According to the Chamber Institute for Legal Reform, television advertisements soliciting plaintiffs for medical malpractice lawsuits increased from about 10,150 ads in 2004 to more than 156,000 ads in 2008--nearly a 1,400 percent increase in four years, according to a new study released today. The study showed that spending for these ads increased from $3.8 million to nearly $62 million during this time period--a 1,300 percent increase in 2008-adjusted dollars. In addition, while TV ad sales drastically declined in nearly all of the top 25 local broadcast categories in 2009, revenues for legal services actually increased. Clearly, television is a very important advertising medium for law firms that want to be competitive.
Just who and where are those potential medical malpractice clients?
Numerous research studies have shown that medical errors disproportionately affect minorities, the poor, the less educated, the elderly and those who live in rural areas. I’m quite sure that most plaintiffs’ lawyers who represent medical malpractice victims would agree. So how do you reach these potential clients? Well, if you’re marketing your law firm solely via the internet, the odds of these individuals seeing your website or search engine ads are greatly diminished. Why? Because numerous surveys have shown that the above mentioned demographic groups are among the least likely to use and/or have access to the internet. Television is a far superior advertising medium for law firms who want to reach current and future victims of medical malpractice.
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