Mass Tort Lead Generation
In October 2020, Johnson & Johnson paid
In June 2020, Bayer agreed to pay
In October 2019, a jury awarded
Ongoing litigation includes:
The Distinct Advantages of Mass Tort Cases
The plaintiffs have a distinct advantage: when more suits are brought over any individual product, the companies feel more pressure to settle.
For example, in the Bayer Roundup litigation, which now includes a proposed settlement of $10.9 billion, this effect has shown its impact. The World Health Organization declared that Roundup’s key ingredient, glyphosate, is “probably carcinogenic.” In 2019, the number of plaintiffs in the Roundup litigation skyrocketed. Attorneys have signed up plaintiffs through heavy ad spending. According to the Wall Street Journal, Bayer officials attribute this heavy ad spending to the large number of plaintiffs involved in these cases.
How do MDLs work?
Marketing and Lead Generation is Key
The first step, and an ongoing process throughout litigation, is identifying and acquiring potential plaintiffs. However, doing so is not easy. For example, in the Bayer Roundup litigation, competition for potential plaintiffs was and continues to be steep. Over $20 million have been spent on advertising and it is key to note that advertising costs correlated directly with the number of plaintiffs acquired throughout the litigation. Between January and September, Roundup appeared in 654,280 broadcast and cable ads.
For an attorney and law firm, generating plaintiffs is critical. Not only are plaintiffs required to bring a claim, but, again, having more plaintiffs often puts more pressure on the defendants. A well-rounded litigation strategy must not include just good lawyering but must also take into account strong mass tort lead generation strategies. By increasing the number of plaintiffs, the defendant’s potential litigation costs, including the possibility for large verdicts, increases. Thus, by generating more clients, a law firm can help push defendants to agree to a more favorable settlement.
Successful plaintiff acquisition requires a well-rounded marketing plan. As a starting point, the law firm’s website should have detailed blogs and pages about potential claims that the law firm handles or plans to handle. The law firm should also focus on advertising to drive qualified traffic to their website. That may include a TV ad or a narrower campaign through targeted digital marketing strategies such as Google Ads, Facebook, Instagram, e-mail, or search engine optimization.