Case acquisition, engineered for the hardest cases in plaintiff law.
PI Marketing builds and runs the acquisition system for birth injury and medical malpractice firms: search, paid social, landing pages, intake and attribution, operated as one pipeline and reported in screened and signed cases, never in clicks.
One firm per market. Month to month. Your ad accounts stay yours.
Every stage is instrumented and attributed back to the campaign, keyword or creative that produced it. Cost per signed case is computed, not estimated. Stage names shown are illustrative; yours are defined with your intake team.
Lead-generation playbooks break on birth injury. The economics are not the same.
A birth injury practice does not need more leads. It needs a small number of inquiries that survive a medical-legal screen, records review and expert consultation, then months of investigation, before a case is signed. Marketing has to be built, measured and paid for on that reality.
Most inquiries are not cases
A diagnosis is not negligence, and a hard delivery is not a breach of the standard of care. Screening decides everything, so we measure screened inquiries, not raw volume.
Signing takes months, not minutes
Records requests, expert review and causation analysis come before a retainer. Attribution has to survive a long cycle, across devices, without guessing.
Families are not an audience segment
Health-related targeting is restricted on every major platform, and it should be. Creative, landing pages and tracking are built to be accurate, non-presumptive and privacy-safe.
Intake is the largest lever
In every account we have run, the biggest drop is between paying for an inquiry and a human speaking to the family. That is an operations problem, and we fix it before scaling spend.
Measured in signed cases, because nothing else settles the argument.
PI Marketing is built by the team behind WorkersComp Marketing, a workers' compensation agency. These figures are that agency's documented results, in workers' compensation, across live firm campaigns. They are the method's proof, not a projection for birth injury, where inquiry volumes are smaller, screening is stricter and case timelines are far longer.
One connected system, not a menu of channels.
Each service is built to feed the same instrumented pipeline. Start with one, add others when the data says so.
Google Ads & search
Intent-segmented search campaigns for condition, negligence and attorney-selection queries, with exclusions that keep medical-information searches out of the budget.
Search campaigns →SEO & content authority
Practice pages, medically reviewed educational content and the technical foundation to be cited by search engines and AI assistants alike.
SEO & content →Meta advertising
Educational creative that reaches families before they search, built inside the platform's personal-attribute and health rules rather than around them.
Paid social →Intake optimization & CRM
Speed to lead, after-hours coverage, medically literate screening scripts and a pipeline that records every stage from inquiry to retainer.
Intake systems →Websites & landing pages
Conversion-first builds for firms that need to be trusted by a frightened parent at 2 a.m. on a phone. Fast, accessible, accurate.
All services →Analytics & attribution
A data dictionary your partners agree on, offline conversion matching where lawful, and reporting that distinguishes an inquiry from a signed case.
All services →Fix the leaks first. Scale second.
Diagnose
We audit your campaigns, landing pages, call handling and CRM, and compute your real cost per signed case from your own data.
Build
Campaign architecture, creative, landing pages, screening scripts and tracking, built to a written specification you approve.
Run
Weekly optimization against screened-inquiry and signed-case targets, with stop and scale rules agreed in advance.
Report
One dashboard, one set of definitions. Spend, inquiries, screened, signed, cost per signed case, by channel and by month.
Working knowledge for firms that take birth injury seriously.
Frameworks and analysis written for managing partners and intake leaders. No benchmarks we did not measure ourselves.
- AI search
How AI Assistants Are Changing Birth Injury Attorney Discovery
Assistants answer the medical question, then the preventability question, then the lawyer question, in one conversation. Being cited accurately at step two is the new front door.
- Analytics
Attribution Across Long Case Cycles in Medical Malpractice
Perfect attribution is not available to a birth injury firm, legally or technically. Reliable attribution is. Here is the difference, and how to build the second kind.
- Intake operations
The Intake Capacity Ceiling in Birth Injury Practices
Media spend scales linearly. Attorney and nurse review does not. The point where they cross is the most important number in your acquisition plan.
- Lead quality
How to Evaluate Birth Injury Lead Quality: A Scorecard
Before you buy or generate another birth injury inquiry, score it on ten criteria. The vendor's answers tell you more than the price.
- Measurement
A Data Dictionary for Birth Injury Marketing
If two people at your firm compute cost per signed case differently, you do not have a measurement problem. You have a definitions problem. This is the fix, ready to adopt.
- Creative strategy
Compliant Birth Injury Ad Creative: What Works Inside the Rules
The creative that gets birth injury accounts suspended is also the creative that fills intake with the wrong calls. Here is what to write instead, and how to test it.
- Marketing economics
Cost Per Lead Is the Wrong Number in Birth Injury
A vendor who halves your cost per lead while halving the share that survives screening has improved nothing. Here is the number that reconciles, and how to compute it.
- Agency selection
How to Evaluate a Birth Injury Marketing Agency
Ask these twelve questions of any agency, including us. The disqualifying answers are more useful than the impressive ones.
- Channel strategy
SEO or Google Ads for a Birth Injury Firm? A Sequence, Not a Choice
They are not rivals. Paid search buys intent this month; organic authority compounds for years. The mistake is treating the choice as either-or instead of a sequence.
Start with a diagnosis, not a proposal.
A strategy session is a working review of your current acquisition: where inquiries come from, where they leak, and what a signed case actually costs you today. You leave with findings whether or not we work together.