Get your free online course to 10X your content

Did you know that the term "White Paper" has parliamentary roots? In some systems of government, a White Paper is a briefing document that makes the case for a new policy or law. In marketing and communications, it's a substantial piece of writing that makes your case with data, valuable information, and a persuasive argument. 

A White Paper is a longer document, typically at least 2,500 words. In my experience, I've seen them range from 2 to 12 pages once they're laid out (see more on the importance of design, below).

They can be if you're not careful!  Your readers are busy people, so they won't wade through endless blocks of text. To make your healthcare White Paper irresistible:

• Invest in professional graphic design that reflects your brand identity
• Use visuals to communicate numbers, data, and trends
• Write in nice short chunks
• Use headings to guide the reader 
• Put some of the text in boxes
• Use case studies if you have them

Appeal to your readers on an emotional level, too. Logic is vital in White Papers, but ultimately people buy (or buy in) because they feel something.

If you follow these rules, and write in a concise and engaging style, your audience is going to love it.

In a White Paper, you must build a logical and persuasive narrative, backed by facts and data. Here are few questions to answer before you start writing:

• Who is this for? You'll need to understand your audience, why they would want to read your White Paper, and why that audience is important for your organization.
• What's the call to action (CTA)? What do you want the reader to do when they've seen your White Paper? Call you? Buy something? Join a campaign? The possibilities are endless, but you have to pick one. 
• What is the evidence? You'll need data, facts, and credible information to support your case. This might include data about the benefits of your product or service, citations from the medical literature, or relevant statistics from an authoritative source.

Once you have all this lined up, then you're ready to write an outline and dive into the White Paper itself. 

Probably. Be aware that:

• AI is known to "hallucinate" - that is, it can make things up without telling you. You'll need to go over the White Paper with a fine-toothed comb to check for accuracy.
• It scrapes content from various sources. Sometimes there are copyright agreements, but do you really own the content in your White Paper? 
• It's getting better but AI-generated content can still sound stale or stilted. It may not perform well in search engines, either.
• If you're working with confidential information, be careful. Make sure you understand your organization's AI policy. Is your data secure and protected? Or exposed and feeding someone else's content?
• AI can't do all the thinking for you. Only you - or your experts - really know your company, your aims, and your customers or stakeholders inside-out. 

I have very happy clients in the US, the UK and Europe, and I would love to add you to the list!  White Papers require specialist knowledge, and I focus on medicine, health, healthcare, and medical / health technology. I can write the whole thing, or you can give me a rough draft for editing. If you'd like to know more about commissioning a bespoke White Paper, send me an email or book a call to find out more.