BHI Board Meeting

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BHI Board Meeting

• June 18, 2008
• Eden Prairie, MN

Advocates for Americas Ears
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Agenda

• Activities promoting hearing solutions
• Outcomes and success measurement
• Activities for rest of year

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Child Advocacy Activities

• Press release on findings and issues from
  MarkeTrak
• Are 1 million dependents with hearing loss in
  America being left behind?
• Contact - pediatric parenting editors as well
  as professional associations.
• 2 invitations received
• OpEd call to action newsUSA released
• Hearing loss treatment critical at an early age

4
Series of Child Advocacy Articles Placed Planned
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Child Advocacy Activities

• Direct mail recruitment of famous celebrities to
  support improved hearing healthcare of Americas
  children
• 12 point BHI child advocacy platform
• Under signature Deidre Downs Miss America 2005.
• Database developed
• Famous media (e.g. Martha Stewart, Oprah, Katie
  Couric)
• Famous celebrities who support children causes
• Famous celebrities with known hearing loss who
  have not come forward (e.g. Nicholson, Foster,
  Barry, Sting, Streisand).
• Outreach to corporations -family or childrens
  orientation (e.g. Kimberly Clark, Toys R US, P
  G, WalMart).

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BHSM 2008

• Across America Hearing Check Challenge
  www.hearingcheck.org
• National press release BHSM
• Local BHSM press kit for dispensers
• Unveil www.hearingaidtaxcredit.org
• Deidre Downs article (ARAcontent)
• Hear your best look great at the same time
• American Geriatrics Society

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American Geriatrics Society

• Important group
• Key opinion leaders
• 65 physicians
• Activities with physicians/nurses
• Screen them for hearing loss
• Using our teaching audiogram
• Physician education kit
• Ear plugs (to demonstrate mild HL)
• Demonstrate hand-held screener
• 125 threshold screenings
• 200 physician kits/300 earplugs
• AAFP - September

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Tax Credit Initiative

• Single focus internet site to channel letters to
  the Hill. Launched 4/24/08.
• Automatic letters sent to respective
  Congressperson and Senator in support of the
  bill Print or eMail
• Tracking by Congressman
• Will not help people at poverty level

www.hearingaidtaxcredit.org
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Activism on the Tax Credit Bill

• Inform all hearing aid users users of ALD with
  insert card.
• Tell it on your website
• Promote the site on your business card
• Send your own eBlast
• Do a post card campaign to past customers
• Place an OpEd piece in your local newspaper
• Promote the website in your community
• Start a chain eMail
• Get corporate awareness
• Write your own professional letter
• Issue a local press release

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Tax Credit Initiatives

• Syndicated NAPS release (May)
• PRnewswire and contact with key press
• Contact all key associations
• Letters by State
• call to action to
• key opinion leader in hearing health industry
• Letters YTD (6/16/08) 9,000

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Speeches YTD

• 4 hour CEU course
• MarkeTrak VII New opportunities for promoting
  hearing solutions
• Integrating local and national promotion of
  hearing solutions

• Unitron
• (3) 250 people
• Remaining conferences
• Mid-America (250)
• Southern (125)
• IHS (125)
• Maryland Academy of Audiology (100)

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Results
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YTD Placements (May 2008)

• 740 print and web placements outside HH industry
• Impressions- 150 million
• ad value - 933k

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Visitors (000) to BHI Website May YTD
1447
1010
1506
1000
Mean Time
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What are they reading? (YTD May 2008)

• Hearing loss (26,455)
• HL prevention (25,496)
• Quick hearing check (23,739)
• Tinnitus (20,344)
• Types of hearing loss (19,493)
• Signs of hearing loss (19,410)
• Causes of hearing loss (19,081)
• HL and quality of life (18,002)
• Prevalence of HL (17,839)
• HL myths (17,339)
• HL prevention noise thermometer (13,472)
• Celebrities and hearing loss (14,095)
• Resources for people w/ hearing loss (10,435)
• Hearing aids (9,025)

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Top File downloads (YTD May 2008)

• MarkeTrak VII no child left behind (1,834)
• BHI teaching audiogram (1,656)
• eGuide Your Guide to Better Hearing (1,625)
• Quick hearing check (1,559)
• eGuide hearing aids (1,410)
• MarkeTrak VII Trends (1,330)
• MarkeTrak VII Satisfaction (1,027)
• MarkeTrak VII non-adopter study (898)
• Binaural tutorial (871)
• NCOA study (802)
• eGuide Parents guide to childs hearing (775)
• Customer satisfaction directional hearing aids
  (763)

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Donations

• Google Ad Program YTD through May
• 24,691 referrals to BHI
• ad value 19,407
• Developing Donation page for BHI website.
• Developing donation envelope for inclusion in
  literature.
• Market test to past recipients of Guides to
  Better Hearing this summer.

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CME course revisited

• Close to 30,000 CME courses given out since PRDP
  program 2000.
• Only 60 doctors/nurses applied for credit in 8
  years.
• BHI board decision to issue as video w/o CME
  credit
• After review current course out dated cant
  readily reissue as video because of its
  programming in Quick time.
• Needs rewrite and redesign for 2009
• Key question
• Does CME accreditation of the BHI video give it
  more credibility to the medical community because
  it would be considered peer reviewed?

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HelpLine Redesign

• 1973-1998 BHI manned own consumer helpline
  1-800-EARWELL. Typical phone calls 19,000 per
  year.
• Partial movement to Boystown due to 50,000 calls
  on the Rosalyn Carter PSA on Tinnitus.
• Complete outsourcing to Boystown end 1999
• Handle consumer inquiries according to script
  (2,024 through April) - 2.50 per call
• Redeem our literature by direct-mail requested
  from hotline our website (1,144) - 2.10 per
  mailing.
• Boystown is terminating contract with BHI.

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HelpLine Redesign

• BHI cannot staff helpline at Boystown hourly rate
  of 9.50.
• Majority of calls are FAQ rather than requests
  for literature.
• Automate the Helpline at Chicago office
• Transfer 1-800-EARWELL back to BHI
• Mailbox 1 for redemption of literature
• Mailbox 2-9 FAQ (e.g. Does BHI give out free
  hearing aids or where can I get financial help
  for hearing aids?)
• Cost of redemption 2.65 postage.
• Should be cost savings since we will no longer
  handle live calls.

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MarkeTrak VIII

• Planning begins end of June
• Screener 80,000 Nov/Dec
• Detailed surveys January
• Recruited from list of approximately 150 people.
• 43 agreed to provide input into MarkeTrak VIII
  surveys

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MarkeTrak VIII Committee

• HIA
• Pam Burton (Siemens)
• Debbie Wachtel (Beltone)
• Mary Glaeser (Starkey)
• Gordon Walker (Knowles)
• Keith Lewis, Bjorn Christ, Laurel Christensen (GN
  ReSound)
• Sam Westover (Sonic Innovations)

• Europe
• Lise Burdesen (IDA Foundation)
• Reiki Martin (Phonak)
• Kim Ruberg (hear-it)
• Practitioners
• Dave Fabry
• Linda Burba
• Larry Medwedsky
• Debbie Berndtson
• Gyl Kasewurm

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MarkeTrak VIII Committee

• Academia/authors
• Michael Valente
• Jerry Northern
• Donna Wagner
• Richard Tyler
• Paul Popp
• Max Chartrand
• Richard Carmen

• PR/Media
• BHI PR firm (3)
• Judi Biederman (Advance)
• Kevin Havens (Audiology online)
• Karl Strom (HR)
• David Kirkwood (HJ)

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MarkeTrak VIII Committee

• Consumer
• Brenda Battat (SHHH)
• Cathie Gandel (AARP author)
• Larry Sivertson
• Non-profit
• Sig Soli (HEI)

• Distribution
• Cindy Beyer (HearUSA)
• Brian Taylor (Amplifon)
• Associations
• Pam Mason (ASHA)
• Deborah Outlaw
• Stephanie Shields (AARP)

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MarkeTrak VIII

• Continue trending satisfaction studies
• Confidential customer satisfaction report by
  hearing aid brand versus industry
• Dependent on sample size
• Explore new areas
• Open-fit hearing aids
• Tinnitus tinnitus mitigation
• Traffic accidents other safety issues
  associated with hearing loss
• Income study update and job performance
• Problems with public places
• Benefit measurement at national level
• Customer satisfaction with comparable products
  (e.g. glasses, contacts) and comparable
  healthcare professionals (e.g. physicians,
  dentists, optometrists).

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Revisit Celebrity Corner Policy

• With exception of Ronald Reagan BHI policy is to
  not show deceased celebrities who supported BHI
  in past in our Celebrity Corner.
• Pros (PSA cause marketing consultants)
• Impressive legacy
• The famous people supporting BHI in the past add
  to BHI credibility
• Tier 1 celebrities live forever and appeal to
  boomers and seniors because they grew up with
  them (e.g. Hope, Fonda, Stewart, Carney, Peale,
  Albert)
• Con (Current PR firm)
• Reinforces that hearing aids are for old people

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Special Projects

• 2008-2009

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Affordable Projects

• Within the 20-25k range
• Goodwin Communications
• Print PSA
• TV Access
• Internet Banner Ads
• Airport Dioramas
• Radio PSA

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Special Project - Print PSA

• No celebrity PSA since 1998 (Rosalyn Carter
  Tinnitus)
• Only current celebrity in BHI portfolio is Deidre
  Downs Miss America 2005 pediatrician in
  training
• Heather Whitestone (Miss America 1995) garnered
  respectable print and TV impressions and ad value
  for BHI.
• You can realize your dreams PSAs targeted
  towards parents of children with hearing loss.

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Average PSA Placement ValueGoodwill
Communications

• Print PSA1,299 publications generating an
  average value of 325,000.
• Radio 50,000 plays on nearly 600 stations,
  generating 750,000 in value
• TV PSA Exposure 166 markets on 213 stations and
  13,000 airplays for six months - 2.5 million in
  value.
• Cable cable distribution service is included in
  the distribution plan, cable usage will add
  11,000 more airplays on average to the total. -
  750k in value

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Print PSA CampaignGoodwill Communications

• Mailed end of February and early March 2007
• 1,491 magazines
• 5,460 newspapers
• Monitoring for six months
• Performance
• 460 placements all small newspapers
• Audience 4.8 million
• ad value 68k

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Print PSA

• Print PSA to 7,000 newspapers and magazines
• Print PSA cost 22k could be more if current
  professional photos of Deidre Downs considered
  unacceptable.
• For discussion
• 30 year BHI legacy celebrity PSAs
• Do we try one with Deidre Downs or wait for a
  Tier 1 celebrity?
• If so who do we want to target?
• What action do we want the reader to take?

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• Public Service Announcements Additional Venues
  for PSA including Internet Banner Ads, Airport
  Dioramas and Radio PSA
• Prepared by-

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Strategy for PSA

• Goal Based Decision
• If goal is referral to BHI website then choose
  Internet Banner PSAs
• If goal is access to key influencer impressions
  then choose Airport Dioramas PSAs
• If goal is the highest ROI then radio PSA
  Campaign
• TV Access does not recommend print PSAs as a good
  investment.

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Internet Banner PSA Ads
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Internet Banner PSA Ads

• TV Access offers placement of banner ads on over
  1,250 major portals reaching over 115 million
  unique users each month at special NFP rates
• TV Access offers a comprehensive suite of media,
  search and technology products for Web site
  publishers and Internet advertisers to maximize
  revenues and profits.
• Clients can target-
• by Content
• TV Access offers site specific sponsorships on
  some of the most well-recognized brands on the
  Web
• TV Access offers extended reach via multiple
  sites categorized by content, demographic and
  psychographic characteristics
• by Behavior
• TV Access can offer targeted users based on
  behavioral attributes exhibited across the Media
  Network

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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

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Comprehensive Targeting
The most comprehensive online targeting available

• Frequency Capping
• Per user session, hour, day, week, month or
  lifetime of campaign.
• Daypart Targeting
• Hour of day, day of week
•  
• User Soft/Hardware Targeting
• Browser, browser version, operating system
•  
• Content Targeting
• Site, section, page, position on page
•  
• Keyword Targeting
• Industry standard capabilities and reporting
•  
• Geo-Targeting
• Country, state and zip

• Post-Click and Post-View Tracking Determine
  which ads best prompt a user to complete a form
  or transaction.
• Surround Session Ensure highly targeted users
  receive your messages exclusively throughout an
  entire site visit in different positions as they
  scroll from page to page.
• Ad Sequencing Serve ads in a specific order
  to tell a story and keep users engaged.
• Behavioral Targeting Targeting users based
  on behavioral attributes exhibited

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Internet Banner PSA Ad

• Expected Outcome
• 30-40 million impressions
• 100,000-200,000 clicks to BHI Web Site
• 260,000 dollar equivalency
• BHI has been doing PSA ads with Google since
  11/2005
• 120,127 referrals to BHI website
• Ad value 92,399
• 1 referring source to BHI

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PSAs at Airport Diorama
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PSAs at Airport Dioramas

• TV Access will solicit space at all 260 Airports
  that have signage
• Service includes
• Airport solicitation
• Printing and fulfillment
• Development of diorama concept, design and
  artwork in electronic graphic form

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PSAs at Airport Dioramas

• Expected outcome
• 300-500 placements
• 10-50 Million Impressions
• 400,000- 800,000 Dollar Equivalency

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Radio PSA
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TV Access Will Provide The Following Services

• Concept and scripts
• Award winning producer of PSAs
• Production of PSA - 2 Lengths
• One day audio edit house
• Professional narrators
• Library of original music score if needed
• Special post-effects as needed
• Broadcast quality editing

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Radio PSA Deliverables

• Selection of 2,750 Radio Stations based on past
  performance plus covering every market in the USA
• CDs printed in four-colors (100 extras for
  client)
• Custom four-color printed packaging
• Response card live announcer copy
• Three months electronic tracking
• All handling service mail fees
• Two direct mail follow-ups
• Complete outcome reporting (Arbitron)

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Radio PSA Outcome

• Expected outcome
• 20,000-50,000 airings
• 10-30 Million Impressions
• 1,250,000- 3,000,000 Dollar Equivalency

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Discussion on Special Project

• All within special project budget fund and will
  take up remaining special project fund of 22-25
• Print PSA
• Internet Banner PSA Ads
• Airport PSA on Dioramas
• Radio PSA

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Key Programs Remainder of Year

• Tinnitus mitigation
• survey press
• eGuide Tinnitus press
• Corporate awareness (250k HR professionals)
• Society for Human Resource Management 1st choice
• If unsuccessful will need to special project
  direct mail campaign to Fortune 500
• MarkeTrak VIII development
• New eGuides
• financial assistance
• HL prevention

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Key Programs Remainder of Year

• Further aural rehab and counseling articles
• American Academy Family Physicians (from special
  project fund)
• Continued child advocacy activities
• Market test donations from HelpLine recipients.
• 1 special PSA project (print, radio, banner,
  airport diorama) remainder would consider for
  2009
• Administrative
• Helpline transition
• Website transition to one firm from two