In the continually evolving marketing climate, it can be hard to sort through the myriad of different topics and styles you should implement. While medical white papers are frequently overlooked, this tool is a critical component to educate your audience about new services or devices. Of course, there are a few essential things that you should know before you ever put pen to paper, and we’ve grouped three of the most important reasons that you should write a medical white paper for your practice.
#1. Keep Medical White Paper Topics Relevant
It doesn’t matter how well-written or researched your white paper is if the audience is not interested in what you’re writing. It is essential to know and understand your audience to target the specific pain points they are having. Once you know these key points, all of your statistical data will land with your audience and demonstrate precisely how you plan to help with their current issues.
#2. Bring the Data
If you write a whitepaper full of hypothetical or theoretical numbers, your audience is more likely to be skeptical of your research’s extensive nature. While your medical white paper should not be overburdened with numbers and statistics, it is crucial to driving home key points with critical statistics. Use research or case studies that help bolster your point. Make sure that you’ve done your research and can verify the data that you’re using.
#3. Get Your White Paper in Front of Your Audience
Where you publish and post your white paper can vary greatly. You may get several different opinions on the best platforms to publish your work. However, you should keep your audience in mind. Many practices publish their whitepapers on their websites, in emails or newsletters, or submit them to academic or healthcare-related websites. If you’ll be presenting your work at a conference, you should consider getting your white paper published in those materials. While you want to be sure people will view your work, the forum needs to be reputable as well. Various websites promote their ability to publish your whitepaper. However, they may not deliver your expected results after they collect your payment. We frequently suggest that you talk to colleagues that work in your area of expertise and listen to their suggestions and cautionary tales.
While medical white papers can substantially impact marketing your products and services, don’t treat the white paper as an advertisement. Medical white papers are designed as informational. While the intent is to market your product, it can’t be overshadowed by the content. Instead, make sure that you’re accurately describing the problem, your solution, and the data to support your claims. If you stick to that simple formula, you’ll help establish yourself and your brand as a credible and trusted authority.
Of course, if you’re considering writing a white paper but want to enlist the help of professionals that are well-versed in the art of creating medical content that connects with your audience, call or email us today! We are experts in helping healthcare professionals focus on supporting and healing their communities.