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Medicolegal Associates planning day (Better understanding of clients (What…
Medicolegal Associates planning day
Better understanding of clients
What do we want to know?
Who instructs high volume of cases with MLA?
Why do they choose MLA?
Why do they not choose MLA?
Which solicitors have gone cold? Why?
How do the agencies select which expert to ask for quotes from?
Why?
We can improve our account management of high value clients
We can ensure our messages are focused on the elements of our service that really matter to our clients
We can improve our service when we understand if there are things that have gone wrong or there are elements under our control that affect the buying decision
How can we do it?
We need metrics to make decisions
Which clients instruct most reports?
% of enquiries that turn into reports
We need an account management process/mindset to:
nurture our best clients and ensure we ask for regular feedback about our service
stay in touch with clients who don't have a need for our experts at the moment but who have high potential to bring in work in future
get feedback from clients about how we could improve our service
Better understanding of what works/doesn't work from a marketing perspective
What do we want to know?
How well does each channel work?
How could we improve?
How does marketing activity flow through into business metrics?
Why?
Spend time/money on the things that make the difference
Demonstrate the value of being part of MLA to existing/new experts
How?
Agree and measure KPIs to track link between marketing activity and business results
volume of website hits/newsletter engagement metrics
volume of CV downloads
volume of enquiries (split by % of existing/new client)
% of enquiries that turn into reports
volume of reports instructed, split down by expert (with targets to provide priority/focus areas)
Recruit new experts to join MLA
What do we need to do?
Find ways to engage doctors in idea of taking up medicolegal work
Encourage doctors to join MLA as a way to do medicolegal work with minimum hassle and maximum results
How?
Author articles about doing medicolegal work for medical audience
Advertise on LinkedIn targeting doctors
Provide current experts with pack of materials they can send to an interested colleague
Create 'join us' area on website
Use LinkedIn profiles of current experts to publish content about becoming an expert witness - trials and tribulations
Marketing plan for 2019
What are the strategic priorities?
SWOT to understand business positioning for 2019
What are our key messages?
How do we use marketing to achieve the strategic priorities?
What marketing activities should we do in 2019?