If 2021 has already put into test your marketing plan, then this episode is for you. Responding to times of crisis goes beyond just your law firm’s overall operations and has an impact on your marketing. It would be best if you were planning ahead of time not to regret not having taken action.

Last week Apple finally released its latest iOS update for iPhones, iOS 14. While you may not notice anything new on your device, Facebook has been panicking about Apple’s latest update since it was first announced last year. Join our conversation to find out more.

Hear about the three mass torts that have been gaining momentum and attention since the beginning of the year. You’ll be surprised to learn that not all of them are new ones.

More on Facebook’s response to iOS 14

Send us your questions at ask@incamerapodcast.com

Enjoy the show? Please don’t forget to subscribe, tell your coworkers, and leave us a review!


Liel: [00:00:00] Allow Facebook to track your activity across other companies, apps and websites, that is the question users get when installing Facebook on iPhones, running the latest iOS 14. I’m Liel Levy, co-founder of Nanato Media, and this is In Camera podcast, where we are preparing for users to respond ask app not to track.

Liel: [00:00:52] Welcome to In Camera podcast, private the legal market conversations. Grace, welcome back. How are you today?

Grace: [00:00:58] Good. How are you, Liel?

Liel: [00:01:00] Good. Grace, thank you so much for asking in week number two. Twenty twenty one. Right. I keep on saying this. I know I sound like a broken record. It already feels like we’ve been in this year for six months at least. But it’s just week number two grades. And how are you feeling about twenty, twenty one so far?

Grace: [00:01:21] Same. I mean it does feel like we’re already six months in with everything that went on and has been going on for the last few weeks or week and a half.

Liel: [00:01:31] Yeah, it has. Right. And there is a lot going on. It’s not just in terms of the political environment around us, but it’s also in the legal world. And that’s part of what we’re going to be talking about this week is about the comeback of three Mass Torts, but kind of like have been shadows for the past few months or maybe longer. You’ll tell us better. And now there seem to be having some sort of a comeback. Right?

Grace: [00:01:58] Right.

Liel: [00:01:59] Yeah.

Grace: [00:01:59] And Grace, I know you are looking at this weird stuff that I’m drinking. It is. Yeah I know it looks weird and odd for those who of course cannot see these because they’re releasing it as a podcast. It’s a green juice and Grace believe it or not, I’m on a well, I’m on a 14 day juice cleanse. This is the number 12. So, yeah, it’s green juice. I know it doesn’t look great, but it’s healthy and it doesn’t taste bad. It’s actually quite delicious. I like it, but enough of that. Let’s move on into our first conversation for today, Grace, and it’s going to be about how some brands reacted to really the events of last week. And again, when you’re going to be listening to this podcast, it’s going to be almost two weeks since that happened. But we’re talking about the storming of the capitol. And what we saw, Grace, is that many brands, not particularly on the legal industry, but in general, stop their advertising, particularly in platforms like Facebook right after these events, Grace. And of course, the main reason why brands do this at times is because they don’t want to come across as tone-deaf with what’s happening in the country, kind of like trying to push their business agenda when everybody else is thinking about other things. And it’s quite a valid point. But then again, I think when it comes down to law firms, Grace, it’s all about understanding who your buyer persona is because they still need your help, right? They’re still living their lives. They’re still going through certain situations. If they still need your help, then by all means is 100 percent relevant for your ads to continue to being up. What are you think about that so far, Grace?

Grace: [00:03:44] A hundred percent. I mean, I feel the same way. You know, if I get into a car accident as simplest example possible, I’m still going to need a lawyer. And no matter what’s happening around me, I still need help. So, yeah, I agree with you. A thousand percent Liel.

Liel: [00:03:59] Now, if you do see yourself amongst those law firms that do feel that, you know, because of their speech and voice and message, if they particularly if you’ve taken a political stand, you feel that it’s appropriate for you to actually say something about it, well, then you don’t have to completely stop your ads. What you need to do is have a system in place to quickly shift the message away from your actual business agenda to other more community centered messaging and promote that, right Grace?. Just like we saw, I’m going to use as an example, the first few months of covid when we saw a lot of law firms changing their billboards, changing their Google and their Facebook ads, creative to highlight first responders and first-line workers. It just completely changed the messaging, but it was still a message from the actual law firm or brand.

Liel: [00:05:03] And so if one thing we have learned over the past 12 months is that we have to have those crisis response measures planned out and said so whenever something like this happens, you’re not panicking and trying to decide should I do or not do anything or and you just let it slip and slide and do nothing when you, in reality, would have wanted it to actually do something right. And so that is why it is important to plan these things ahead. Of course, you cannot know what’s going to be the next thing to happen to a group that’s going to disrupt our days and life as we know them. But you can know how you want to respond when that happens and then craft that message when that time gets as it is. As it’s needed, but at least having a plan in place is going to help you, so obviously, how do you do these Grace? Well, I mean, obviously you need to assign responsibilities and they need to be covering basically everything. Right. From who’s monitoring what kind of events are triggering events and then a set of actions as to what happens when one of those things gets triggered. Whose responsibility is going to be to stop the current at whose responsibility is going to be to create a new ad, who is going to have to gather to talk and discuss, and who’s going to have to approve the new creatives before they go live. So as long as all of those things are well structured ahead of time, then it should be no that much of a difficulty and a challenge when these things arise.

Liel: [00:06:41] What do you think?

Grace: [00:06:42] So, yeah, I completely agree with you. If people I think, think of crisis response management as a big enterprise type of thing, but it doesn’t have to be, you know, I mean, something as simple as, you know, I’m here in Florida, right. We have a crisis management plan for hurricanes. Right. What kind of communications have to go out, what the phone tree looks like? And that’s all the same kind of thing. So I agree with you wholeheartedly, Liel. You just need to have something in place with, you know, responsibilities and accountability. But you need to have it in place so that you can be as agile as you need to be when things like this happen.

Liel: [00:07:16] Absolutely, Grace. I totally agree with you. You need to plan this out and embed this process into your business crisis management plan.

Liel: [00:07:27] So, Grace, before we move away from this conversation, I want to create a little gap for us to just touch on another important point, because when we’re looking at these particular responses that certain businesses and brands have had. Right, we’re primarily talking about ads running on Facebook. And the reason why I want to take a moment here to reflect on why Facebook is the platform where brands feel that they had to take action primarily. Well, I think it’s because of the way it’s targeting ads, right, and what the platform has become as a whole. And it’s extremely important that you understand who your buyer personas to really anticipate how will they respond to your ads on this platform? I am seeing Grace, a growing number of hostility towards lawyer and law firm ads on Facebook. They are not welcome, right. And here is one of the things that I think is triggering these issues. It’s because of the ad placement. You really have no control as to what is showing before and after your ad. And the reality is that if your ad is showing between two flags being burned, well, you’re going to get some bad reactions, right? Because unfortunately, there’s going to be some sort of triggering event happening right before your ad is coming up or right after your ad has been seen. And don’t be surprised if then that hostility gets funneled towards you. And so that’s one of those moments where you really need to revisit your marketing plan and just understand, yeah, we get it that Facebook makes it very easy to put ads and we get it that the segmentation is tremendous. But is it actually useful and worth it for your law firm Grace? I can tell you. I can tell you for my clients, it’s a must, right? It’s a must. They cannot not be there. But I do also see that it’s not the case for every other law firm. So that’s one of the things that I think this recent week’s events should make us all see and wonder, analyze what is the response that you’re getting from your Facebook ads and whether it’s actually yielding the results that you want. What do you think?

Grace: [00:09:59] So it’s kind of funny that we’re talking about this, because just this week, maybe perhaps early or end of last week, I had that exact question from an attorney who’s been around for a while in terms of, you know, practicing but with larger firms. Right. They came from pretty big firms. And for the last 20 years, she actually was asking me that specifically what social media platforms should I spend my time on and what do you think it’s worthwhile? And my question in return was, what are your goals? Right. And her goals were to get known because she’s opened her own practice and then secondly, to create a better referral network. So from hearing those two goals, what would you think Liel? Facebook for getting a little more awareness and at least coming up. And then secondly, LinkedIn for the referral network. So I agree with you completely. There are it’s not easy for law firms to decide not to be on Facebook. So there has to be a hyper, hyper focused plan on what you’re going to do on Facebook. And you need somebody who’s accountable to make sure your ad doesn’t pop up between two burning flags like you  said. 

Liel: [00:11:12] And the messaging Grace, the messaging so important, right. It’s so important not to be sold on your face and, you know, particularly generic stuff. I think Facebook still has a lot of potential and it’s all about putting and centering the message around the actual user or making it relevant, touching emotion. Right. That’s what’s going to make you stand out. Right. Just as I’ve said, bringing the business agenda to the platform is not a good practice as a whole. Now, Grace, another element to this, which we’re not going to really dive into great detail right now. But that’s the iOS 14 update, which will now prompt users to specifically authorize what kind of information Facebook will have access to when the app is being installed into an iOS device. iOS standing as an iPhone.

Grace: [00:12:12] Right.

Liel: [00:12:12] So whereas before Facebook was having a lot of access to information that was happening in other applications outside of Facebook itself, which was actually a great tool for marketers because we were able to track a lot of actions that were happening beyond what was happening on Facebook. Right. And so now users really have the chance to select and choose to opt-out from being tracked on other platforms and limit what data Facebook gets from them. And as you can guess Grace, most of users will opt-out and will not allow Facebook to have access to all of this data. And so this will be game-changing in a way as to what things are going to be able to measure and whether I think it’s going to be 100 percent super disruptive to Facebook as a platform, as an advertising platform. I really don’t think so that much. I still think that it has a lot of potential, even without being able to give granular analytics as it was giving now. We’re probably going to. Seeing ourselves shifting more to more to a more statistical data-oriented kind of reporting, but still something to keep into consideration, because one thing and we talked about it last year, many, many, many times it’s that some sort of regulation is going to come, whether it’s going to be government-enforced or whatever it’s going to be, by the own initiative of the big four. Right. Which is Amazon, Google, Facebook, and Apple.

Liel: [00:13:49] And we already seeing it happen. Right. This is an Apple initiative. And Apple has a very clear agenda about protecting privacy. And this is the first step that they’re taking. We know something may come through as well when it comes down to search. So there is a lot of disruption expected under privacy and targeting for advertising, so. With that being said, I also want to say it’s another idea separated to that, which is a good reminder about diversifying.

Liel: [00:14:21] Right, because this kind of dilemma, should I pull my advertising from Facebook, yes or no? You shouldn’t really have it for Google ads, right. Particularly the search network. But first, let’s look at the display network. First of all, displaying that word, you have very granular control of outplacement if you want. Not a lot of people really put a lot of attention on where their ads get seen on the display network. But you can actually control and you can block sites and you can block and you can choose specifically where you’re at or want to be are going to be seen. So that’s one. Number two on the search network itself, you’re actually showing your ads to people who actually are searching for what you are doing for the services that you provide. So, you know, as we were saying, Grace, you know, I’m going back to your responses. Like people who still get involved in car accidents, they’re still going to need a lawyer. Well, now you can actually choose through the search network to only show ads to people who are actually actively seeking for a lawyer because they’ve been involved in a car accident. And so that’s why you don’t have this kind of issues on the search network, because you’re only going to be showing ads to people who actually want to see them. So that is why I think diversifying and making sure that you have different campaigns on different platforms is critical. But the search network is the golden rule. What do you think?

Grace: [00:15:42] I agree with you again, as usual. I don’t think we disagree very often. Yes. I think that people don’t understand that they can choose and diversify their marketing strategy in a way that is beneficial to them. Right. That they don’t need to throw all their money into one particular platform so that when it drops drastically or, you know, things change like they tend to do, particularly in Facebook right now in terms of cost and whatever happens as a good example during the elections, how much did that increase? Right. I’m sure you saw how expensive the ads became on Facebook and all of that. So, you know, if people didn’t have a diversified strategy at that point, they could basically have had no ads going out at that time.

Liel: [00:16:33] It was certainly not fun for law firms in Georgia for the past couple of months. So, yeah, yeah. Imagine TV advertising. It’s just like, wow, yeah. 

Grace: [00:16:45] It was crazy.

Liel: [00:16:46] But that’s why it’s important to have a well multichannel structure strategy so you can shift away from platforms that are underperforming or are not just the right platform for your messaging on a particular point because it’s possible. Right. Not everything has to have the same reach, effect and results throughout the entire year just the way it is. 

Liel: [00:17:11] Now Grace, let’s move on to the next and second part of this conversation, which is Mass Torts, because that’s another evolving and constantly changing. Part of the legal world. And I was very surprised yesterday when you and I was preparing for this episode, when you mention that tree Mass Torts have actually come back from the shadows to claim a piece of attention for any serious law firm doing Mass Torts, so you mind sharing a little bit about with us about which Mass Torts are these and why should we be paying attention now?

Grace: [00:17:53] Yes. So there’s one actually out of the three to have been out. One is kind of coming back a little bit. And the third one is new. I don’t think actually, I’m almost 100 percent sure it’s not quite a Mass Tort yet, but. So let’s go over from the first. Right. The first one that I have on here is Truvada. For those of you that don’t know, Truvada has been around for a while. It’s an HIV drug that is been alleged to cause kidney and bone disease or additional kidney and bone disease, in addition to the fact that they already have HIV. Right. So we know that a lot of these drugs do tend to cause certain issues in the body to begin with. But this is causing severe potential kidney and bone loss. So that’s Truvada. That one’s been around for a couple of years now, actually. And I just kind of saw it come back up on the radar at the beginning of this year. You know, a couple of law firms have been interested in that particular mass tort in question.

Liel: [00:19:03] Now, that’s interesting, actually. I am familiar with the medicine, not with a Mass Tort itself. So we’re in the cycle of the Mass Tort, this is standing Grace, have there been already settlements for lawsuits on Truvada? Do we know?

Grace: [00:19:24] So, yes, currently there’s aα MDL, which is basically that’s what makes it or at that point is when, you know, it’s a mass tort for a fact. And that’s when it comes to multidistrict litigation, which is called an MDL. Again, guys, just so you know, I am not an attorney. I just, you know, follow the litigation and what’s going on with the different mass torts because of leaders in Mass Torts, the organization that Edward Lake owns. So they have the multidistrict litigation in the northern district of California. That’s the federal court that it’s being held in currently. And at this point, once it becomes an MDL, then it can kind of track from there in terms of settlements and things of that nature, I at this moment cannot tell you exactly where we are in terms of the settlements for Truvada only because I just recently picked it back up, so. Let’s see, hold on, I just want I’m looking over something right now to we have white papers and different types of white papers on it. So I just want to briefly review this. If you want to go ahead and ask me any other questions while I look at this, please do.

Liel: [00:20:40] So. Truvada is one, right? Right. Now, let’s move on to the second one Grace. And then you can fill us in a little bit on what additional data you have on Truvada that you can share. Of course, we understand that this is all recent, right? These have been shifts that have happened over the past few weeks. And so, of course, these are early stages of something that has been ongoing, but still just gaining, again, some sort of momentum right now. Tell me a little bit about Elmiron.

Grace: [00:21:12] So Elmiron. It’s a very interesting situation with that one. So apparently the discovery rule came out in twenty eighteen, which means people were become became aware in the public. The fact that Ελμιρον it’s a bladder medication. Apparently the bladder medication is causing vision damage primarily in women and in women with no previous eye issues in their entire life.

Grace: [00:21:47] So it’s causing blindness, blurry vision, blind spots, wavy lines in the vision and specifically macular degeneration. So maculopathy. Apparently, this is it’s a very interesting situation with this one because the public isn’t very aware of this drug. And I actually happened to go visit my macular specialist just by chance, because when I went to the eye doctor just for glasses, I don’t go to like a specific eye doctor. I just go to get my glasses and close by America’s best eyewear here for us, it’s two glasses for 69.95 and a free eye exam.

Liel: [00:22:27] Ok, good deal Grace can’t beat that. 

Grace: [00:22:30] No. So the reason I’m mentioning that is because when I go all that’s all I do and I pay a little bit extra, maybe 20 bucks to get the, the puffer test where they check your eye to make sure it reacts properly. And then the additional 20 bucks.

Liel: [00:22:45]  That hurts, that test hurts.

Grace: [00:22:46] It’s very uncomfortable, right?

Liel: [00:22:48] It is, yeah. They irritate your like your retina or your something. Right. It’s horrible. I don’t like it.

Grace: [00:22:54] Exactly. And then they do the dilation. Right.

Liel: [00:22:57] But I do take it. Yeah they do the dilation. That’s the one they put this is very very …

Grace: [00:23:04] Itchy drops.

Liel: [00:23:06] Correct. Yes.

Grace: [00:23:07] So but if you don’t pay for that or if you don’t have glasses or if you’ve never been to the eye doctor, how would you know that you have macular issues? You don’t. So I didn’t know that. I mean, I went in and I had the test. I added the eyedrops and they found when they showed me my eyeball on the screen, they were showing me my macular and that my macular was having some issues. I never would have known that if I hadn’t done the additional test. So let’s start there. If you’re a person with eye vision or vision issues to begin with, you know, you need glasses. You’re not going necessarily to an ophthalmologist or a macular specialist, definitely not a macular specialist. I had to be referred to the macular specialist. So there’s a whole layer, multiple layers of problems with Elmiron in particular. There’s no awareness of it. And then when I spoke to my macular doctor, she said she had never heard of Elmiron and that it was affecting vision. So from the doctor to the consumer, and they just don’t understand that this is what is potentially causing their vision issues.

Grace: [00:24:21] So it’s been around for only about two years since and 2018.

Liel: [00:24:25] And so what is the medication prescribed for?

Grace: [00:24:31] So it’s a bladder drug to help you with, you know, bladder issues that you may have.

Liel: [00:24:36] Wow.

Grace: [00:24:37] Yeah, right. So how would you make that connection? So that’s been a little bit of a bear for us in terms of having to build out campaigns and things of that nature, because you have to start with three, six months of brand awareness basically, you know, for lack of a better term, it’s tort awareness. Really. 

Liel: [00:24:55] Yeah 100 percent can skip that part very, very, very necessary. Educate your audience exactly how a lot can be done in targeting. And yes, I would start with, eye glass wearing right. Start there. They’re the ones who are going to find out about it first dirty ones who are going to potentially associate the terminology first before anybody else.

Grace: [00:25:15] Yes, but this is the issue with the criteria states that if you’re over the age of 50 and the doctor diagnoses you with an eye issue and you took Elmiron, it has to be that you’ve never had issues before. The science is solid on it. Don’t get me wrong. But if you had vision issues like you and I have just regular we wear glasses. That’s considered vision issues.

Liel: [00:25:39] Yeah. So you see, that’s what I love about Mass torts thoughts and campaigns, is that their criteria it’s building for you, the buyer persona, like no other marketer can do it right. Like all of these parameters that you’re getting from the actual Mass tort criteria itself is basically doing the segmentation for you on Facebook.

Grace: [00:26:08] Exactly.

Liel: [00:26:09] And that’s why it works. That’s why Facebook is such a powerful platform for Mass torts. But you cannot keep and get lazy with the actual content part of it. Your creatives need to be good, need to be powerful. They need to trigger emotion for them to actually stand out and be received in the way that you’re expecting them to be received.

Liel: [00:26:32] Grace, I honestly think it’s you know, I’m surprised I did not know about this medication and the consequences that it cost. Elmiron. OK, well, now I know.

Liel: [00:26:46] Now we have one more Grace.

Grace: [00:26:49] Penumbra. So this one is brand spanking new. It just came out in terms of mass tort potential. Right. So. 

Liel: [00:26:58] So this so this one is not a comeback. This one is like a new arrival.

Grace: [00:27:02] Correct. So Penumbra issued an urgent voluntary recall. So for those of you that may not necessarily know about mass torts and sort of the levels of recalls, a voluntary recall is they found something wrong. The FDA had enough client adverse reported actions on that particular device, drug or whatever happened. And they then said, hey, you have a lot of problems with this particular drug device or issue. So you can recall on your own or we can potentially force you to recall. So a voluntary recall is them saying we know there’s something wrong. We let the FDA know we’re pulling this off the shelves. Right. So Penumbra is actually a catheter and it has this particular tip on it. And according to a December 15, 2020 FDA notification, Penumbra recalled the jet seven extra flex its particular models right of this device because the catheter may become susceptible to distal tip damage during use. So the tip of the catheter could be damaged during use, which if anybody’s ever had to deal with surgery or use catheters in any way, shape, or form, knows that that is obviously a serious, serious issue. So there are some models that are involved in this particular device. It is the jet seven extra flex catheter originally cleared under a specific regulation on June 16, 2019. So as you can hear, these are very, very, very new. And the jet seven max configuration, which includes the jet seven extra flex catheter and max delivery device, and that one was cleared on February 27, 2020.

Liel: [00:28:56] Sounds like a muscle-building exercise machine for home.

Grace: [00:29:00] It sure does. Right.

Liel: [00:29:02] But hard to believe. Yeah, it’s actually a device that apparently is causing harm.

Grace: [00:29:07] So the injuries that it’s causing cause I know that’s usually criteria, right? Injuries it’s causing is now the list is death because it’s something embedded in you pretty much, blood vessel damage, cerebral infarction or a stroke, and hemorrhage.

Liel: [00:29:28] So pretty terrible.

Grace: [00:29:29] Yes, severe. Extremely severe. Hence the voluntary recall. Yes.

Liel: [00:29:34] I mean, how many people have this type of this… 

Grace: [00:29:37] Issue?

Liel: [00:29:37] Device. Yeah. Are there estimates?

Grace: [00:29:42] So I could potentially give you the adverse events. That’s usually how it happens. Right. There’s a critical mass that’s kind of what they call it, a critical mass of people reporting enough of the same issues over and over again to the FDA through their client adverse reporting system.

Grace: [00:29:57] So that’s how it came about. And that’s what they do, is they just they basically have enough of I forget what the threshold is, but there’s a threshold for how many people claim that this is a problem. It goes directly back to the FDA-approved device, drug or whatever, and the company and then the company has to make that decision to either voluntarily recall or get it recalled by the FDA.

Grace: [00:30:24] So I can’t give you an exact number at this moment, but, yes, it’s it’s enough of a mass for the FDA to say something.

Liel: [00:30:31] Well, Grace, that’s actually really interesting. Thank you for sharing and putting these new and/or already existing Mass torts on our radar..

Liel: [00:30:43] And I think, Grace, we’re ready for takeaways. Well, unless you have anything else you want to share about Truvada, not Truvada.

Grace: [00:30:52] So I went and took a look and I do see a little bit of information, but Truvada has been out for a while. And the last time that there was some kind of notice was not legally, but just in general. It was 2010 in terms of them figuring out that that was causing more severe bone injury and kidney injuries than the other drug that came out around the same time.

Grace: [00:31:17] So I don’t know if you know, but when it comes to mass torts, the reason that they can, quote unquote, sue that company is because there’s another drug or there’s something that happened with that drug, that there was an alternative for them to choose that wouldn’t have caused as many issues as the other ones. So that’s the problem with Truvada. So I don’t have additional information in terms of that. But I do have that information where in 2010 they realized there’s another drug that doesn’t cause severe kidney damage or bone loss.

Liel: [00:31:49] All right. I hear you, Grace. So, OK, takeaways. 

Grace: [00:31:53] Takeaways. So my first takeaway is going to be with the first group of our conversation having to do with placing ads or not placing ads. I believe you need to create the strategy for yourself and have it diversified. That is the most important thing. Your marketing strategy needs to be diversified, to be able to be agile enough to handle any crisis situation, whether you have a crisis strategy or not. What do you think Liel?

Liel: [00:32:19] Yes, I agree. You should, no matter what, have a diverse marketing strategy, the more platforms you are on, the more sources you are using to drive business to your law firm. So that’s pretty much the main driver to why you want to do this. But then when you have situations like what just happened, now you have more flexibility to respond and to take actions that align better with your business goals and particularly values and principles. Now, Grace, I really think that you can have a diverse digital marketing strategy or a marketing strategy as a whole. But if you don’t have the Crisis Response Action Plan in place and thought out ahead of time, then you’re still going to struggle and you’ll potentially may have had all the best intentions of doing something, of shifting things, turning things around, but you’re just not going to be able to execute in the midst of that happening in all of the other things that you need to take care of. So that would be my thing to keep in mind when it comes down to that.

Grace: [00:33:31] So I would say that’s takeaway number two, because it’s so important, particularly with what happened at the Capitol. Right. And everything that’s going on in the last few months. Have a crisis management plan. Make sure that you know who’s responsible for what and be agile enough to address any emergency that comes up, including having to pull your ads if you have to.

Liel: [00:33:53] Yeah, yeah. Grace, I mean, 100 percent. Right. Just think not to dramatize. Right. But just think about the law firms who were three, four blocks away from the Capitol. Yeah, right. Yeah. Like, they’re not just thinking about advertising, they’re thinking about many other things. So it is extremely important to understand that, you know, crisis can arise unexpectedly and it’s important to have a plan. Grace, one more take away. Let’s make it a Mass Torts take away.

Grace: [00:34:29] That’s what I was going to do. So mass torts might take away, in this case, is take a look. You know, this is kind of the same idea of diversifying your marketing strategy, right? If you’re in PI or if you’re in criminal, it really doesn’t matter what lawyer. And if you’re a lawyer and you understand enough about mass torts and you’re involved with the information about the mass tort, it’s a good strategy to get involved. If it’s something that you can do right. If you have additional funds or it’s something that you know, that you could put money into and it’s not going to hurt your business. This is another service. This is another practice area. This is another business line for your law firm. So think about it. Take a look at it. And you know, you can contact us at leaders in mass torts dotcom.

Grace: [00:35:16] We’ll be more than happy to talk to you through some of these mass torts and what’s going on, including the MDLs and where they might be in the litigation. I promise. I do have white papers on all the different ones, so I’ll be happy to share it with you.

Grace: [00:35:29] But yeah, I think people should take a look at Mass Torts. Just think about it as an additional potential strategy. And there’s tons of information out there on the different Torts that are out there. Not as much information as we would like, I think, but you can always contact somebody like myself, you know, or Liel for the marketing components of it, and if you talk to him about the criteria, as you can see, he can drill it down to exactly what you need on Facebook. So, yeah, that’s my take away.

Grace: [00:35:59] Criteria and segmentation are pretty much one and the same. 

Liel: [00:36:04] Grace. Great advice. Diversify. It’s the beginning of the year. Mass Torts is always an interesting option and world to explore.

Liel: [00:36:12] Grace, Thank you again for another great conversation. We’ll be back next week. So stay tuned.

Grace: [00:36:18] Stay tuned.

Liel: [00:36:19] Thank you very much.

Grace: [00:36:19] Thank you.

Liel: [00:36:20] Have a great rest of your week Grace. 

Grace: [00:36:21] You too.

Liel: [00:36:24] If you like our show, make sure you subscribe. Tell your co-workers, leave us a review, and send us your questions to ask@incamerapodcast.com. We’ll see you next week.

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