Aren’t you just Ambulance Chasers?
Let’s face it, personal injury solicitors aren’t our favourite ‘like’ on Facebook. Just a bunch of ambulance chasers who get paid too much and rip off insurance companies. That is, until you’re faced with the consequences of medical negligence that affect your health, your livelihood, your way of life. And not just yours – your whole family’s. That’s when you need an expert on your side who can fight for the compensation you deserve and make your life, if not right, at least a little easier and more secure.
Your Legal Friend is a new face in the personal injury market. Launched in September 2013 in a fiercely competitive market undergoing major structural change, the challenge for 2015 was simple – lead our diversification into the medical negligence sector by generating high volume, profitable new cases.UK
In 2014 we had to face up to and overcome significant challenges. These included:
• Case acquisition based almost entirely on B2B relationships
• No method or systems to track and measure marketing
effectiveness - we had no idea what was producing leads and which leads converted into cases.
• Limited previous use of any direct marketing activity
• Dysfunctional website which, despite being brand new, was not user-friendly, was not device responsive, and had insufficient content
• Press ads that were not designed for direct response
• Small marketing team without the necessary skills to drive effective B2C direct marketing. So 2014 was about building the capability and infrastructure to manage cost effective direct marketing.
From Mar-Oct 14 we:
• Specified and worked with IT and our Contact Centre to build a lead management/tracking system with effective data capture and storage
• Introduced campaign tracking for all advertising activity
• Tracked, measured, tested and optimised all press media to focus on the publications, sizes, and days of week that worked for each of our services. We had to be ruthless in cutting out media that didn’t work efficiently enough
• Rebuilt our website so that it was device responsive and demonstrated the right blend of professionalism and friendliness
• Rebuilt our PPC campaigns to provide more granular analysis
• Implemented web form tracking to pull through correct online channel and keyword campaign data
• Working with our clinical negligence team, created over 140 new guides and content pages to demonstrate our expertise and build credibility
In March 2015, we refined our campaign tracking further by implementing Response Tap inbound call tracking for both offline and online activity. This allowed our Contact Centre agents to pull through the correct, detailed campaign data for all calls and web forms.
Clearly our main objective was to lead our diversification into the medical negligence sector by generating high volume, profitable new cases.
Not only was this a challenging objective because of the fiercely competitive market place but also because the conversion rate from lead to confirmed case is completely outside the control of the marketing team. It is entirely dependent on factors such as:
• Whether negligence took place
• If it caused some form of injury or loss
• How long the respondent has left the issue before contacting us
• How strong the medical evidence is in enabling us to prove negligence
• And finally, but importantly, whether the case is likely to generate a profit.
So whilst we could use our expertise in profiling, communications and media planning to generate the right type of leads, their conversion to a case was solely down to the judgement of our solicitors.
Given these objectives, we appointed Space City to come up with a selection of TV concepts. Their excellent ideas, storyboards and management of the production process created 2 very different ads – one a classic, visual representation of “if you’ve had any of these problems, we can help” style ad and the other a more emotional ad representing a mother whose child has been the victim of medical negligence.
The media landscape is fiercely competitive and dominated by major claims management companies who spend millions each year on TV. In addition, in March 2015 solicitors Slater & Gordon launched a huge branding campaign to position themselves as the UK’s foremost legal firm. Spearheaded by TV, this campaign doubled their TV spend to £4.5m across 2015.
Carat Scotland was appointed in October 2014 to plan the media. Their first step was to profile our medical negligence customer records and, using this information, identify an audience profile (Mosaic Group Map). Using this knowledge, they were able not just to show they were medium/heavy consumers of TV but also to identify the most relevant stations for this audience The proposed plan comprised a mix of digital stations across ITV, Sky, C4 and C5.In the meantime, across Q1 2015 the press was rationalised to two core titles.
Working with our digital agency, Delineo, we aligned our PPC campaigns to the content of the TV ad, and further developed the homepage to make the medical negligence area more prominent. Prior to the TV breaking, huge amounts of additional content/guides were added to the site to demonstrate our expertise, increase our credibility and drive visitor to lead conversion.
Preceding launch, the TV ad was aired to the Contact Centre team who also underwent a full training programme to ensure they were fully competent to deal with callers’ questions and concerns. Spot times were provided each week to ensure optimal resource planning.
To record and measure the interaction of offline and online channels, 2 campaign code fields were set up on the lead management system. If a lead responded directly from an offline ad (TV or press), the relevant campaign code was pulled through into the first field (primary code).
If the lead responded by calling in from our website, the Contact Centre agent would ask what had prompted them to call and if this was TV or press, the agent would select this option and enter it into the primary campaign field. However the Response Tap telephone number would also trigger an online campaign code which was automatically entered into the secondary campaign field. This enabled us to understand the role of the website in the customer journey and whether the respondent had found the website through natural search, PPC or direct.
April/May – 1st Test
The 1st test went live after Easter using the emotional style ad and lasted for 4 weeks. It was an immediate success.
Results were tracked daily by channel (TV, press and digital) with weekly reports produced to enable the media schedule to be refined for future weeks. Immediate feedback from the Director of Clinical Negligence was that the quality of the leads was much higher than from press alone, resulting in more high value cases from younger respondents.
We continued to track results for a further 4 weeks after the end of the campaign, as leads continued to come in from TV during this period. These results were then compared against the benchmark media results from February and March 2015 to demonstrate the effect of TV on lead volume, cost per lead by media channel, and finally cost per confirmed case.
June - 2nd Test
This test ran from the start of June, again for 4 weeks. To create as clean a test as possible, we left 4 weeks after the end of the first test for any residual response to wash through, before going back on air with a different ad (this time the classic DRTV style ad).
This timing gave us a 4 week campaign before the summer slow down Using the results of the 1st test, we:
• optimised the TV channel selection to cut out the poorer performing channels
• increased spend on those that had either worked well in the first burst or needed more spend to prove their worth
• optimised the days of the week, cutting out Saturdays.
Although it’s impossible to discount completely the effect that the first test had on the results of this second test in terms of increased brand awareness, the extent of the improvement in the results strongly suggests that the second advert plus the refinements in media planning had a significant impact in delivering these improved results.
Following this second burst, we also analysed which programmes delivered the most convertible, most cost-efficient leads so we could refine our planning for the next burst. The Jeremy Kyle Show was the runaway winner!
October - 3rd Test
Building on the learnings so far, we ran the campaign again using our best performing ad, channels and programming.
Again the results were very good, although the seasonal slowdown in November undoubtedly had a small impact on response rates.
The Revenue v. Investment ratio was similar to the first burst at 8:1, despite acquiring a higher volume of cases. This was simply due to the absence of the few very high value cases we had acquired previously and seasonal TV inflation.
We slashed our acquisition costs, significantly increased our case intake and delivered an impressive revenue return on investment.
Whilst this cost of acquisition may seem high at around £2,000 per case, the value to the firm of each case is over £20,000. Some of the high value cases are worth £100,000 and over £1,000,000 to the individual clients.
So what’s next? Well TV is now firmly embedded in our 2016 campaign schedule and we’ve just launched our first campaign of 2016. This time, we’re running a 6 week campaign so we can measure the impact of a longer campaign on both the on-air results and the post-TV residual effect.
We’ve also introduced a test of ITV Player – firstly to extend our reach to people who don’t watch daytime TV and also to explore whether we can extend TV’s residual effect in the post-campaign period to further improve our digital results. As this chart shows, currently our digital CPA rises as soon as we come off air, so that’s the next challenge we want to conquer. The results of both these tests will help us refine our integrated campaigns for the rest of 2016.
From a medical negligence perspective, as a result of these successful campaigns in 2015, we have doubled the size of the legal team and we are continuing to recruit to cope with all the new cases.
“This excellent set of results shows what a co-ordinated team effort, effective planning and accurate measurement can achieve. The marketing team, our colleagues in medical negligence, the Contact Centre and IT, plus our agencies - Carat Scotland, Space City and Delineo – all demonstrated an enthusiasm and commitment to making these TV test campaigns work. And the results speak for themselves! We are now confidently expanding our integrated multi channel campaigns for 2016, with TV at their heart – and, of course, challenging ourselves to make it work even harder.”Jayne Robinson Group Marketing Director, YourLegalFriend