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Get your free email course to 10X your content

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. 

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What is a white paper and why do you need one?

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.

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Let's talk content

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. 

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White Paper FAQs

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:


  • 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 sometimes. It may not perform well in search engines, either.
  • If you're working with confidential information, be very, very 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. 


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. 



Not ready for a call?

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.

Send me the quick questions

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