Monday, October 16, 2006 11:55 AM
I have been meaning to write something on this...
In reading an article about the lawsuits surrounding spinach-related E. coli outbreak in The Wall Street Journal last month, I could"t help but notice the reporter cited a long-time blawg covering E. Coli, the aptly named E. Coli Blog.
Published by the law firm of Marler Clark, its intent is to "be a forum for discussion among the site’s authors and users. The authors of the E. coli blog conduct surveillance on matters related to E. coli’s impact on individuals and families in different cities, states, and regions. " Of course, Marler Clark main focus is "representing victims of foodborne illness," so the E. coli blog cleary supports the firm"s business model, as well.
I was struck by one paragraph in the WSJ story in particular:
A tiny firm with six attorneys, a staff epidemiologist and a nurse, Marler Clark has in the past eight years established itself as the go-to place for victims of food-borne illnesses. The firm"s niche practice requires it to connect quickly with new, often widely dispersed clients as an outbreak unfolds, making effective marketing paramount. The firm has pursued an aggressive brand-building campaign, including speaking engagements, media interviews and an extensive Internet presence.
I am sure there are many lawyers and law firms out there who would take on E. coli outbreak cases. But, I wonder how many have in place as effective a business model and process as Marler Clark appears to have? It has targeted a niche, marketed itself via many media streams, and has nimble operations in place to shift focus quickly to help get out ahead of emerging issues. At the time of the WSJ article, Marler Clark was already representing 76 clients, which suggests it moved very quickly on this E. coli outbreak related to spinach. For those so inclined, it seems obvious that there are a lot of lessons (for both the plaintiff and defense bars) to be learned from studying Marler.
Links:
WSJ Article reprint: How a Tiny Law Firm Made Hay Out of Tainted Spinach