Eight publications. On the page, not behind a form.
Everything I would do for your firm, written out. Market sizing, screening capacity, attribution, demand, compliance and measurement, across eight publications. Free, on the page, no form.
The Birth Injury Case Acquisition Playbook
The whole system, front to back: sizing the market, buying demand, screening it, and measuring to the signed case.
The Medical Screening & Intake Manual
The operational system around the constraint that actually limits case volume. The document nobody else has written.
Legal Advertising Compliance for Birth Injury Marketing
A framework for staying inside bar advertising rules in the most heavily scrutinised category in legal marketing.
The Co-Counsel & Referral Development Playbook
The channel with the best economics in this practice area, built as a channel rather than left to chance.
The Birth Injury SEO & AI Search Playbook
Building pages that rank and pages that get quoted. They are related requirements, not identical ones.
The Paid Media Manual for High-Value, Low-Volume Case Types
Why every benchmark imported from a high-volume practice area is wrong, and what to use instead.
Video & Creative for Sensitive Case Categories
How to make advertising about the worst day of someone’s life without exploiting it.
The Firm Operating Manual
KPIs, dashboards, the forecast model, and the meeting cadence that makes any of it useful.
How to read them
| If your problem is… | Read this | And run |
|---|---|---|
| I do not know if this market is worth entering | Case Acquisition Playbook, part 1 | Market opportunity |
| More spend is not producing more cases | Medical Screening & Intake Manual | Capacity planner |
| My cost per lead looks fine and my case count does not | Paid Media Manual | Cost per signed case |
| I get inquiries and lose them | Intake Manual, part 3 | Intake scorecard |
| I turn away matters I cannot resource | Co-Counsel Playbook | Referral economics |
| Nobody finds me, and the AI assistants do not cite me | SEO & AI Search Playbook | Site audit |
| I am worried about a bar complaint | Compliance | Your own compliance counsel |
| I cannot tell whether any of it is working | Firm Operating Manual | Cost per signed case |
| Absent | Why |
|---|---|
| Benchmark conversion rates and cost figures | I hold none I could defend in this practice area. Every model here takes your numbers instead. Any document supplying a "typical" birth injury cost per lead is guessing. |
| Clinical guidance of any kind | My standard requires a named clinical reviewer before any page asserts a medical fact, and I have not retained one yet. The screening manual therefore covers the operational system, not clinical judgement. |
| Legal advice | I run a marketing agency. Rules are linked to primary sources so you read the rule, not my paraphrase. |
| Case studies | I have no birth injury results, and I will not publish composites. The results page says so. |
| A sales pitch at the end of each chapter | The services pages are where that belongs, and you can find them without being interrupted. |
| Publication | Covers | Hands off to |
|---|---|---|
| Case Acquisition Playbook | Market sizing, capacity, attribution, demand, the failure mode, measurement | The channel manuals, for depth |
| Medical Screening & Intake Manual | Rubric, scripts, records workflow, capacity model, quality audit | A qualified clinician, for every clinical judgement |
| Legal Advertising Compliance | Pre-flight checklist, archive, category traps, vendor terms | The firm’s compliance counsel, for every determination |
| Co-Counsel & Referral | Market sides, target lists, failure modes, disposition rule | The firms’ own counsel, for fee arrangements |
| SEO & AI Search | Extraction checklist, cluster map, measurement, editorial standard | Nothing, this one is complete |
| Paid Media Manual | Why benchmarks invert, bid ceiling derivation, account practice, reporting | Your own conversion data, which is the only valid input |
| Video & Creative | Four review checks, what to show, working with families, measurement | The firm, for the fourth gate, it requires judgement |
| Firm Operating Manual | Metric hierarchy, meeting cadence, capacity-first forecast, dashboard | Nothing, this one is complete |
The seven tools → · The data behind them → · The standard all of this is held to →
Authorship & review
- Author
- Kevin Schwaner, Founder; Chief Marketing Officer. Credentials.
- Last reviewed
- Corrections
- Found an error? Tell me and it goes in the dated corrections log, whether or not it flatters me.