First4Lawyers in the Media - September 2023

“Despite the wealth of data and analytical tools at our fingertips, marketing decisions are often made – and campaigns repeated – without first measuring the success of previous activity.”

Our head of marketing Andy Cullwick shared his top tips for evaluating a project’s success in a recent blog for Insurance Claims.

It was one of three articles by Andy which featured in the publication over summer including advice on marketing multiple brands following a spike in mergers and acquisitions.

Businesses should consider their core audience, brand strength, budget and back-up options before deciding whether to keep brands separate or bring them all under the same umbrella, he said.   

“It’s not enough to simply have a great product or service if no one knows about it, and in today’s online marketplace it’s more important than ever that you make yours stand out.”

As the Financial Conduct Authority’s new Consumer Duty came into force, his latest blog looked at its four outcomes and what they could teach all public-facing firms.

“The Duty aims to improve outcomes for consumers by ensuring that firms offer products and services that meet their needs, offer value for money, communicate in a way they can understand and give them the support they need.

“This only applies to financial services of course, but the principles are sound and should act as a useful checklist for any firm serving the public.”

Elsewhere, reforms continued to dominate the headlines as the row about how to value mixed injury claims in the Official Injury Claim (OIC) portal rumbles on.

Andrew Wild, head of legal at First4InjuryClaims, spoke to Insurance Times and Legal Futures in response to “disappointing” news that the Supreme Court had granted the Association of British Insurers permission to challenge an earlier ruling by the Court of Appeal.

“It is hoped that the court rules in favour of the claimant and affirms the clear guidance that was provided by the Court of Appeal,” he said.

“A failure to do so will lead to a further unintended windfall for the insurers at the expense of the injured claimant who suffers multiple injuries following an accident.”

Andrew also provided comment for Insurance POST following the launch of a Ministry of Justice (MoJ) consultation on changes to the medical reporting process for road traffic accident claims.  

“This long-awaited consultation is welcome. It is also timely given that the OIC itself has identified that medical reports not being uploaded to the portal in the volumes expected is thought to be the main reason for settlement delays,” he said.

“Garnering the views of stakeholders is a positive step. We would also suggest the MoJ undertakes a review of all fees, including fixed costs, to bring them in line with inflation, and a commitment to regular reviews in the future.”

The quarter ended on a positive note with a story showcasing our commitment to the community here in Huddersfield.

Yorkshire Legal, Huddersfield Unlimited and Huddersfield Hub all covered the news that First4InjuryClaims has taken on 10 local graduates and apprentices in less than two years of trading.

Andrew said: “It’s an interesting time for people to join in terms of learning how a successful RTA practice works post-reform and we’re proud to support the next generation entering the profession.”


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