 The FDA approval and introduction of the Nucleus ® 24 cochlear implant system and the ESPrit ™ ear level speech processor was the first true advance in cochlear implant technology in a decade. The technology allowed severe-to-profoundly deaf adults and profoundly deaf children as young as 18 months of age to hear environmental sounds and speech. The systems combined the most sophisticated internal technology with the most cosmetically appealing, discreet external device on the market. The objective of the campaign was to drive demand for the device among the hearing loss community, surgeons, audiologists and the general public. Action At launch, Kovak-Likly's strategy was to use both national and local media outlets to gain widespread exposure for the device, capitalizing on the benefits of the new technology. To achieve local media coverage and strengthen relationships with hospitals and cochlear implant centers, important audiences for Cochlear Corporation, Kovak-Likly designed a customizable press release for regional distribution by cochlear implant centers involved in the clinical trial program. For television outreach, Kovak-Likly produced a video news release Technological Advance Helps Deaf Children To Hear And Speak, which was distributed via satellite and by hard copy to all major news stations. Press kits were distributed to major national news outlets and the hearing trade media, and a news release was distributed via PR Newswire. Post launch, Kovak-Likly has partnered with more than fifty hospitals/cochlear implant centers to publicize Nucleus 24 success stories. Regional print and broadcast media is invited to the hospital/cochlear implant center to witness patients hearing for the first time. In addition to driving increased acceptance of the technology, these practice-building initiatives have provided Cochlear Corporation with a competitive advantage. Result The launch news coverage reached a total audience of more than 32 million; approximately nine million in readership and 23 million in viewership, of which 50% of the placements appeared in the top 25 markets. The Nucleus 24 cochlear implant system and ESPrit ear level speech processor became the market share leader (with a 60% market share). Key Learning For Prospective Clients Kovak-Likly has a long-standing record of achieving impressive media results for product launches. Kovak-Likly capitalizes on the opportunity to involve key physicians, hospitals and specialty centers in the outreach, providing promotional benefits for their center or practice and cementing relationships with the client. Kovak-Likly knows the medical editors and outlets that will be most effective for each outreach, and how to present messages to them in the most effective, compelling way.  |