Dangerous Drugs and Mass Tort Marketing for Law Firms
It’s Time to Audit Your Drug Injury Marketing Campaigns
Recently, law firm advertisements for drug injury cases have come under intense scrutiny. Regulators are voicing concerns that misleading ads for cases related to drugs like Valsarten, Truvada, and PrEP are causing the discontinuation of potentially life-saving medications. However, it’s undeniable that some pharmaceutical companies produce and market dangerous and defective medications.
As an injury lawyer, you need to walk a tightrope: you need eye-catching and attention-grabbing ads that instill confidence, not fear. At LaFleur, we help law firms reach and educate potential clients who have been harmed by dangerous drugs. Our mass tort marketing services include:
- Paid advertising campaigns, including PPC and display ad campaigns
- Social media advertising and posts
- Email drip campaigns
- Ebooks and other lead-generating content
- Mass tort newsletters focused on lead nurturing
- Landing page design
- Marketing automation, including phone and text campaigns
- Intake optimization
- Video production and editing
- Public and media relations management
Unlike the big-box advertising agencies, we build customized advertising campaigns and create unique content that builds trust, informs readers, and generates trackable leads. We can also help you audit your current advertising campaigns if you’re concerned about compliance with state and federal regulations.
When Dangerous Drugs Reach the Market, People Suffer
When companies make, distribute, and sell dangerous medications, the impact on victims can be catastrophic.
- Vioxx: According to The Lancet, Vioxx contributed to 88,000 heart attacks and 38,000 deaths in the United States. The manufacturer paid $4.85 billion to settle roughly 47,000 lawsuits and 265 class actions.
- Xarelto: Approximately 25,000 plaintiffs filed lawsuits after the manufacturer of Xarelto failed to warn users about an increased risk for potentially fatal bleeding episodes. The cases settled for $775 million.
- Opioids: At least 130 people die each day in the United States due to an opioid overdose, and an estimated 2 million people struggle with opioid addiction at any given time. While many state and local governments have settled cases with a network of pharmaceutical manufacturers and distributors, individual claims are ongoing.
- Ranitidine (Zantac): First introduced in 1983, the anti-heartburn drug ranitidine can metabolize into NDMA, a probable carcinogen that’s linked to stomach and colorectal cancer as well as other cancers. Millions used the medication before it was recalled in 2019.
Law firms need the help of savvy marketing partners to educate the public and inform potential clients about their rights and options. However, too many marketing agencies and law firms build slapdash, fear-based advertising campaigns to attract mass tort clients.
Mass Tort Advertising That Relies on Facts, Not Fear
In a 2019 study, researchers found that a significant number of people (16–28%) who viewed misleading drug injury ads, especially those framed as “public service warnings,” could not identify them as legal advertising. In addition, some viewers became unwilling to use the medication in question after viewing deceptive ads. These results are consistent with data from the FDA’s Adverse Event Reporting System, which has gathered numerous reports of patients suffering adverse effects when they discontinued their medications after viewing legal advertising.
Recently, both the FTC and several states, including Texas and Tennessee, have begun to crack down on deceptive legal ads for drug injury cases. Meanwhile, Facebook has started to quietly remove misleading drug injury ads.
According to a September 2019 press release, the FTC issued warnings to at least seven law firms and lead generation companies who used unfair or deceptive advertising tactics to solicit drug injury clients. (LaFleur did not receive such a warning.)
No one benefits from fearmongering. Instead of putting out misleading and potentially harmful content, we deliver thoroughly researched and carefully crafted messaging that educates, informs, and empowers the victims of drug company negligence. Our team includes skilled researchers, writers, paid advertising experts, and designers who create unique and highly ethical content for our clients. We know how to balance attention-grabbing imagery and headlines with responsible and accurate messaging.
LaFleur: Discover the Benefits of Customized Mass Tort Marketing
If you’re ready for a refreshing, personalized approach to your drug injury marketing, contact LaFleur today. We can audit your current strategies and find the most efficient avenues to get you more leads and cases.
Federal Trade Commission. (2019, September 24). FTC flags potentially unlawful TV ads for prescription drug lawsuits. [press release]. Retrieved from https://www.ftc.gov/news-events/press-releases/2019/09/ftc-flags-potentially-unlawful-tv-ads-prescription-drug-lawsuits?utm_source=govdelivery
Gagne, J. (2019, October 1). Popular heartburn drug ranitidine recalled: What you need to know. Harvard Health Publishing. Retrieved from https://www.health.harvard.edu/blog/popular-heartburn-drug-ranitidine-recalled-what-you-need-to-know-and-do-2019092817911
King, J., & Tippett, E. (2019). Drug injury advertising. Yale Journal of Health Policy, Law, and Ethics, 18(2), Art. 3. Retrieved from https://digitalcommons.law.yale.edu/cgi/viewcontent.cgi?article=1264&context=yjhple
Prakash, S., & Valentine, V. (2007. November 10). Timeline: The rise and fall of Vioxx. NPR. Retrieved from https://www.npr.org/2007/11/10/5470430/timeline-the-rise-and-fall-of-vioxx
Romm, T. (2019, December 30). Facebook disables some misleading ads on HIV prevention drugs, responding to growing outcry. The Washington Post. Retrieved from https://www.washingtonpost.com/technology/2019/12/30/facebook-disables-some-misleading-ads-hiv-prevention-drugs-responding-growing-outcry/
Thomas, K. (2019. March 25). Bayer and Johnson & Johnson settle lawsuits over Xarelto, a blood thinner, for $775 million. The New York Times. Retrieved from https://www.nytimes.com/2019/03/25/health/xarelto-blood-thinner-lawsuit-settlement.html
What is the U.S. opioid epidemic? (n.d.). U.S. Department of Health and Human Services. Retrieved from https://www.hhs.gov/opioids/about-the-epidemic/index.html