Birth Injury Attorney Marketing
Birth injury cases are a specialized area of malpractice law that focuses on injuries to infants due to the negligence of health care providers. Negligence can include failures to assess complications and disorders during pregnancy, failure to use or improper use of medical techniques during delivery or the prescription of pharmaceuticals that result in birth defects. Marketing strategies need to reach parents at home, at work or through community or social networks. They are looking for an attorney to counsel them regarding their legal rights, negotiate with insurance companies and litigate their claims.
Online marketing resources
1. Establish your authority: Start a blog that answers clients’ most immediate introductory questions, such as “My child was born with cerebral palsy. Could this be due to malpractice?” By answering their first questions, you establish yourself as a resource and worthy of consideration should they need representation. Add to this library helpful answers that target questions specific to your personal injury law. Tackle one question per post.
2. Become a news source: Use your blog to track recent awards in birth injury cases, including your successful results. By tracking news that’s relevant to your clients, you establish another touchpoint that could transition into new business. Your Web site should provide links to helpful sites like the National Patient Safety Foundation and the Maternal and Child Health Bureau. Provide medical-record release forms to your potential clients on your Web site.
3. Spread the word: You need a social network presence. Sites like Facebook and Twitter allow you to engage with parents and promote your helpful resources, such as news, Webinars and blog posts. Twitter allows you to post miniupdates on favorable case decisions, awards and other useful potential client information. Don’t be afraid to include some personality in these posts. Promote your Twitter and Facebook sites on your company site.
4. Marketing via SEO and PPC: In short, search engine optimization (SEO) practices help identify your content to search engine visitors looking for your specific information or key words. Pay-per-click (PPC) advertising is the business of purchasing ads that appear to visitors who search these specific key words. If you’re unfamiliar with paid search, you should read up on Google Ad Words and start with a small budget.
5. Obtain a free local listing from a search engine such as Google.
General legal marketing resources
1. Advertise where your potential clients are. Bus lines, yellow pages, newspapers, billboards, movie trailers, radio and television each reach their own niche. Remember: This includes cultivating a good relationship with the media. You want to be the media’s source for medical malpractice questions.
2. Obtain referrals from other attorneys.
