Sign up for your free course, and you'll receive 5 emails that show you how to create a single white paper, and then spin it off into dozens of content pieces that you can use across all your healthcare marketing channels.
A white paper is a longer document that provides valuable information and makes a persuasive argument. You can use it to campaign for change, attract and keep new customers, support your sales or fundraising team, and much more. Try your free course and see how to make a single white paper work very, very hard for you.
If you don't want to write your own white paper - or you don't have the time - I can do it for you. This is also a perfect project for co-authoring, where I work alongside your leadership or subject matter experts. Let's talk about your marketing or communication goals, and how a white paper might be the answer.
There's a reason why white papers are popular for marketing and communications in healthcare. Have a look at these FAQs and find out why.
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:
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:
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:
If you do give it a try, let me know how it goes!
I have some 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.
If you're thinking about hiring a freelance healthcare writer, but you're not ready for a call, here's an easy next step. Answer a few quick questions and I will send you more information and some ideas. There's no obligation, no cost, and no risk.