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BHI Board Meeting BHI Board Meeting December 3, 2007 December 3, 2007 Chicago, IL Chicago, IL

BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

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Page 1: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

BHI Board MeetingBHI Board Meeting

December 3, 2007December 3, 2007

Chicago, ILChicago, IL

Page 2: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

• EHIMA/EuroTrakEHIMA/EuroTrak• New BHI spokespersonNew BHI spokesperson• Payments to BHI authors and researchersPayments to BHI authors and researchers• TrademarksTrademarks• BHI image from “Equal Rights for Ears” PSABHI image from “Equal Rights for Ears” PSA• PRDP – CME course expirationPRDP – CME course expiration• BHI/HIA sound booth purchaseBHI/HIA sound booth purchase• Imagery for Consumer & Medical talksImagery for Consumer & Medical talks• Income Ad market testIncome Ad market test

Administrative IssuesAdministrative Issues

Page 3: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

EuroTrakEuroTrak

• EHIMA has asked for BHI assistance in EHIMA has asked for BHI assistance in developing MarkeTrak equivalent in developing MarkeTrak equivalent in Europe with first possible test in UK.Europe with first possible test in UK.

• Inquiry with NFO on available panels in Inquiry with NFO on available panels in Europe.Europe.

• Issues:Issues:– Non-domestic consultation & travelNon-domestic consultation & travel– How much of my time allowedHow much of my time allowed– Reimbursement to BHIReimbursement to BHI

Page 4: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

BHI SpokespersonBHI Spokesperson• Deidre Downs (Miss America 2005) Deidre Downs (Miss America 2005)

contract with ReSound is up in contract with ReSound is up in December.December.

• She is interested in serving as BHI She is interested in serving as BHI spokesperson.spokesperson.

• In CY2008 we are recommending In CY2008 we are recommending her usage in BHI programs to be her usage in BHI programs to be shown later (tax credit initiative, no shown later (tax credit initiative, no child left behind).child left behind).– Youthful, good imageYouthful, good image– No speech impedimentsNo speech impediments– Medical school – pediatricianMedical school – pediatrician– MotivatedMotivated

• Will offer her one time honorarium.Will offer her one time honorarium.

Page 5: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Payments to AuthorsPayments to Authors

• To date all BHI contributions from To date all BHI contributions from advisory board have been volunteered.advisory board have been volunteered.

• Extremely difficult to get timely (if any) Extremely difficult to get timely (if any) response for free. response for free.

• Changed our policy to pay authors and Changed our policy to pay authors and researchers based on their researchers based on their contributions to BHI.contributions to BHI.– Charges to outside vendor account Charges to outside vendor account

Page 6: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

TrademarksTrademarks

• Currently trademarking:Currently trademarking:– Better Hearing InstituteBetter Hearing Institute– Discover a world of better hearingDiscover a world of better hearing– You should hear what you’ve been missingYou should hear what you’ve been missing

• In anticipation of cause marketing:In anticipation of cause marketing:– Advocates for America’s earsAdvocates for America’s ears

Page 7: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

BHI Image for SaleBHI Image for Sale

• Equal Rights For Ears Equal Rights For Ears was most successful was most successful PSA placement and still PSA placement and still receives placements receives placements according to our according to our clipping service.clipping service.

• Should BHI purchase Should BHI purchase rights to the cartoon for rights to the cartoon for future usage?future usage?

Page 8: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

PRDP – CME CoursePRDP – CME Course• 8 years old – has been re-accredited twice through 8 years old – has been re-accredited twice through

HealthStream.HealthStream.• CME accreditation expires April 2008CME accreditation expires April 2008• Because of age Healthstream will not re-accredit. Because of age Healthstream will not re-accredit.

Cost for a new course - $21,000 not including Cost for a new course - $21,000 not including duplication:duplication:– Accreditation perhaps not important to target audienceAccreditation perhaps not important to target audience– In eight years only 60 people have requested CME credit.In eight years only 60 people have requested CME credit.

• 3 Topics still relevant:3 Topics still relevant:– Basics on screening and hearing (Dr. Glasscock, ENT)Basics on screening and hearing (Dr. Glasscock, ENT)– Efficacy of hearing aids (VA study)Efficacy of hearing aids (VA study)– NCOA quality of life studyNCOA quality of life study

• Recommendation:Recommendation:– Continue as video tutorial. Continue as video tutorial. – Exploring via Healthstream who owns the copyright or Exploring via Healthstream who owns the copyright or

outside service (We have rejected their $12,000 fee)outside service (We have rejected their $12,000 fee)

Page 9: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

BHI/HIA Sound BoothBHI/HIA Sound Booth

• Difficult to get “loaner” sound Difficult to get “loaner” sound booths for Hearing on the Hill booths for Hearing on the Hill and for BHI events and for BHI events (e.g. National (e.g. National Press Club screenings).Press Club screenings).

• For BHI and HIA events in the For BHI and HIA events in the DC area desirable to own a DC area desirable to own a sound booth and screening sound booth and screening equipment.equipment.– Possible usage for non-DC events Possible usage for non-DC events

if we can design protective casing.if we can design protective casing.• Recommending initial purchase Recommending initial purchase

of one smaller footprint booth of one smaller footprint booth and audiology screener from and audiology screener from Starkey for our events. (Shared Starkey for our events. (Shared by HIA and BHI)by HIA and BHI)

Page 10: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Imagery for Imagery for Consumer/Medical TalksConsumer/Medical Talks

• Desirable to have professional Desirable to have professional imagery for our consumer and imagery for our consumer and medical powerpoint presentations.medical powerpoint presentations.

• Approached Celumbra President Approached Celumbra President Bob Caldwell with offer of 2 free Bob Caldwell with offer of 2 free digital hearing aids for his hearing digital hearing aids for his hearing loss. Not interested.loss. Not interested.

• Do we make monetary offer for Do we make monetary offer for use of his imagery at BHI? use of his imagery at BHI?

Page 11: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Income Ad TestIncome Ad Test

• Developed 3 ads to leverage income study.Developed 3 ads to leverage income study.• Asked to market test before releasing to HHP Asked to market test before releasing to HHP

network.network.• Tested in 3 cities: Kansas City, Oskosh, N. Tested in 3 cities: Kansas City, Oskosh, N.

Suburbs of Chicago.Suburbs of Chicago.• Results – completely ineffective in generating Results – completely ineffective in generating

traffic into hearing health professional offices.traffic into hearing health professional offices.• BHI will stay out of the Ad business.BHI will stay out of the Ad business.

Page 12: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

BHI Board MeetingBHI Board Meeting

December 3, 2007December 3, 2007

Chicago, ILChicago, IL

Page 13: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

AgendaAgenda

• CY2007 ActivitiesCY2007 Activities

• Outcomes and success measurementOutcomes and success measurement

• CY2008 PlansCY2008 Plans

• Future of BHI – Cause MarketingFuture of BHI – Cause Marketing

Page 14: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Industry CommunicationsIndustry Communications

• Key goal in hearing health industryKey goal in hearing health industry– to translate National initiatives into grassroots to translate National initiatives into grassroots

initiativesinitiatives– Method to achieve instant pollsMethod to achieve instant polls– Secure input on important topicsSecure input on important topics– Recruit celebrity/success storiesRecruit celebrity/success stories– Communicate successes Communicate successes

• eNewslettereNewsletter– 14 eMail files with 34,400 addresses received14 eMail files with 34,400 addresses received– After cleaning currently 17,000 subscribers to After cleaning currently 17,000 subscribers to

newsletternewsletter– Goal - short but frequent communication to industryGoal - short but frequent communication to industry

Page 15: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Industry CommunicationsIndustry Communications

• Personal meetings with hearing health Personal meetings with hearing health professionals:professionals:– 12 speeches12 speeches– 4 hours CEU4 hours CEU

• MarkeTrak VIIMarkeTrak VII• Partnering & grassroots promotionPartnering & grassroots promotion

– 1,945 hearing health professionals in 1,945 hearing health professionals in attendanceattendance

Page 16: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Research & PublicationsResearch & Publications• MarkeTrak VII CompletedMarkeTrak VII Completed

– April – Adult non-adopter StudyApril – Adult non-adopter Study– September – Pediatric/dependent September – Pediatric/dependent

studystudy– Five part bound publication Five part bound publication

planned for HIA member & EHIMA planned for HIA member & EHIMA distributiondistribution

• Starkey Summit JournalStarkey Summit Journal• Contribution to Wireless Edition of HJ Contribution to Wireless Edition of HJ

(11/2007)(11/2007)• AARP Guide to Hearing AidsAARP Guide to Hearing Aids• Baby Boomer HA Satisfaction study Baby Boomer HA Satisfaction study

completed – future promotional piece.completed – future promotional piece.

Page 17: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Key Campaigns & OutcomesKey Campaigns & Outcomes

Page 18: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Better Hearing & Speech MonthBetter Hearing & Speech Month• First BHI involvement since 1999.First BHI involvement since 1999.• Key componentsKey components

– Media advisoryMedia advisory– Professional repackaging of income studyProfessional repackaging of income study– Press release on income studyPress release on income study– Video news release (BHI & Paul Pessis Video news release (BHI & Paul Pessis

practice)practice)– Customizable press kit for dispensersCustomizable press kit for dispensers– BHI at American Geriatric Society BHI at American Geriatric Society – BHI hearing screenings at National Press BHI hearing screenings at National Press

Club (175 press kits)Club (175 press kits)– Significant CNN involvementSignificant CNN involvement

• Baby boomer segment (30/40/50)Baby boomer segment (30/40/50)• Placement of our VNR (Med Update)Placement of our VNR (Med Update)• Development of Health Alert for Physician Development of Health Alert for Physician

offices (June 2007)offices (June 2007)

Page 19: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

BHSM/Income Study OutcomesBHSM/Income Study Outcomes• Video news release (Satellite Tracked)Video news release (Satellite Tracked)

– TelevisionTelevision• Placements: 281Placements: 281• Audience: 9.6 millionAudience: 9.6 million• Ad value - $420kAd value - $420k

– RadioRadio• Placements: 250Placements: 250• Audience: 1.1 millionAudience: 1.1 million• Ad value - $12kAd value - $12k

• Print Media (Burrelle Luce)Print Media (Burrelle Luce)– Placements: 176 (key API, Forbes, Investors Business Daily)Placements: 176 (key API, Forbes, Investors Business Daily)– Audience: 14.1 millionAudience: 14.1 million– Ad value - $1.38 millionAd value - $1.38 million

• NAPS Release (3/12/07):NAPS Release (3/12/07):– Placements: 316Placements: 316– Audience: 20.9 millionAudience: 20.9 million– Ad value - $68kAd value - $68k

Page 20: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

HHP Beginning to Use NAPS HHP Beginning to Use NAPS releases to promote their practicesreleases to promote their practices

Page 21: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

CNN Accent HealthCNN Accent Health• BHI DrivenBHI Driven

– ScriptScript– film crewfilm crew– Famous boomer referralFamous boomer referral– B-roll from VNR B-roll from VNR

• CNN Accent Health aired entire CNN Accent Health aired entire month of June.month of June.– Our campaign targeted to baby-Our campaign targeted to baby-

boomer/senior practices boomer/senior practices – in 3,000 doctors’ waiting rooms in 3,000 doctors’ waiting rooms

nationwidenationwide– Reached 3.3 million viewersReached 3.3 million viewers– Ad Value: $139,000 Ad Value: $139,000

Page 22: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Dispenser InvolvementDispenser Involvement

• 2,200 views of 2,200 views of HHP BHSM HHP BHSM turnkey turnkey program.program.

• 980 downloads 980 downloads of customizable of customizable press release.press release.

Page 23: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Examples of BHI-developed articles Examples of BHI-developed articles in the local pressin the local press

Page 24: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Examples of BHI-developed articles in the Examples of BHI-developed articles in the local presslocal press

Page 25: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Boomers & TechnologyBoomers & Technology

• Close to 100 print articles on baby Close to 100 print articles on baby boomers and “chic” open fit technology. boomers and “chic” open fit technology. Key placementsKey placements– Baltimore SunBaltimore Sun– New York TimesNew York Times– Chicago TribuneChicago Tribune

• Audience: 8 millionAudience: 8 million• $ad value: $77k$ad value: $77k

Page 26: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Children & SafetyChildren & Safety• Queried HHP for safety stories.Queried HHP for safety stories.• Submitted publication to key Submitted publication to key

parenting magazines.parenting magazines.• Press release on need for healthy Press release on need for healthy

hearing among caregivers.hearing among caregivers.• Shorter NAPS article: Shorter NAPS article: “Is your “Is your

child safe when grandpa can’t child safe when grandpa can’t hear?”hear?”

• Already placed more than 150 Already placed more than 150 times (50 in general press):times (50 in general press):

• Audience: 23.7 millionAudience: 23.7 million• $ad value: $610k$ad value: $610k

Page 27: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Parade MagazineParade Magazine

• Emanated from personal visit.Emanated from personal visit.• May 27 article (generally positive)May 27 article (generally positive)

– Come out of closetCome out of closet– Hearing aids provide benefitHearing aids provide benefit– Mention of Medicare billMention of Medicare bill– Sets expectationsSets expectations– Call to actionCall to action

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

• 74 million readers74 million readers• Value about $127k (B & W) if purchased.Value about $127k (B & W) if purchased.• Will continue to cultivate for future articlesWill continue to cultivate for future articles

Page 28: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Syndicated ColumnsSyndicated Columns

• Jackie Farwell – Watercooler series on Jackie Farwell – Watercooler series on the income study.the income study.

• Savvy Senior Savvy Senior – 335 placements335 placements– Audience: 4.6 millionAudience: 4.6 million– $ad value: 330k$ad value: 330k

• We will be attempting more syndicated We will be attempting more syndicated columns in the future (e.g. Dear Abby).columns in the future (e.g. Dear Abby).

Page 29: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Tax Credit GrassrootsTax Credit Grassroots

• News feature- BHI News feature- BHI WebsiteWebsite

• Grassroots article for Grassroots article for hearing health industry.hearing health industry.

• Print placements: 43Print placements: 43• Audience: 53.7 millionAudience: 53.7 million• Ad value: $279kAd value: $279k

Page 30: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

PBS DocumentaryPBS Documentary

• First 3 months showing First 3 months showing according to AC Nielsen:according to AC Nielsen:

• Placements:Placements:– 1100 showings total 1100 showings total

showings 2006-2007showings 2006-2007– 600 Jan-Feb 2007600 Jan-Feb 2007– Audience (07)= 2.8 Audience (07)= 2.8

millionmillion– Ad Value: unknownAd Value: unknown– 5,500 Home DVDs to 5,500 Home DVDs to

HHPHHP– Shelf life – 2 yearsShelf life – 2 years

Page 31: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Print PSA CampaignPrint PSA Campaign

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

• Monitoring for six monthsMonitoring for six months• Performance Performance

– 460 placements460 placements– Audience – 4.8 millionAudience – 4.8 million– $ad value: $68k$ad value: $68k

Page 32: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Summary of Known BHI Placements Summary of Known BHI Placements Jan-Sep 2007Jan-Sep 2007

CategoryCategory PlacementsPlacements Impression Impression (Millions)(Millions)

$ Value (000)$ Value (000)

Burrelle Luce PrintBurrelle Luce Print 715715 160160 2,8922,892

VNR (TV)VNR (TV) 281281 9.69.6 420420

RNR (radio)RNR (radio) 250250 1.11.1 1212

NAPS (2)NAPS (2) 336336 22.322.3 7373

CNN Health Alert CNN Health Alert (MD)(MD)

3,000 (Dr offices)3,000 (Dr offices) 3.33.3 139139

CNN 30/40/50CNN 30/40/50 ?? ?? 2424

PBS (Jan-Feb)PBS (Jan-Feb) 600600 2.82.8 ????

Print PSAPrint PSA 459459 4.84.8 6868

TOTALTOTAL 2,641 excl MD off2,641 excl MD off 204204 36283628

Page 33: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Grants & FundraisingGrants & Fundraising• Google Ad CampaignGoogle Ad Campaign

– 47,133 referrals to BHI in CY200747,133 referrals to BHI in CY2007– Ad value: $35.6kAd value: $35.6k

• Grant request this year to:Grant request this year to:– Non-HIA members who are current stake-holders in the Non-HIA members who are current stake-holders in the

industry (250 letters)industry (250 letters)– Previous stakeholdersPrevious stakeholders– $175 in total grant moneys received$175 in total grant moneys received– TV Ears partnership – distribution of Our Guide to Better TV Ears partnership – distribution of Our Guide to Better

Hearing:Hearing:http://www.tvears.com/shopcontent.asp?typehttp://www.tvears.com/shopcontent.asp?type=tvears_betterhearing=tvears_betterhearing

• For future HIA realistically probably only viable For future HIA realistically probably only viable funder of BHI in hearing health industry. funder of BHI in hearing health industry.

• Will address issue further under cause marketing.Will address issue further under cause marketing.

Page 34: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Media PlacementsMedia PlacementsConclusionsConclusions

• Impressions and $ad value first nine months of Impressions and $ad value first nine months of 2007 exceeded first 3 years of the new BHI.2007 exceeded first 3 years of the new BHI.

• Print PSA placements weak and cause needs Print PSA placements weak and cause needs to be investigated:to be investigated:– Lack of celebrity?Lack of celebrity?– Reality of print PSA – less free space Reality of print PSA – less free space

available.available.– TV PSA needed to get impressions & $ad TV PSA needed to get impressions & $ad

value up.value up.

Page 35: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Web & HelpLineWeb & HelpLine

Page 36: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Three Consumer Information Three Consumer Information SourcesSources

• BHI web siteBHI web site

• Letters to BHILetters to BHI

• 1-800 number (BoysTown) for those 1-800 number (BoysTown) for those without Internetwithout Internet

Page 37: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

BHI Web VisitorsBHI Web Visitors

0

10

20

30

40

50

60

70

1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10

Date

Vis

itor

s (0

00)

AARP

iPod

PBS

2005 2006 2007

BHSM

Visitors YTD: 555,223

Avg time spent on web: 10’42”

Growth over 2006: 74%

Page 38: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Visitors (000) – Oct YTDVisitors (000) – Oct YTD

70.7

179.9

318.5

555.6

0

100

200

300

400

500

600

2004 2005 2006 2007

Vis

itor

s (0

00)

PRDP Program only

Page 39: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

BHI WebsiteBHI Website

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

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

• Building hearing loss simulatorBuilding hearing loss simulator– 16 sound files from Phonak 16 sound files from Phonak

(normal, mild, moderate)(normal, mild, moderate)– Visual equivalent for hearing loss: Visual equivalent for hearing loss:

www.betterhearing.org/sound/index.cfmwww.betterhearing.org/sound/index.cfm

Page 40: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Top 12 Pages Read (YTD 2007)Top 12 Pages Read (YTD 2007)

RankRank Web Page/sectionWeb Page/section

11 HL and quality of lifeHL and quality of life

22 HL prevention – noise thermometerHL prevention – noise thermometer

33 Celebrities and hearing lossCelebrities and hearing loss

44 Hearing lossHearing loss

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

66 Hearing aidsHearing aids

77 HL preventionHL prevention

88 Quick hearing checkQuick hearing check

99 Request information (Guides)Request information (Guides)

1010 TinnitusTinnitus

1111 Types of hearing lossTypes of hearing loss

1212 BHI PublicationsBHI Publications

Page 41: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

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

RankRank Web Page/sectionWeb Page/section

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

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

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

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

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

66 Binaural literature reviewBinaural literature review

77 Publication – MarkeTrak VII – Non-adopter studyPublication – MarkeTrak VII – Non-adopter study

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

99 BHSM Turnkey press releaseBHSM Turnkey press release

1010 Publication – PRDP outcome studyPublication – PRDP outcome study

1111 Quick Hearing Check FormQuick Hearing Check Form

1212 Tax credits for hearing aids – OpEd pieceTax credits for hearing aids – OpEd piece

Page 42: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

HelpLine (YTD Sept)HelpLine (YTD Sept)

• Boystown continuesBoystown continues– to handle calls for information to our to handle calls for information to our

helpline andhelpline and– redeem web requests for Guides to Better redeem web requests for Guides to Better

Hearing through the mail.Hearing through the mail.

• Total redemptions – 1,333 Total redemptions – 1,333

Page 43: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Physician EducationPhysician Education• Primarily in Primarily in

maintenance mode.maintenance mode.• 1 known PSA 1 known PSA

placement in NE placement in NE Journal MedicineJournal Medicine

• 132 new members this 132 new members this year in PRDP program.year in PRDP program.

• American Geriatric American Geriatric Association relationship Association relationship begun.begun.

• Contact with all key Contact with all key medical associations on medical associations on hearing screening hearing screening during physical exams.during physical exams.

Page 44: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

CY 2008 CY 2008 ProgramsPrograms

Page 45: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Tax Credit InitiativeTax Credit Initiative

Page 46: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

IssuesIssues

• Passage of the tax credit is considered Passage of the tax credit is considered the #1 HIA initiative.the #1 HIA initiative.

• Can the BHI leverage its 501c3 status Can the BHI leverage its 501c3 status to influence passage without violating to influence passage without violating IRS regulations?IRS regulations?

• BHI efforts to date:BHI efforts to date:– OpEd piece on the tax credit billOpEd piece on the tax credit bill– Small grassroots attempt with HHPSmall grassroots attempt with HHP

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FactsFacts• There is a great financial need-- MarkeTrak There is a great financial need-- MarkeTrak

VII confirmed that the cost of hearing aids VII 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 level4.5 million people at poverty level

• Price elasticity of hearing aids is between .6 Price elasticity of hearing aids is between .6 & .9 & .9 (Recent ASHA publication).(Recent ASHA publication).

• In a perfect marketing world we can expect In a perfect marketing world we can expect double digit growth in hearing solutions double digit growth in hearing solutions associated with tax credit bill passage.associated with tax credit bill passage.

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FactsFacts• 40% of hearing impaired indicated a $500 tax 40% of hearing impaired indicated a $500 tax

credit bill passage would influence them to credit bill passage would influence them to adopt hearing aids.adopt hearing aids.

• Tax credit passage will mitigate the financial Tax credit passage will mitigate the financial barrier to hearing aids for a minority of barrier to hearing aids for a minority of hearing impaired; the remainder we will hearing impaired; the remainder we will consider under cause marketing.consider under cause marketing.

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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

Page 50: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Hearing-impaired currently at or Hearing-impaired currently at or below poverty level by household sizebelow poverty level by household size

1074

1473

813612

356191 72

1847

2684

12811054

543291

141

0

500

1000

1500

2000

2500

3000

1 2 3 4 5 6 7

Household Size

Pov

erty

leve

l (00

0)

Poverty 150% Poverty

Source: MarkeTrak VII – “Hear Now” poverty guidelines by household size

4.5 million - poverty

7.8 million - 150% of poverty

Page 51: BHI Board Meeting December 3, 2007 Chicago, IL. EHIMA/EuroTrakEHIMA/EuroTrak New BHI spokespersonNew BHI spokesperson Payments to BHI authors and researchersPayments

Tax Credit InitiativeTax Credit Initiative

• Develop methods to channel hundreds Develop methods to channel hundreds of thousands of letters to every of thousands of letters to every member of Congress and Senate.member of Congress and Senate.

• Develop 5-6 minute DVD on the needDevelop 5-6 minute DVD on the need– Emotional footage of children being Emotional footage of children being

fit with hearing aidsfit with hearing aids– Educational component including Educational component including

income studyincome study– Narrated by Deidre Downs – Miss Narrated by Deidre Downs – Miss

America 2005 America 2005 (currently training to (currently training to be a pediatrician)be a pediatrician)

• Hand deliver to the Hill as well as by Hand deliver to the Hill as well as by eMail.eMail.

• Supplement with TV video news Supplement with TV video news release release (guaranteed audience of 8 (guaranteed audience of 8 million people)million people)

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Tax Credit InitiativeTax Credit Initiative• Develop Micro-internet site to Develop Micro-internet site to

channel letters to the Hill.channel letters to the Hill.– e.g. e.g.

Taxcreditsforhearingaids.orgTaxcreditsforhearingaids.org– Would include video & factsWould include video & facts

• Individual enters name, address Individual enters name, address and zip and letter automatically and zip and letter automatically sent to their respective sent to their respective Congressperson and Senator in Congressperson and Senator in support of the bill.support of the bill.

• Grassroots pull throughGrassroots pull through– Dispenser customer baseDispenser customer base

• Sample letter and post Sample letter and post cardcard

• 6 million current users6 million current users– HIA call to action in all new HIA call to action in all new

hearing aidshearing aids– All allied organizationsAll allied organizations

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Tax Credit Bill InitiativeTax Credit Bill Initiative

Tax Credit Web Site – canned letter zip code lookup

Personal touch 535 Reps and Senators

Deidre Downs

Call to Action in all New Hearing Aid Deliveries - HIA

Television VNR – Deidre Downs

Grassroots – 17,000 member BHI eNewsletter

BHI OpEds

Postcards to past customers

Call to Action

Allied Hearing Health Organizations

Community talks with BHI video

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Tax Credit Initiative BudgetTax Credit Initiative Budget

• Creative (DVD & PSA)- could be reduced depending Creative (DVD & PSA)- could be reduced depending on existing b-roll footage (Starkey, ReSound) on existing b-roll footage (Starkey, ReSound) ($75,250).($75,250).– Pre-production - $19,500Pre-production - $19,500– Production - $28,500Production - $28,500– Post production - $27,250Post production - $27,250

• DVD replication - $3,000DVD replication - $3,000• PSA distribution - $20,000PSA distribution - $20,000• Activities to promote legislation w/i BHI and HIA Activities to promote legislation w/i BHI and HIA

budgets.budgets.• Tax credit microsite - $15,000Tax credit microsite - $15,000• WP Group travel expenses - $3,000 WP Group travel expenses - $3,000 • Special project funding needed: $116,250Special project funding needed: $116,250

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BHSM 2008BHSM 2008

• Theme: The Great American Hearing CheckTheme: The Great American Hearing Check• Fact: 50% of people with hearing loss have NEVER had their Fact: 50% of people with hearing loss have NEVER had their

hearing checked professionally.hearing checked professionally.• People need motivation to visit a HHP. A check is a good People need motivation to visit a HHP. A check is a good

precursor to visiting a HHP.precursor to visiting a HHP.• BHI Quick Hearing Check BHI Quick Hearing Check

http://betterhearing.org/hearing_loss/quickHearingCheck.cfmhttp://betterhearing.org/hearing_loss/quickHearingCheck.cfm– ValidValid– ReliableReliable– Self (paper & pencil) or computer scoredSelf (paper & pencil) or computer scored– Normed to NCOA databaseNormed to NCOA database– Well develop predictive equation with Ruth Bentler of:Well develop predictive equation with Ruth Bentler of:

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

– Research among our eNewsletter subscribers in December.Research among our eNewsletter subscribers in December.• New URL – hearingcheck.com will send traffic to BHINew URL – hearingcheck.com will send traffic to BHI

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BHSM 2008BHSM 2008

• Press releasePress release

• Turn-key press kit for dispensersTurn-key press kit for dispensers

• Hearing screenings at American Hearing screenings at American Geriatric Society with physicians in May Geriatric Society with physicians in May – DC.– DC.

• Supplemented with other conventions Supplemented with other conventions throughout the year.throughout the year.

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Trade ShowsTrade Shows

• With acquisition of portable screening booth With acquisition of portable screening booth will be exploring participating in more will be exploring participating in more professional conferences:professional conferences:– AARP 50 + (DC – 9/4-6)AARP 50 + (DC – 9/4-6)– AAFP – Scientific Assembly (San Diego 9/17)AAFP – Scientific Assembly (San Diego 9/17)– AAFP – student & resident conference (Kansas AAFP – student & resident conference (Kansas

July 30-Aug 2)July 30-Aug 2)– American Nurses Association (DC June 23-24)American Nurses Association (DC June 23-24)– Physicians Assistant AssociationPhysicians Assistant Association

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Child Advocacy QuestionsChild Advocacy QuestionsMarkeTrak VIIMarkeTrak VII

• In determining which child should receive amplification In determining which child should receive amplification for their hearing loss in an educational setting is there a for their hearing loss in an educational setting is there a systematic bias towards those children with serious or systematic bias towards those children with serious or profound degrees of hearing loss?profound degrees of hearing loss?

• Is the prevalence of treatable hearing loss among Is the prevalence of treatable hearing loss among children under-represented in the US when subjective children under-represented in the US when subjective methodology (e.g. parental awareness) is used to methodology (e.g. parental awareness) is used to assess hearing loss?assess hearing loss?

• Are pediatricians sufficiently trained to measure hearing Are pediatricians sufficiently trained to measure hearing loss in children and to advise parents on treatment loss in children and to advise parents on treatment options?options?

• Do educators, medical doctors and hearing healthcare Do educators, medical doctors and hearing healthcare professionals minimize the impact of mild and unilateral professionals minimize the impact of mild and unilateral hearing loss on children?hearing loss on children?

• What can be done to assure timely follow-up for infants What can be done to assure timely follow-up for infants failing infant screening tests?failing infant screening tests?

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Child Advocacy QuestionsChild Advocacy QuestionsMarkeTrak VIIMarkeTrak VII

• How do parents form erroneous beliefs that How do parents form erroneous beliefs that certain types of hearing loss such as high certain types of hearing loss such as high frequency hearing loss cannot be helped with frequency hearing loss cannot be helped with amplification?amplification?

• Do parents have viable options of paying for Do parents have viable options of paying for hearing aids for their children if they cannot hearing aids for their children if they cannot personally afford them?personally afford them?

• Can vanity on either the part of the parent or Can vanity on either the part of the parent or dependent be allowed to serve as a barrier to dependent be allowed to serve as a barrier to communication access in the classroom?communication access in the classroom?

• Is there a sizable population of young people in Is there a sizable population of young people in America being left behind because they do not America being left behind because they do not fit existing paradigms of hearing disability?fit existing paradigms of hearing disability?

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Child Advocacy ActivitiesChild Advocacy Activities

• PR firm attempted this Fall to build PR firm attempted this Fall to build coalition of professional organizations coalition of professional organizations on improving healthcare for children on improving healthcare for children (dental, hearing, vision). Likely that BHI (dental, hearing, vision). Likely that BHI will have to go it alone.will have to go it alone.

• Press release early in the year on Press release early in the year on findings and issues from MarkeTrakfindings and issues from MarkeTrak

• Contact with key pediatric & parenting Contact with key pediatric & parenting editors as well as professional editors as well as professional associations.associations.

• A number of OpEd/NAPS style articlesA number of OpEd/NAPS style articles• Direct mail recruiting among 250 Direct mail recruiting among 250

celebrities known to support children’s celebrities known to support children’s causes.causes.

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Corporate Awareness Corporate Awareness ProgramProgram• Direct mail program to top 5,000 Human Resource Direct mail program to top 5,000 Human Resource

executives in U.S. executives in U.S. (Source: InfoUSA). (Source: InfoUSA). • Leverage findings of performance on the job (e.g. the Leverage findings of performance on the job (e.g. the

income study)income study)• Call to action use of our information (Guide to better Call to action use of our information (Guide to better

hearing, hearing check) on:hearing, hearing check) on:– Corporate IntranetCorporate Intranet– Their NewsletterTheir Newsletter– Or referral to BHIOr referral to BHI

• Search for national level human resource venues to Search for national level human resource venues to discuss HL issues in the work place.discuss HL issues in the work place.

• Within current budget.Within current budget.

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BHI Presence in PharmacyBHI Presence in Pharmacy• Will approach the key pharmacies for Will approach the key pharmacies for

possible PSA opportunities.possible PSA opportunities.– Drug store web page adsDrug store web page ads– PSAs on prescriptionsPSAs on prescriptions– Messaging on pharmacy bagsMessaging on pharmacy bags

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Tinnitus Tinnitus

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

solution BECAUSE they ALSO have Tinnitus.solution BECAUSE they ALSO have Tinnitus.– Twice as many people Google search Tinnitus as do Twice as many people Google search Tinnitus as do

“Hearing Loss”“Hearing Loss”– Approximately 90% of HHP indicate hearing aids have a Approximately 90% of HHP indicate hearing aids have a

mitigating impact on Tinnitus mitigating impact on Tinnitus (informal polls at my last dozen (informal polls at my last dozen speeches)speeches)

• Thesis - If we can prove that hearing aids mitigate Thesis - If we can prove that hearing aids mitigate Tinnitus for some people then more people may be Tinnitus for some people then more people may be motivated to seek out the services of a hearing motivated to seek out the services of a hearing health professional.health professional.

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TinnitusTinnitus

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

• Actions:Actions:– Rewrite our short web section on TinnitusRewrite our short web section on Tinnitus– Write new eGuide “Your Guide to Tinnitus”Write new eGuide “Your Guide to Tinnitus”– Help design BHI poll to our 17,000 newsletter Help design BHI poll to our 17,000 newsletter

subscribers and frame correct PR message on subscribers and frame correct PR message on Tinnitus mitigation.Tinnitus mitigation.

– Help in MarkeTrak VIII questionsHelp in MarkeTrak VIII questions

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TinnitusTinnitus

• Major press releases and HHP OpEd pieces:Major press releases and HHP OpEd pieces:– Results of our poll with hearing health providersResults of our poll with hearing health providers– Release of eGuide on TinnitusRelease of eGuide on Tinnitus

• Measurement of Tinnitus issue Measurement of Tinnitus issue (prevalence, (prevalence, nature, solutions)nature, solutions) for the first time will be built for the first time will be built into MarkeTrak VIII.into MarkeTrak VIII.

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Other educational efforts currently Other educational efforts currently under developmentunder development

• Detailed Guide to Financial Assistance for hearing solutions: Detailed Guide to Financial Assistance for hearing solutions: ContributorsContributors– Sharon Campbell (foundations, charities & Medicaid and Sharon Campbell (foundations, charities & Medicaid and

local insurance, government)local insurance, government)– Carole Johnson (Auburn) – IDEA and educational systemsCarole Johnson (Auburn) – IDEA and educational systems– Leading to expansion of financial resources: Leading to expansion of financial resources:

http://betterhearing.org/resources/resource.cfm?resourceIDhttp://betterhearing.org/resources/resource.cfm?resourceID=17=17

– eGuide – “Your Guide to Financial Assistance for Hearing eGuide – “Your Guide to Financial Assistance for Hearing Aids”Aids”

• Your Guide to Hearing Loss Prevention (Brian Fligor – Harvard)Your Guide to Hearing Loss Prevention (Brian Fligor – Harvard)• Legal rights of people with hearing loss (Grey Plant Moody)Legal rights of people with hearing loss (Grey Plant Moody)• Hearing aid care & maintenance (Schow – Iowa)Hearing aid care & maintenance (Schow – Iowa)• Aural Rehabilitation series (about 6-7) (Pat Kricos - Florida)Aural Rehabilitation series (about 6-7) (Pat Kricos - Florida)• Emotions and hearing loss (Max Chartrand)Emotions and hearing loss (Max Chartrand)• Consumer journey articles on identifying superior hearing Consumer journey articles on identifying superior hearing

health care.health care.

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Syndicated ColumnistsSyndicated Columnists

• Highly successful with 2 this year:Highly successful with 2 this year:– Jim Miller (Savvy Senior)Jim Miller (Savvy Senior)– Jackie Farwell (Employment column)Jackie Farwell (Employment column)

• Will approach approximately 60 other Will approach approximately 60 other well known syndicated columnists at well known syndicated columnists at the beginning of the year.the beginning of the year.

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MarkeTrak VIIIMarkeTrak VIII• Planning will begin in June under Knowles continued Planning will begin in June under Knowles continued

sponsorship.sponsorship.• Recruit wide group of reviewers from HIA and academia.Recruit wide group of reviewers from HIA and academia.• What new topics do we want to study using the NFO What new topics do we want to study using the NFO

panel?panel?– TinnitusTinnitus– Another detailed correlational study proving “value” of Another detailed correlational study proving “value” of

hearing solutions (e.g. the income study).hearing solutions (e.g. the income study).• Will continue:Will continue:

– Trending (24 years)Trending (24 years)– Customer satisfactionCustomer satisfaction

• Will not restudy – obstacles to hearing solutions or Will not restudy – obstacles to hearing solutions or pediatric populationpediatric population

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Celebrity ReferralsCelebrity Referrals

• Not forthcoming from hearing health Not forthcoming from hearing health professionals.professionals.

• I have personally written about 20 celebrities I have personally written about 20 celebrities with known hearing loss without success.with known hearing loss without success.

• Attempting to reestablish HEI link.Attempting to reestablish HEI link.• Shot-gun direct mail piece to 500 famous Shot-gun direct mail piece to 500 famous

celebrities to serve as BHI spokespeople – celebrities to serve as BHI spokespeople – do not necessarily have to have hearing loss do not necessarily have to have hearing loss (source: database of 55,000 celebrities).(source: database of 55,000 celebrities).

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Public Service AnnouncementsPublic Service Announcements

• To get impression and $ad value increased we will To get impression and $ad value increased we will need to do more PSAs especially on TV.need to do more PSAs especially on TV.

• Our generic ads did not do well given the cost.Our generic ads did not do well given the cost.• Current Free PSA climate uncertain.Current Free PSA climate uncertain.• Seek out meeting with Goodwill communications on Seek out meeting with Goodwill communications on

realities of PSAs.realities of PSAs.• We have not had celebrity PSA since 1999.We have not had celebrity PSA since 1999.• Attempt as special project PSA either with Deidre Attempt as special project PSA either with Deidre

Downs or if we can recruit a non-hearing impaired Downs or if we can recruit a non-hearing impaired person. Realistic Costs for this special project:person. Realistic Costs for this special project:– TV: $26,000 extra if we use Deidre DownsTV: $26,000 extra if we use Deidre Downs– Print: $17,000 including trackingPrint: $17,000 including tracking– More if another celebrityMore if another celebrity

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Public Service AnnouncementsPublic Service AnnouncementsCurrent Costs Current Costs

SourceSource Creative & Creative & ProductionProduction

DistributionDistribution TotalTotal

TVTV $20-50k$20-50k $48-$55k$48-$55k $68-$105k$68-$105k

RadioRadio $4k$4k $25-$30k$25-$30k $29-$34k$29-$34k

PrintPrint $15k$15k $28-32k$28-32k $43-$47k$43-$47k

A full multimedia PSA campaign with a famous celebrity would cost between $140k-$190k

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Outstanding Projects in the WorksOutstanding Projects in the Works

• Model presentations on hearing loss Model presentations on hearing loss and solutions:and solutions:– Consumer orientedConsumer oriented– Physician oriented Physician oriented – Polled industry and received about 20 Polled industry and received about 20

presentations.presentations.

• Dr. Phil or similar for video on breaking Dr. Phil or similar for video on breaking through denial.through denial.