Digital Marketing

Key Media Insights & Messaging Updated: February 24, 2020

Key Industry Stats • 5.3% of the population worldwide experience at

least moderate hearing loss in the better ear • World Health Organization, 2012

• 466 million worldwide with disabling hearing loss expected to rise above 900 million by 2050 • World Health Organization, 2018

• 10-12% population affected by hearing loss • The Hearing Foundation of Canada, 2017, Lin et al., 2011

• 20% when considering unilateral losses • Lin et al., 2011

• Prevalence rises to: • 25%-40% by age 65+​ • 40% to 66% by age 75+​ • 80% by age 85+​

• Yueh, Shapiro, MacLean & Shekelle, 2003 • Non-Hearing aid owners have been aware of their hearing loss for

9.5 and 12.4 years • Abrams & Kihm, 2015, Kochkin, 2013

Key Industry Stats • Hearing aid owners waited between 6.7 and 13 years

before pursuing treatment • Abrams & Kihm, 2015, Kochkin, 2013

• In Canada, an estimated 19% of adults (4.6 million) have at least mild hearing loss in the speech-frequency range (0.5, 1, 2 and 4 kHz).Note4

• An even larger percentage of the adult population, 35% (8.4 million), have some degree of hearing loss in the high- frequency range (3, 4, 6 and 8 kHz)

• Citation: Feder K, Michaud D, Ramage-Morin P, et al. Prevalence of hearing loss among Canadians aged 20 to 79: Audiometric results from the 2012/2013 Canadian Health Measures Survey. Health Reports 2015; 26(7): 18-25.

• https://www150.statcan.gc.ca/n1/pub/82-003-x/2019008/article/00002- eng.htm

Key Industry Stats • 530,210 people in Ontario (4.74% of the population) are deaf or hard

of hearing. (Canada Census 2006)

• Approximately 4 in 1,000 Canadian babies are born with some degree of hearing loss or will develop early progressive childhood hearing loss. (Ontario Ministry of Children and Youth Services, 2007).

• Hearing loss is the third most prevalent chronic condition in older adults and the most widespread disability. Its prevalence rises with age – 46% of people aged 45 to 87 have hearing loss. (Cruickshanks et al. 1998)

• According to Statistics Canada, more than one million adults across the country reported having a hearing-related disability, a number more than 50% greater than the number of people reporting problems with their eyesight (StatsCan, 2002). Other studies indicate that the true number may reach three million or more Canadian adults, as those suffering from hearing problems often under-report their condition.

Signs of Hearing Loss • Does it sound like people mumble, and do you often ask them to

repeat themselves? • Do you need to see someone's face, or watch someone's mouth

move, in order to understand what they are saying? • If you're in a restaurant or at a large family gathering, does the

conversation get lost in the mix of all the other noise? • When you sit down to watch TV with someone, do you always

turn the volume up? • Do you sit quietly, nod your head and smile during a group

conversation, even though you don't know what people are saying?

• Do you have a ringing or buzzing sound in your ears whenever you're in a quiet room?

How to Talk to a Loved One About Hearing Loss?

Choose the right place and time • Its important to choose the time and location carefully. Pick a private and quiet place to

talk Come from a place of love • Its vital to have a compassionate conversation rather than come from a place of

frustration. You don’t want your loved one to feel attacked Assume they know • Oftentimes, people with untreated hearing loss do know deep down that they are

having trouble hearing and need to seek treatment. The conversation might run more smoothly if you assume this.

Be empathetic • Being empathic means you listen to your loved one's concerns. Offer your support and follow through

• Your loved one may be nervous about seeking treatment. Offer to go to the audiologist appointment with him or her.

• https://www.healthyhearing.com/report/51831-5-tips-for-talking-to-your-loved-one- about-hearing-loss

Types of Hearing Aids

COMPLETELY-IN-THE-CANAL (CIC) This type of hearing aid fits deep in the ear canal, so they are nearly invisible, yet they can be removed daily. Suitable for hearing loss that is mild to moderately severe.

IN-THE-CANAL (ITC) This type of hearing aid is custom made to fit almost entirely inside your ear canal, and they can be removed daily. Suitable for hearing loss that is mild to moderately severe.

Types of Hearing Aids

IN-THE-EAR (ITE) This type of hearing aid is custom made to fit securely in your outer ear, ensuring optimal comfort and performance. They are slightly larger than the CIC and ITC models, and they can also be removed daily. Suitable for hearing loss that is mild to severe.

BEHIND-THE-EAR (BTE) This type of hearing aid sits behind the ear, rather than within it, and is typically what someone would visualize when they think of a traditional hearing aid. As technology and design have evolved, this model has become much more discreet. Suitable for hearing loss that is mild to profound.

Types of Hearing Aids

RITE: RECEIVER IN THE EAR This type of hearing aid combines the advantages of a CIC hearing aid with those of a BTE hearing aid. They sit behind the ear, and a very thin tube connects to a small piece that fits completely in the ear canal. So, they're very discrete and offer the full range of features that BTE hearing aids do. Suitable for hearing loss that is mild to moderately severe.

Types of Hearing Aids

Types of Hearing Aids

Invisible Hearing Aid: The Lyric (FCP only)

• https://lyric.phonakmarketing.ca/lyric-hunting-campaign- landing-page/

• http://unbouncepages.com/lyric-tinnitus/

FM Systems

• https://www.phonak.com/com/en/hearing- aids/accessories/roger.html

FM Systems

• https://www.phonak.com/com/en/hearing- aids/accessories/roger.html

Types of Hearing Loss Conductive Hearing Loss • Conductive hearing loss is similar to the idea of ear wax build-up.

If you have too much ear wax build-up, it creates a blockage that prevents sound vibrations from reaching your inner ear. A perforated ear drum, fluid in the middle ear, and damage to the bones of the middle ear can also cause conductive hearing loss.

• Some forms of this, such as wax build-up or fluid, can be treated and cured, others cannot.

Sensorineural Hearing Loss • Sensorineural hearing loss, on the other hand, deals with damage

to the inner ear, which prevents sound from properly reaching your auditory nerve and being translated by your brain. This type of hearing loss is most often associated with growing older, the prolonged exposure to dangerous noise levels, or both.

• This form of hearing loss is usually permanent.

Types of Hearing Loss Combined Hearing Loss • Since the two types of hearing loss deal with different

parts of the ear, they can both occur at the same time. For instance, a man retiring from working in a factory for 30 years may not hear as well as he used to, but if he has ear wax build-up, his hearing will be much worse.

• Whether or not this form of hearing loss is permanent depends on the nature of the two types of hearing loss.

Hearing loss is often permanent, and, like aches and pains, it is most often related to growing older.

At the same time, age is far from the only cause of hearing loss. Prolonged exposure to loud noise, an accident, the side effects of medication, ear wax build-up and even genetics can lead to hearing loss.

How Do Hearing Aids Help?

New Technology Callouts

Hearing Test: What to Expect Listening Lifestyle Consultation • During this time, your trusted hearing healthcare provider will

discuss your medical history, hearing concerns, and lifestyle, to help ensure the professional recommendations made following the assessment meet your individual needs and preferences.

Physical Ear Examination • Your hearing healthcare provider will perform an examination of

your ears to ensure that there are no signs of wax buildup, and look to see if there are any medical concerns that may be directly related to your hearing loss.

Hearing Assessment • Your hearing healthcare provider will conduct an in-depth and

comprehensive professional hearing assessment, which will include a series of different tests including speech, words, tones and pitches.

Hearing Test: What to Expect Review Your Results • Your results are available immediately following your assessment,

and will be reviewed with you in detail so you can understand your level of hearing loss.

Professional Recommendation • Your hearing healthcare provider will present you with a

professional recommendation while taking into consideration your hearing aid size and colour preferences, desired listening lifestyle, and budget.

Experience a Live Demonstration • Your hearing healthcare provider will now conduct a live hearing

aid demonstration so you can experience the benefits of a hearing device, and rediscover the world of sound.

Hearing Test: What to Expect Satisfaction Guarantee • With our 0% financing program, 90 day trial period and

satisfaction guarantee, you can now improve the quality of your life with hearing aids, confidently and comfortably. At Hearing Solutions, we also believe that after care support is just as important as our individualized care during your assessment and hearing aid fitting. To help ensure that you are happy throughout your entire hearing healthcare journey, we offer the Hear Forever Package, which is unique to Hearing Solutions.

Scheduling Regular Check Ups • Most people conduct a regular check up with their doctors,

dentists, optometrists – but not always hearing • Hearing loss is gradual and thus difficult to self identify • It is impossible to predict based on multiple factors including age,

genetics, exposures, blood supply etc.

Hearing Aids Keep Your Brain Fit

Impact of Untreated Hearing Loss • Profound psychological consequences including: depression,

isolation, anger, exhaustion, anxiety, insecurity, despair, negative self-image, inability to relax, loss of group affiliation, paranoia, and loss of intimacy • Trychin, 1993

• Linked with issues such as cognitive decline, dementia and Alzheimer's • Granick, Kleban, & Weiss, 1976; Gussekloo, de Craen, Oduber, van Boxtel,

& Westendorp, 2005; Lin et al., 2011a; Lin et al., 2011b; McCoy et al., 2005; Valentijn et al., 2005

• Impacts to quality of life as well as economic, behavioral, emotional and psychosocial domains • Dalton et al., 2003

• Increased listening effort • Bernarding, Strauss, Hanneman, Seidler, & Corona-Strauss, 2013;

Kramer, Kapteym, Festen, & Kuik, 1997; Tun, McCoy, & Wingfield, 2009 •

Impact of Untreated Hearing Loss

Hearing Loss & Diabetes

• Hearing loss twice as common in those with diabetes

• Mechanism: elevated blood sugars damaging blood vessels and reducing blood flow

• Chronic condition with gradual onset (similar to hearing loss)

• Besser et al (2018); NIH (2004)

Hearing Loss & Diabetes

Hearing Loss & Cardiovascular Disease

• Common risk factors including: • High BMI • Smoking • Hypertension

• 10% higher in those with hearing loss)

• High Cholesterol • Suspect disrupted blood

supply to stria vascularis • Low Hx loss associated with

Ischemia • Besser et al (2018)

Hearing Loss & Cardiovascular Disease Common risk factors include:

• High IBM • Smoking • Hypertension (10% higher in those with hearing loss)

• High Cholesterol Suspect disrupted blood supply to stria vascularis

• Low Hx loss associated with Ischemia

Besser et al (2018)

“The ear may be a window to the heart.”

Dr. David Friedland MD PhD

• Proper diet and exercise, and avoiding cigarettes and second- hand smoke, are just some of the ways to keep your heart healthy, which can in turn help you hear properly.

• Many researchers believe the inner ear is often the first part of the body to be affected by heart disease.

• A 2017 study confirmed that heart conditions such as arterial disease and a history of cardiovascular disease indicate a higher risk of developing hearing loss

• The tiny hair cells and nerves in your inner ear need good blood flow in order to pick up the sounds that allow you to hear.

• https://www.signiausa.com/blog/c an-heart-disease-cause-hearing- loss/

Hearing Loss & Cardiovascular Disease

“The ear may be a window to the heart.”

• Dr. David Friedland MD PhD

Hearing Loss & Kidney Disease

• Kidney disease associated with a 43% increased risk of hearing loss • Mitchell et al, (2010)

Hearing Loss & Falling • 28-35% of people 65+ fall

each year • 32-42% of people 70+ fall

each year • WHO(2007)

• Increased incidence of falls for every 10dB of hearing loss

• 25dB = 3x risk • US Centers for Disease

Control &Prevention, Lin & Ferrucci (2012), NIH (2004)

• Decreased special awareness

• Increased cognitive load • WHO(2007); Abrams (2015)

Hearing Loss & Falling

Hearing Loss & Falling

Hearing Loss & Hospitalization

• Untreated hearing loss was associated with a 46% increased health care cost over a 10 year period

• 2.5 days longer hospital stay per admission

• 44% more re-admission • Reed et al (2019)

• Increased risk of mortality • Contrera et al (2015), Liljas et

al (2016), Hsu (2019) •

Positive Hearing Aid Outcomes • Systematic Reviews have show that hearing aids improve health

related quality of life​ • Chisolm et al 2007

• Hearing aid owners report improved relationships, work performance, communication abilities and overall quality of life • Abrams & Kihm, 2015

• Hearing instrument use also appears to attenuate the accelerated cognitive decline associated with hearing loss • Ameiva et al, 2015; Dawes et al, 2015

• Lancet Commission found Hearing Loss to be the #1 modifiable risk factor for dementia and recommends the treatment of Hearing Loss as a Preventative Measure • Livingston et al, 2017

• Hearing aids enjoy high rates of satisfaction = 81%, rising to 91% with technology purchased in the last year • Abrams & Kihm, 2015

Tinnitus • The Canadian Tinnitus Association estimates that 360,000

Canadians are annoyed by tinnitus, and that 150,000 cannot stand it. In total, 10-15% of the world's population suffers from tinnitus, 85% of whom suffer from hearing loss as well.

• Tinnitus is often described as a "ringing in the ears," but it is more accurately described as hearing sound when no external source of that sound exists. Tinnitus can sound like a rushing river, a roaring freight train, a steady hiss or buzz, a whistle, a scream, a steady tone, and even the rhythmic sounds of crickets, beeps or ticking clocks.

• Effects of Tinnitus • Those with persistent tinnitus can experience: insomnia,

trouble concentrating and memory problems, which can lead to anxiety and even depression

Tinnitus Causes of Tinnitus • The most common direct cause of tinnitus is damage to the

sensory hair cells of the cochlea, in the inner ear • But, even though it may seem to be a disease, tinnitus is merely a

symptom. • Hearing loss, whether due to age, genes or the prolonged

exposure to noise, is the main cause of tinnitus. • Heart disease, high blood pressure, the side effects of medication

and even dental problems are other causes

Tinnitus

Lyric & Tinnitus

https://lyric.phonakmarketing.ca/lyric-hunting-campaign- landing-page/

http://unbouncepages.com/lyric-tinnitus/

Lyric & Tinnitus

Regular Check

• Most people conduct a regular check up on their eyes and teeth • Why skip hearing? • Impossible to predict based on multiple factors including age,

genetics, exposures, blood supply etc.

• Hearing loss is gradual and thus difficult to self identify

Common Hearing Aid Myths!

 One hearing aid

 Hearing aids don’t work  Each case is unique to the individual

 Success is linked to acclimatization

 Hearing Aid Satisfaction 81% overall  Rises to 91% with technology under a year

Abrams & Kihm, 2015

About Hearing Solutions

• At Hearing Solutions, we have been proudly helping patients enjoy the world of sound and life for over 20 years

• Our talented team of professionals are passionate about helping you live life to the fullest, and are committed to providing you sound advice you can trust in a warm and caring environment

• We have conveniently located clinics that offer free hearing assessments, hearing aids, and assisted listening devices to help you connect, through conversation and laughter, with your loved ones

Key Messaging • FREE HEARING TEST

• The easiest, most efficient and best way to discover whether you or a loved one suffers from hearing loss is to schedule a free hearing test with a trusted hearing healthcare professional

• RECONNECT WITH LOVED ONES • There is nothing more important than reconnecting with your

loved ones through conversation and laughter – our mission is to help you do just that

• Committed to improving lives in remarkable ways • SATISFACTION GUARANTEE

• With our 90 day trial period and satisfaction guarantee, you can now improve the quality of your life, confidently and comfortably

Key Messaging • 0% FINANCING

• Take advantage of our 0% financing program, and also speak with one of our professional hearing healthcare providers to see what promotions we may be offering to help you find the right solution that meets your unique needs, preferences, and budget

Keywords that Resonate with Patient: Brand Attributes

• Professional (67%) • Competent (59%) • Trustworthy(58%) • Experienced (55%) • Reliable (53%) • Expert (51%) • Competitive prices ((49%) • Best technology (47%) • Friendly (45%) • Accessible (41%) • Quality conscious (40%) • Caring (40%) • Local (38%) • Understanding (35%)

• Listening (34%) • Service oriented (33%) • Committed (23%) • Empathetic (20%)

Top Page & Blogs • https://hearingsolutions.ca/can-you-drive-if-youre-deaf/ • https://hearingsolutions.ca/aural-rehabilitation/ • https://hearingsolutions.ca/aural-rehabilitation/ • https://hearingsolutions.ca/hearing-aid-types/ • https://hearingsolutions.ca/hearing-aid-recycling/ • https://hearingsolutions.ca/7-online-stores-where-you-can-buy-

hearing-aid-decorations-and-accessories/

• https://hearingsolutions.ca/ask-an-audiologist-is-our-white- noise-app-too-loud-for-our-baby/

• https://hearingsolutions.ca/2013/08/30/how-does-loud-noise- affect-infants/

Full List of Blogs by Category

• https://hearingsolutions.ca/category/general/ • https://hearingsolutions.ca/category/ask-an-audiologist/ • https://hearingsolutions.ca/category/video/ • https://hearingsolutions.ca/category/tip/

Media Partners

• Star Metroland – Toronto Star, London Free Press, Kitchener Post, St. Catherines Standard, Durham Region News and Hamilton Spec

• Post Media – Toronto Sun, National Post and Ottawa Citizen • Canadian Jewish News • The Globe and Mail

Awards • Consumer Choice Award Winner for offering the best in hearing

healthcare for 17 years

Informational Articles https://www.hearingreview.com/inside-hearing/research/how-might-the-brain-change- when-we-reintroduce-sound