Strategic PlanStrategic Plan2009-20102009-2010

Singer Island, FLSinger Island, FL

December 17, 2008December 17, 2008

Goals for this sessionGoals for this session

• Summarize strategic planning initiative Summarize strategic planning initiative with Board.with Board.

• Fit CY2008 accomplishments into this Fit CY2008 accomplishments into this structure.structure.

• Establish goals for the next 2 yearsEstablish goals for the next 2 years

Mission ChangeMission Change

• NewNew– The BHI conducts research and engages in The BHI conducts research and engages in

hearing health education with the goal of helping hearing health education with the goal of helping people with hearing loss to benefit from proper people with hearing loss to benefit from proper treatment. treatment.

• OldOld– Founded in 1973, the Better Hearing Institute is a Founded in 1973, the Better Hearing Institute is a

not-for-profit educational organization whose not-for-profit educational organization whose mission is to educate the public about hearing mission is to educate the public about hearing loss, its treatment and preventionloss, its treatment and prevention

Board Priorities (points)Board Priorities (points)

• Increase BHI Internet presence (19 )Increase BHI Internet presence (19 )• Publish articles (12)Publish articles (12)• Establish partnerships with consumer & Establish partnerships with consumer &

health-related organizations (10)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 GoalsThe 3 Strategic Goals

BHI Effectiveness

Internet Presence

Publications Relationships

CY 2008 PerformanceCY 2008 Performance

BHI Internet PresenceBHI Internet PresenceBaseline ReadingBaseline Reading

Q3-2008Q3-2008

Top 12 US Internet RankingTop 12 US Internet Ranking“Pure” Hearing Loss Issue Websites“Pure” Hearing Loss Issue Websites

RankRank OrgOrg Internet rank Internet rank (000)(000)

Type of SiteType of Site

11 Alldef.comAlldef.com 5858 HL forumHL forum

22 Audiologyonline (Dyabala)Audiologyonline (Dyabala) 8484 Professional infoProfessional info

33 Hearinglossweb.comHearinglossweb.com 101101 HL info - SivertsonHL info - Sivertson

44 Listen-up.orgListen-up.org 112112 Deaf educationDeaf education

55 Healthyhearing.org Healthyhearing.org (Dyabala)(Dyabala)

118118 Consumer HA Consumer HA

66 American-hearing.orgAmerican-hearing.org 121121 HL research found.HL research found.

77 Nat. Association deafnessNat. Association deafness 138138 Deaf advocacyDeaf advocacy

88 AAAAAA 152152 Professional AssocProfessional Assoc

99 BHIBHI 179179 Consumer EdConsumer Ed

1010 ATAATA 181181 Tinnitus educTinnitus educ

1111 AG BellAG Bell 185185 HL & childrenHL & children

1212 SHHHSHHH 220220 AdvocacyAdvocacy

Results – BHI ranking by search termResults – BHI ranking by search term( - = not in first 100 search listing)( - = not in first 100 search listing)

Search TermSearch Term Google RankGoogle Rank Yahoo RankYahoo RankHearingHearing 44 1010Hearing lossHearing loss 5858 4444Hearing aidHearing aid 19*19* 83*83*Hearing testHearing test 3131 5858Hearing problemHearing problem -- 4848Hearing impairedHearing impaired -- --Hearing protectionHearing protection -- --Hearing loss preventionHearing loss prevention 6**6** 44TinnitusTinnitus 8181 --

* BHI hearing aid tax credit website only ; ** Also Google ad first page

Top 20 Presence InternetTop 20 Presence InternetHearing AidHearing Aid

1. Wikipedia1. Wikipedia2. Mayo clinic2. Mayo clinic3. Lloyds HA (int. sales)3. Lloyds HA (int. sales)4. You Tube video4. You Tube video5. Market watch (Zounds)5. Market watch (Zounds)6. Aidright (Int. sales)6. Aidright (Int. sales)7. Earinfo (Dyabala)7. Earinfo (Dyabala)8. Ahearingaid (Int. sales)8. Ahearingaid (Int. sales)9. Hearingplanet (Int.sales)9. Hearingplanet (Int.sales)10. Engadget (Songbird)10. Engadget (Songbird)

11. About.com (deafness)11. About.com (deafness)12. Hearingaid101.com 12. Hearingaid101.com

(Canada)(Canada)13. AAA13. AAA14. NIDCD14. NIDCD15. AHAA (wholesale)15. AHAA (wholesale)16. Hearingaidhelp.com 16. Hearingaidhelp.com

(hearing planet)(hearing planet)17. BHI – HA tax credit17. BHI – HA tax credit19. Siemens19. Siemens20. Advancedhearing (Int. 20. Advancedhearing (Int.

sales)sales)21. NY Times21. NY Times

Top 20 Internet Presence Top 20 Internet Presence Hearing LossHearing 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(sivertsHearinglossweb.com(siverts

on)on)• NIDCD (NIH)NIDCD (NIH)

• Kidshealth.orgKidshealth.org• WebMDWebMD• Medicinet.comMedicinet.com• WikipediaWikipedia• FDAFDA• Hearinglosshelp.com (Neil Hearinglosshelp.com (Neil

Bauman)Bauman)• Sciencemag.orgSciencemag.org• Merck.orgMerck.org• Healthscout.comHealthscout.com• Dangerousdecibles.orgDangerousdecibles.org

Visitors (000) to Visitors (000) to BHI Websites by YearBHI Websites by Year

83217

401

643 695

91

0

100

200

300

400

500

600

700

800

900

2004 2005 2006 2007 2008

Vis

itor

s (0

00)

TaxcreditBHIPRDP

Program only

All actual; 2008 is estimated

2008 Publications2008 Publications

• Sister website – Sister website – hearingaidtaxcredit.orghearingaidtaxcredit.org – – 25,000 letters25,000 letters

• Book chapters/journals Book chapters/journals articles - 5articles - 5

• eNewsletters - 11eNewsletters - 11• Press releases - 12Press releases - 12• Syndicated releases (NAPS, Syndicated releases (NAPS,

AraContent, newsUSA) – 4AraContent, newsUSA) – 4• BHI web articles or new web BHI web articles or new web

sections – 21sections – 21• Podcasts – 3Podcasts – 3• Total = 56Total = 56

• ThemesThemes– Diabetes and hearing Diabetes and hearing

lossloss– SafetySafety– BHSMBHSM– Deidre DownsDeidre Downs– General quality of lifeGeneral quality of life– IncomeIncome– HA and tinnitus HA and tinnitus

mitigationmitigation– Pediatric advocacyPediatric advocacy– Auditory educationAuditory education– Legal rightsLegal rights– Tax credits for hearing Tax credits for hearing

aidsaids

Publication PlacementsPublication Placements (through October) – (through October) –

• Web & print article Web & print article placementsplacements– Number – 1,560Number – 1,560– Audience – 269 milAudience – 269 mil– $ad value - $5.45 $ad value - $5.45

millionmillion

• Top placementsTop placements– Deidre Downs (459)Deidre Downs (459)– Children (218)Children (218)– Tax credit &176)Tax credit &176)– Diabetes (114)Diabetes (114)– Annie’s mailbox (107)Annie’s mailbox (107)– MarkeTrak (100)MarkeTrak (100)– BHSM (86)BHSM (86)

Source: Burrelle Luce, NAPS, ARAcontent, newsUSA

Partnerships (Current)Partnerships (Current)Currently 6310 listings of BHI websiteCurrently 6310 listings of BHI website

(most notable outside hearing health industry)(most notable outside hearing health industry)– WebMDWebMD– Yahoo healthYahoo health– Google healthGoogle health– AARPAARP– Rarediseases.orgRarediseases.org– Cleveland clinicCleveland clinic– AOL healthAOL health– Health.comHealth.com– Healthfinder.govHealthfinder.gov– NIHNIH– NIDCDNIDCD– Center for disease controlCenter for disease control– Cerebral palsy.orgCerebral palsy.org– All about loneliness.orgAll about loneliness.org

• Washington PostWashington Post• LA TimesLA Times• Womans DayWomans Day• Drugs.comDrugs.com• Medscape.comMedscape.com• US-MD.comUS-MD.com• Answers.comAnswers.com• Ehow.comEhow.com• About.comAbout.com• Forbes.comForbes.com• Health.msnHealth.msn• Womens healthWomens health

2008 Relationships2008 Relationships

• Dispensing and hearing health stakeholder Dispensing and hearing health stakeholder community via eNewsletter (18,000 people)community via eNewsletter (18,000 people)

• MediaMedia– Annie’s mailboxAnnie’s mailbox– More than a 1,000 print/web placements YTDMore than a 1,000 print/web placements YTD– No TV or radio in 2008No TV or radio in 2008

• American Diabetes Association & major diabetes American Diabetes Association & major diabetes medication supplier (beginning).medication supplier (beginning).

• Society for Human Resource Management Society for Human Resource Management (beginning)(beginning)

• Physician conference presence:Physician conference presence:– American Geriatric AssociationAmerican Geriatric Association– American Academy of Family PhysiciansAmerican Academy of Family Physicians

2009-2010 Plan2009-2010 Plan

Goal 1 – Internet PresenceGoal 1 – Internet Presence

Increase Internet

Presence

Community

SEO Banner Ads

OverviewOverview

• 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”, Web 2.0”, “New Media”, “Facebook”, “Blogs” and “Wikis” oh my…“Blogs” and “Wikis” oh my…

• Planning our evolutionPlanning our evolution

• Things we haven’t thought through…Things we haven’t thought through…

Why Internet Presence?Why Internet Presence?

• Mary Furlong told us to!Mary Furlong told us to!– Importance of Web Savvy SeniorsImportance of Web Savvy Seniors

• Relative obscurity of betterhearing.orgRelative obscurity of betterhearing.org• Lack of established resources an Lack of established resources an

opportunityopportunity– Research communityResearch community– Hearing Health partnersHearing Health partners– ConsumersConsumers

Why the Internet?Why the Internet?…and how it motivates our path forward…and how it motivates our path forward

• Information expected to be readily availableInformation expected to be readily available• Individuals motivated by ‘people like me’Individuals motivated by ‘people like me’• Search is not for ‘traditional’ deliverablesSearch is not for ‘traditional’ deliverables

– Seeking ‘voice of crowds’Seeking ‘voice of crowds’– NOTNOT “Your Guide to Better Hearing”“Your Guide to Better Hearing”

• Ultimate goal: Credibility with today’s Ultimate goal: Credibility with today’s consumerconsumer– It might take us a bit to get thereIt might take us a bit to get there

Credibility and CommunitiesCredibility and Communities• Credibility a vexing Credibility a vexing

questionquestion• Amazon is built on itAmazon is built on it• Enabling connection Enabling connection

arguably the biggest arguably the biggest breakthrough of the breakthrough of the InternetInternet

• What the heck is a What the heck is a community?community?

Communities are…Communities are…• SSocialocial• CCo-creativeo-creative• OOpenpen• RRewardingewarding• EEvaluativevaluative

This needs to be integral to This needs to be integral to our our evolutionaryevolutionary thinking thinking about betterhearing.orgabout betterhearing.org

Social Media - BlogsSocial Media - Blogs

BlogBlog• What they areWhat they are• Why they are Why they are

importantimportant• Our path to move Our path to move

forward with forward with betterhearing.org betterhearing.org bloggersbloggers

Social Media - FacebookSocial Media - FacebookAudiologyonline.comAudiologyonline.com

-FansFans-FeedsFeeds-VisibilityVisibility

Social Media - FacebookSocial Media - FacebookHealthyhearing.com – still nascentHealthyhearing.com – still nascent

Impact – healthyhearing.comImpact – healthyhearing.com

Social Media - ForumsSocial Media - Forums

Social Media - WikisSocial Media - Wikis

Internet Banner PSA AdsInternet Banner PSA Ads

• 2H09 Initiative2H09 Initiative

Internet Banner PSA AdsInternet Banner PSA Ads

• TV Access offers placement of banner ads on over 1,250 major TV Access offers placement of banner ads on over 1,250 major portals reaching over 115 million unique users each month at special portals reaching over 115 million unique users each month at special NFP ratesNFP rates

• TV Access offers a comprehensive suite of media, search and TV Access offers a comprehensive suite of media, search and technology products for Web site publishers and Internet advertisers technology products for Web site publishers and Internet advertisers to maximize revenues and profits. to maximize revenues and profits.

• Clients can target-Clients can target-– by Content by Content

• TV Access offers site specific sponsorships on some of the most well-TV Access offers site specific sponsorships on some of the most well-recognized brands on the Webrecognized brands on the Web

• TV Access offers extended reach via multiple sites categorized by content, TV Access offers extended reach via multiple sites categorized by content, demographic and psychographic characteristicsdemographic and psychographic characteristics

– by Behaviorby Behavior• TV Access can offer targeted users based on behavioral TV Access can offer targeted users based on behavioral

attributes exhibited across the Media Networkattributes exhibited across the Media Network

A Sampling of the Sites, TV Access can deliver-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 OptimizationSearch 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 SEO helps attract targeted visitors by increasing the visibility of our Website

in the organic engine resultsin the organic engine results– 60% to 70% of searcher prefer to click on the organic or natural search 60% to 70% of searcher prefer to click on the organic or natural search

resultsresults– SEO is similar to public relations for the WebSEO is similar to public relations for the Web

• How to Conduct a Successful SEO Campaign?How to Conduct a Successful SEO Campaign?– Business AssessmentBusiness Assessment - Establish a sound and effective SEO strategy - Establish a sound and effective SEO strategy– Keyword AnalysisKeyword Analysis - Get inside the heads or our target visitors - Get inside the heads or our target visitors– Website OptimizationWebsite Optimization – Make our Website attractive to search engines – Make our Website attractive to search engines– Link Building Link Building -- Build quality links into our Website from popular sitesBuild quality links into our Website from popular sites– Measure SuccessMeasure Success – Track results and optimize our campaign – 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 fixesJust like traditional public relations, there are no quick fixes– Ongoing Website optimization and link building is required to produce Ongoing Website optimization and link building is required to produce

resultsresults– Results are lastingResults are lasting

Measures of SuccessMeasures 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 Improved Google rankings on key search

terms.terms.• Improved Internet ranking – compete.comImproved Internet ranking – compete.com• Increased BHI placements – all media including Increased BHI placements – all media including

web (Burrelle Luce measurement)web (Burrelle Luce measurement)• Increased audience/impressions and $ad value Increased audience/impressions and $ad value

(Burrelle Luce measurement)(Burrelle Luce measurement)• Increased web linkages (betterhearing.org)Increased web linkages (betterhearing.org)

Plan SummaryPlan Summary

0-6 Months: Build Base, 0-6 Months: Build Base, Attract LuminariesAttract Luminaries– 0-3 Months – SK Blog0-3 Months – SK Blog– 3-6 Months – 4-6 industry 3-6 Months – 4-6 industry

bloggersbloggers

6-12 Months: Attract 6-12 Months: Attract ProfessionalsProfessionals– Begin SEO, banner Begin SEO, banner

campaignscampaigns– Leverage / Expand Leverage / Expand

RelationshipsRelationships– Partner OrganizationsPartner Organizations

12 Months +12 Months +• Target ConsumerTarget Consumer• Wiki away?Wiki away?

CaveatsCaveats• Always targeting consumersAlways targeting consumers• Need to build community Need to build community

slowlyslowly• Takes timeTakes time• ““Letting go” difficultLetting go” difficult

Thinking through…Thinking through…• Criticism on the site?Criticism on the site?• Audiology.com?Audiology.com?• Healthyhearing.comHealthyhearing.com• Openness of Manufacturer Openness of Manufacturer

involvement?involvement?• Recruitment of BloggersRecruitment of Bloggers

Summary Tactics to increaseSummary Tactics to increase BHI Internet Ranking BHI Internet Ranking

• Integrate all purpose HL community on BHI Integrate all purpose HL community on BHI (hearing (hearing loss/hearing aids, etc)loss/hearing aids, etc)

• Continue leveraging www.hearingaidtaxcredit.orgContinue leveraging www.hearingaidtaxcredit.org• Increase relationships/linkages with other internet sitesIncrease relationships/linkages with other internet sites

– Articles placed (goal )Articles placed (goal )– Resource sections if available (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 Purchase banner ads on key websites (click throughs

to BHI ) - 2010to BHI ) - 2010• For discussion - Commercialize hearing aids on BHI- For discussion - Commercialize hearing aids on BHI-

Begin discussing and advertising hearing aid Begin discussing and advertising hearing aid technologies as is done on audiology online and technologies as is done on audiology online and healthy hearing. healthy hearing.

Goal # 2 - PublicationsGoal # 2 - Publications• MarkeTrak VIII (over next couple of years)MarkeTrak VIII (over next couple of years)

– 25 year trends25 year trends– Customer satisfaction with digital hearing aidsCustomer satisfaction with digital hearing aids– Tinnitus prevalence and mitigation with HATinnitus prevalence and mitigation with HA– Income study – 2Income study – 2ndnd edition – more detail edition – more detail– HA improvements that would motivate non-owner to adopt HAHA improvements that would motivate non-owner to adopt HA– More QOL quantificationMore 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)Financial asst (150 sources)– HL preventionHL prevention– Tinnitus mitigation with sound therapyTinnitus 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 Articles or blogs from SK and advisory board (some paid modest stipend (some paid modest stipend

depending on contribution)depending on contribution)

Goal #3 Goal #3 Targets for increasing partnershipsTargets for increasing partnerships

• Labor intensive – cold callingLabor intensive – cold calling• TargetsTargets

– Health related sites (Diabetes, general health sites, arthritis)Health related sites (Diabetes, general health sites, arthritis)– QOL related to HL (Depression, anxiety, memory loss, QOL related to HL (Depression, anxiety, memory loss,

psychiatric, social work)psychiatric, social work)– Effectiveness (Corporate, occupational, relationships)Effectiveness (Corporate, occupational, relationships)– Social (Religious observance)Social (Religious observance)– Demography (boomer, senior/aging, children, parenting, Demography (boomer, senior/aging, children, parenting,

sites)sites)– Key online media sitesKey online media sites– Hearing aid industry stakeholdersHearing aid industry stakeholders

• No physician tradeshows in 2009No physician tradeshows in 2009

Measures of SuccessMeasures of Success

• Increased BHI web trafficIncreased BHI web traffic• Improved Google rankings on key search Improved Google rankings on key search

terms.terms.• Improved Internet ranking – compete.comImproved Internet ranking – compete.com• Increased BHI placements – all media Increased BHI placements – all media

including web (Burrelle Luce measurement)including web (Burrelle Luce measurement)• Increased audience/impressions and $ad Increased audience/impressions and $ad

value (Burrelle Luce measurement)value (Burrelle Luce measurement)• Increased web linkages to betterhearing.orgIncreased web linkages to betterhearing.org