CASE STUDY 4
Legal/ Class Action Law Consulting, Negotiation, Sales Training,
Marketing,
Call Center Development
Industry: Class Action Law
Business Need : Enroll 1000 new clients in 1 year for class action law suit Fen Phen
Brief History - Fen phen was a combination drug mixture of Pondimin or Redux with phentermine that was designed to promote weight loss. Both Redux (dexfenfluramine) and Pondimin (fenfluramine), the "Fen"s in the combination, were diet drugs manufactured by American Home Products ("AHP"). They were designed to suppress the appetite by altering brain levels of serotonin, but both were withdrawn simultaneously from the market in September of 1997 when both were linked to the occurrence of serious cardio vascular disease, and primary pulmonary hypertension
Key Challenges
-
Strategic marketing plan to find 1000 new qualified clients to sign up with attorneys that hired The Novak group for this project.( as opposed to other attorneys that were advertising the same service.)
- Finding qualified clients
The complexity of this project is based on the qualification of clients for this project. In the initial fen phen project, all that was needed to become a client and enter the class action suit was an affidavit saying the drug was ingested. The updated fen phen 2 class action suit additionally required proof of ingestion from pharmaceutical or physician records. In many cases these records had been already destroyed so proof of ingestion became very difficult to document. Many Doctors were hesitant about turning over records because they were sued in Phen fen 1 and didn’t want to be sued again in phen fen 2. The bottom line was to qualify a client, the proof of ingestion needed to be found.
- Acquiring proof of different levels of damage through echocardiograms
Ingestion of the drug caused many different levels of physical damage which had to be proven by echocardiograms.
-
Develop command center for communication with clients and attorneys.
A call center was set up as a command center to communicate to new clients effectively. This included every aspect of call center development from buying equipment, hiring and training employees, and supervising correct distribution of all communication to the proper attorney
|
Solutions
- Multi media advertising campaigns were produced which included TV, radio, print and seminars in New Mexico, California and Arizona, with a budget of $500,000.
|
|
|
-
The Novak Group found new class action clients with non traditional
marketing. The Novak Group, acting as a consultant, had the freedom to call and market through non traditional ways (telephone ect.) and found many new clients.
|
-
The Novak Group Negotiated with Attorneys across the US.
Major negotiations were held in Nevada, Utah, Arizona, California and
New Mexico
|
-
Acquired proof of different levels of damage through echocardiograms. With proof of ingestion, further documentation was needed for different levels of damage from the medication. Echocardiogram sites were organized in several cities and clients were scheduled for echocardiogram to determine the level of damage.
|
-
A call center was set up as a command center to communicate to new clients effectively regarding their case. Development of the call center included every aspect of call center development from buying equipment, hiring and training employees, and supervising correct distribution of all communication to the proper attorney.
|
Results
8500 new clients were signed up with attorney agreements with proof of ingestion and echocardiograms with an estimated net value on
One Billion Dollars. |
