Introduction: As mass tort litigation continues to expand, law firms must stay ahead of trends to remain competitive. In 2024, several key developments will shape the landscape of mass tort marketing, from regulatory changes to advances in media targeting. This article outlines the trends law firms need to know to stay ahead.
1. Shift Toward Precision Targeting: With advancements in data analytics, law firms can now target potential mass tort clients with precision. This includes identifying plaintiffs based on medical history, drug/device usage, and even behavioral indicators. These refined targeting capabilities will allow firms to acquire higher-quality leads and improve conversion rates.
2. Emergence of New Mass Tort Cases: New cases related to dangerous drugs, toxic exposure, and defective medical devices will continue to emerge. Law firms should keep an eye on specific cases related to weight-loss drugs (GLP-1), forever chemicals (replacing PFAS), and class actions involving new environmental hazards.
3. Expanding Use of Connected TV (CTV): CTV and other streaming services are becoming popular platforms for mass tort advertising. As more potential clients cut the cord, law firms should diversify their media buys to include CTV for both branded and non-branded campaigns. These platforms offer better targeting and cost-efficiency compared to traditional TV.
4. The Importance of First-Party Data: With increasing regulations on data privacy, first-party data will become a valuable asset for law firms. Ensuring your firm has a compliant, data-driven approach to client acquisition will be critical for maintaining competitive marketing campaigns in the mass tort space.
5. Diversifying Media Channels: In 2024, mass tort firms will need to use an omnichannel approach to reach potential clients. This includes not just digital and TV ads but also radio, direct mail, and content marketing. A diversified media mix ensures law firms are reaching clients where they are, regardless of their media consumption habits.
To stay ahead in 2024, law firms must embrace precision targeting, adapt to new case opportunities, and diversify their media strategies. Keeping a close eye on these trends will help firms remain competitive in the ever-changing mass tort landscape.