Global Communications and Best Campaign — Public Relations Society of America
Recipient of the 2020 Cincinnati Public Relations Society of America Blacksmith awards for Global Communications and Best Campaign in Show
Life Changing Connections
Control Bionics develops and sells NeuroNode, an augmentative and alternative communication (AAC) device for people with ALS / MND (Lou Gehrig’s disease), cerebral palsy, spinal muscular atrophy, and other paralysis and loss of speech conditions (paralysis + loss of speech). NeuroNode combines common eye- tracking with proprietary electromyography (EMG), using a sensor that sits on top of the skin to detect weak nerve signals, for a revolutionary multi-mode system that’s faster and less tiring than eye-tracking alone.
The company was founded by Australian CNN news anchor Peter Ford in 1998, and in 2014 partnered with Cincinnati-based TAI to form Control Bionics. The company is headquartered in Australia, with USA headquarters in Milford, Ohio.
Goals
In Australia, Canada, and USA, raise awareness of EMG-based assistive technology for paralysis + loss of speech.
Communicate the message that Control Bionics’ NeuroNode combines EMG with eye-gaze for the fastest, lowest-fatigue AAC system.
Bring profitable leads.
Objectives and Metrics
1. Improve CPL Reduce cost-per-lead on search and social by 30-50% vs May-June 2019 within three months, and maintain the lower cost long-term.
2. Get out-sized results from Australia and Canada Maintain lead numbers in Australia, and Canada upon introduction, in excess of relative population by 100% (so 2x their relative populations vs USA) long-term.
3. Raise public awareness of AAC tech for spinal muscular atrophy By raising awareness on social, start registering web searches for AAC related to spinal muscular atrophy – any number higher than 0 within six months considered successful.
Client Benefits
1. Dramatically reduced cost-per-lead Costs-per-lead for search and social advertising in all three countries were brought under control – far below their highs and within a range that’s profitable for the client.
2. Out-sized international leads Leads from Australia and Canada were brought in well above their population proportion vis-à-vis USA. Canada was important when introduced as new sales territory, and Australia is important to the client as their country of origin.
3. Public awareness of EMG-based augmentative and alternative communication tech We set a goal of raising awareness of AAC technology for people living with spinal muscular atrophy; according to search measurements this wasn’t achieved. But ongoing social media advertising continues to promote EMG-based technology and generate leads for Control Bionics’ multimodal NeuroNode system.
Download the PDF: Global Communication: Assistive Tech for Paralysis and Loss of Speech
