In June 2007, health care attorney Mike Cassidy of Pittsburgh-based Tucker Arensberg, P.C. (and chair of its health law practice group) decided that blogging would be a more effective communication tool than a typical law firm newsletter. He could keep current clients informed about legal issues affecting the health care industry as well as cultivate new clients.
Until then, Cassidy used newsletters to keep his physician clients advised as to what was happening, such as the change in the Medicare fee schedule in the late 1980s, Stark Law in 1989, and anti-kickback developments.
“They needed this information and they needed to know that I was an expert in all this,” says Cassidy. “So a newsletter served this function well.”
However, Cassidy soon discovered that producing a newsletter was not very efficient. It took a long time to produce and you had to mail it to everyone. When the Internet became more mainstream, he was able to convert his newsletter into a digital format which made it easier to distribute via email. Despite the convenience of email, Cassidy still had to create and design the newsletter, and the production still took just as long.
Blogging changed all that. Now, Cassidy is able to create shorter articles for his readers, post ongoing, timely information, and produce a new article several times a week on his blog, called MedLawBlog.com.