looking back – looking forward hia 2007 annual meeting key largo, fl february 16, 2007
TRANSCRIPT
Looking Back – Looking ForwardLooking Back – Looking ForwardHIA 2007 Annual MeetingHIA 2007 Annual Meeting
Key Largo, FLKey Largo, FL
February 16, 2007February 16, 2007
AgendaAgenda
• MarkeTrak VIIMarkeTrak VII– Summarize key findingsSummarize key findings– Present new research on adult non-adopters.Present new research on adult non-adopters.
• Better Hearing InstituteBetter Hearing Institute– Recap of last 3 year performanceRecap of last 3 year performance– Measurement of performanceMeasurement of performance– Strategic initiatives going forwardStrategic initiatives going forward
MarkeTrak VII: New MarkeTrak VII: New Opportunities for Promoting Opportunities for Promoting
Hearing SolutionsHearing Solutions
IntroductionIntroduction
• Five Part SeriesFive Part Series– 21 year trends (7/05)21 year trends (7/05)– Impact of hearing loss on income (8/05)Impact of hearing loss on income (8/05)– Customer satisfaction in the digital age (11/05)Customer satisfaction in the digital age (11/05)– Obstacles to hearing aid adoption- adults (4/07)Obstacles to hearing aid adoption- adults (4/07)– Obstacles to hearing aid adoption- children & Obstacles to hearing aid adoption- children &
dependents (6/07) – research completed and now dependents (6/07) – research completed and now in peer review.in peer review.
• Sponsored by Knowles ElectronicsSponsored by Knowles Electronics
• When completed will be bound in booklets for When completed will be bound in booklets for HIA members.HIA members.
AgendaAgenda• Brief summary of key issues from first 3 Brief summary of key issues from first 3
publications.publications.• Rank ordering of customer satisfaction Rank ordering of customer satisfaction
areas areas • Detailed review of obstacles to hearing aid Detailed review of obstacles to hearing aid
adoption (adults).adoption (adults).• OpportunitiesOpportunities• MarkeTrak – input into “Consumer Journey”MarkeTrak – input into “Consumer Journey”• Introduction to BHI strategic planIntroduction to BHI strategic plan
Trend SummaryTrend Summary• Population Population admittingadmitting HL grew to 31.5 million; HL grew to 31.5 million;
41 million by 2025.41 million by 2025.
• Official Press Indices:Official Press Indices:– Generation Y & Children (0-28) – 2% Generation Y & Children (0-28) – 2%
• Children (<18 ) - (1.4 million)Children (<18 ) - (1.4 million)– Generation Xers (ages 29-40) – 7.4%Generation Xers (ages 29-40) – 7.4%– Baby Boomer (ages 41-59) – 14.6%Baby Boomer (ages 41-59) – 14.6%– Silent Generation (60+) – 29%Silent Generation (60+) – 29%
• No evidence of an “epidemic” or discernable No evidence of an “epidemic” or discernable > incidence (always about 1/10).> incidence (always about 1/10).
Trend summaryTrend summary• Growth in people with admitted hearing loss tied to Growth in people with admitted hearing loss tied to
aging of America and population growth and not aging of America and population growth and not incidence of hearing loss.incidence of hearing loss.– 65+ population growth double U.S. population 65+ population growth double U.S. population
growth (.9%) by 2010;growth (.9%) by 2010;– And triple the population growth rate 2015-2030And triple the population growth rate 2015-2030
• Adoption rate improvement due to VA and Internet Adoption rate improvement due to VA and Internet and not private market.and not private market.
• Drop in audiology dispensing (10% points) most Drop in audiology dispensing (10% points) most likely due to perceptual blurring of distinction likely due to perceptual blurring of distinction between practices of HIS and audiologists in the between practices of HIS and audiologists in the consumer’s eyes.consumer’s eyes.
Trend summaryTrend summary
• Factors negatively impacting growth:Factors negatively impacting growth:– Not enough new users (39%)Not enough new users (39%)– Binaural growth is overBinaural growth is over– Users getting older (70) and wealthier ($56k)Users getting older (70) and wealthier ($56k)– Hearing aid age increasing (4.5 years)Hearing aid age increasing (4.5 years)
• 65% of people with hearing loss are below 65% of people with hearing loss are below retirement age and that is where the retirement age and that is where the opportunity is.opportunity is.
Impact of Untreated Hearing Loss Impact of Untreated Hearing Loss on Household Income on Household Income
(Oct 2005 HR)(Oct 2005 HR)
ConclusionsConclusions
• 44,000 household study demonstrated the 44,000 household study demonstrated the clear relationship between hearing loss and clear relationship between hearing loss and income.income.
• The greater the hearing loss the greater the The greater the hearing loss the greater the decline in household income.decline in household income.
• On average, the use of hearing aids would On average, the use of hearing aids would appear to mitigate income loss by 50%. appear to mitigate income loss by 50%.
Relationship between hearing loss and household income Relationship between hearing loss and household income Aided versus unaided least square meansAided versus unaided least square means
MarkeTrak VII (n=43,265 households; 3,845 hearing impaired)MarkeTrak VII (n=43,265 households; 3,845 hearing impaired)
25
30
35
40
45
50
55
1 2 3 4 5 6 7 8 9 10
Severity of Hearing Loss in Deciles
An
nu
al
Ho
us
eh
old
In
co
me
($
00
0)
Aided Unaided Linear (Aided) Linear (Unaided)
Mild Moderate Profound
ConclusionsConclusions
• Income loss in excess of $100 billion for Income loss in excess of $100 billion for untreated hearing loss population and untreated hearing loss population and lost taxes $18 billion.lost taxes $18 billion.
• Solid evidence in support of tax credit Solid evidence in support of tax credit bill. Presented at House Ways & bill. Presented at House Ways & Means.Means.
• Needs to be leveraged better in media.Needs to be leveraged better in media.
Customer Satisfaction with Customer Satisfaction with Hearing InstrumentsHearing Instruments
in the Digital Age in the Digital AgeSeptember 2005September 2005
Hearing JournalHearing Journal
Satisfaction SummarySatisfaction Summary• Customer satisfaction improving:Customer satisfaction improving:
73% for HI <4 years73% for HI <4 years 78% for HI <1 year78% for HI <1 year Due to 2 factors:Due to 2 factors:
50% digital penetration last 5 years50% digital penetration last 5 yearsChange in satisfaction scale (“somewhat”)Change in satisfaction scale (“somewhat”)
• Only 44% of consumers will repurchase their current Only 44% of consumers will repurchase their current brand of hearing aids when it is time to replace.brand of hearing aids when it is time to replace.
• Satisfaction with HHP is 92%. When something goes Satisfaction with HHP is 92%. When something goes wrong it is not their fault it is the product.wrong it is not their fault it is the product.
1.23 million people with hearing 1.23 million people with hearing aids in drawer; that’s 1/6 owners.aids in drawer; that’s 1/6 owners.
• Defined as 0 hours per year Defined as 0 hours per year usage.usage.
• Half of them are new Half of them are new hearing aids (<1-5 years hearing aids (<1-5 years old)old)
• And consider of all HA:And consider of all HA:– 61% use them more 61% use them more
than 4 hours per day.than 4 hours per day.– 26% < 1 hour per day.26% < 1 hour per day.
6
11
13
11
29
20
10
0 20 40
<1
2
3
4
5
6-10
11+
Age
of
HA
Percent of hearing aids in Drawer
HA in The DrawerHA in The Drawer• Half of hearing aids in the drawer represent a Half of hearing aids in the drawer represent a
possible opportunity for upgrade (>5 years).possible opportunity for upgrade (>5 years).• Half of hearing aids in the drawer are < 5 Half of hearing aids in the drawer are < 5
years old:years old:– Most likely due to top 5 reasons measured in Most likely due to top 5 reasons measured in
MarkeTrak V (2000):MarkeTrak V (2000):• Poor benefit or utilityPoor benefit or utility• Poor performance in noisy situationsPoor performance in noisy situations• Poor fit and comfortPoor fit and comfort• Negative side effectsNegative side effects• Cost of repairsCost of repairs
Reasons for Non-UseReasons for Non-Use• #1. Poor benefit (30%) #1. Poor benefit (30%)
“When ______sold me the H.A., I was “When ______sold me the H.A., I was confident it would help me hear better. confident it would help me hear better. When I received it and wore it every day, it When I received it and wore it every day, it did not make my hearing any better. So, I did not make my hearing any better. So, I don’t wear the HA and feel like I wasted don’t wear the HA and feel like I wasted my money. I tried to return it and the my money. I tried to return it and the person did not seem to want to help me. I person did not seem to want to help me. I am quite dissatisfied with the whole am quite dissatisfied with the whole experience.”experience.”
Reasons for Non-UseReasons for Non-Use• #2. Background noise (25%)#2. Background noise (25%)
““I don’t wear my H.A. because I need it at a dance, restaurants, and large groups. All the H.A. does is increase all sound including background sounds. No help.”I don’t wear my H.A. because I need it at a dance, restaurants, and large groups. All the H.A. does is increase all sound including background sounds. No help.”
Reasons for Non-UseReasons for Non-Use
• #3. Fit & Comfort (19%)#3. Fit & Comfort (19%)““It’s hard to keep it in my ear. I travel for business It’s hard to keep it in my ear. I travel for business a lot and can’t risk it falling out of my ear.”a lot and can’t risk it falling out of my ear.”
Satisfaction RankingsSatisfaction Rankings
• 45 subjective evaluations ranked by 45 subjective evaluations ranked by average mean score.average mean score.
• Satisfaction segments color coded.Satisfaction segments color coded.• Is Is “somewhat satisfied”“somewhat satisfied” really really
acceptable?acceptable?• Satisfaction ratings actually lower when Satisfaction ratings actually lower when
you add “Very satisfied” and “Satisfied” you add “Very satisfied” and “Satisfied” and then compare to previous and then compare to previous MarkeTrak surveys.MarkeTrak surveys.
Detailed Positive Satisfaction in Detailed Positive Satisfaction in Ascending Order (#1-9) Ascending Order (#1-9)
16
10
13
10
9
10
9
9
7
27
32
24
30
28
26
27
20
21
17
19
26
23
23
19
18
22
21
0 10 20 30 40 50 60 70 80 90 100
Cell phone
Sound quality
Large group
Hear soft sounds
Comfort loud sounds
Feedback whistling
Chew/swallow
Use in noisy situations
Wind noise
Percent
Very Satisfied Satisfied Somewhat satisfied
Detailed Positive Satisfaction in ADetailed Positive Satisfaction in AAscending Order (#10-18)Ascending Order (#10-18)
14
16
14
20
14
18
17
12
15
37
36
36
29
37
32
30
32
30
20
14
19
23
23
18
16
22
14
0 10 20 30 40 50 60 70 80 90 100
Battery life
Ease/volume adjustment
Natural sounding
Overall satisfaction
Clearness tone/sound
Telephone
Value
Directionality
School/classroom
Percent
Very Satisfied Satisfied Somewhat satisfied
Detailed Positive Satisfaction in Detailed Positive Satisfaction in Ascending Order (#19-27)Ascending Order (#19-27)
20
18
12
18
16
18
17
16
13
35
36
43
37
34
37
34
34
39
19
21
18
15
24
12
16
21
18
0 10 20 30 40 50 60 70 80 90 100
Place of worship
Car
Frequency of cleaning
Warranty
Restaurant
On-going expense
Workplace
Concert/Movie
Sound of voice
Percent
Very Satisfied Satisfied Somewhat satisfied
Detailed Positive Satisfaction in ADetailed Positive Satisfaction in AAscending Order (#28-36)Ascending Order (#28-36)
26
19
20
18
21
22
18
16
16
38
48
44
45
41
40
42
40
39
21
11
15
10
22
19
17
19
23
0 10 20 30 40 50 60 70 80 90 100
Benefit
Visibility
Reliability
Packaging
Small groups
T.V.
Listening to music
Leisure activities
Outdoors
Percent
Very Satisfied Satisfied Somewhat satisfied
Detailed Positive Satisfaction in Detailed Positive Satisfaction in Ascending Order (#37-45)Ascending Order (#37-45)
51
51
51
44
43
44
37
30
26
35
35
33
39
37
33
40
47
46
8
8
8
8
11
9
13
12
14
0 10 20 30 40 50 60 70 80 90 100
Professional HHP
Knowledge HHP
Quality service HHP
Front office staff
Create expectations
Post-purchase service
One-on-one
Ease/battery change
Fit/comfort
Percent
Very Satisfied Satisfied Somewhat satisfied
Multiple Environmental Listening Utility (MELU) is Multiple Environmental Listening Utility (MELU) is the key to improving overall satisfaction. the key to improving overall satisfaction. Hearing instruments < 6 years (n=1,368)Hearing instruments < 6 years (n=1,368)
1723
15
36
53 5563
70
84 82 8491
0% <10% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Percent of Listening Situations Satisfied
0
20
40
60
80
100Overall H.I. Satisfaction
Factors Correlated with DigitalFactors Correlated with Digital• HIA statistics demonstrate 50% digital HIA statistics demonstrate 50% digital
penetration previous 5 years.penetration previous 5 years.• MarkeTrak survey presents consumer MarkeTrak survey presents consumer
with a number of product features for with a number of product features for which consumer responds:which consumer responds:– ““Yes”, “No”, “Not sure”Yes”, “No”, “Not sure”– HA purchased last 5 yearsHA purchased last 5 years– MarkeTrak consumer indicates – 47% digital.MarkeTrak consumer indicates – 47% digital.
• Compare “Yes” with “No”.Compare “Yes” with “No”.
Factors Correlated with DigitalFactors Correlated with Digital• One negativeOne negative
– Ease of volume adjustment (-11%)Ease of volume adjustment (-11%)
• 20% + difference:20% + difference:– Comfort with loud soundsComfort with loud sounds
• 15-19% + difference15-19% + difference– Sound quality (fidelity)Sound quality (fidelity)– Whistling/feedbackWhistling/feedback– WorkplaceWorkplace– Use in noisy situationsUse in noisy situations– Wind noiseWind noise
Factors Correlated with DigitalFactors Correlated with Digital
• 11-14% + difference11-14% + difference– Soft sounds audibleSoft sounds audible– Telephone and cellphoneTelephone and cellphone– Clarity of soundClarity of sound– Sound of voiceSound of voice– Natural soundingNatural sounding– Chewing/swallowingChewing/swallowing– Overall satisfactionOverall satisfaction– Localization of soundLocalization of sound– Leisure activitiesLeisure activities
Satisfaction & HL SeveritySatisfaction & HL Severity
• User population divided into Quintiles based User population divided into Quintiles based on factor scores of:on factor scores of:– # ears impaired# ears impaired– Perception of HLPerception of HL– Unaided APHAB (with exception of AV)Unaided APHAB (with exception of AV)– Gallaudet ScaleGallaudet Scale
• Difference scoresDifference scores– Quintile 1 (bottom 20% on subjective hearing loss)Quintile 1 (bottom 20% on subjective hearing loss)– Quintile 5 (Top 20% on subjective hearing loss) Quintile 5 (Top 20% on subjective hearing loss)
Largest DifferencesLargest Differences
• 25% + difference25% + difference– Cell phoneCell phone
• 15-19% difference15-19% difference– Comfort with loud soundsComfort with loud sounds– Able to hear soft soundsAble to hear soft sounds– School/classroom usageSchool/classroom usage– Wind noiseWind noise– Large GroupLarge Group– TelephoneTelephone– Concert/movieConcert/movie– DirectionalityDirectionality– Listening to MusicListening to Music
• 11-14% difference11-14% difference– TVTV– Place of worshipPlace of worship– Leisure activitiesLeisure activities– Whistling/feedbackWhistling/feedback– WorkplaceWorkplace– Use in noisy situationsUse in noisy situations– Richness soundRichness sound– RestaurantRestaurant– CarCar– OutdoorsOutdoors– Natural soundingNatural sounding
Hearing Instrument Hearing Instrument Improvements Sought by Improvements Sought by
ConsumersConsumersMarkeTrak VIMarkeTrak VI
20022002
Hearing Aid Improvements Sought by Hearing Aid Improvements Sought by Current Hearing Aid Owners (n=2,428)Current Hearing Aid Owners (n=2,428)
(Highly desirable scores =4-5 on 5 point scale)(Highly desirable scores =4-5 on 5 point scale)
9588
858483828281817977
7473
Speech in noiseBetter sound quality
Less whistle/buzzingLower price
More soft soundsLonger lasting batteries
Work better on telephoneLoud sounds less painful
Speech in quietBetter fit & comfort
Should have VCLonger money back guarantee
Less costly to repair
0 10 20 30 40 50 60 70 80 90 100
% highly desirable
Hearing Aid Improvements Sought by Hearing Aid Improvements Sought by Current Hearing Aid Owners (n=2,428)Current Hearing Aid Owners (n=2,428)
(Desirable scores =4-5 on 5 point scale)(Desirable scores =4-5 on 5 point scale)
7271
666362
5652
483432
2821
15
Easier to regulate volumeMask tinnitus
Easier to cleanWork better on cell phone
Better sound to musicShould not break down as much
Less visibilityEasier battery change2-5 year payment plan
Should have remoteMore fashionable
ColorLease hearing aid
0 10 20 30 40 50 60 70 80 90 100
% highly desirable
MarkeTrak VII: MarkeTrak VII: Obstacles to Hearing Aid AdoptionObstacles to Hearing Aid AdoptionAmong Adult Non-users in the U.S.Among Adult Non-users in the U.S.
April 2007April 2007
Hearing JournalHearing Journal
IntroductionIntroduction
• Hearing aid adoption rate stubborn at about Hearing aid adoption rate stubborn at about 20%.20%.
• Growth to 23% penetration due to Internet Growth to 23% penetration due to Internet and VA.and VA.
• Known serious consequences of untreated Known serious consequences of untreated hearing loss.hearing loss.
• Why do so many people delay or avoid Why do so many people delay or avoid amplification?amplification?– Close to 23 million adultsClose to 23 million adults– 1.5 million children/dependents <age 231.5 million children/dependents <age 23
MethodMethod
• 3,000 adult non-adopters from MarkeTrak VII 3,000 adult non-adopters from MarkeTrak VII databasedatabase
• 77% response rate 77% response rate • 2,300 responded to 7 page survey2,300 responded to 7 page survey• 64 reasons why they don’t use hearing aids.64 reasons why they don’t use hearing aids.• Reasons for return if tried HAReasons for return if tried HA• Factors that might entice themFactors that might entice them• Focus on top 50% of people with hearing Focus on top 50% of people with hearing
loss.loss.
HA owners versus non-ownersHA owners versus non-owners
• Not terribly dissimilar.Not terribly dissimilar.• Non-adopters younger w/ less severe loss.Non-adopters younger w/ less severe loss.
– Bilateral loss (61% versus 83%)Bilateral loss (61% versus 83%)– Perceived mild hearing loss (39% versus 7%)Perceived mild hearing loss (39% versus 7%)– Ability to hear whisper across a room without visual Ability to hear whisper across a room without visual
cues (16% versus 5%)cues (16% versus 5%)– Modal unaided APHAB (40-49% versus 50-59%)Modal unaided APHAB (40-49% versus 50-59%)
• Non-adopters segmented into hearing loss decile as in Non-adopters segmented into hearing loss decile as in “income study”“income study”– 1 = lower 10% of hearing loss – U.S. population1 = lower 10% of hearing loss – U.S. population– 10= top 10% of hearing loss – U.S. population10= top 10% of hearing loss – U.S. population
Aided versus unaided populations by Aided versus unaided populations by hearing loss decile. hearing loss decile.
0200400600800
100012001400160018002000220024002600280030003200
1 2 3 4 5 6 7 8 9 10
Hearing Loss Decile
Po
pu
lati
on
Siz
e (0
00)
Aided Unaided
Hearing aid adoption rates by hearing Hearing aid adoption rates by hearing loss decile.loss decile.
1.9 4.16.6
11.315.5
23.929.8
48.3
59.9
37.7
0
10
20
30
40
50
60
70
1 2 3 4 5 6 7 8 9 10
Hearing Loss Decile
HI
Pen
etra
tio
n (
%)
83% hearing aid owners
39% non-adopters
Non-adoptersNon-adopters
• New hearing aid user is age 70.New hearing aid user is age 70.
• Non-adopter ages vary from a low of Non-adopter ages vary from a low of age 56 (decile 1) to 61 (deciles 6+).age 56 (decile 1) to 61 (deciles 6+).
• Why such a large age difference?Why such a large age difference?
• Let’s control for hearing loss & then Let’s control for hearing loss & then look at adoption rates.look at adoption rates.
Hearing aid adoption by HL decile controlling Hearing aid adoption by HL decile controlling for age; evidence for the effects of age stigma.for age; evidence for the effects of age stigma.
0102030405060708090
100
1 2 3 4 5 6 7 8 9 10
Hearing Loss Decile
HI
Pen
etra
tio
n (
%)
21-44 45-54 55-64 65-74 75+
Percent of hearing-impaired evaluated for Percent of hearing-impaired evaluated for hearing loss and recommendations received.hearing loss and recommendations received.
0
10
20
30
40
50
60
Family doctor ENT Audiologist HIS
Discussed hearing Referred/test Get HA
Don’t get HA Wait/retest Surgery
Number of positive recommendations for Number of positive recommendations for hearing aids compared to negative hearing aids compared to negative
recommendations by professional (1984-2004).recommendations by professional (1984-2004).
0.3 0.30.6
2.6
0.30.5
0.9
3.1
0.71
1.3
2.8
0
0.5
1
1.5
2
2.5
3
3.5
Family doctor ENT Audiologist HIS
1984 1994 2004
Hearing ScreeningHearing Screening
• Problem resolution begins with problem Problem resolution begins with problem identification.identification.
• 50% of adult non-adopters never had 50% of adult non-adopters never had their hearing professionally tested.their hearing professionally tested.
• Huge progress when comparing Huge progress when comparing positive to negative recommendations positive to negative recommendations from professionals.from professionals.
Hearing solution adoption model Hearing solution adoption model
BHIMission
Specific drivers:Internal stigmaExternal stigmaInfluencersProduct perceptionService perceptionPhysicians attitudeFear
Physicalimpairment
Stages of denial
Perceived loss ofcommunicationperformance & need
Attitude towardgetting hearingsolutions
Behavior intent/Hearing healthsolutions
Predisposition
Price & hearing health solution delivery model
Drivers:Perceived ageCommunication situationsChange & emotional reactionSocial comparisonAlternative solutions
General moderators: Socio economic status Health Personality Lifestyle Social network Emotional state
Medical careSurgeryAural rehabCochlear Impl.Hearing AidsALDsBehavior Modif.
Reasons for non-adoption of hearing aids: Reasons for non-adoption of hearing aids: Top 5 deciles of hearing lossTop 5 deciles of hearing loss
9
12
13
24
29
32
33
52
53
60
71
10
8
11
23
17
16
13
16
24
16
19
0 10 20 30 40 50 60 70 80 90 100
Vision or dexterity
Experience with HA
Trust
Social network rec.
Professional rec.
Stigma
Knowledge
Attitude toward HA
Minimization/need
Financial
Type of hearing loss
Percent
Definite Somewhat
Reasons for not-adoption of hearing aidsReasons for not-adoption of hearing aidsFactor = Hearing LossFactor = Hearing Loss
6
7
23
20
18
19
29
22
25
71
3
7
11
16
20
20
14
28
27
19
0 10 20 30 40 50 60 70 80 90 100
Had surgery
Need surgery
Unilateral
Have nerve deafness
Low frequency loss
High frequency loss
Tinnitus
Loss too mild
Loss not severe enough
Total
Percent
Definite Somewhat
Reasons for not-adoption of hearing aidsReasons for not-adoption of hearing aidsFactor = financialFactor = financial
5
25
35
49
60
6
20
17
15
16
0 10 20 30 40 50 60 70 80 90 100
Use less expensivedevice
Not worth expense
Expensive to maintain
Can't afford
Total
Percent
Definite Somewhat
Median income comparing people who state they can and Median income comparing people who state they can and cannot afford hearing aids controlling for age.cannot afford hearing aids controlling for age.
62.567.5
72.5
62.5
41.3
31.323.8
31.323.8
20
0
10
20
30
40
50
60
70
80
21-44 45-54 55-64 65-74 75+
Age Group
Mea
n H
ou
seh
old
In
com
e $(
000)
Can afford Can't afford
Reasons for not-adoption of hearing aidsReasons for not-adoption of hearing aidsFactor = Minimization or lack of needFactor = Minimization or lack of need
14
12
12
17
32
24
53
16
18
19
24
20
29
24
0 10 20 30 40 50 60 70 80 90 100
Occupation does not require it
Do not socialize with many people
Do not need fine hearing
Loss not disruptive to life
Have more serious priorities
Hear well enough in most situations
Total
Percent
Definite Somewhat
Reasons for not-adoption of hearing aidsReasons for not-adoption of hearing aidsFactor = Attitudes towards hearing aidsFactor = Attitudes towards hearing aids
21
19
20
22
24
26
25
27
32
52
15
18
18
19
18
18
20
20
16
16
0 10 20 30 40 50 60 70 80 90 100
Require frequent battery change
Require too many adjustments
Do not perform as promised
Hassle
Don’t work in crowds
Whistling and feedback
Pick up background noise
Do not restore hearing to normal
Do not work in noise
Total
Percent
Definite Somewhat
Reasons for not-adoption of hearing aidsReasons for not-adoption of hearing aidsFactor = Attitudes towards hearing aids (Cont.)Factor = Attitudes towards hearing aids (Cont.)
10
13
15
14
11
13
16
15
16
52
16
15
15
16
19
18
16
17
19
16
0 10 20 30 40 50 60 70 80 90 100
They break down
Uncomfortable
Do not work in humid climates
Unnatural sound
Limited situational use
Difficult to handle
Do not fit well
Cannot be used on phone
They don't work well
Total
Percent
Definite Somewhat
Reasons for not-adoption of hearing aidsReasons for not-adoption of hearing aidsFactor= Knowledge & experienceFactor= Knowledge & experience
9
9
8
9
9
11
33
7
7
9
10
10
29
13
0 10 20 30 40 50 60 70 80 90 100
Tried and do not work
Tried and do not like
Do not know where to get hearing aids
Do not know where to get tested
Vision or dexterity problems
Hearing not tested yet
Total knowledge
Percent
Definite Somewhat
Reasons for hearing aid return (n=237)Reasons for hearing aid return (n=237)
6
16
18
19
29
35
36
38
49
51
0 10 20 30 40 50 60
Stigma
Reliability
Difficult to handle
Phone utility
Sound quality
Comfort
Value
Whistling/feedback
Background noise
Benefit
Percent
Reasons for not-adoption of hearing aidsReasons for not-adoption of hearing aidsFactor = StigmaFactor = Stigma
1112131617181719
1722
32
9
10
13
12
12
13
14
15
18
13
16
0 10 20 30 40 50 60 70 80 90 100
Make you look mentally slow
People make fun of you
Make you look weak and feeble
People treat you differently
Too proud to wear
Make you look old
Make you look disabled
Too embarrassed to wear
Noticeable
Do not admit hearing loss in public
Total stigma
Percent
Definite Somewhat
Reasons for not-adoption of hearing aidsReasons for not-adoption of hearing aidsFactor = Professional recommendationsFactor = Professional recommendations
10
14
20
22
29
10
15
12
13
17
0 10 20 30 40 50 60 70 80 90 100
Hearing instrument specialist
Family doctor
Audiologist
ENT
Total professionals
Percent
Definite Somewhat
Reasons for not-adoption of hearing aidsReasons for not-adoption of hearing aidsFactor= Social network recommendationsFactor= Social network recommendations
7
10
11
14
24
11
13
15
14
23
0 10 20 30 40 50 60 70 80 90 100
Child opinion
Friend opinion
Other hearing aid owner opinion
Spouse opinion
Total network
Percent
Definite Somewhat
Reasons for not-adoption of hearing aidsReasons for not-adoption of hearing aidsFactor = TrustFactor = Trust
7
9
11
13
9
9
11
11
0 10 20 30 40 50 60 70 80 90 100
Do not trust doctors
Do not trustaudiologists
Do not trustdispensers of HA
Total trust
Percent
Definite Somewhat
Hearing aid adoption intent by hearing loss Hearing aid adoption intent by hearing loss decile.decile.
05
10152025303540
Total 1 2 3 4 5 6 7 8 9 10
Hearing Loss Decile
Per
cent
Next 6 months 12 months 2-4 years
Positive impact of hearing aid enhancements Positive impact of hearing aid enhancements on the total hearing loss population currently on the total hearing loss population currently
not using hearing aids.not using hearing aids.
10
11
11
19
19
20
27
40
0 10 20 30 40 50
Language translator
Built in FM radio
MP3 connectivity
Self fit/adjust
Headset functionality to phone
Built into fashionable eyeglass
Able to buy software upgrade
$500 tax credit
Percent
Reasons for intent to purchase hearing aidsReasons for intent to purchase hearing aids
7
8
8
8
10
12
15
15
18
20
22
62
67
0 10 20 30 40 50 60 70 80
Employment
Family doctor
Improved finances
Free hearing aid
HIS
Price
ENT
PR & media
HA owner
Safety concerns
Audiologist
Family member
HL got worse
Opportunities Opportunities
MotivationMotivation
• Key reason for purchasing is recognition that Key reason for purchasing is recognition that hearing loss has gotten worse.hearing loss has gotten worse.
• 50% need testing50% need testing• Concerted effort to test either objectively or Concerted effort to test either objectively or
subjectively (e.g. BHI Quick Hearing Check).subjectively (e.g. BHI Quick Hearing Check).– Physician officesPhysician offices– Free hearing checks by HHP in and outside of Free hearing checks by HHP in and outside of
office.office.
• Problem recognition is a critical precursor to Problem recognition is a critical precursor to problem resolution.problem resolution.
Professional RecommendationsProfessional Recommendations
• Significant improvement over last 20 Significant improvement over last 20 years.years.
• Continued physician education needed:Continued physician education needed:– Efficacy of hearing aidsEfficacy of hearing aids– Improved customer satisfactionImproved customer satisfaction– Evidence based criticalEvidence based critical– Need hearing testing as part of best Need hearing testing as part of best
practice protocol for family doctor.practice protocol for family doctor.
Surgery and HA TrialSurgery and HA Trial
• 12% of population may not be candidates for 12% of population may not be candidates for hearing aids.hearing aids.
• That’s 2.75 million peopleThat’s 2.75 million people• Close to 1 out of 10 tried and rejected Close to 1 out of 10 tried and rejected
hearing aids and found:hearing aids and found:– Insufficient benefitInsufficient benefit– Problems in noiseProblems in noise
• 40% of most serious hearing loss group 40% of most serious hearing loss group (decile 10) found that HA did not help their (decile 10) found that HA did not help their hearing loss.hearing loss.
Attitudes towards hearing lossAttitudes towards hearing loss
• People with serious hearing loss still believe:People with serious hearing loss still believe:– Hearing loss too mild for HAHearing loss too mild for HA– Many believe their life style precludes Many believe their life style precludes
need for better hearing.need for better hearing.
• Continued PR on impact of untreated hearing Continued PR on impact of untreated hearing loss especially for younger segments critical loss especially for younger segments critical to move them toward a solution.to move them toward a solution.
Misinformation about candidacyMisinformation about candidacy
• Opportunity to correct misinformation Opportunity to correct misinformation on who can be helped with hearing on who can be helped with hearing aids.aids.– High frequency hearing lossHigh frequency hearing loss– Low frequency hearing lossLow frequency hearing loss– ““Nerve damage” – probably sensorineuralNerve damage” – probably sensorineural– Unilateral hearing lossUnilateral hearing loss
TinnitusTinnitus
• 4 out of 10 also have tinnitus4 out of 10 also have tinnitus
• May be contraindicative of candidacy or May be contraindicative of candidacy or may be an opportunity.may be an opportunity.
• For PR purposes need greater For PR purposes need greater understanding of effectiveness of understanding of effectiveness of hearing aids in masking tinnitus.hearing aids in masking tinnitus.
Attitudes towards hearing aidsAttitudes towards hearing aids
• Need to demonstrate to this population:Need to demonstrate to this population:– Improved ability to communicate in noiseImproved ability to communicate in noise– Reduction in aversiveness of sounds when using Reduction in aversiveness of sounds when using
hearing aids.hearing aids.– Reduction in hassle factor (maybe now with open Reduction in hassle factor (maybe now with open
fit HA)fit HA)– 4.4 million potential users were told NOT to try 4.4 million potential users were told NOT to try
hearing aids by HA owners.hearing aids by HA owners.– 17% have hearing aids in drawer – needs to be 17% have hearing aids in drawer – needs to be
reduced because of impact on negative word of reduced because of impact on negative word of mouth advertising.mouth advertising.
Attitudes towards hearing aidsAttitudes towards hearing aids
• Need to demonstrate to this population Need to demonstrate to this population (Continued):(Continued):– Benefit has to be increased.Benefit has to be increased.
• 28% absolute benefit28% absolute benefit• Translates into 44% problem resolutionTranslates into 44% problem resolution
– Need greater utility in various listening Need greater utility in various listening situations especially phone, cellphone, and situations especially phone, cellphone, and group situations.group situations.
FinancesFinances
• Significant barrier to two out of three (64%)Significant barrier to two out of three (64%)• Evidence that finances NOT a convenient Evidence that finances NOT a convenient
excuse.excuse.• Initiatives to mitigate this problem critical:Initiatives to mitigate this problem critical:
– Tax credit billTax credit bill– InsuranceInsurance– Education on available help (e.g. charities, VA, Education on available help (e.g. charities, VA,
union, flex dollar programs in corporations, etc)union, flex dollar programs in corporations, etc)
• 40% indicate greater likelihood of HA trial 40% indicate greater likelihood of HA trial with tax credit of $500.with tax credit of $500.
ConclusionsConclusions
• Model of hearing aid adoption is complex.Model of hearing aid adoption is complex.• No one initiative will be enough.No one initiative will be enough.• First – person must recognize their loss.First – person must recognize their loss.• Second – must recognize loss causes them Second – must recognize loss causes them
problems.problems.• Third – must believe there is a reasonable probability Third – must believe there is a reasonable probability
that visiting a HHP will sufficiently solve their that visiting a HHP will sufficiently solve their problem.problem.
• Some obstacles are perceptual and some are real.Some obstacles are perceptual and some are real.• HIA research on improving consumer’s journey is a HIA research on improving consumer’s journey is a
critical step in introducing more people to the world of critical step in introducing more people to the world of better hearing.better hearing.
ConclusionsConclusions
• Demography – demonstrates extent of Demography – demonstrates extent of problem.problem.
• Challenge common myths about hearing loss Challenge common myths about hearing loss ((e.g. only an issue of aging).e.g. only an issue of aging).
• Positive customer satisfaction ratings can Positive customer satisfaction ratings can elevate image of hearing aids and HHP .elevate image of hearing aids and HHP .
• Impact of untreated hearing loss on QOL Impact of untreated hearing loss on QOL (e.g. Income) can motivate younger hearing-(e.g. Income) can motivate younger hearing-impaired.impaired.
• Build interventions based on understanding Build interventions based on understanding barriers to seeking a hearing loss solution.barriers to seeking a hearing loss solution.
Looking Back – Looking ForwardLooking Back – Looking ForwardStrategic PlanStrategic Plan
GoalsGoals
• Summarize 3 year performance of BHI Summarize 3 year performance of BHI CY2004-CY2006.CY2004-CY2006.
• Establish strategies and tactics for the Establish strategies and tactics for the immediate future – CY2007 forward.immediate future – CY2007 forward.– Core activities (BHI & PR firm)Core activities (BHI & PR firm)– Special projectsSpecial projects
Re-birth of BHIRe-birth of BHI
• Rebrand CY 2004 Rebrand CY 2004 – New logo, look and feelNew logo, look and feel– Develop consumer literatureDevelop consumer literature– Develop websiteDevelop website– Recruit world-class technical advisory councilRecruit world-class technical advisory council– Mission and strategyMission and strategy
• Measure value of physician marketing efforts 2000-Measure value of physician marketing efforts 2000-2004 in 40 test cities 2004 in 40 test cities
• Retain PR firm (Strategy XXI, NY) April 2005Retain PR firm (Strategy XXI, NY) April 2005
MissionMission
• Educate public and medical profession:Educate public and medical profession: Hearing lossHearing loss Hearing loss treatmentHearing loss treatment Hearing loss preventionHearing loss prevention
• BHI dual nature:BHI dual nature: Educational component – Better HearingEducational component – Better Hearing Institute component – research.Institute component – research.
Key StrategiesKey Strategies
• Elevate the problem of hearing loss in Elevate the problem of hearing loss in America. America. (general public, medical (general public, medical profession, media).profession, media).
• Remove or mitigate obstacles to earlier Remove or mitigate obstacles to earlier hearing loss solutions.hearing loss solutions.
• Establish BHI as go-to place for credible Establish BHI as go-to place for credible information.information.
Overall GoalsOverall Goals• Reduce the average age of new first time Reduce the average age of new first time
users of hearing aids.users of hearing aids.• Increase the traffic into hearing healthcare Increase the traffic into hearing healthcare
professional offices.professional offices.• Improve the quality of life of millions of Improve the quality of life of millions of
Americans with untreated hearing loss.Americans with untreated hearing loss.• Accomplish by employing tactics that Accomplish by employing tactics that
generate positive impressions in the generate positive impressions in the media.media.• Attitude changeAttitude change• Behavioral changeBehavioral change
Model for BHI MissionModel for BHI Mission
BHIMission
Specific drivers:Internal stigmaExternal stigmaInfluencersProduct perceptionService perceptionPhysician’s attitudeFear of solution
Physicalimpairment
Stages of denial
Perceived loss ofcommunicationperformance & need
Attitude towardgetting hearingsolutions
Behavior intent/Hearing healthsolutions
Predisposition
Price & hearing health solution delivery model
Drivers:Perceived ageCommunication situationsChange & emotional reactionSelf awarenessAlternative solutions
General moderators: Socio economic status Health Personality Lifestyle Social network Emotional state
Medical careSurgeryAural rehabCochlear Impl.Hearing AidsALDsBehavior Modif.
Impression Flow 2000-2005Impression Flow 2000-2005
BHI
HHP
MD/ nurses
Public
Impression Flow 2005 ForwardImpression Flow 2005 Forward
BHI
BHI Web
HHP
MD/ nurses
Media
CorporatePublic
Medical Org.
HH Org
Mfgs.
TV
Radio
Web
Business
Pharmacy
Health
Targeted
Senior
Targeted
Lifestyle
Listening situations
Hierarchy of ImpressionsHierarchy of Impressions
Hearing loss demography without reference to BHI
Reference to BHI literature or website in key publication or website.
Feature article on hearing loss focusing on quality of life such as employability.
Wide-scale PSA placement or syndicated news feature on BHI QOL agenda; 9.5 minute PBS documentary.
Millions of impressions
Weak impression
Powerful impression
BHI website at 13 minutes per consumer visit.
BHI Main TacticsBHI Main Tactics
Hearing Solution
Key Consumer Tactics
Physician Involvement
Advanced
TechnologyHOH Person
Leverage QOL
Denial Solution
Stigma alleviation
Recognize HL
Encyclopedic Resource to Family
Evaluation of BHI Activities and Evaluation of BHI Activities and Tactics 2005-2006Tactics 2005-2006
Looking BackLooking Back
BHI WebsiteBHI Website
Value of WebValue of Web• Print media continues to decrease as people get instant Print media continues to decrease as people get instant
access to information via the Internet. We would expect access to information via the Internet. We would expect the Internet to be even more important as the target the Internet to be even more important as the target audience (baby boomers) explore options for their audience (baby boomers) explore options for their hearing loss.hearing loss.
• For a modest investment of about $18,000 a year we For a modest investment of about $18,000 a year we continue to upgrade our website.continue to upgrade our website.– More resourcesMore resources– Articles for consumer, medical, pressArticles for consumer, medical, press– Videos (PBS documentary, virtual tour of ear with commentary, Videos (PBS documentary, virtual tour of ear with commentary,
notable radio/TV appearances)notable radio/TV appearances)– Website for physiciansWebsite for physicians– Website for hearing health professionalsWebsite for hearing health professionals
BHI Visitors 2005-2006BHI Visitors 2005-2006Traffic (406k) up 87% over last yearTraffic (406k) up 87% over last year
Average time – 13 minutesAverage time – 13 minutes
05
101520253035404550
1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12
Date
Vis
itor
s (0
00) AARP
iPod PBS
2005 2006
Top 10 Pages Read (CY 2006)Top 10 Pages Read (CY 2006)
RankRank Web Page/sectionWeb Page/section
11 HL and quality of lifeHL and quality of life
22 Hearing lossHearing loss
33 Celebrities and hearing lossCelebrities and hearing loss
44 Hearing aidsHearing aids
55 Request information (Guides)Request information (Guides)
66 HL preventionHL prevention
77 Quick hearing checkQuick hearing check
88 Research (MarkeTrak)Research (MarkeTrak)
99 TinnitusTinnitus
1010 PressPress
BHI Physician ProgramBHI Physician Program
BHI Physician ProgramBHI Physician Program
• Physician Referral Development ProgramPhysician Referral Development Program Only BHI initiative 2000-2004.Only BHI initiative 2000-2004.
• Program to date Program to date 2,400 hearing healthcare practices currently 2,400 hearing healthcare practices currently
enrolled enrolled Approximately 25,000 physician kits distributed.Approximately 25,000 physician kits distributed.
• Demonstrated to increase referrals in controlled 36 Demonstrated to increase referrals in controlled 36 month market analysis.month market analysis.
• Estimated retail value - $29 million per year.Estimated retail value - $29 million per year.
Medical PRMedical PR• PSA accepted by:PSA accepted by:
– NE Journal MedicineNE Journal Medicine• 2 B & W placements so 2 B & W placements so
farfar
• Indefinite placement Indefinite placement and rotation about on 6 and rotation about on 6 month basis.month basis.
• $Ad value = $16,000$Ad value = $16,000
– American Journal of American Journal of MedicineMedicine
– Medical EconomicsMedical Economics
• Free physician kit Free physician kit designed.designed.
• New BHI web/MDNew BHI web/MD
Medical PR – MD websiteMedical PR – MD website
Physician ProgramPhysician Program
• Self-nominated direct mail physician kit. Self-nominated direct mail physician kit. – CME course by ENTCME course by ENT
• Hearing LossHearing Loss• Efficacy of hearing aidsEfficacy of hearing aids• Hearing aids and quality of lifeHearing aids and quality of life
– 2 JAMA reprints on screening2 JAMA reprints on screening– Quick Hearing Check PadQuick Hearing Check Pad
• 160 physician kits redeemed YTD. 160 physician kits redeemed YTD.
Other Medical InitiativesOther Medical Initiatives
• Contacted key medical associations to make Contacted key medical associations to make hearing screening part of a National best hearing screening part of a National best practice patient protocol. practice patient protocol. (DRF and HJ joined (DRF and HJ joined activity) activity)
• AAFP contacted us and have referred the AAFP contacted us and have referred the matter to their scientific committee.matter to their scientific committee.
• Met with AAO-HNS executive staff to explore Met with AAO-HNS executive staff to explore partnership.partnership.
ResearchResearch
ResearchResearch
• Key element of PR initiatives and re-Key element of PR initiatives and re-branding of BHI.branding of BHI.
• Effectiveness of physician education Effectiveness of physician education efforts - 2004efforts - 2004
• Thin-tube BTE survey - 2006Thin-tube BTE survey - 2006• MarkeTrak VIIIMarkeTrak VIII
– planning summer 2008; will be seeking planning summer 2008; will be seeking industry input.industry input.
– Screening 11/2008Screening 11/2008– Detailed survey 1/2009Detailed survey 1/2009
Consumer InitiativesConsumer Initiatives
Consumer LiteratureConsumer Literature
• 1 print booklet 1 print booklet ‘Your Guide to ‘Your Guide to Better Hearing”Better Hearing”– Distributed 42,000 program to Distributed 42,000 program to
date.date.
• 3 electronic eGuides3 electronic eGuides– Your Guide to Better HearingYour Guide to Better Hearing– Guide to Your Child’s HearingGuide to Your Child’s Hearing– Your Guide to Hearing AidsYour Guide to Hearing Aids
– 5,092 downloaded program to 5,092 downloaded program to date. date.
MediaMedia
MediaMedia
• Critical as a means of elevating the Critical as a means of elevating the problem of hearing loss in America.problem of hearing loss in America.
• 501c3 status establishes opportunity 501c3 status establishes opportunity for free or low cost ad placement.for free or low cost ad placement.
• Goal to manufacture more + news.Goal to manufacture more + news.
• Release more frequent, media-Release more frequent, media-friendly research or articles.friendly research or articles.
• Use of Strategy XXI April 2005-Use of Strategy XXI April 2005-December 2006December 2006
PBS DocumentaryPBS Documentary• Creative outcomes:Creative outcomes:
– 9.5 minute video brochure (8/06) 9.5 minute video brochure (8/06) – 6 minute mini-PBS documentary 6 minute mini-PBS documentary
(11/06)(11/06)• Funding by SonionFunding by Sonion• Audience: Minimum 500 showings; 3-Audience: Minimum 500 showings; 3-
5 million viewers5 million viewers• Nielsen monitored (Jan, Apr 2007)Nielsen monitored (Jan, Apr 2007)
– Sep-Dec 06Sep-Dec 06– 45% sampling (9.5 min.)45% sampling (9.5 min.)– 204 showings204 showings– 1 million people1 million people
Key PR Initiatives 2005-2006Key PR Initiatives 2005-2006• MarkeTrak VII demography and impact of MarkeTrak VII demography and impact of
hearing loss on income.hearing loss on income.• MarkeTrak VII – customer satisfaction in the MarkeTrak VII – customer satisfaction in the
digital age.digital age.• Leverage iPod media fixation.Leverage iPod media fixation.• Introduction of BHI Children’s eGuide.Introduction of BHI Children’s eGuide.• Support for the tax-credit bill.Support for the tax-credit bill.• Ongoing – quality of life.Ongoing – quality of life.• Dr. Cerf as spokesperson (minor effort)Dr. Cerf as spokesperson (minor effort)• Physician PSAPhysician PSA• PBS Documentary with 1PBS Documentary with 1stst BHI celebrity Cerf BHI celebrity Cerf
BHI Getting Increased Media AttentionBHI Getting Increased Media AttentionWhat’s It Worth?What’s It Worth?
Paid BHI PR PlacementsPaid BHI PR PlacementsAudience and ValueAudience and Value
CampaignCampaign PlacementsPlacements ImpressionsImpressions $ ad Value$ ad ValueNAPS - IncomeNAPS - Income 404404 19,990,00019,990,000 $74,200$74,200
NAPS NAPS HL PreventionHL Prevention
324324 7,300,0007,300,000 $23,800$23,800
ARA Content ARA Content Tax Credit BillTax Credit Bill
230230 1,998,0001,998,000 $39,900$39,900
TotalTotal 948948 29,288,00029,288,000 $137,900$137,900
Cost:
$11,000 for 3 placements
Rate= .04 cents
Free BHI PR Print/web PlacementsFree BHI PR Print/web PlacementsAudience and ValueAudience and Value
CampaignCampaign PlacementsPlacements ImpressionsImpressions ValueValueGoogle AdsGoogle Ads Continuous webContinuous web 35,000 (click 35,000 (click
through)through)$27,000$27,000
Burrelle-Luce Burrelle-Luce Report of all Report of all print/web print/web placements on placements on MarkeTrak, MarkeTrak, children’s children’s eGuide, Income eGuide, Income study, HL study, HL prevention.prevention.
148148 59,453,00059,453,000 $543,004$543,004
TVAppearances or mentionsTVAppearances or mentions
AppearanceAppearance PlacementsPlacements ImpressionsImpressions ValueValueRetirement Retirement Living NetworkLiving Network
2 East coast 2 East coast cablecable
12 minutes 12 minutes @250k pm@250k pm
9,500,0009,500,000 $3,000,000$3,000,000
PBS PBS documentary documentary
(9/06-11/06)(9/06-11/06)
204 placements204 placements
71 stations71 stations
Nielsen Nielsen monitoringmonitoring
45% response45% response
1,049,3001,049,300 ????
ABC news – NYABC news – NY 1 – 15 seconds1 – 15 seconds 8,246,0008,246,000 $24,264$24,264
CNBC CNBC squawkboxsquawkbox
1 – 2 minutes1 – 2 minutes 97,00097,000 $2,526$2,526
TOTALTOTAL 208208 18,892,00018,892,000 $3,027,000$3,027,000
Radio appearancesRadio appearancesAppearanceAppearance PlacementsPlacements ImpressionsImpressions ValueValue
Radio Health Radio Health JournalJournal
400 local -12 400 local -12 minutesminutes
1,200,0001,200,000 $288,000$288,000
Martha Stewart Martha Stewart Living radioLiving radio
1 Sirius – 12 1 Sirius – 12 minutesminutes
???? ????
Local radio Local radio appearancesappearances
33 113,800113,800 $4,172$4,172
KGAM radio Palm KGAM radio Palm Springs PSASprings PSA
50 – 1 minute PSA50 – 1 minute PSA ???? $3,000$3,000
Project health radioProject health radio 106 local – 10 106 local – 10 minutesminutes
1,600,0001,600,000 $238,000$238,000
TOTALTOTAL 560560 2,913,8002,913,800 $544,172$544,172
Impression SummaryImpression Summary• 2005-2006 PR campaign garnered:2005-2006 PR campaign garnered:
– Approximately:Approximately:• 1884 placements1884 placements• 111 million impressions111 million impressions
– Various intensities – examples:Various intensities – examples:• Simple mention of 31.5 million HL populationSimple mention of 31.5 million HL population• BHI as sole or key reference on hearing loss by AARP and BHI as sole or key reference on hearing loss by AARP and
Women’s DayWomen’s Day• Feature article on income and hearing loss (Gannett news service)Feature article on income and hearing loss (Gannett news service)• Feature article (2) on hearing loss in the courtroom (ABA).Feature article (2) on hearing loss in the courtroom (ABA).• 12 minute segment on 400 radio stations12 minute segment on 400 radio stations• 12 minutes on Retirement Living Network (RLN) on directional 12 minutes on Retirement Living Network (RLN) on directional
digital hearing aids.digital hearing aids.• 9.5 minutes on PBS9.5 minutes on PBS
– Ad value - $4.26 million not all inclusive Ad value - $4.26 million not all inclusive
Celebrity & Notable American Celebrity & Notable American OutreachOutreach
Celebrity & Success Story OutreachCelebrity & Success Story Outreach• Based on MarkeTrak VII satisfaction Based on MarkeTrak VII satisfaction
ratings there are 3.9 million hearing aid ratings there are 3.9 million hearing aid success stories over the last 4 years.success stories over the last 4 years.
• Important to gather stories of famous Important to gather stories of famous and average American for media and average American for media program.program.
• Unable to secure referrals from HHP Unable to secure referrals from HHP (only 1) despite:(only 1) despite:– PSA to HH industryPSA to HH industry– Personal letters by mail – all HHPPersonal letters by mail – all HHP– Journal cooperationJournal cooperation– Personal meetings in about 10 speechesPersonal meetings in about 10 speeches
New Celebrities New Celebrities BHI SpokespeopleBHI Spokespeople
• Vinton Cerf – Co-founder of Internet and Vinton Cerf – Co-founder of Internet and Google Executive. Used in our PBS Google Executive. Used in our PBS documentarydocumentary
• Duke Fakir (4 Tops) Duke Fakir (4 Tops) Only HHP referralOnly HHP referral• Not household names.Not household names.• PSA program is hampered without new PSA program is hampered without new
celebrities.celebrities.• Better Hearing Month weakened without Better Hearing Month weakened without
new celebrities.new celebrities.
Notable American ProgramNotable American Program• Supplement to the celebrity program.Supplement to the celebrity program.• Gather success stories from Notable Americans Gather success stories from Notable Americans
from all walks of life:from all walks of life:– Lives changed due to: hearing aids, cochlear implants, Lives changed due to: hearing aids, cochlear implants,
surgery (otosclerosis)surgery (otosclerosis)– Teachers, writers, physicians, psychologists, athletes, Teachers, writers, physicians, psychologists, athletes,
local politicians, journalists, lawyers, pilots, etc.local politicians, journalists, lawyers, pilots, etc.
• Use in PR initiatives to counter negative image Use in PR initiatives to counter negative image of hearing healthcare in America. Many times the of hearing healthcare in America. Many times the press asks me for contacts for “success stories”.press asks me for contacts for “success stories”.
• Use to penetrate the social networks of key Use to penetrate the social networks of key occupations. occupations.
• People will listen to their peers perhaps more so People will listen to their peers perhaps more so than celebrities.than celebrities.
Notable American ProgramNotable American Program• Self nomination on front of BHI web.Self nomination on front of BHI web.• Dispenser incentive (Free BHI Dispenser incentive (Free BHI
material)material)• Only 3 success stories submitted.Only 3 success stories submitted.• Only 1 referral from HHP – which we Only 1 referral from HHP – which we
rejected.rejected.• One success story (attorney) led to 2 One success story (attorney) led to 2
publications by American Bar publications by American Bar Association: Association: Untreated Hearing Loss: Untreated Hearing Loss: Risky Business in the Courtroom.Risky Business in the Courtroom.
Corporate PartnershipsCorporate Partnerships• Seeking partners or corporate sponsors or grants Seeking partners or corporate sponsors or grants
from foundations to expand our programs.from foundations to expand our programs.
Corporate Sponsorships & Corporate Sponsorships & FoundationsFoundations
• Personal meetings with Apple and phone contact Personal meetings with Apple and phone contact with Sony, CES.with Sony, CES.
• Grant requests to all small players in hearing health Grant requests to all small players in hearing health industry including non-HIA members.industry including non-HIA members.
• Grant requests:Grant requests:– Physicians Foundation on Practice Excellence. Physicians Foundation on Practice Excellence. (Wide scale (Wide scale
direct mail distribution of BHI physician kit).direct mail distribution of BHI physician kit).– CVS Pharmacy (children)CVS Pharmacy (children)– Midas Muffler Midas Muffler (We make the world quieter)(We make the world quieter)– United Airlines United Airlines (Matching grant PBS documentary)(Matching grant PBS documentary)– Previous HH personal contacts in industry including Delta Previous HH personal contacts in industry including Delta
Zeta Sorority Foundation.Zeta Sorority Foundation.
• Small individual & corporate donations ($6,603 Small individual & corporate donations ($6,603 CY2006).CY2006).
Google AdsGoogle Ads
• Free program since 11/2005.Free program since 11/2005.• Dozen ads associated with key search terms (e.g. Dozen ads associated with key search terms (e.g.
hearing loss, hearing aids).hearing loss, hearing aids).• Examples:Examples:
• Most popular:Most popular:– MarkeTrak VII customer satisfactionMarkeTrak VII customer satisfaction– Celebrities who overcame hearing lossCelebrities who overcame hearing loss
• Surpassed 40,000 referrals to BHI website in Jan 07.Surpassed 40,000 referrals to BHI website in Jan 07.
HHP Partnering with the HHP Partnering with the Better Hearing InstituteBetter Hearing Institute
Integrating local and Integrating local and
National promotionNational promotion
Partnering SummaryPartnering Summary
• We need the assistance of HHP:We need the assistance of HHP:– Celebrity & success story referral.Celebrity & success story referral.– Get our National media messages to the Get our National media messages to the
local level.local level.– Translate national research into friendly Translate national research into friendly
media at local level.media at local level.– Ideas for promoting hearing health.Ideas for promoting hearing health.– Desired tools for local level promotion. Desired tools for local level promotion.
Dispenser PartneringDispenser PartneringRedesigned HHP websiteRedesigned HHP website
www.betterhearing.org/professionals
Dispenser PartneringDispenser PartneringRedesigned HHP websiteRedesigned HHP website
Partnering with HHPPartnering with HHP
• Instituted more frequent communication with Instituted more frequent communication with members of PRDP and continue to add to members of PRDP and continue to add to our contacts from State meetings.our contacts from State meetings.
• New 4 hour CEU seminar:New 4 hour CEU seminar:– MarkeTrak VII: New Opportunities for Promoting MarkeTrak VII: New Opportunities for Promoting
Hearing Solutions.Hearing Solutions.– Part 2: Integrating National and Local Promotion.Part 2: Integrating National and Local Promotion.
• CY 2006 paid talks:CY 2006 paid talks:– Mfg: Unitron, Beltone, ReSoundMfg: Unitron, Beltone, ReSound– State Associations: Arkansas, Maine/NH, TexasState Associations: Arkansas, Maine/NH, Texas
Looking ForwardLooking Forward
Public RelationsPublic Relations• Strategy XXI hired in 3/2005 on a retainer.Strategy XXI hired in 3/2005 on a retainer.
• Solicited proposals from 2 other firms Solicited proposals from 2 other firms including Strategy XXI going forward: including Strategy XXI going forward: – APCO Worldwide (DC)APCO Worldwide (DC)– Van Vechten & Associates (FL)Van Vechten & Associates (FL)
• Decision to retain PR team on “special Decision to retain PR team on “special project” basis as a means of avoiding high project” basis as a means of avoiding high overhead of typical PR firm.overhead of typical PR firm.
New PR teamNew PR team• Wayne PinesWayne Pines
– APCO President, 10 years VP Burson-Marsteller, Chief of APCO President, 10 years VP Burson-Marsteller, Chief of consumer education & press relations FDA; worked with consumer education & press relations FDA; worked with HIA (Hearing on the Hill) and BHI in past (PRDP program). HIA (Hearing on the Hill) and BHI in past (PRDP program).
• Fabia D’ArienzoFabia D’Arienzo– 20 year broad-based communication experience in health 20 year broad-based communication experience in health
communications, PR and advertising. (GCG communications, PR and advertising. (GCG communications, Sciens Worldwide, APCO, Phizer, The communications, Sciens Worldwide, APCO, Phizer, The New Yorker)New Yorker)
• Sharon NatanblutSharon Natanblut– 20+ PR veteran on health and social issues. Known for 20+ PR veteran on health and social issues. Known for
developing anti-smoking and substance abuse campaigns. developing anti-smoking and substance abuse campaigns. (Deputy Director FDA, VP Burson-Marsteller)(Deputy Director FDA, VP Burson-Marsteller)
Public RelationsPublic RelationsCore activitiesCore activities
• Research and develop new hearing pitches Research and develop new hearing pitches (e.g. hearing loss & intimacy)(e.g. hearing loss & intimacy)
• Extensive media outreach targeting baby Extensive media outreach targeting baby boomer print, TV and radioboomer print, TV and radio
• Ghost-writing opinion columnsGhost-writing opinion columns• Syndicated columns on consequences of Syndicated columns on consequences of
hearing loss hearing loss • Celebrity and success story outreachCelebrity and success story outreach• As needed editing for webAs needed editing for web• Outreach for new partnerships Outreach for new partnerships
Core Activities 2007Core Activities 2007• Updates to website: Updates to website:
– Press articles, expanded write-ups, hearing loss Press articles, expanded write-ups, hearing loss simulator.simulator.
– Enhancing external links to BHI websiteEnhancing external links to BHI website
• Development of new eGuides – which may lead to press Development of new eGuides – which may lead to press releases:releases:– Financial assistanceFinancial assistance– Possible Tinnitus solution with hearing aids– given Possible Tinnitus solution with hearing aids– given
consumer interest (3 x hearing loss)consumer interest (3 x hearing loss)– Hearing Loss preventionHearing Loss prevention
• MarkeTrakMarkeTrak– Final publications (unamplified pediatric/dependent Final publications (unamplified pediatric/dependent
and adult populations)and adult populations)– Binding and distribution of all 5 parts to HIA members.Binding and distribution of all 5 parts to HIA members.
Core ActivitiesCore ActivitiesHHP PartneringHHP Partnering
• Personal meetings with audiologists and dispensers building on Personal meetings with audiologists and dispensers building on developmental work in 2006 and new talk: developmental work in 2006 and new talk: New Opportunities New Opportunities for Promoting Hearing Health.for Promoting Hearing Health.– AAA (2007) and IHS presentations (2008)AAA (2007) and IHS presentations (2008)– State Associations accepted so far: Illinois, Ohio, Mid-Atlantic, State Associations accepted so far: Illinois, Ohio, Mid-Atlantic,
Wisconsin Alliance, CAA (Canada).Wisconsin Alliance, CAA (Canada).
• Continue celebrity and notable outreach effort:Continue celebrity and notable outreach effort:– New Board members (Jones and Erickson) could help with their New Board members (Jones and Erickson) could help with their
captive HHP networks.captive HHP networks.
• Develop generic hearing health professional community talk. Develop generic hearing health professional community talk. Scripted PowerPoint (CY07)Scripted PowerPoint (CY07)
• Develop generic physician outreach talk which could be given Develop generic physician outreach talk which could be given at State Medical Associations or to Physician Groups (CY08).at State Medical Associations or to Physician Groups (CY08).
Core Activities (2007)Core Activities (2007)Pediatric/Dependent MarkeTrakPediatric/Dependent MarkeTrak
• MarkeTrak analysis of 1.2 million children. Evidence of:MarkeTrak analysis of 1.2 million children. Evidence of:– NeglectNeglect– MisinformationMisinformation– Minimization of HLMinimization of HL– Financial barriersFinancial barriers
• Public relations efforts will be contingent on findings. Currently in Public relations efforts will be contingent on findings. Currently in peer review:peer review:– Will join with other hearing health organizations interested in Will join with other hearing health organizations interested in
children and hearing loss. (ASHA, AAA, children and hearing loss. (ASHA, AAA, AG Bell) AG Bell)
– May join with other organizations reporting underserved May join with other organizations reporting underserved children population to get larger exposure:children population to get larger exposure:
• American Optometric Association (vision loss – 10 million American Optometric Association (vision loss – 10 million children).children).
• American Dental Association (recent NBC news release)American Dental Association (recent NBC news release)
Core Activities (2007)Core Activities (2007)Pediatric MarkeTrakPediatric MarkeTrak
• Influence Pediatrician practices.Influence Pediatrician practices.– reported to ignore 59% of hearing loss screenings reported to ignore 59% of hearing loss screenings
(Washington University study)(Washington University study)
• Call for greater child advocacy after infant screening.Call for greater child advocacy after infant screening.– Estimate only 50% follow-up with children failing Estimate only 50% follow-up with children failing
infant screening.infant screening.– Many parents do not come back until child age 3 Many parents do not come back until child age 3
after failed screening.after failed screening.– What is the audiologist’s role when the child is not What is the audiologist’s role when the child is not
brought back after HL screening failure?brought back after HL screening failure?
• Support for tax credit bill.Support for tax credit bill.
Core Activities (2007)Core Activities (2007)Possible Corporate SponsorsPossible Corporate Sponsors
• Continue to write grants as they Continue to write grants as they opportunisticallyopportunistically become available.become available.
• Targeted attempt to secure place of sale Targeted attempt to secure place of sale promotion/partnering on hearing loss:promotion/partnering on hearing loss:– Mfgs/retailers who sell products requiring use of Mfgs/retailers who sell products requiring use of
hearing hearing (Sony, Apple)(Sony, Apple)– Mfgs/retailers who sell products that potentially Mfgs/retailers who sell products that potentially
contribute to HL contribute to HL (Harley Davidson)(Harley Davidson)– Mfgs/retailers who make the world quieter (Midas Mfgs/retailers who make the world quieter (Midas
Muffler)Muffler)– Mfgs/retailers/service organizations that have Mfgs/retailers/service organizations that have
tangential relationship to outcome of better hearing tangential relationship to outcome of better hearing (e.g. intimacy, relationships, emotional health, (e.g. intimacy, relationships, emotional health, physical health, job effectiveness, etc)physical health, job effectiveness, etc)
Core Activities (2007)Core Activities (2007)CorporateCorporate
• Will begin exploring possibilities of Will begin exploring possibilities of promoting better hearing in promoting better hearing in corporations.corporations.
• Start with discussions with personnel Start with discussions with personnel directors and marketing/PR executives directors and marketing/PR executives among HIA members.among HIA members.
Core Activity (2007)Core Activity (2007)Develop Medical CouncilDevelop Medical Council
– Addition of Dr. Luxford from the House Ear Addition of Dr. Luxford from the House Ear Institute serves to expand the external credibility Institute serves to expand the external credibility of the Board to the Press.of the Board to the Press.
– Recruit other prominent physicians to the BHI Recruit other prominent physicians to the BHI Medical Council.Medical Council.
– Use Medical Council to influence inclusion of Use Medical Council to influence inclusion of hearing loss screening as part of a “best practice” hearing loss screening as part of a “best practice” medical protocol.medical protocol.
– Serve as medical experts on hearing loss in the Serve as medical experts on hearing loss in the media.media.
– Author medical opinions/papers on behalf of BHI.Author medical opinions/papers on behalf of BHI.– Seek to achieve celebrity referrals from House Seek to achieve celebrity referrals from House
Ear Institute. The majority of famous BHI Ear Institute. The majority of famous BHI celebrities came from House Ear Institute in the celebrities came from House Ear Institute in the 1970s-1990s.1970s-1990s.
Core Activity (2007)Core Activity (2007)BHI Media CouncilBHI Media Council
• Our technical advisory council has resulted in:Our technical advisory council has resulted in:– Credible BHI literatureCredible BHI literature– Ready panel for answering tough questions.Ready panel for answering tough questions.– Audiological experts available for pressAudiological experts available for press
• Propose development of media council of individuals who could Propose development of media council of individuals who could review media concepts on an ongoing basis.review media concepts on an ongoing basis.– Worked well with PBS documentaryWorked well with PBS documentary– Need such a council to bounce ideas offNeed such a council to bounce ideas off– Review new projects, articles, PSAs, etc.Review new projects, articles, PSAs, etc.
• Meet with marketing and PR departments of key hearing aid Meet with marketing and PR departments of key hearing aid manufacturers + their PR firms if possible.manufacturers + their PR firms if possible.
• Share new talk “New Opportunities for Promoting Hearing Share new talk “New Opportunities for Promoting Hearing Health”.Health”.
Core Activity (2008)Core Activity (2008)BHI Presence in PharmacyBHI Presence in Pharmacy
• Have not yet approached pharmacies.Have not yet approached pharmacies.• Will approach the key pharmacies as Will approach the key pharmacies as
well as their charitable foundations (e.g. well as their charitable foundations (e.g. CVS Foundation).CVS Foundation).– Drug store web page adsDrug store web page ads– PSAs on prescriptionsPSAs on prescriptions– Messaging on pharmacy bagsMessaging on pharmacy bags– Pharmacy foundations for donation of Pharmacy foundations for donation of
Guides to Better Hearing for Guides to Better Hearing for pharmacy counters.pharmacy counters.
Special ProjectsSpecial Projects
FundingFunding
• Do not anticipate need for fund Do not anticipate need for fund raising for special projects in raising for special projects in CY2007.CY2007.
2007 Print PSA Campaign2007 Print PSA Campaign
2007 Print PSA Program2007 Print PSA Program
• Thematic in nature (7 ads)Thematic in nature (7 ads)– Vision and hearing (2)Vision and hearing (2)– Quality of life – fractured relationships (2)Quality of life – fractured relationships (2)– Quality of life – relationships (2)Quality of life – relationships (2)– Romance (1)Romance (1)
• Similar call to actionSimilar call to action– Visit HHPVisit HHP– Visit or call BHI for “Guide to Better Hearing”Visit or call BHI for “Guide to Better Hearing”
2007 Print PSA Program2007 Print PSA Program
• 4 sizes4 sizes
• Distributed by Goodwill Distributed by Goodwill Communications, specialist in non-profit Communications, specialist in non-profit marketing. marketing.
• 7,000 newspapers and magazines7,000 newspapers and magazines– Known to accept PSAsKnown to accept PSAs
• Monitored for placement and $$ valueMonitored for placement and $$ value
Vision & HearingVision & Hearing
Fractured RelationshipsFractured Relationships
Quality of Life/RelationshipsQuality of Life/Relationships
RomanceRomance
Special ProjectSpecial ProjectEducational Videos/AudiosEducational Videos/Audios
• Developing videos for website:Developing videos for website:– Science & manufacturing of hearing aids Science & manufacturing of hearing aids – Hearing healthcare processHearing healthcare process– Footage for both videos shot or existing from PBS Footage for both videos shot or existing from PBS
documentary.documentary.– Anticipate 10-12 minute videosAnticipate 10-12 minute videos– Given time involved Given time involved will defer for the futurewill defer for the future..
• Video or professional write-up on effective methods for Video or professional write-up on effective methods for families to break down denial.families to break down denial.– Dr. Phil or other prominent psychologist on shooting a Dr. Phil or other prominent psychologist on shooting a
educational program on breaking through hearing loss denial. educational program on breaking through hearing loss denial. (Cost unknown)(Cost unknown)
Special ProjectSpecial ProjectElectronic PSAElectronic PSA
• Most likely for consideration for CY2008-Most likely for consideration for CY2008-2009.2009.– Radio PSA to 3,600 radio stations: Radio PSA to 3,600 radio stations:
$35,000$35,000– TV PSA to 1,100 stations: $59,000 - TV PSA to 1,100 stations: $59,000 -
$89,000$89,000• Without tier 1 celebrity it is unlikely though Without tier 1 celebrity it is unlikely though
PSA could be effective.PSA could be effective.• But may consider earlier if tier 1 celebrity But may consider earlier if tier 1 celebrity
becomes available.becomes available.
Special ProjectSpecial ProjectMovie Theatre PSA (Closure)Movie Theatre PSA (Closure)
• PR firm unable to find free PSA in a PR firm unable to find free PSA in a movie theater. movie theater.
• The best deal available is from National The best deal available is from National Cinemedia (Cinemark USA , AMC Theatres Cinemedia (Cinemark USA , AMC Theatres and Regal Entertainment Group) at reduced and Regal Entertainment Group) at reduced rate. rate.
• Slides are on for 10-12 seconds and are seen Slides are on for 10-12 seconds and are seen an average of three times before each movie. an average of three times before each movie.
• Audience = 23 million “impressions” Audience = 23 million “impressions” • Not-for-profit rate including creative = $85,000. Not-for-profit rate including creative = $85,000. • Impression rate a reasonable = .4 centsImpression rate a reasonable = .4 cents
Special ProjectSpecial ProjectMovie Theatre PSA (Closure)Movie Theatre PSA (Closure)
• Current PR firm against paid Current PR firm against paid movie PSAs.movie PSAs.
– People go to movie for entertainment People go to movie for entertainment and not for health or social issues.and not for health or social issues.
– Challenged to find a message in one Challenged to find a message in one slide which would be sufficiently slide which would be sufficiently motivating.motivating.
– PSA on hearing screening or hearing PSA on hearing screening or hearing aids felt to lower professional status aids felt to lower professional status of HHP.of HHP.
Special ProjectSpecial ProjectReinvigorate Better Hearing MonthReinvigorate Better Hearing Month
• Better hearing & speech month most Better hearing & speech month most effective in the 1980’s.effective in the 1980’s.
• Tremendous media exposure.Tremendous media exposure.• Key components:Key components:
Tier 1 celebrity (e.g. Reagan). Tier 1 celebrity (e.g. Reagan). Poster childPoster child Collaboration at that time 20 not-for-profit Collaboration at that time 20 not-for-profit
organizationsorganizations Press and media exposure including PSAs.Press and media exposure including PSAs. Local press kit for hearing health professionals.Local press kit for hearing health professionals.
Special ProjectSpecial ProjectReinvigorate Better Hearing MonthReinvigorate Better Hearing Month
Modest program in 2007 building to full Modest program in 2007 building to full collaborative program in 2008, 2009.collaborative program in 2008, 2009.
Select theme: hearing loss among baby Select theme: hearing loss among baby boomers.boomers.
Media advisory (March)Media advisory (March) National press release (April)National press release (April) Target health reportersTarget health reporters Sunday newspaper magazineSunday newspaper magazine CNN accent healthCNN accent health National Press Club (Screening & Income National Press Club (Screening & Income
study)study) Video News release (May) on baby boomers Video News release (May) on baby boomers
and lost income. and lost income. (Paul Pessis practice & BHI)(Paul Pessis practice & BHI) Local press kit for hearing health professionals.Local press kit for hearing health professionals.
Special ProjectSpecial ProjectMedical EducationMedical Education
• American Geriatrics SocietyAmerican Geriatrics Society– 10,000 specialists in geriatrics including: MD, 10,000 specialists in geriatrics including: MD,
nurses, psychiatrists, psychologists, social nurses, psychiatrists, psychologists, social workers. 2,700 at conference.workers. 2,700 at conference.
– May 2007 – Seattle. May 2007 – Seattle. – Place BHI in front of eyeballs of this influential Place BHI in front of eyeballs of this influential
group.group.• Variation of our Medical PSA in conference bulletin with Variation of our Medical PSA in conference bulletin with
offer to get our literature/physician kit via our website.offer to get our literature/physician kit via our website.• BHI Booth (generic) BHI Booth (generic) • Evaluate for plenary session in CY08 on hearing loss.Evaluate for plenary session in CY08 on hearing loss.
Summary of PrioritiesSummary of Priorities• Build on PRDP program by establishing Build on PRDP program by establishing
grass roots dispenser affiliates of BHI grass roots dispenser affiliates of BHI capable of translating national media capable of translating national media message down to their local community:message down to their local community:– Face to face meetingsFace to face meetings– Recruit celebrity and average American databaseRecruit celebrity and average American database– Develop local media anglesDevelop local media angles– Build scripted PowerPoint speech for local Build scripted PowerPoint speech for local
outreachoutreach
• Supplement public relations with public Supplement public relations with public service announcements (PSA) as a means of service announcements (PSA) as a means of increasing positive impressions.increasing positive impressions.
Summary of PrioritiesSummary of Priorities• Begin targeting key professional Begin targeting key professional (e.g. (e.g.
American Geriatrics Society, AAFP) American Geriatrics Society, AAFP) and consumer associations and consumer associations (e.g. (e.g. AARP)AARP) as a means of elevating as a means of elevating importance of hearing health.importance of hearing health.
• Opportunistically search for PR angles:Opportunistically search for PR angles:– e.g. Tinnitus & hearing aids, Intimacy, e.g. Tinnitus & hearing aids, Intimacy,
financial assistance, happiness, etc.financial assistance, happiness, etc.
Summary of PrioritiesSummary of Priorities
• Continue to enhance website and new Continue to enhance website and new consumer literature including building traffic consumer literature including building traffic to website.to website.
• Rebuild Better Hearing Month (May) as a key Rebuild Better Hearing Month (May) as a key industry event industry event (realistically will be done in (realistically will be done in steps)steps)
• Explore a solution to denial of hearing loss.Explore a solution to denial of hearing loss.• Explore hearing health promotion in Explore hearing health promotion in
corporations.corporations.• Leverage MarkeTrak non-owner research in Leverage MarkeTrak non-owner research in
the press – adults + dependents.the press – adults + dependents.• Develop medical and media councils.Develop medical and media councils.