Here is the second part of our blog series entitled: Developing and Funding a Plaintiff’s Personal Injury Practice.
In this post we will take a look into the other areas of Personal Injury Legal Marketing.
Existing and Past Clients
Past and existing clients are an excellent source of referral business. When someone has been seriously injured in an accident, their friends, family, acquaintances and neighbours generally know about it. If one of these people subsequently suffers an injury in an accident they are likely to turn to the person that they know has gone through the same experience for guidance. If the person is still an existing client of yours and you have been doing a good job on their behalf, the referral should come easily. Past clients on the other hand are a different story. They are potentially a huge source of word of mouth business that grows over time as your practice expands, but too many lawyers neglect to maintain any form of relationship with past clients once they have completed their file. You need to create an opportunity to remind your past client of your name and address. Remembering this is an easy task for the first several years after file completions, but becomes increasingly difficulty after a number of years. Your past client may simply assume that you have changed address or that you may not still be practicing personal injury law and not want to bother you with a referral. Maintaining a data base of past clients who you send a firm newsletter or holiday card to is an easy task and helps to remind people that you are still alive, well and practicing personal injury law.
Health Care Practioners
In the same way that an injured person seeks out someone that they know who has been through an accident related injury, so to do people seek out community health care practioners who are known to have experience with treating accident victims. Local physiotherapists, occupational therapists, chiropractors and family doctors are commonly asked to recommend a lawyer. Developing a strategy to become one of the lawyers on their “list” is crucial to nurturing this type of referral business. Generally, these people are busy and are not likely to be interested in simply going for lunch with you. However, if you can provide a value added service to them by way of a lunch and learn seminar, you will have a much easier time getting their attention. Look for opportunities to write a paper that explains something new that will be important to their practice and then call the person in charge and ask if they would be interested in having you discuss your paper with their group. The recent changes to the auto insurance Regulations is a perfect example. Our office routinely puts on seminars and webinars for health care practioners where hundreds of people attend or watch online.