Tel: 1-847/HEADLINE 
Web: FishmanMarketing.com 
Blog: FishmanMarketing.com/blog 
LinkedIn.com/in/rossfishman 
Twitter.com/...
It used to be so easy. 
© 2014 Fishman Marketing, Inc.
The Good Old Days 
? IP lawyers were the earliest advertisers 
– More IP publications than needed 
? No big-firm competiti...
Today’s Reality 
? Few boutiques left 
? Big firms are competitors 
– Major consolidation 
– Referrals dried up 
? Every f...
8FGPDVTPOUIFQBUFOU 
TPZPVDBOGPDVTPOUIFJOWFOUJPO 
© 2014 Fishman Marketing, Inc. 
emFEJ;DJ_ioekhF7J;DJ5 
XXXTLHGDPN 
4UFSOF...
© 2014 Fishman Marketing, Inc. 
8FGPDVTPOUIFQBUFOU 
TPZPVDBOGPDVTPOUIFJOWFOUJPO 
emFEJ;DJ_ioekhF7J;DJ5 
XXXTLHGDPN 
4UFSOF...
Describe 
This Firm 
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
Is this firm . . . 
? Creative 
– Fun 
– Powerful 
– Dynamic 
– Smart 
– Nice, friendly 
– Leaders 
– “A” quality 
© 2014 ...
Rate the firm 
? 1-10 for “Quality of litigation skills” 
– 1 = Terrible 
– 10 = High-quality 
(Lawyers and marketers typi...
Describe 
This Firm 
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
Is this firm . . . 
? Creative 
– Fun 
– Powerful 
– Dynamic 
– Smart 
– Nice, friendly 
– Leaders 
– “A” quality 
© 2014 ...
Rate the firm 
? 1-10 for “Quality of litigation skills” 
– 1 = Terrible 
– 10 = High-quality 
(Lawyers and marketers typi...
Which looks more unique? 
It’s the same firm, just before 
and after the marketing makeover. 
© 2014 Fishman Marketing, In...
You Can’t Do Everything 
? Smaller firms, boutiques can’t do much. 
? Market strategically and efficiently 
? Stand out, d...
More creative 
is cheaper 
© 2014 Fishman Marketing, Inc.
“Decide Who You Are. 
Then Own It.” 
© 2014 Fishman Marketing, Inc.
You Can’t be 
“Smarter than Skadden.” 
? But you can in a narrow niche. 
– Boutique expertise 
– Corporate Finance 
© 2014...
© 2014 Fishman Marketing, Inc.
Marine Finance 
© 2014 Fishman Marketing, Inc.
Rail Finance 
© 2014 Fishman Marketing, Inc.
Aircraft Finance 
© 2014 Fishman Marketing, Inc.
Your Goal Should be 
Market Leadership 
© 2014 Fishman Marketing, Inc.
Not “Get our name out there.” 
? Where’s “there?” 
– How do you measure “out?” 
? What’s the ROI? 
? How do you know if it...
What’s your plan? 
? What can you dominate? 
? What makes you unique? 
? Where are the opportunities at your firm? 
– Dyna...
SEO and Social Media 
? Google “intellectual property law” 
? Google “small molecule intellectual 
property law” 
© 2014 F...
SEO and Social Media 
? Need a Small Molecule Blog or Microsite? 
? Add to bio, LinkedIn, Google+ profiles 
? Give a speec...
Creating the Perception of Expertise 
? Q: “What marketing tools do we need?” 
– Microsite? Blog? Twitter? SEO? 
– Article...
Emerging market 
? Move fast 
? Passion 
? Execute 
? Memorable, creative 
© 2014 Fishman Marketing, Inc.
Buzz Building 
© 2014 Fishman Marketing, Inc.
Is it memorable? 
? Competition is fierce 
– You see ~3,000 marketing messages per day 
? How will you stand out? 
– Will ...
In a recessionary economy . . . 
…the leading firms, the ones 
with the best visibility, do best. 
The anonymous firms fal...
Have you ever said. . . 
? I LOVE that campaign! 
– (What company was it for, again?) 
? That's a very common problem 
– W...
The best marketing 
reinforces your name 
? Try to associate your name with 
a tagline prospects can visualize: 
– Nothing...
More creative is cheaper 
? Every dollar counts. 
? How can you tell your story better? 
? Perception of 
quality, 1-10? 
...
Buzz building 
© 2014 Fishman Marketing, Inc.
Lawyer trade shows, banners 
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
Which site looks more 
professional? 
© 2014 Fishman Marketing, Inc.
Name–related marketing 
? The point is, stand out 
– Use what you have 
? Size 
? Style/personality 
? Geography 
? Cultur...
Bryant Miller Olive 
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
HIGH STANDARDS 
OK, yes, we freely admit it. Low Ball is a funny name. But there’s nothing funny about our high 
standards...
Does Your Firm Have Something? 
? Workman Nyedegger 
? Millen White 
? Birch Stewart 
? Westerman Hattori 
? Wood Herron 
...
Drinker Biddle 
Health Care 
National firm targets health care industry 
© 2014 Fishman Marketing, Inc.
Drinker Biddle  Reath 
? 650 lawyers 
– 11 offices 
? Rapid growth through mergers 
? Typical big-firm structure, siloes, ...
Strategic plan 
? Create national leadership in: 
– Insurance 
– Health care 
? 70-100 health care-related lawyers 
? 14 h...
Health Care Challenge 
? Lost HC leadership after mergers 
– Predictable loss in name recognition 
– Nearly every firm fai...
© 2014 Fishman Marketing, Inc.
What’s the process? 
? Interview people from all areas, practices 
– “Tell me about your practice.” 
– “Tell me about the ...
Telling Stories 
with Passion 
© 2014 Fishman Marketing, Inc.
Case Studies 
© 2014 Fishman Marketing, Inc. 
Rural cancer care, enabled by 
Drinker Biddle lawyers. 
When a large nonprof...
Case Studies Peace of mind for parents with 
© 2014 Fishman Marketing, Inc. 
the most vulnerable children. 
Prescribed by ...
Case Studies 
© 2014 Fishman Marketing, Inc.
Lawyers must see it 
? Lawyers have to see it 
– If they see it, they want their own 
? We created 14 different DBR versio...
Case Studies Less-invasive proton-therapy treatments 
© 2014 Fishman Marketing, Inc. 
for more cancer patients. 
Arranged ...
© 2014 Fishman Marketing, Inc. 
Safer pregnancies, courtesy of 
Drinker Biddle lawyers. 
A prominent health system was con...
The Stories Peace of mind for parents with 
© 2014 Fishman Marketing, Inc. 
Less-invasive proton-therapy treatments 
for m...
Case Studies 
© 2014 Fishman Marketing, Inc. 
Hospital union contracts. 
Magnetized by Drinker Biddle lawyers. 
When a lar...
Case Studies 
© 2014 Fishman Marketing, Inc.
Case Studies 
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
Retreat 
? Rolled it out, explained it 
– Taught them marketing, discussed the plan 
– Showed each ad 
– Each partner told...
Retreat 
? Goal is to work together 
? Increase 
– Internal education 
– Internal information flow 
– Communication 
– Cro...
Compare. . . 
© 2014 Fishman Marketing, Inc.
Need a new brand or website? 
A marketing plan or ads? Call us! 
Ross Fishman, JD 
CEO, Fishman Marketing, Inc. 
Work: +1....
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Intellectual Property (IP) law firm branding, marketing, differentiation, and websites - Keynote presentation from Ross Fishman, Fishman Marketing, at the Association of Legal Administrators (ALA) IP conference

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Branding, differentiation, and marketing of Intellectual Property (IP) law firms. This was the Keynote presentation by Ross Fishman, CEO Fishman Marketing, of the Association of Legal Administrators (ALA) Sept 2014 conference. Using many detailed actual examples and law firm case studies, it covers how to stand out, identifying a niche market, and how to use SEO and social media like LinkedIn and Google+.

It focuses on targeting narrow industries or sub-specialty practice areas to stand above the crowd. It also covers internal-communications and cross-selling issues and using a retreat to help the lawyers work together across offices and practice areas.

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Intellectual Property (IP) law firm branding, marketing, differentiation, and websites - Keynote presentation from Ross Fishman, Fishman Marketing, at the Association of Legal Administrators (ALA) IP conference

  1. 1. Tel: 1-847/HEADLINE Web: FishmanMarketing.com Blog: FishmanMarketing.com/blog LinkedIn.com/in/rossfishman Twitter.com/rossfishman ALA Intellectual Property for Legal Professionals Standout From Your Competition: How To Nail Strategy and Differentiation © 2014 Fishman Marketing, Inc. © 2014 Fishman Marketing, Inc.
  2. 2. It used to be so easy. © 2014 Fishman Marketing, Inc.
  3. 3. The Good Old Days ? IP lawyers were the earliest advertisers – More IP publications than needed ? No big-firm competition ? Name recognition was enough ? Keep name in front of referral sources ? Didn’t need to talk to anyone © 2014 Fishman Marketing, Inc.
  4. 4. Today’s Reality ? Few boutiques left ? Big firms are competitors – Major consolidation – Referrals dried up ? Every firm wants IP, litigation ? Advertising still important – It’s no longer enough – Eugene needs to network © 2014 Fishman Marketing, Inc.
  5. 5. 8FGPDVTPOUIFQBUFOU TPZPVDBOGPDVTPOUIFJOWFOUJPO © 2014 Fishman Marketing, Inc. emFEJ;DJ_ioekhF7J;DJ5 XXXTLHGDPN 4UFSOF,FTTMFS*1MBXZFST :PVSJOUFMMFDUVBMQSPQFSUZJTZPVSNPTUWBMVBCMF BTTFUBOEXFIFMQZPVQSPUFDU USBOTGFSBOEBTTFSU ZPVS*1SJHIUT*GZPVOFFEUPESBGU FOGPSDFPS EFGFBUBQBUFOU UIJOL4UFSOF,FTTMFS
  6. 6. © 2014 Fishman Marketing, Inc. 8FGPDVTPOUIFQBUFOU TPZPVDBOGPDVTPOUIFJOWFOUJPO emFEJ;DJ_ioekhF7J;DJ5 XXXTLHGDPN 4UFSOF,FTTMFS*1MBXZFST :PVSJOUFMMFDUVBMQSPQFSUZJTZPVSNPTUWBMVBCMF BTTFUBOEXFIFMQZPVQSPUFDU USBOTGFSBOEBTTFSU ZPVS*1SJHIUT*GZPVOFFEUPESBGU FOGPSDFPS EFGFBUBQBUFOU UIJOL4UFSOF,FTTMFS 8FGPDVTPOUIFQBUFOU TPZPVDBOGPDVTPOUIFJOWFOUJPO 4UFSOF,FTTMFS*1MBXZFST :PVSJOUFMMFDUVBMQSPQFSUZJTZPVSNPTUWBMVBCMF BTTFUBOEXFIFMQZPVQSPUFDU USBOTGFSBOEBTTFSU ZPVS*1SJHIUT*GZPVOFFEUPESBGU FOGPSDFPS EFGFBUBQBUFOU UIJOL4UFSOF,FTTMFS emFEJ;DJ_ioekhF7J;DJ5 XXXTLHGDPN
  7. 7. Describe This Firm © 2014 Fishman Marketing, Inc.
  8. 8. © 2014 Fishman Marketing, Inc.
  9. 9. Is this firm . . . ? Creative – Fun – Powerful – Dynamic – Smart – Nice, friendly – Leaders – “A” quality © 2014 Fishman Marketing, Inc. ? Average – Typical – Dull, boring – Conservative – Cold – Lethargic – Nothing special – B- / C+ quality
  10. 10. Rate the firm ? 1-10 for “Quality of litigation skills” – 1 = Terrible – 10 = High-quality (Lawyers and marketers typically rate this an average of 3.5.) © 2014 Fishman Marketing, Inc.
  11. 11. Describe This Firm © 2014 Fishman Marketing, Inc.
  12. 12. © 2014 Fishman Marketing, Inc.
  13. 13. © 2014 Fishman Marketing, Inc.
  14. 14. Is this firm . . . ? Creative – Fun – Powerful – Dynamic – Smart – Nice, friendly – Leaders – “A” quality © 2014 Fishman Marketing, Inc. ? Average – Typical – Dull, boring – Conservative – Cold – Lethargic – Nothing special – B- / C+ quality
  15. 15. Rate the firm ? 1-10 for “Quality of litigation skills” – 1 = Terrible – 10 = High-quality (Lawyers and marketers typically rate this an average of 7.5.) © 2014 Fishman Marketing, Inc.
  16. 16. Which looks more unique? It’s the same firm, just before and after the marketing makeover. © 2014 Fishman Marketing, Inc.
  17. 17. You Can’t Do Everything ? Smaller firms, boutiques can’t do much. ? Market strategically and efficiently ? Stand out, don’t be boring. – Do it great or don’t do it. – Have fun with it. © 2014 Fishman Marketing, Inc.
  18. 18. More creative is cheaper © 2014 Fishman Marketing, Inc.
  19. 19. “Decide Who You Are. Then Own It.” © 2014 Fishman Marketing, Inc.
  20. 20. You Can’t be “Smarter than Skadden.” ? But you can in a narrow niche. – Boutique expertise – Corporate Finance © 2014 Fishman Marketing, Inc.
  21. 21. © 2014 Fishman Marketing, Inc.
  22. 22. Marine Finance © 2014 Fishman Marketing, Inc.
  23. 23. Rail Finance © 2014 Fishman Marketing, Inc.
  24. 24. Aircraft Finance © 2014 Fishman Marketing, Inc.
  25. 25. Your Goal Should be Market Leadership © 2014 Fishman Marketing, Inc.
  26. 26. Not “Get our name out there.” ? Where’s “there?” – How do you measure “out?” ? What’s the ROI? ? How do you know if it worked? ? Dominate a market – Own something – Industry – Sub-specialty practice © 2014 Fishman Marketing, Inc.
  27. 27. What’s your plan? ? What can you dominate? ? What makes you unique? ? Where are the opportunities at your firm? – Dynamic practice leader? – Emerging market? – Niche industry? ? Not “telecom” or “medical device” ? “Stem cells?” ? “Small-molecule IP law?” © 2014 Fishman Marketing, Inc.
  28. 28. SEO and Social Media ? Google “intellectual property law” ? Google “small molecule intellectual property law” © 2014 Fishman Marketing, Inc.
  29. 29. SEO and Social Media ? Need a Small Molecule Blog or Microsite? ? Add to bio, LinkedIn, Google+ profiles ? Give a speech – Turn that into 5 articles ? Upload them to JD Supra, National Law Review, Lexology, other distribution platforms ? Link to LinkedIn – Becomes 10 blog posts, 50 tweets – Upload PPT slides to Slideshare.net – Answer some targeted Quora questions © 2014 Fishman Marketing, Inc.
  30. 30. Creating the Perception of Expertise ? Q: “What marketing tools do we need?” – Microsite? Blog? Twitter? SEO? – Articles? Speeches? PR? Newsletter? ? A: What would the market leader’s resume look like? The profession’s top practice? – Write that resume – Subtract your resume from it – Whatever’s left, you must create © 2014 Fishman Marketing, Inc.
  31. 31. Emerging market ? Move fast ? Passion ? Execute ? Memorable, creative © 2014 Fishman Marketing, Inc.
  32. 32. Buzz Building © 2014 Fishman Marketing, Inc.
  33. 33. Is it memorable? ? Competition is fierce – You see ~3,000 marketing messages per day ? How will you stand out? – Will they remember your marketing, or: ? Your competitors'? ? Nike's, McDonald's, Deloitte's, etc.? ? Today, you must fight for their attention – Eye-catching, impossible to miss – Simple, clear, memorable © 2014 Fishman Marketing, Inc.
  34. 34. In a recessionary economy . . . …the leading firms, the ones with the best visibility, do best. The anonymous firms falter. Even the best firms need to focus on their name recognition, because they're competing against other great firms. © 2014 Fishman Marketing, Inc.
  35. 35. Have you ever said. . . ? I LOVE that campaign! – (What company was it for, again?) ? That's a very common problem – Whenever Energizer runs the Bunny campaign, sales of Eveready batteries also increase. © 2014 Fishman Marketing, Inc.
  36. 36. The best marketing reinforces your name ? Try to associate your name with a tagline prospects can visualize: – Nothing runs like a Deere. – It's hard to stop a Trane. – The Citi never sleeps. – Get Met. It pays. © 2014 Fishman Marketing, Inc.
  37. 37. More creative is cheaper ? Every dollar counts. ? How can you tell your story better? ? Perception of quality, 1-10? © 2014 Fishman Marketing, Inc.
  38. 38. Buzz building © 2014 Fishman Marketing, Inc.
  39. 39. Lawyer trade shows, banners © 2014 Fishman Marketing, Inc.
  40. 40. © 2014 Fishman Marketing, Inc.
  41. 41. Which site looks more professional? © 2014 Fishman Marketing, Inc.
  42. 42. Name–related marketing ? The point is, stand out – Use what you have ? Size ? Style/personality ? Geography ? Culture ? Name ? Ability to be different © 2014 Fishman Marketing, Inc.
  43. 43. Bryant Miller Olive © 2014 Fishman Marketing, Inc.
  44. 44. © 2014 Fishman Marketing, Inc.
  45. 45. HIGH STANDARDS OK, yes, we freely admit it. Low Ball is a funny name. But there’s nothing funny about our high standards. We’re lean and mean. We keeps cases moving along. We don’t waste a client’s time or money. We’re practical, creative and efficient. Those are the things that are high on Low Ball’s list. we admit it. Low Ball is a funny name. But there’s nothing funny about our high standards. Our trial lawyers are lean and mean. We keep moving. We don’t waste a client’s time or money. Our litigators are practical, creative, and efficient. Those are the things that are high on Low © 2014 Fishman Marketing, Inc. LOW BALL HIGH QUALITY More can be found at lowball.com. LOW BALL. HIGH STANDARDS.
  46. 46. Does Your Firm Have Something? ? Workman Nyedegger ? Millen White ? Birch Stewart ? Westerman Hattori ? Wood Herron ? Arent Fox ? Davis Wright Tremaine ? Greenblum Bernstein © 2014 Fishman Marketing, Inc. ? Banner Witcoff ? Pirkey Barber ? Miles Stockbridge ? Studebaker Brackett ? Ropes Gray ? Harness Dickey ? Pepper Hamilton ? Schmeiser Olsen Watts
  47. 47. Drinker Biddle Health Care National firm targets health care industry © 2014 Fishman Marketing, Inc.
  48. 48. Drinker Biddle Reath ? 650 lawyers – 11 offices ? Rapid growth through mergers ? Typical big-firm structure, siloes, etc. – Most full-service firms © 2014 Fishman Marketing, Inc.
  49. 49. Strategic plan ? Create national leadership in: – Insurance – Health care ? 70-100 health care-related lawyers ? 14 health care-related practice areas © 2014 Fishman Marketing, Inc.
  50. 50. Health Care Challenge ? Lost HC leadership after mergers – Predictable loss in name recognition – Nearly every firm fails here ? How leverage firm’s assets? – Increase HC name recognition, visibility – Create HC market leadership – Work together, develop synergy ? What’s the plan? – Can it work under existing structure? © 2014 Fishman Marketing, Inc.
  51. 51. © 2014 Fishman Marketing, Inc.
  52. 52. What’s the process? ? Interview people from all areas, practices – “Tell me about your practice.” – “Tell me about the firm.” – “Give me 3 adjectives to describe the practice.” – “Who are your competitors?” ? Listen for a theme, message – What did we hear at DBR? © 2014 Fishman Marketing, Inc.
  53. 53. Telling Stories with Passion © 2014 Fishman Marketing, Inc.
  54. 54. Case Studies © 2014 Fishman Marketing, Inc. Rural cancer care, enabled by Drinker Biddle lawyers. When a large nonprofit health system wanted to provide oncology care to a small rural community, they came to us to put the deal together. No surprise, really, since Drinker Biddle has one of the nation’s largest dedicated health care practices. And the key word there is dedicated. We see ourselves aspart of the mission of providing quality health care to the public. Because we’re not just a law firm, we’re part of the solution. Learn more at drinkerbiddlehealthcare.com. Helping health care clients do good. Drinker Biddle Reath LLP | A Delaware limited liability partnership CALIFORNIA | DELAWARE | ILLINOIS | NEW JERSEY | NEW YORK PENNSYLVANIA | WASHINGTON DC | WISCONSIN
  55. 55. Case Studies Peace of mind for parents with © 2014 Fishman Marketing, Inc. the most vulnerable children. Prescribed by Drinker Biddle lawyers. When a major metropolitan health system wanted to improve coverage of their pediatric and neonatal services, they turned to us. Drinker Biddle helped them develop a consolidated arrangement with a single pediatric group to cover all of the system’s hospitals, resulting in reduced financial costs, establishing accountability, and improving the care of pediatric patients. Another way Drinker Biddle is not just a law firm, but part of the health care solution. Learn more at drinkerbiddlehealthcare.com. Helping health care clients do good. Drinker Biddle Reath LLP | A Delaware limited liability partnership CALIFORNIA | DELAWARE | ILLINOIS | NEW JERSEY | NEW YORK PENNSYLVANIA | WASHINGTON DC | WISCONSIN Peace of mind for parents with the most vulnerable children. Prescribed by Drinker Biddle lawyers.
  56. 56. Case Studies © 2014 Fishman Marketing, Inc.
  57. 57. Lawyers must see it ? Lawyers have to see it – If they see it, they want their own ? We created 14 different DBR versions – Started with a few – Showed them to others – Sold them on the idea – Wanted one to use for their own practice © 2014 Fishman Marketing, Inc.
  58. 58. Case Studies Less-invasive proton-therapy treatments © 2014 Fishman Marketing, Inc. for more cancer patients. Arranged by Drinker Biddle lawyers. Proton-beam therapy is an advanced radiation treatment that destroys cancerous cells while sparing healthy cells just millimeters away. There are only 10 of these centers in the country and Drinker Biddle has been involved in establishing 30% of them. Making deals that help patients with prostate, breast, head, and neck cancers avoid the debilitating side eects of radiation. Just one more way Drinker Biddle is not just a law firm, but part of the health care solution. Learn more at drinkerbiddlehealthcare.com. Helping health care clients do good. Drinker Biddle Reath LLP | A Delaware limited liability partnership CALIFORNIA | DELAWARE | ILLINOIS | NEW JERSEY | NEW YORK PENNSYLVANIA | WASHINGTON DC | WISCONSIN
  59. 59. © 2014 Fishman Marketing, Inc. Safer pregnancies, courtesy of Drinker Biddle lawyers. A prominent health system was concerned that women covered under its employee-benefit plan were not benefitting from best practices in healthy-pregnancy care. We worked with a leading doctor and the company’s HR sta to come up with a plan that encouraged proper treatment. As one of the nation’s largest dedicated health care practices, we view ourselves as part of the mission of providing quality health care to the public. We’re not just a law firm, we’re part of the solution. Learn more at drinkerbiddlehealthcare.com. Helping health care clients do good. Drinker Biddle Reath LLP | A Delaware limited liability partnership CALIFORNIA | DELAWARE | ILLINOIS | NEW JERSEY | NEW YORK PENNSYLVANIA | WASHINGTON DC | WISCONSIN Case Studies
  60. 60. The Stories Peace of mind for parents with © 2014 Fishman Marketing, Inc. Less-invasive proton-therapy treatments for more cancer patients. Arranged by Drinker Biddle lawyers. the most vulnerable children. Prescribed by Drinker Biddle lawyers. Rural cancer care, enabled by Safer pregnancies, courtesy of Drinker Biddle lawyers. A better EMR system, connected by Drinker Biddle lawyers. major metropolitan health system wanted to improve A prominent health system was concerned that women covered under its employee-benefit plan were not benefitting from best practices in healthy-pregnancy care. We worked with a leading doctor and the company’s HR sta to come up with a plan that encouraged proper treatment. As one of the nation’s largest dedicated health care practices, we view ourselves as part of the mission of providing quality health care to the public. We’re not just a law firm, we’re part of the solution. Learn more at drinkerbiddlehealthcare.coverage of their pediatric and neonatal services, they turned to us. Drinker Biddle helped them develop a consolidated arrangement with a single pediatric group to cover all of the system’s hospitals, resulting in reduced financial costs, establishing accountability, and improving the care of pediatric patients. Another way Drinker Biddle is not just a law firm, but part of the health care solution. Learn more at drinkerbiddlehealthcare.com. Drinker Biddle lawyers. Helping health care clients do good. Drinker Biddle Reath LLP | A Delaware limited liability partnership CALIFORNIA | DELAWARE | ILLINOIS | NEW JERSEY | NEW YORK PENNSYLVANIA | WASHINGTON DC | WISCONSIN Hospital union contracts. Magnetized by Drinker Biddle lawyers. When Proton-a beam large Midwestern therapy is hospital an advanced sought ANCC radiation Magnet treatment status, that they called destroys Drinker cancerous Biddle. cells We helped while them sparing renegotiate healthy cells their just nursing-millimeters union contracts away. to There incorporate are only the necessary 10 of these benchmarks centers in and the standards. country Today, and the Drinker hospital Biddle and its has nurses been proudly involved display in establishing a prestigious 30% honor, of and them. patients Making receive deals some that of help the patients nation’s with best nursing prostate, care. breast, As one head, of the and largest neck dedicated cancers health avoid care the debilitating practices, we side view eourselves ects of as radiation. part of the Just mission one of more providing way Drinker quality health Biddle care is not to the just public. a law We’re firm, not but just part a law of the firm, health we’re care part of solution. the solution. Learn Learn more more at at drinkerbiddlehealthcare.drinkerbiddlehealthcare.com. Helping health care clients do good. Drinker Biddle Reath LLP | A Delaware limited liability partnership CALIFORNIA | DELAWARE | ILLINOIS | NEW JERSEY | NEW YORK PENNSYLVANIA | WASHINGTON DC | WISCONSIN a large nonprofit health system wanted provide oncology care to a small rural community, they came to us to put the deal together. No surprise, really, since Drinker Biddle has one of the nation’s largest dedicated health care practices. And the key word there is dedicated. We see ourselves aspart of the mission of providing quality health care to the public. Because we’re not just a law we’re part of the solution. Learn more at drinkerbiddlehealthcare.com. Drinker Biddle Reath LLP A Delaware limited liability partnership CALIFORNIA | DELAWARE | | NEW JERSEY | NEW YORK When a prestigious academic medical center needed to re-think its electronic medical records initiative, they knew where to turn. As one of the nation’s largest dedicated health care practices, we helped them develop and execute a financial and legal strategy to navigate the risks of changing systems and vendors. Now their community has a better information system to coordinate patient care. Another way that Drinker Biddle is not just a law firm, but part of more at drinkerbiddlehealthcare.
  61. 61. Case Studies © 2014 Fishman Marketing, Inc. Hospital union contracts. Magnetized by Drinker Biddle lawyers. When a large Midwestern hospital sought ANCC Magnet status, they called Drinker Biddle. We helped them renegotiate their nursing-union contracts to incorporate the necessary benchmarks and standards. Today, the hospital and its nurses proudly display a prestigious honor, and patients receive some of the nation’s best nursing care. As one of the largest dedicated health care practices, we view ourselves as part of the mission of providing quality health care to the public. We’re not just a law firm, we’re part of the solution. Learn more at drinkerbiddlehealthcare.com. Helping health care clients do good. Drinker Biddle Reath LLP | A Delaware limited liability partnership CALIFORNIA | DELAWARE | ILLINOIS | NEW JERSEY | NEW YORK PENNSYLVANIA | WASHINGTON DC | WISCONSIN
  62. 62. Case Studies © 2014 Fishman Marketing, Inc.
  63. 63. Case Studies © 2014 Fishman Marketing, Inc.
  64. 64. © 2014 Fishman Marketing, Inc.
  65. 65. Retreat ? Rolled it out, explained it – Taught them marketing, discussed the plan – Showed each ad – Each partner told the story ? Should have videotaped the poignant speeches ? Started the discussion – “I didn’t know you did that.” – “I have a client who might need that.” © 2014 Fishman Marketing, Inc.
  66. 66. Retreat ? Goal is to work together ? Increase – Internal education – Internal information flow – Communication – Cross selling – Revenue ? Works for cross-office IP Group marketing © 2014 Fishman Marketing, Inc.
  67. 67. Compare. . . © 2014 Fishman Marketing, Inc.
  68. 68. Need a new brand or website? A marketing plan or ads? Call us! Ross Fishman, JD CEO, Fishman Marketing, Inc. Work: +1.847.432.3546 Cell: +1.847.921.7677 ross@fishmanmarketing.com www.fishmanmarketing.com Subscribe to our blog: fishmanmarketing.com/blog Connect with us: Twitter: @rossfishman LinkedIn.com/in/rossfishman © 2014 Fishman Marketing, Inc. © 2014 Fishman Marketing, Inc.

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