MTVA Spotlight

How We Grew the Mass Tort Alliance: Best Practices to Run a Successful Mass Tort Campaign Post iOS 14

July 27, 2021
Who is The Mass Tort Alliance?

The Mass Tort Alliance was created to help individuals who were injured by defective products by connecting them with the right attorney for their situation. We leverage our relationships with a nationwide network of experienced trial lawyers to make sure that injured consumers maximize their chances of recovering compensation from negligent corporations. Affected individuals see digital ads for ongoing mass torts on various online platforms where they can start building a case within minutes, and start down the road to recovery. Finding these affected individuals relies heavily on strategic targeting, which can become a complex web of demographics, psychographics and other data points. Recently, the introduction of Apple’s iOS 14 has rewritten legal marketing’s playbook on how to find these leads, convert leads into cases, and collect insightful campaign data.

Addressing iOS 14’s Impact on Mass Tort Advertising

In June 2020, Apple announced its iOS 14 update. As part of this update, apps are now required to explicitly ask users to track certain types of activity across different apps. If a user opts in, then Apple will share their IDFA, or their Identifier for Advertisers. iOS 14 also permits users to choose whether they want to disable their precise location on every app they use. Users who choose not to share their precise location cannot be tracked in-store by digital advertisers, for instance, because advertisers can only obtain their approximate location.

These updates to Apple’s iOS ultimately caused a reduction in the number of devices advertisers could analyze location data from. The changes have inevitably placed limits on digital advertising. Advertisers have been impacted in a number of areas by these changes, but the most prominent areas of impact are campaign measurement/attribution and media planning and activation.

The changes that accompanied iOS 14 made it more challenging for digital advertisers to track the customer journey, which makes it difficult for advertisers to know which customers are new and which are repeat customers.

Digital advertisers have had to develop new tactics to target consumers in the wake of these changes, adopting new solutions that protect consumers’ privacy while allowing them to run effective campaigns.

Digital advertisers can still use certain tools to circumvent IDFA, including geotargeting and geofencing, which permit them to segment consumers based on their approximate distance from known locations. But there is no doubt that losing access to many users’ IDFA has fundamentally changed the game for digital advertisers, including law firms looking for mass tort leads.

The Importance of Landing Pages

Landing pages are essential for driving traffic. Ultimately, a landing page’s purpose is to encourage visitors on the site to take a specific action, whether that is to make a purchase or schedule a consultation with an attorney.

If your website’s visitors click on an ad with the call-to-action that says “book a consultation with a mass tort lawyer”, you can be sure that they are expecting to be greeted with a button that begins the consultation booking process. If the link takes them to your law firm’s homepage rather than to a specific page built to convert visitors into consultation appointments, the visitor may become distracted or misguided and may even leave your site if they don’t immediately see what they came for.

Sending visitors to a specific landing page connected to an ad campaign is the best way to convert visitors into clients. We’ve found great success using a standalone landing page for mass tort campaigns with budgets of $3M per month in ads. If the landing page includes imagery, language, and other rich content that is thematic with your ad, it increases the likelihood that you will turn a potential client into a paying client after “landing” on your conversion page.

In building The Mass Tort Alliance, we discovered the power of “Qualification Quiz Technology” like SimplyConvert. Developed by lawyers, SimplyConvert is an interactive, user-friendly tool that allows prospective clients to answer simple, qualifying questions that helps streamline client qualification and sign-ups. The quiz’s conversational appearance, by design, aims to improve conversion rates and increase engagement. Using tech like SimplyConvert offers visitors a short quiz that pre-qualifies them as leads before you even talk to them so you can then sign them up on the spot.

Data Is Key

Facebook’s Lookalike Audience feature is an incredibly useful marketing tool that enables law firms to deliver their ads to audiences who share important characteristics with their current clients, or ideal clients. Basically, Lookalike Audience enables law firms to reach audiences who are similar to their current, best clients.

You can tailor your lookalike audience in a number of ways, including using fans of your Facebook or other social media pages, or by customizing a list of qualified leads. For example, in one campaign, we successfully leveraged 5,000 qualified leads to help ad platforms find and target quality leads more quickly. Using this tool helps law firms increase their clickthrough rates and ultimately, their ROI.

Why Are Firms Losing Cases?

There are numerous reasons why firms are losing cases, but some of the most significant reasons have to do with a failure to implement successful landing pages, quizzes, and reduce intake drop-off rates.

When law firms develop mass tort campaigns, it is imperative to guide potential clients to a conversion-oriented landing page. If a user clicks through an ad or takes a quiz and is then redirected to your home page, it becomes more difficult for them to find information about joining the mass tort. They may quickly give up if they cannot find the information they came for.

Firms lose out on potential cases when they don’t have a proper landing page for their mass tort campaign, leading to significant intake drop-off rates.

Top Four Mass Torts

Following are four of our most successful mass tort campaigns. We combined our experience targeting the best potential audiences for these campaigns with the most effective methods for converting visitors into qualified leads. We develop everything from tailored content to action-oriented landing pages to effective quizzes to identify potential clients, and we’ll make sure a call center is set up to capture the leads we generate.

Paraquat – We are successfully targeting the demographics most impacted by Paraquat. Currently, more than a dozen lawsuits have been filed against various makers of Paraquat, claiming that this extremely toxic herbicide has led users to develop Parkinson’s disease. It is well-known that Paraquat is highly poisonous and that frequent exposure to the chemical is unsafe. Paraquat is highly regulated, and users of Paraquat must obtain a license before they are permitted to use the herbicide. But in recent years, a variety of studies have shown evidence of a direct link between continued exposure to Paraquat and the development of symptoms of Parkinson’s disease.

Zantac – A mass tort suit against the makers of Zantac, a heartburn relief medication, has alleged that manufacturers of the drug knew that it contained high levels of N-Nitrosodimethylamine (NDMA), an environmental contaminant that increases the risk of cancer if used over a period of time. In 2019, the U.S. Food and Drug Administration learned that ranitidine medications, such as Zantac, may contain significant levels of NDMA, putting consumers at risk of developing brain cancer, bladder cancer, liver cancer, kidney cancer, ovarian cancer, prostate cancer, and many other types of cancer.

Elmiron – A mass tort against three different manufacturers of Elmiron, a drug that’s been used to treat bladder pain caused by interstitial cystitis, has gained steam since 2019. The mass tort alleges that the use of Elmiron causes macular degeneration, which affects the retina and leads to vision loss, among other symptoms, including dark spots, blurred vision, color blindness, and even a change in eye color. The mass tort alleges that the manufacturers knew the dangers of the drug but never disclosed them to the public.

Paragard – The Paragard mass tort made headlines in the latter part of 2020. Paragard is an IUD (non-hormonal intrauterine device) that many women use as a form of birth control. Paragard can be effective in the body for up to ten years. The mass tort alleges that the manufacturer of the IUD knew that there were risks to using Paragard as far back as drug trials, and that they failed to disclose that the IUDs were defective, marketing them as one of the safest types of birth control available. Lawsuits have alleged that the IUD has an inclination to break when it is removed from the uterus, which can cause pain and even infertility, among other complications.

Contact Us Today

We have the skills, knowledge, and resources to develop a highly effective mass tort campaign that targets the qualified leads you’re looking for and lets them know you’re a firm they can trust. Don’t hesitate to learn more about the services we offer. We’ll take the time to review your needs in detail to develop the best strategy for your firm. Contact us today at (512) 394-7234.

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