It’s tragic, but true – each year, more and more pharmaceutical companies are caught for not properly testing their drugs and products before offering them to the public. From hernia meshes to Zofran and Viagra, the makers behind these items (and more) seem to put profits over the wellness of patients.
The cycle doesn’t seem to be slowing down.
Though law firms can and do help these patients receive the compensation they rightfully deserve, it can often be a difficult journey for an attorney to get a patient’s attention to provide professional assistance.
The following mass tort marketing tips can help you stand out from the crowd.
Timing Is Key
It’s imperative to understand that mass tort marketing is all about timing. While it’s impossible to predict the future (i.e. when a product liability case will transpire), a law firm should be aware of the current market, and prepare different strategies for if – or when – a recall, injury or lawsuit comes into play.
For example, when the settlement phase of a mass torts procedure is in effect, attorneys often find themselves in high demand. A firm has the opportunity to create a marketing campaign to bring awareness to the public (potential clients) of a mass tort issue. While luck may play a part in landing clients, preparation provides a consistent return on investment
Use Keyword Centric Content
So, timing may be key, but how, exactly, do you generate clients using the Internet – even if your timing is on point?
You have to consider the keywords you’re using to target the public. A firm’s main agenda should be to educate potential clients on the faulty product or drug (i.e. the side effects, FDA warnings and injuries). This is the type of information commonly sought after, not how much compensation can be awarded.
For example, many patients (potential clients) actively take to Google to search for results on, “Why do I still have pain after my Stryker hip replacement surgery?” As well as, “Why does my hernia mesh hurt?” These patients aren’t searching for ways to gain compensation.
Attorneys often mistakenly assume that compensation is the first priority of their target audience. While compensation is important, it’s rarely the main goal of an injured party. Someone who has experienced pain and suffering due to a drug or product, usually wants to understand why it happened, and then learn how to move on with their life.
All marketing efforts should be aimed to fulfill the client’s needs. Therefore, content needs to be clear, informative and easy to act on. Just as important, your content (and site) needs to be mobile-friendly. More people use a smartphone to access the Internet than a computer.
Take Advantage of Paid Ads on Social
When it comes to marketing your services, there are a variety of social media platforms to take advantage of: Facebook, Twitter, Instagram, etc. Not only should your firm consider using these tools, but also consider purchasing ads with these platforms to ensure you get more leads by reaching a wider audience.
It’s not enough to establish your firm as just another option that’s available, it’s important to remind your potential clients that you are a leading presence in the legal field.
Social media marketing is stacked with incentives – mainly, it’s affordable, user-friendly and quick to produce. Specifically, it’s less expensive than television advertising. And while TV ads are still prominent, where do you think a person is going to go after that thirty-second commercial, when their head is full of concern and questions? Yes, the Internet.
If you want your firm to stay ahead of the game, then marketing is a topic that should not be discussed as an afterthought. After all, you cannot help victims of faulty drugs and products if they don’t know you exist.