By Barb Cotton

A lawyer practicing elder law has been described as requiring a multidisciplinary, "holistic" approach.2 The elder law lawyer is required to have knowledge of many different areas, including wills, powers of attorney, estate planning, guardianship and administration, retirement village contracts and disputes, nursing home care, pension entitlements, reverse mortgages, elder abuse and age discrimination. As a result of these various practice areas captured under the umbrella of "elder law", the lawyer will require his or her marketing to target various groups, including senior citizens, young adult children, young couples, affluent consumers, business executives, etc.

Those of you with an interest in marketing will have heard of the new buzz phrase "relationship marketing".

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