BHI Strategic Plan - Better Hearing Institute

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“The Plan”

2009
-
2010

HIA Annual Meeting

February 26, 2009

Historical Overview


BHI formed in 1973 as a 501c3 to promote
“better hearing.” Accomplished primarily
through celebrity PSAs and BHSM through
1999.



Brought under HIA 1999. Sole strategy was
medical education through 2005.



Sergei Kochkin joined in 2004 with goal to
rebuild more multidimensional organization.

Last Five Years


Engaged public relations firm


Re Branded the organization


Re Designed the consumer literature


Developed the BHI website


Developed tax credit website


Moved research function from
Knowles


Quantified the value of medical
marketing on hearing aid sales

Established a research driven model for
accomplishing it’s mission

BHI

Mission

Specific drivers:

Internal stigma

External stigma

Influencers

Product perception

Service perception

Physicians attitude

Fear

Physical

impairment

Stages of denial

Perceived loss of

communication

performance &

need

Attitude toward

getting hearing

solutions

Behavior intent/

Hearing health

solutions

Predisposition

Price & hearing health
solution delivery model

Drivers:

Perceived age

Communication situations

Change & emotional reaction

Social comparison

Alternative solutions


General moderators:


Socio economic status


Health


Personality


Lifestyle


Social network


Emotional state

Medical care

Surgery

Aural rehab

Cochlear Impl.

Hearing Aids

ALDs

Behavior Modif.




Moved from medical education model

BHI

Public

HHP

MD

Physician referral development
program (PRDP)

To multidimensional PR model

BHI
Initiatives &
Website

Manufacturers

HHP

HH Organizations

Media

Public

Medical

Targeted
Examples

Listening


Corporations


Place of Worship

QOL


Depression


Anxiety


Cognition


Health

Lifestyle


Senior


Boomer


Parenting

Point of Sale


Pharmacy





Grassroots

BHI Board Focus


Explored cause marketing possibilities
as a method of increasing funding to
and PR reach for BHI.



Critical continuous look backward and
forward


added a strategic planning
session to realign





Strategic Planning Session

( goal was to write the plan for
next couple of years )

Held Washington DC

September 15
-
16, 2008

Participants

(everyone was invited )


Moderator


Harrison Coerver


Brian Kinnerk


Unitron


William Luxford


House Ear Clinic


Jerry Ruzicka


Starkey


Gordon Walker


Knowles


Randy Raymond


Spectrum Brands


Cathy Jones


Phonak


Carole Rogin


HIA


Sergei Kochkin
-

BHI


Current Situation

comments
-



“Undefined” services


Strongly identified / dependent on Sergei


Extension of HA manufacturers


Not consistent alignment between “funder”
expectations and mission


Perceived as organization that increases
awareness of hearing loss and solutions


Market development oriented


Prominent role of research (MarkeTrak)


Funding constraints


Affected by industry consolidation

Other Factors Precipitating Session


Consideration of new initiatives and funding
requirements resulted in revisiting:


Mission


Strategies


Goals


New board members brought new
perspectives that lead to further questions


Continual assessment of our value at BHI

BHI Programs & Activities


Concerns regarding breath and depth of BHI
activities given resources.


Movement from 1 activity (MD education)


To too many


spreading ourselves too thin?



Are BHI tactics coordinated and integrated
effectively?



How do we measure the success of BHI
efforts? Despite numerous, the link between
efforts and instrument sales not clear.

Multiple Stakeholders


Manufacturers


Hearing healthcare professionals


Government agencies


Health care organizations


Public


Media


Industry Analysts


BHI Finance Situation


Single source of revenue (HIA)


Staff and administrative costs represent
highest area of expense.


Likelihood of grants and cause
marketing funding low without major
revamping of direction and make
-
up of
BHI.

Organizational Assessment


Administrative


Executive Director (SK)


1/3 administrative


Accounting services


Clerical


Web firm


PR firm


Advisory council (adult and pediatric)



Governance


HIA executive director


8 board members


Majority of board are manufacturers

Assumptions / Forecasts impacting
BHI


Continual population growth of the hearing impaired


Improved technology resulting in greater complexity
and higher expectations


Increased demand for hearing information


Increased use of Internet over print


Continued retail consolidation


Middle ear implants will be more available


Increased competition for aging market


Adverse economic conditions


Reduction of FREE Public Service Announcement
space

Assumptions re:BHI Stakeholders


Tighter support budgets


Continually need to increase value


Consumers will continually grow more
knowledgeable and sophisticated


Hearing Health Professionals will
maintain current level of support

Assumptions Re: BHI the
organization


Relationship with HIA will continue


Resource constraints will persist


Must continually enhance its credibility


Must have a strong internet strategy


Can of course attract sponsor funding
for special projects not in the budget

Board Survey

Lack of consensus on BHI effectiveness

2
3
2
3
0
0
0.5
1
1.5
2
2.5
3
3.5
Very effective (5)
4
Effective (3)
2
Not at all effective
(1)
Board Survey


BHI strengths:


Research


Sergei Kochkin


PR voice of industry and developing as a
“go to authority”


Achieves many media placements from
the non profit status


Leverages quality of life in media


Quality literature and website

Board Survey


BHI weaknesses
:


Insufficient exposure to public and HHP


Insufficient support from HHP


Goals at times unclear


Tries to be all things to all people


Limited resources and funding


Unrealistic ( misaligned ) expectations


Lack of stakeholder consensus on priorities/tactics


Board involvement sometimes lacking


Inability to prove efficacy despite metrics

Mission Statement

“The Better Hearing Institute conducts
research and engages in hearing health
education with the goal of helping
people with hearing loss to benefit from
proper treatment. “






Reevaluation of BHI Goals


Educational focus (90% agreed or strongly agreed)



Elevation of hearing loss in America;


Remove or mitigate obstacles to hearing solutions;


Establish BHI as credible go
-
to place

(100% agree or strongly agree)



Increase traffic into HHP offices (80% agree or
strongly agree)



Improve quality of life of millions of Americans
through better hearing (100% agree or strongly
agree)


Board Priorities (points)


Increase BHI Internet presence (19 )


Publish articles (12)


Establish partnerships with consumer &
health
-
related organizations (10)



Establish research/grant program (3)


Attract alternative sources of funding (2)


Est. high profile better hearing & speech month (1)


The 3 Strategic Goals


BHI
Effectiveness

Internet
Presence

Publications

Relationships

Remaining Agenda


Gordon Walker



Increasing Internet
Presence

Sergei Kochkin



Publications and

Relationships


Goal 1


Internet Presence


Increase
Internet
Presence

Community

SEO

Banner Ads

Overview


Why Internet Presence as a goal?


What are we looking for?


A question of credibility... SCORE


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


Planning our evolution

Why Internet Presence?


Mary Furlong told us to!


Importance of Web Savvy Seniors


Relative obscurity of betterhearing.org


Lack of established resources an
opportunity


Research community


Hearing Health partners


Consumers

Why the Internet?

…and how it motivates our path forward


Information expected to be readily available


Individuals motivated by ‘people like me’


Search is not for ‘traditional’ deliverables


Seeking ‘voice of crowds’


NOT

“Your Guide to Better Hearing”


Ultimate goal: Credibility with today’s
consumer


Credibility and Communities


Credibility a vexing
question


Amazon is built on it


Enabling connection
arguably the biggest
breakthrough of the
Internet


What the heck is a
community?

Communities are…


S
ocial


C
o
-
creative


O
pen


R
ewarding


E
valuative


This is integral to our
evolutionary

thinking
about betterhearing.org


Social Media
-

Blogs

Blog


What they are


Why they are
important


Our path to move
forward with
betterhearing.org
bloggers



Old vs. New Media

Newspaper

Daily
Circulation

2,293,310

2,011,999

1,000,665

739,147

632,595


Blog

Monthly
Unique
Visitors

6,479,549

3,353,968

3,309,255

2,590,221

1,930,842

Source: Compete.com

Source: BurrellesLuce Top 100 Media Report 2008

Social Media
-

Facebook



Social Media
-

Wikis

Search Engine Optimization


Why is search engine optimization (SEO) important?


SEO helps attract targeted visitors by increasing the visibility of our Website
in the organic engine results


60% to 70% of searcher prefer to click on the organic or natural search
results


SEO is similar to public relations for the Web



How to Conduct a Successful SEO Campaign?


Business Assessment

-

Establish a sound and effective SEO strategy


Keyword Analysis

-

Get inside the heads or our target visitors


Website Optimization



Make our Website attractive to search engines


Link Building
-

Build quality links into our Website from popular sites


Measure Success



Track results and optimize our campaign



Search Engine Optimization is a process


Just like traditional public relations, there are no quick fixes


Ongoing Website optimization and link building is required to produce
results


Results are lasting

Plan Summary
-

2009


Transition betterhearing.org content


from
static and impersonal


to
dynamic, personal… and interactive


Identified six blog topics:


Sergei



− Hearing Healthcare


Hearing Loss


− Pediatrics


Technology


− Prevention


Recruiting bloggers


Build links, participate in existing community


Search Engine Optimization


Plan Summary


Evolve towards discussion forums,
more user generated content…


Forums possible end 2009, early 2010


Wikis, communal writing for FAQs, What
You Should Expect type documents



Measures of Success


2009


Goal
: Increase BHI’s Google search ranking
for “hearing loss” from 55 to 45 through
investments and related tactics in search
engine optimization and increased traffic to
the BHI website through enhanced content.


Goal
: Increase the number of unique visitors
to the BHI website to an average of 30,000
per month for 2009.


Goal
: Build a
“blogging community”

and
“consumer discussion forum”

with at least
500 unique, registered contributors to
either

the consumer forum or the various blogs.

Goal #2

Publications

Publications


Industry journals


Peer journals


Syndicated articles


Press releases


eNewsletters (18,000 members)


eGuides


Postings on website


New Content on website


Publications


Key goals


Articles leveraging quality of life issues



That will be picked up by the media


Print and TV


Web (longer life then print)



Research articles that continue to build the
credibility of the BHI as a “go
-
to” place for
information.



Articles or materials that hearing healthcare
professionals can use to promote their practice.

MarkeTrak VIII


Largest ever



Possible 10
-
12 publications



Over 3 year period



Will continue publications on:


Trending (25 years)


Customer satisfaction

MarkeTrak VIII


New topics


Tinnitus prevalence and tinnitus mitigation with
sound therapy/other modalities


Benefit quantification at National level


Open fit satisfaction compared to other HA styles


Impact of hearing loss/hearing aids on
promotability, perceptions of discrimination in the
work force for the hearing
-
impaired, income, and
unemployment/disability.


Customer satisfaction comparisons for other
“helping” professions and products.


Impact of cheap listening devices on HA sales


Media habits of hearing
-
impaired



MarkeTrak VIII



New Topics (Cont).


More detailed look at reasons for returns
(including essay)


(non
-
owners)


50 hearing aid enhancements or situations
that would increase likelihood of purchase
(non
-
owners).


Essay question on sources of noise which
impact satisfaction (owners)


Impact on quality of life due to hearing loss
(non
-
owners)


Impact on quality of life due to hearing aids
(owners)

MarkeTrak VIII



New Topics (Cont.)


More detailed look at sources and amount of
third party reimbursement for hearing aids


(owners).


Quantification of customer satisfaction

as a
function of consumer journey protocol


(owners).


De
-
identified comparisons of brand
satisfaction & franchise/ large chain
satisfaction (this report will be for sale).

Goal # 2
-

Publications


Tax credit articles when re
-
introduced


Quick hearing check validation


predict dB loss
better ear (n=1,100)


Tinnitus mitigation and hearing aids


Pediatric advocacy articles


trojan horse for the HA
industry


Continued aural rehab articles


Consumer journey articles


eGuides (in the works)


Financial asst (150 sources)


HL prevention


Tinnitus mitigation with sound therapy


Hearing health news from around the world


Blogs from SK and advisory board


Overall goal


56 publications


Goal #3

Relationships/partnerships

Relationships


#1 goal


partnering with hearing health
professionals in grassroots efforts


Promotion

using BHI national initiatives at a local
level to promote hearing aids


Advocacy

(
e.g. no child left behind due to hearing
loss
)


Activism

(
e.g. hearing aid tax credit
)



Continue 4 hour CEU course: New
Opportunities for promoting hearing
solutions. Target:


State associations


Manufacturer open house training seminars


Goal


12 speeches in 2009

Teach HHP how to promote their
practice using BHI material


BHI database by topical areas:


http://www.betterhearing.org/professionals/material.cfm


Peer examples:


Tinnitus
Mitigation

Tax Credits

BHSM

Safety

Targets for increasing partnerships


Labor intensive


cold calling


Targets


Health related sites (Diabetes, general health
sites, arthritis, alzheimers)


QOL related to HL (Depression, anxiety, memory
loss, psychiatric, social work)


Effectiveness (Corporate, occupational,
relationships)


Social (Religious observance)


Demography (boomer, senior/aging, children,
parenting sites)


Key online media sites


Hearing aid industry stakeholders

Relationships being worked on or
exploring


Society for Human Resource Management


250,000 members


Way to penetrate all corporations in America


Invitation received to write materials for HR executives



Diabetes organizations and supplier


U.S. Department of Health and Human Services


Partner in Women’s Health week in May


Cell phone manufacturer


Large religious organization on children’s advocacy


Goal


10 new relationships or partnerships in 2009


Measures of Success Summary


Increased BHI web traffic & ranking


Active Blog community & discussion forum


56 publications


12 speeches


BHI media placements


1560


$5.5 million ad value


Impressions of 260 million


500,000 hearing aid tax credit letters


10 new partnerships for promoting hearing
solutions.