BHI 2008BHI 2008Year In ReviewYear In Review

Sergei Kochkin, Ph.D.Sergei Kochkin, Ph.D.

Advocates for America’s EarsTM

AgendaAgenda

• Key initiatives in 2008Key initiatives in 2008– Public relationsPublic relations– AdvocacyAdvocacy– PublicationsPublications– RelationshipsRelationships

• BHI public relations exposure achievedBHI public relations exposure achieved

• InternetInternet– Web trafficWeb traffic– BHI metric – relative performance in cyberspaceBHI metric – relative performance in cyberspace

Partnering with the Partnering with the Better Hearing InstituteBetter Hearing Institute• Multi-year effort to build grassroots Multi-year effort to build grassroots

partnering communication with hearing partnering communication with hearing health professionals.health professionals.

• 18,000 member eNewsletter18,000 member eNewsletter

• CEU course on promoting hearing CEU course on promoting hearing solutions.solutions.

Tax Credit InitiativeTax Credit Initiative

• Passage of the tax credit is one of the Passage of the tax credit is one of the our most critical advocacy initiatives.our most critical advocacy initiatives.

• It addresses one of the key obstacles to It addresses one of the key obstacles to hearing solutions.hearing solutions.

• BHI will continue to leverage its 501c3 BHI will continue to leverage its 501c3 status to influence support of bill.status to influence support of bill.

Tax Credit InitiativeTax Credit Initiative

• Single focusSingle focus internet internet site to channel letters site to channel letters to the Hill (4/2008).to the Hill (4/2008).

• Automatic lettersAutomatic letters sent to respective sent to respective Congressperson and Congressperson and Senator in support of Senator in support of the bill.the bill.– PrintPrint– eMaileMail

• Tracking by Tracking by CongressmanCongressman

• Will not help people Will not help people at povertyat poverty

www.hearingaidtaxcredit.org

FactsFacts• Great financial need-- MarkeTrak VII Great financial need-- MarkeTrak VII

confirmed that the cost of hearing aids confirmed that the cost of hearing aids served as a barrier to:served as a barrier to:– 2/3 adults with hearing loss2/3 adults with hearing loss– 1/5 children with hearing loss1/5 children with hearing loss– 4.5 million people at poverty 4.5 million people at poverty – 7.8 million at 150% of poverty7.8 million at 150% of poverty

• 40% of hearing impaired indicated a $500 tax 40% of hearing impaired indicated a $500 tax credit would influence them to adopt hearing credit would influence them to adopt hearing aids sooner. aids sooner. (Source: MarkeTrak)(Source: MarkeTrak)

Activism on the Tax Credit BillActivism on the Tax Credit Bill• Inform all hearing aid users & users of ALD Inform all hearing aid users & users of ALD

with insert card.with insert card.• Tell it on your website Tell it on your website • Promote the site on your business cardPromote the site on your business card • Send your own eBlastSend your own eBlast• Do a post card campaign to past customersDo a post card campaign to past customers• Place an OpEd piece in your local Place an OpEd piece in your local

newspaper newspaper • Promote the website in your community Promote the website in your community • Start a chain eMail Start a chain eMail • Get corporate awarenessGet corporate awareness• Write your own professional letterWrite your own professional letter• Issue a local press releaseIssue a local press release

Tax Credit Achievement (8 mo)Tax Credit Achievement (8 mo)

• Spurred co-sponsors with Spurred co-sponsors with more than 22,000 lettersmore than 22,000 letters– 13 Senators13 Senators– 112 Members of Congress112 Members of Congress

• Easy vehicle for making Easy vehicle for making voice heard on the Hill.voice heard on the Hill.

• Great ability to tailor site Great ability to tailor site for State initiatives.for State initiatives.

• Syndicated article on tax Syndicated article on tax billbill

BHSM 2008BHSM 2008

• Theme: Across America Hearing Check Theme: Across America Hearing Check ChallengeChallenge

• Fact:Fact: 50% of people with hearing loss 50% of people with hearing loss have NEVER had their hearing checked have NEVER had their hearing checked professionally professionally (Source: MarkeTrak).(Source: MarkeTrak).

• People need motivation to visit a HHP.People need motivation to visit a HHP.• A simple hearing check is a precursor to A simple hearing check is a precursor to

visiting a HHP.visiting a HHP.• New URL – New URL – www.hearingcheck.orgwww.hearingcheck.org will will

send traffic to BHIsend traffic to BHI

BHSM 2008BHSM 2008

• BHI Quick Hearing CheckBHI Quick Hearing Check– ValidValid– ReliableReliable– Self (paper & pencil) or computer scoredSelf (paper & pencil) or computer scored– Normed to NCOA databaseNormed to NCOA database– Researching possible predictive equation:Researching possible predictive equation:

• dB loss better eardB loss better ear• Speech discrimination scoresSpeech discrimination scores

– With input from more than 50 practices.With input from more than 50 practices.

BHSM 2008BHSM 2008

• Press releasePress release

• Customizable press kit for Customizable press kit for dispensersdispensers

• Syndicated article under Miss Syndicated article under Miss America - Deidre Downs signatureAmerica - Deidre Downs signature

Tinnitus MitigationTinnitus Mitigation

• FactsFacts– 40% of people DO NOT visit a HHP to 40% of people DO NOT visit a HHP to

seek out a hearing solution BECAUSE seek out a hearing solution BECAUSE they they ALSOALSO have Tinnitus (Source: have Tinnitus (Source: MarkeTrak VII).MarkeTrak VII).

– Twice as many people Google search Twice as many people Google search Tinnitus as do “Hearing Loss”Tinnitus as do “Hearing Loss”

– Approximately 90% of HHP indicate Approximately 90% of HHP indicate hearing aids have a mitigating impact on hearing aids have a mitigating impact on Tinnitus Tinnitus (informal polls at speeches)(informal polls at speeches)

Tinnitus MitigationTinnitus Mitigation

• Thesis Thesis – If we can prove that hearing aids mitigate If we can prove that hearing aids mitigate

tinnitus for some people tinnitus for some people – And use the media to promote mitigation And use the media to promote mitigation

through hearing aids,through hearing aids,– Then more people may be motivated to Then more people may be motivated to

seek out the services of a hearing health seek out the services of a hearing health professional.professional.

Tinnitus MitigationTinnitus Mitigation

• Richard Tyler, Ph.D. (University of Iowa) recruited as Richard Tyler, Ph.D. (University of Iowa) recruited as new Advisor to BHI on Tinnitus.new Advisor to BHI on Tinnitus.

• Actions:Actions:– Rewrite our short web section on TinnitusRewrite our short web section on Tinnitus– BHI poll to hearing healthcare providers on BHI poll to hearing healthcare providers on

mitigating impact of hearing aidsmitigating impact of hearing aids– December Hearing Review publicationDecember Hearing Review publication– Frame correct PR message on Tinnitus mitigationFrame correct PR message on Tinnitus mitigation

• 6 of 10 people with tinnitus experience relief w/ HA6 of 10 people with tinnitus experience relief w/ HA• 2 of 10 significant relief2 of 10 significant relief

• Promotion & future research in 2009Promotion & future research in 2009

Medical ConventionsMedical Conventions• Focus on key medical Focus on key medical

conventions:conventions:– American Geriatrics SocietyAmerican Geriatrics Society– American Academy of Family American Academy of Family

PhysiciansPhysicians• Activities with physicians/nursesActivities with physicians/nurses

– Screen them for hearing lossScreen them for hearing loss– Using our teaching audiogramUsing our teaching audiogram– Physician education kitPhysician education kit– Ear plugs (to demonstrate “mild” Ear plugs (to demonstrate “mild”

HL)HL)– Demonstrate hand-held screenersDemonstrate hand-held screeners– Identified #1 motivator for MDIdentified #1 motivator for MD

Child AdvocacyChild Advocacy• Recruited pediatric advisory councilRecruited pediatric advisory council• Public relations effort in 2008Public relations effort in 2008

– Problems identified in MarkeTrak VIIProblems identified in MarkeTrak VII– Communication w/ allied organizationsCommunication w/ allied organizations

• Call for re-examination of paradigms of pediatric Call for re-examination of paradigms of pediatric hearing loss definition and treatment. Evidence of:hearing loss definition and treatment. Evidence of:– Minimization of HLMinimization of HL– Misinformation Misinformation – NeglectNeglect– Conflicting adviceConflicting advice

• Published 12 point “No child left behind platform” to Published 12 point “No child left behind platform” to media.media.

Child Advocacy ActivitiesChild Advocacy Activities

• Press release on findings and issues Press release on findings and issues from MarkeTrakfrom MarkeTrak– Are 1 million dependents with hearing Are 1 million dependents with hearing

loss in America being left behind?loss in America being left behind?

• Contact - pediatric & parenting editors Contact - pediatric & parenting editors as well as professional associations.as well as professional associations.– Number of invitations receivedNumber of invitations received

• OpEd call to action newsUSA releasedOpEd call to action newsUSA released– Hearing loss treatment critical at an Hearing loss treatment critical at an

early ageearly age

Child advocacy articlesChild advocacy articles

Parent Guide Magazine – May 2009

5 million audience

Continued leveraging of Safety Continued leveraging of Safety Among CaregiversAmong Caregivers

Linking Hearing Loss with Diabetes Linking Hearing Loss with Diabetes & Vision Loss& Vision Loss

• Key way to elevate Key way to elevate importance of importance of hearing.hearing.

• Dr. Luxford (HEI) Dr. Luxford (HEI) key spokesperson.key spokesperson.

2008 Publications2008 Publications

• Major progress toward online written auditory Major progress toward online written auditory education programeducation program– Legal rights Legal rights – Clear speech communicationClear speech communication– Communication strategiesCommunication strategies– Tips for hearing in noiseTips for hearing in noise– Ideal consumer journey (not in press yet)Ideal consumer journey (not in press yet)

• Total publications 56Total publications 56– Counting all sourcesCounting all sources

Publication PlacementsPublication Placements

• Web & print article Web & print article placementsplacements– Number – 1,662Number – 1,662– Audience – 305 millionAudience – 305 million– $ad value - $6 million$ad value - $6 million

• No TV/radio 2008No TV/radio 2008

• Top placementsTop placements– Deidre Downs (469)Deidre Downs (469)– Tax credit (287)Tax credit (287)– Children (236)Children (236)– Diabetes (168)Diabetes (168)– MarkeTrak (109)MarkeTrak (109)– Annie’s mailbox (107)Annie’s mailbox (107)– BHSM (86)BHSM (86)

Source: Burrelle Luce, NAPS, ARAcontent, newsUSA

BHI Internet PresenceBHI Internet PresenceBaseline ReadingBaseline Reading

Q3-2008Q3-2008

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

RankRank OrgOrg Type of SiteType of Site

11 Alldeaf.comAlldeaf.com HL forumHL forum

22 Audiologyonline (Dybala)Audiologyonline (Dybala) Professional infoProfessional info

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

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

55 Healthyhearing.org (Dybala)Healthyhearing.org (Dybala) Consumer HA Consumer HA

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

77 Nat. Association deafnessNat. Association deafness Deaf advocacyDeaf advocacy

88 AAAAAA Professional AssociationProfessional Association

99 BHIBHI Consumer EducationConsumer Education

1010 ATAATA Tinnitus educationTinnitus education

1111 AG BellAG Bell HL & childrenHL & children

1212 Hearing loss Assoc. AmericaHearing loss Assoc. America Consumer AdvocacyConsumer Advocacy

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

Search TermSearch Term Google RankGoogle RankHearingHearing 44Hearing lossHearing loss 5858Hearing aidHearing aid 19*19*Hearing testHearing test 3131Hearing loss preventionHearing loss prevention 6**6**TinnitusTinnitus 8181

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

Top 20 Presence InternetTop 20 Presence InternetHearing AidHearing Aid

1. Wikipedia1. Wikipedia

2. Mayo clinic2. Mayo clinic

3. 3. Lloyds HA (int. sales)Lloyds HA (int. sales)

4. You Tube video4. You Tube video

5. Market watch (Zounds)5. Market watch (Zounds)

6. 6. Aidright (Int. sales)Aidright (Int. sales)

7. Earinfo (Dybala)7. Earinfo (Dybala)

8. 8. Ahearingaid (Int. sales)Ahearingaid (Int. sales)

9. 9. Hearingplanet Hearingplanet (Int.sales)(Int.sales)

10. 10. Engadget (Songbird)Engadget (Songbird)

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

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

(hearing planet)(hearing planet)17. BHI – HA tax credit17. BHI – HA tax credit19. HIA manufacturer19. HIA manufacturer20. 20. Advancedhearing (Int. Advancedhearing (Int.

sales)sales)

Top 20 Internet Presence Top 20 Internet Presence Hearing LossHearing Loss

• Mayo clinicMayo clinic• ASHAASHA• eMedicinehealtheMedicinehealth• NIH seniorNIH senior• Medline + (NIH)Medline + (NIH)• Ctr disease controlCtr disease control• Hearingloss.org (HLAA)Hearingloss.org (HLAA)• Dizzinessandbalance.orgDizzinessandbalance.org• Hearinglossweb.com(siverHearinglossweb.com(siver

tson)tson)• NIDCD (NIH)NIDCD (NIH)

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

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

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

83217

401

643 673

84

0

100

200

300

400

500

600

700

800

2004 2005 2006 2007 2008

Vis

itor

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TaxcreditBHIPRDP

Program only

SummarySummary

• InternetInternet– Slowing of growth trend to BHI website.Slowing of growth trend to BHI website.– Internet tactics should bring more trafficInternet tactics should bring more traffic

• BlogBlog• Discussion forumDiscussion forum• Search Engine Optimization + building web linkagesSearch Engine Optimization + building web linkages• Posting of HIA member technology updates important for BHI Posting of HIA member technology updates important for BHI

exposure.exposure.

• Publications and audience strongPublications and audience strong

• Multiple themes necessary to catch media attention.Multiple themes necessary to catch media attention.