1. Select Relevant White Paper Topics
White papers are supposed to educate your target audience, therefore you must first decide if you are writing for your patients or colleagues.
White papers have historically listed the advantages and attributes of a specific good or service. These days, they inform, educate, and naturally persuade readers curious about the subject. Your readers have particular interests and are looking for answers. These questions must be addressed in your white paper.
Consider writing about topics such as:
- New research on common illnesses such as the flu or the common cold.
- Specific treatments and procedures, as well as data, support your position.
- Cutting-edge technology in your practice. Remember to include statistical data.
2. Find and Apply Reliable Healthcare Industry Data
Your white papers must include quality, proven evidence of your statement, claim, or findings, whether you conduct the research yourself or collaborate with a partner to collect relevant data. As a well-established hospital or medical practise, you must demonstrate to patients and distinguished colleagues that you are a reliable source of valuable healthcare industry information.
Always cite your sources when using outside statistics or research.
3. Make use of high-quality, appealing images.
Readers are unlikely to read every word of your white paper. In fact, according to one study, users only read half of the information on pages with 111 words or less. To combat this issue, turn data into infographics and use captivating imagery throughout your white paper to capture and keep readers’ attention.
4. Make Your White Paper Easy to Discover
White papers are an excellent tool for marketing your hospital or medical practice. Make it easy for potential readers to find and access them. Set aside a section of your website for white papers and promote them through channels such as social media or email newsletters.
5. Don’t Turn Your White Paper into a Sales Pitch
White papers can be used for marketing purposes but should not be used to sell your practice. Instead, use them to build rapport with your audience. The educational information you provide should be sufficient to persuade others to work with your practice and establish a long-term patient-doctor relationship. When you write your white paper as a sales pitch, you may send the wrong message to your readers.