What My Sinus Doctor Taught Me About Legal Marketing

by Great Jakes Marketing

What my sinus doctor taught me about legal marketing.

I have a recurring sinus condition. It’s nothing serious, but it does affect my quality of life on occasion. So, after a few years of ineffective treatments, I decided to find a new doctor.

It’s important to know that I was already seeing a specialist. And while this guy was no joker, I sensed that I wasn’t getting cutting-edge care. So, I decided to seek out an ace. I wanted to find one of the world’s leading sinus specialists.

So, what did I do? As you might guess, I asked around for some referrals, performed some online research, and then used all of this information to compile a short list of possible doctors. Finally, I selected my man: Dr. Satish Govindaraj at Mt. Sinai Medical Center in New York.

What does this have to do with legal marketing?

At the time that I was looking for a doctor, I didn’t think that this had anything to do with legal marketing. However, in retrospect, my experience reveals much about how people are now finding professionals — including lawyers — in the age of the internet. Here are just a few of the lessons that I learned:

Referrals are just a start

I got lots of referrals — some from experts whom I highly respect. However, in all cases, I did my own research on each of these doctors. Why? Because I could. Checking out their bios online took just minutes.

I think that this point is particularly important because I often hear lawyers explain that they don’t need to invest in their website since most of their business comes from referrals. They don’t realize that a website is (increasingly) a tool that helps turn referrals into clients.

Online bios matter

The professional profiles I read varied greatly in style and substance. For example, take a look at Dr. Govindaraj’s bio, which is chock full of valuable reputation-enhancing information and compare it to that of another doctor who came recommended. The difference is striking. Based on their bios, I quickly put doctors into two groups: practitioners and thought leaders. The practitioners didn’t make it to the short list. I was looking for a leading expert.

“Thought leadership” content matters

What I found most compelling about Dr. Govindaraj was his thought leadership work. I glanced down his list of publications and immediately saw that he was writing serious articles about topics that concerned me. Clearly he is on the vanguard of his field.

Good content matters

During my research process, I found myself watching an hour-long online video of a medical lecture. Why did I dedicate an hour of my busy schedule to watching this? Two reasons: (1) the video was well produced and easy-to-watch, despite its technical content, and (2) the video contained cutting-edge insights relating to the exact problems I was facing.

The lecturer would have been tops on my short list of doctors if he wasn’t located 2000 miles away. While distance was a factor in my decision, we’re finding that it’s less and less of a concern for people looking for highly specialized attorneys.

Why is all this important?

My experience reveals how — over the past 10 years — the internet has fundamentally changed the way we search for professionals. Information is now much, much more easily accessed than ever before. People now have the tools to make their own judgments. And increasingly, they are.

How do you take advantage of this?

In the internet age, the advantage goes to those professionals — be they doctors or lawyers or consultants — who most skillfully use the web to demonstrate their cutting-edge expertise. It’s becoming clear that those professionals with the most reputation-enhancing content will be positioned to win the business. This may sound obvious to some people. However, judging by the number of flimsy one-page bios on law firm websites, most of the legal industry isn’t yet on board

LOADING PDF: If there are any problems, click here to download the file.

Written by:

Great Jakes Marketing

Great Jakes Marketing on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:
Sign up using*

Already signed up? Log in here

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.
Custom Email Digest
Privacy Policy (Updated: October 8, 2015):

JD Supra provides users with access to its legal industry publishing services (the "Service") through its website (the "Website") as well as through other sources. Our policies with regard to data collection and use of personal information of users of the Service, regardless of the manner in which users access the Service, and visitors to the Website are set forth in this statement ("Policy"). By using the Service, you signify your acceptance of this Policy.

Information Collection and Use by JD Supra

JD Supra collects users' names, companies, titles, e-mail address and industry. JD Supra also tracks the pages that users visit, logs IP addresses and aggregates non-personally identifiable user data and browser type. This data is gathered using cookies and other technologies.

The information and data collected is used to authenticate users and to send notifications relating to the Service, including email alerts to which users have subscribed; to manage the Service and Website, to improve the Service and to customize the user's experience. This information is also provided to the authors of the content to give them insight into their readership and help them to improve their content, so that it is most useful for our users.

JD Supra does not sell, rent or otherwise provide your details to third parties, other than to the authors of the content on JD Supra.

If you prefer not to enable cookies, you may change your browser settings to disable cookies; however, please note that rejecting cookies while visiting the Website may result in certain parts of the Website not operating correctly or as efficiently as if cookies were allowed.

Email Choice/Opt-out

Users who opt in to receive emails may choose to no longer receive e-mail updates and newsletters by selecting the "opt-out of future email" option in the email they receive from JD Supra or in their JD Supra account management screen.


JD Supra takes reasonable precautions to insure that user information is kept private. We restrict access to user information to those individuals who reasonably need access to perform their job functions, such as our third party email service, customer service personnel and technical staff. However, please note that no method of transmitting or storing data is completely secure and we cannot guarantee the security of user information. Unauthorized entry or use, hardware or software failure, and other factors may compromise the security of user information at any time.

If you have reason to believe that your interaction with us is no longer secure, you must immediately notify us of the problem by contacting us at info@jdsupra.com. In the unlikely event that we believe that the security of your user information in our possession or control may have been compromised, we may seek to notify you of that development and, if so, will endeavor to do so as promptly as practicable under the circumstances.

Sharing and Disclosure of Information JD Supra Collects

Except as otherwise described in this privacy statement, JD Supra will not disclose personal information to any third party unless we believe that disclosure is necessary to: (1) comply with applicable laws; (2) respond to governmental inquiries or requests; (3) comply with valid legal process; (4) protect the rights, privacy, safety or property of JD Supra, users of the Service, Website visitors or the public; (5) permit us to pursue available remedies or limit the damages that we may sustain; and (6) enforce our Terms & Conditions of Use.

In the event there is a change in the corporate structure of JD Supra such as, but not limited to, merger, consolidation, sale, liquidation or transfer of substantial assets, JD Supra may, in its sole discretion, transfer, sell or assign information collected on and through the Service to one or more affiliated or unaffiliated third parties.

Links to Other Websites

This Website and the Service may contain links to other websites. The operator of such other websites may collect information about you, including through cookies or other technologies. If you are using the Service through the Website and link to another site, you will leave the Website and this Policy will not apply to your use of and activity on those other sites. We encourage you to read the legal notices posted on those sites, including their privacy policies. We shall have no responsibility or liability for your visitation to, and the data collection and use practices of, such other sites. This Policy applies solely to the information collected in connection with your use of this Website and does not apply to any practices conducted offline or in connection with any other websites.

Changes in Our Privacy Policy

We reserve the right to change this Policy at any time. Please refer to the date at the top of this page to determine when this Policy was last revised. Any changes to our privacy policy will become effective upon posting of the revised policy on the Website. By continuing to use the Service or Website following such changes, you will be deemed to have agreed to such changes. If you do not agree with the terms of this Policy, as it may be amended from time to time, in whole or part, please do not continue using the Service or the Website.

Contacting JD Supra

If you have any questions about this privacy statement, the practices of this site, your dealings with this Web site, or if you would like to change any of the information you have provided to us, please contact us at: info@jdsupra.com.

- hide
*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.