THE CHALLENGE
Lash & Goldberg, a mid-sized, Miami-based law firm, came to The Murry Agency seeking non-traditional marketing strategies in building their brand and their business. Although the law firm understood the value of media relations, it wanted to find a way to more directly reach potential clients, particularly the in-house counsel for hospitals and healthcare systems, as one of the firm’s specialties is healthcare litigation. Due to the extremely strict laws governing solicitation and legal marketing, the Agency had to be creative, yet conscientious.
PUBLIC RELATIONS and MARKETING STRATEGIES & TACTICS
TMA proposed hosting a roundtable seminar on a topic that was timely and relevant to corporate counsel. The result: “Arbitrating Health System Disputes: The Good, the Bad and the Unknown” drew nearly three times the number of attendees as was anticipated. The event not only enabled Lash & Goldberg to strengthen relationships with current clients, but also allowed them to reach out to potential clients and fellow attorneys who could serve as referral sources. The firm invited a former Supreme Court Chief Justice and the in-house counsel from two of the area’s largest healthcare systems to keynote the discussion while a Lash & Goldberg partner served as the moderator.
Collateral – The Agency designed and produced the following materials for the roundtable:
- E-mailable “Save the Date” for potential guests
- Hard copy invitation
- Speaker bios, agenda and CLE certificate of completion for guests
- High-end leather portfolio, debossed with the Lash & Goldberg logo to house all materials at the event, and for guests to take as a memento
- Thank you notecards for Lash & Goldberg to send to attendees after the event
Event Coordination – TMA coordinated all aspects and logistics for the roundtable, including scouting and selecting a location, researching potential invitees, managing RSVPs, arranging catering, overseeing setup and providing on-site support.
THE RESULTS
L-R: Tenet Healthcare Corporation Deputy General Counsel, Gary W. Robinson, Esq. Lash & Goldberg Founding Partner, Martin B. Goldberg, Esq. Mt. Sinai Medical Center of Florida General Counsel, Arnold M. Jaffee, Esq. Former Florida Supreme Court Chief Justice, Gerald Kogan Lash & Goldberg Founding Partner, Alan D. Lash, Esq.
- The response to the arbitration roundtable was overwhelming, and attracted 27 attendees, nearly triple the client’s goal of eight to 10 attendees.
- The roundtable event further positioned Lash & Goldberg as experts on the topic of healthcare arbitration, and established awareness of the firm’s extensive experience.
- Due to the overwhelmingly positive feedback from attendees, Lash & Goldberg decided to create a series of similar roundtables on various timely and relevant topics.
- The afternoon following the event, the two firm partners sent a note to the agency’s account team applauding them for “exceeding their expectations.”