In cases where firms are looking to increase their caseload or case quality for mass tort lawsuit campaigns, the strategy in the lead generation and intake processes makes the difference. We have crafted a set of strategies after generating tens of thousands of mass tort leads that have continually improved effectiveness in lead generation and intake, and we are sharing them below:
- Segment Marketing Strategies by Campaign Demographics
- Understand the Prospect’s Level of Awareness & Market Sophistication
- Utilize Automated Software to Qualfiy, Intake, and Reject Leads
- Implement Digital Authentication Systems to Protect Against False Claimants
Segment Marketing Strategies by Campaign Demographics
Because each mass tort campaign has separate demographics, different marketing channels and strategies will resonate more with each demographic. Mass tort lead generation, at the core, is in many ways like fishing. You first select what type of fish to fish for, identify the pond, river, lake, ocean, or other body of water that fish is found in, obtain the bait for that particular fish, ensure the line floats at the right depth, and so on.
In mass tort lead generation, the advertising channel, ad placement, ad copy, landing page, and messaging will vary widely based on the type of campaign. If any part of the campaign is out of balance, the mass tort lead generation campaign will not work. The landing page copy could be perfect, but if not placed in front of the right audience, the campaign fails to work properly.
The flywheel outlined above is all downstream from the demographics of the campaign. Older military veterans respond differently to ads than adults who went through hernia surgery. The following table outlines a set of mass tort campaigns, the demographics associated, and which ad channels work best for that campaign.
| Mass Tort Campaign | Demographic | Recommended Advertising Channel | Rationale |
|---|---|---|---|
| Bard PowerPort | Patients with implanted Bard PowerPort device with related injuries | Google Search, Facebook Ads, Programmatic Ads | Patients and caregivers actively search for complications and recalls, while Facebook and programmatic ads reach caregivers and patients browsing health-related content. |
| Asbestos Exposure | Older men (50+), former construction workers, veterans, and family members of exposed individuals | Google Display Network, YouTube Ads, Facebook Ads | YouTube and Facebook engage older individuals and families; Display Ads raise awareness through health-related content sites. |
| CPAP Machines | Adults with sleep apnea or chronic respiratory conditions | Google Search, Programmatic Ads, Email Campaigns | Search ads capture users looking for recall info, programmatic ads target users with health-related browsing behavior, and email campaigns notify affected users directly. |
| Talcum Powder | Women aged 40+, mothers, and individuals diagnosed with ovarian cancer | Facebook Ads, YouTube Ads, Native Ads | Facebook and YouTube connect with women and mothers, while native ads inform potential claimants through articles and blogs. |
| Zantac | Adults previously using Zantac, especially those diagnosed with related cancers | Google Search, Facebook Ads, Email Campaigns | Search ads capture those looking for information about recalls and lawsuits, while Facebook and email campaigns engage former users directly. |
| Roundup | Farmers, landscapers, and individuals exposed to glyphosate herbicides | Google Search, YouTube Ads, Display Ads | Search ads engage those seeking legal recourse, YouTube builds awareness with educational videos, and Display Ads target those browsing agricultural content. |
| Paraquat | Agricultural workers, farmers, and landscapers diagnosed with Parkinson’s disease | Google Ads, Facebook Ads, Programmatic Ads | Search ads attract individuals seeking compensation; Facebook and programmatic ads reach affected communities and families. |
| Hernia Mesh | Adults with complications from hernia mesh implants | Google Search, Native Ads, Facebook Ads | Search ads engage individuals searching for surgical complications; native ads provide informative content, and Facebook connects with community groups. |
Through a proper understanding of where potential claimants can be advertised to, mass tort lead generation can become far more effective. The channels above contain the highest number of potential claimants to advertise to, which will directly influence the total number of leads able to be generated. Next, we’ll discuss levels of awareness and market sophistication in mass tort lead generation.
Understand the Prospect’s Level of Awareness & Market Sophistication
Within advertising, it must be heavily considered how aware the potential claimants are as to the lawsuit news and how inundated they have been with advertising. Each of these determines what a proper marketing approach will look like. Level of awareness refers to how aware the potential claimant is as to the status of the lawsuit, and all will fall somewhere in the following categories.
Mass Tort Levels of Awareness
| Level of Awareness | Explanation | Message Needed |
|---|---|---|
| Most Aware | Claimant is evaluating which firm to work with. | Focus on your firm’s reputation, expertise, success stories, and differentiators to encourage the claimant to choose your firm. |
| Firm Aware | Claimant understands that they may qualify for the mass tort. | Provide clear instructions on how to get started, along with eligibility criteria and next steps. |
| Lawsuit Aware | Claimant becomes aware of the lawsuit related to their injury. | Deliver messaging about the benefits of pursuing a claim and the legal process involved. |
| Damage Aware | Claimant is cognizant of damages that occurred to them. | Use emotional and educational messaging to help them understand the impact and connect it to potential legal action. |
| Unaware | Claimant is unaware of the mass tort campaign and extent of damages. | Create awareness through educational content, news updates, and advertisements about the lawsuit and relevant damages. |
Potential claimants with lower levels of awareness must be educated on the damages that occurred and the fact that lawsuits are occurring. These claimants are the easiest to generate, but the hardest to find as campaigns become more mature. As claimants become more aware, the marketing message shifts to influence them to become a claimant, and then to influence them to choose a specific firm.
As a campaign matures, more law firms enter the market and advertise for claimants. This phenomenon is known as market sophistication, and similarly, the advertising messaging must change. As they are exposed to more advertisements, people will require a higher degree of trust to identify themself as a claimant.
Mass Tort Levels of Market Sophistication
| Level of Market Sophistication | Explanation | Message Needed |
|---|---|---|
| Stage 5 | Many firms are heavily advertising, and claimants have likely seen multiple ads from competitors. | Focus on building trust with testimonials, reviews, case results, and awards. Offer clear differentiators to stand out from the competition. |
| Stage 4 | Multiple firms are aggressively advertising, creating ad fatigue among claimants. | Highlight unique aspects of your firm, such as exclusive access to experts, faster claim processes, or additional resources. |
| Stage 3 | Several firms are now advertising for the same mass tort campaign. | Position your firm as a leader with specialized expertise and better results. Focus on client trust and satisfaction. |
| Stage 2 | Other firms begin advertising; you must demonstrate that your firm is more reputable and capable. | Emphasize your firm’s experience, team size, resources, and track record. |
| Stage 1 | First firm advertising the mass tort campaign | Use educational messaging to inform potential claimants about the lawsuit and explain why they should take action early. |
Utilize Automated Software to Qualify, Intake, and Reject Leads
Many firms rely on incentivized intake agents who handle the qualification and intake process, but this can result in inefficiency at best and fraud at worst as agents onboard unqualified cases to trigger commission payments. Automated software solutions streamline lead management by reducing human error and removing the ability for fraud. Here’s how automated tools can enhance lead qualification and intake:
- Automated Eligibility Forms: Automated forms collect key data points such as exposure dates, medical history, and product usage to determine if a lead is qualified.
- Real-Time Lead Scoring: Systems evaluate leads based on pre-set criteria for the most valuable cases to ensure nothing but the highest value cases are routed to the firm.
- Smart Routing and CRM Integration: Leads are automatically assigned to the appropriate intake agent or department based on case type and urgency.
- Immediate Follow-up via Email and SMS: Automated messages nurture leads in real-time and ensure potential claimants remain engaged.
- Rejection Criteria Automation: Leads not meeting eligibility requirements are filtered out immediately, saving costs and increasing efficiency.
- Data-Driven Insights for Campaign Optimization: Automated software tracks key metrics across campaigns, allowing firms to optimize their targeting towards better leads.
- Document Automation for Faster Onboarding: The system can generate contracts, consent forms, and other legal documents automatically, reducing delays in new client onboarding.
Utilizing automated software to qualify, intake, and reject leads will improve firm efficiency and set a flat cost per intake lead, reducing cost variations month over month. Automated software in and of itself is not enough and must be prepared with a system for fraud prevention, which will be discussed next.
Implement Digital Authentication Systems to Protect Against False Claimants
In this age, we see fraud at an all-time high. Luckily, digital authentication systems are better than ever, providing critical safeguards against false claimants. These systems ensure that only legitimate claims make it through the intake process, protecting firms from wasted resources and legal exposure. Here are the key features of digital authentication systems:
- ID Verification: Confirms the claimant’s identity by cross-referencing government-issued identification.
- Bio-Metric Facial Scans: Uses advanced facial recognition technology to match claimant’s faces with submitted ID.
- Notarized Services for E-Sign Software: Ensures all e-signatures are legitimate by offering notarized authentication for signed documents.
- Signed Claimaint False Claims Act Statements: Collects legally binding statements from claimants attesting to the truthfulness of their information.
- Compliance Audits: Regular audits of the process to ensure adherence to legal and operational standards.
- Deployment of OTPV (One Time Passcode Verification) to Validate Cell Phone Authenticity: Confirms phone authenticity by requiring claimants to verify their identity with a one-time passcode.
- 15-Point Data Scan and Scoring: Evaluate claimant submissions across multiple data points to identify inconsistencies or fraudulent behavior.
- Dark Web Claimant ID Scan: Checks for compromised claimant data on the dark web to flag potential fraud.
Integrating these digital authentication tools, firms safeguard their mass tort campaigns from fraudulent claims, which can become expensive if they are purchasing high volumes of low-quality leads and do not identify the low quality until a significant spend is reached.
Next Steps & Further Reading on Mass Tort Strategies
If you’re interested in learning more about industry-leading mass tort marketing strategies, we recommend the following resources:
- Mass Tort Intake Best Practices: Updated for 2024
- Mass Tort Marketing: 2024 Complete Guide
- Average Mass Tort Lead Cost – 2024 Report
If you’d like to learn more about our mass tort lead generation service with the best guarantee in the industry, contact us here.
