoolTarget for back to school– Envisioning campaign and partnersEnvisioning campaign and partners

• Baby boomer satisfaction with HABaby boomer satisfaction with HA– Special segmentation from MarkeTrak databaseSpecial segmentation from MarkeTrak database– Publication and pressPublication and press

Other ProjectsOther 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:

– SafetySafety– Tinnitus mitigationTinnitus mitigation

• Safety campaignSafety campaign– 1/5 buy first HA due to safety1/5 buy first HA due to safety– ““Free lance” safety expert who has hearing loss and wears HAFree lance” safety expert who has hearing loss and wears HA– First article written: Is your child safe when grandpa can’t hearFirst article written: Is your child safe when grandpa can’t hear– Received 13 safety stories from HHP Received 13 safety stories from HHP – Strategize with PR firm for placementStrategize with PR firm for placement– Consider re-approaching Tom Ridge for PSAs for next yearConsider re-approaching Tom Ridge for PSAs for next year

• Tinnitus mitigationTinnitus mitigation– 40% of people with HL + Tinnitus don’t buy hearing aids because they do 40% of people with HL + Tinnitus don’t buy hearing aids because they do

not believe they can be helpednot believe they can be helped– Polls at last 10 State talks confirm almost unanimous Tinnitus mitigation Polls at last 10 State talks confirm almost unanimous Tinnitus mitigation

when wearing HAwhen wearing HA– Research phaseResearch phase– Secured list of experts in USSecured list of experts in US

Other ProjectsOther Projects• AGS tip sheetAGS tip sheet

– Suggest Luxford and SK as authorsSuggest Luxford and SK as authors– Other reviewers needed?Other reviewers needed?

• Reinstitute Speaker’s BureauReinstitute Speaker’s Bureau– Model scripted dispenser community talkModel scripted dispenser community talk– High interest from HHPHigh interest from HHP– Solicited existing talksSolicited existing talks– Received 8 examplesReceived 8 examples– Need task force to help with taskNeed task force to help with task– Unable to secure FREE use of tour of ear video images Unable to secure FREE use of tour of ear video images

from Celumbra – should we pay? from Celumbra – should we pay?– Not BHI local media bureau (separate item)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 preventionHot topic in press is HL prevention– eGuide nearly written by NASA audiologist Dr. Richard DanielsoneGuide nearly written by NASA audiologist Dr. Richard Danielson– Being updated to include iPods and other current topicsBeing updated to include iPods and other current topics– http://www.betterhearing.org/hearing_loss_prevention/indexDetail.cfmhttp://www.betterhearing.org/hearing_loss_prevention/indexDetail.cfm

Other ProjectsOther Projects

• Outreach to nursing and physician assistant Outreach to nursing and physician assistant associations on our CME program.associations on our CME program.– Possible exhibition at Gerontological Nurse Practitioners Possible exhibition at Gerontological Nurse Practitioners

Association (900 attendees – September 2007)Association (900 attendees – September 2007)

• Outreach – web linking projectOutreach – web linking project– Summer internSummer intern– But could realistically have someone on this project full timeBut 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 numbersUpdate with new House and Senate numbers– On websiteOn website– Communication to hearing health industry early JuneCommunication to hearing health industry early June– http://www.betterhearing.org/index.cfmhttp://www.betterhearing.org/index.cfm– Other activity by BHI desired by Board w/i 501c3 charter?Other activity by BHI desired by Board w/i 501c3 charter?

Other ProjectsOther Projects

• PR group to envision corporate PR group to envision corporate outreach program for next year – outreach program for next year – Fortune 500.Fortune 500.

• PR group to envision and begin PR group to envision and begin pharmacy outreach.pharmacy outreach.

IssuesIssues

• We need 50 attractive hearing aid We need 50 attractive hearing aid displays of dummy HAdisplays of dummy HA– Lucite case with HA style embedded in Lucite case with HA style embedded in

foam or velvet covered foam with labels.foam or velvet covered foam with labels.– Need to be able to respond w/i 24 hours to Need to be able to respond w/i 24 hours to

any media request for samples.any media request for samples.– Supply at: PR firm, BHI headquarters and Supply at: PR firm, BHI headquarters and

in Chicagoin Chicago– Volunteers?Volunteers?

IssuesIssues

• MarkeTrak database availability to HIA MarkeTrak database availability to HIA members:members:– Requested by one manufacturer at AAARequested by one manufacturer at AAA– If made available need to remove sensitive If made available need to remove sensitive

fields (brand, dispenser occupation, and fields (brand, dispenser occupation, and place of fitting)place of fitting)

– I cannot provide help or tutorial only on “as I cannot provide help or tutorial only on “as is” basis (e.g. SAS) with copy of survey at is” basis (e.g. SAS) with copy of survey at BHI/HIA site.BHI/HIA site.

– What is Board policy?What is Board policy?