CHALLENGE:

Global hearing implant leader MED-EL recognized the need to overcome the deeply embedded stigma of hearing loss in older adults.

‍

APPROACH:

MED-EL partnered with Rebecca to raise awareness about hearing loss and MED-EL solutions among older adults through national consumer and targeted trade media, social media and advocacy relations during a defined two-month campaign.

‍

SOLUTION:

• Fielded a Harris QuickQuery survey to assess attitudes toward hearing loss and older adults
• Identified external medical expert and hearing implant clinical trial participant to serve as spokespeople
• Wrote press release summarizing survey findings
• Conducted national, local and trade media relations outreach
• Created infographic series to use for social content and sponsored distribution
• Wrote Listicle featuring survey data and expert quotes for sponsored distribution
• Initiated third-party advocacy group partnership for sponsored blog post and e-newsletter feature
• Leveraged internal e-newsletter for direct-to-customer communication

‍

RESULTS:

Targeted & Timely Campaign Nets High ROI

• National media interviews booked on SIRIUS XM “Healthy Aging” show, extensive infographic and press release pick up by targeted hearing loss trade and consumer advocacy community
• 1,042 Listicle Placements
• 510 Infographic Placements
• 277 Million Impressions
• 9 corporate social posts reached 13,400 users and generated 266 clicks and 421 reactions
• Generated a 5% increase in Facebook followers during life of the campaign
• Advocacy group sponsored blog post generated nearly 300 views (“very good”), and more than 8,000 e-newsletter views

‍