White paper: 5 key takeaways from an analysis of 50 healthcare white papers
White papers are a powerful tool to explain ground-breaking technology, share original research, and challenge conventional thinking in your industry. But creating one is no mean feat! Where should you start?
We analysed 50 white papers by leading healthcare, medical and biotechnology organisations to see how they approached the task. This new report sums up the 5 key takeaways.
Are white papers still relevant for healthcare brands?
Is long-form content dead? I may be biased, but as a white paper writer who works exclusively with healthcare organisations, I can tell you that in our industry, this just isn’t true.
Short and snappy content has its place, but when it comes to healthcare technology and medical research, audiences are hungry for evidence and insight. They want unshakable proof that your new treatment is safe and effective before offering it to patients. They need rock-solid reassurance that your new device will be worth the investment before recommending it to their board. When the stakes are this high, you can’t rush your argument.
The healthcare leader whose eyes you want on your content is likely a detail-oriented thinker and cautious decision-maker – but with no time to waste. Done right, white papers are an ideal format. If the information is useful, relevant and digestible, readers will happily engage.
White paper planning: what does “done right” actually mean?
If you’re planning to use a white paper as part of your marketing and communication efforts, perhaps you’re wondering:
How can we use our white paper to support sales and marketing?
Do we need to have original research to share?
What sort of structure should we use?
How much should we say about our product or service? (We don’t want to be salesy!)
Should our white paper be gated or ungated?
With help from expert researcher Clare McEwen, I analysed 50 papers and reports to answer these questions with real-life examples of how different types of healthcare organisations approached their own white papers, looking at purpose, audience, structure, format and design. Inside the report (which is free and ungated, by the way), you’ll find ideas and inspiration to help you kick off your own white paper project with a bang.
5 takeaways to help you plan and produce your white paper with better results
Here’s a quick run-down of the 5 top insights:
1. Be clear about your purpose and audience
This one might seem obvious, but you can’t start your project unless you know who you’re writing for and why. Our analysis found that the most common reason for creating a white paper was to share expertise, closely followed by building brand awareness, launching or explaining a new product, generating leads or sales, and contributing to policy discussions.
All 50 papers were written for expert or informed audiences. It’s easy to get side-tracked by the features you’re most excited to talk about, but what do your readers want and need to know? Are they wearing surgical or financial hats? Are they comfortable with complex medical terminology, or do they prefer data and evidence of real-world impact? Pitching your paper at the right level is key.
2. Choose the right format to convey your message
Once you’re clear on your goal and audience, you’ll be able to figure out your ideal structure and format. This largely comes down to whether your paper is research-driven, product-driven or ideas-driven.
In our analysis, the most common structure was the ‘explainer’ or ‘how-to’ guide. These are an effective way to present complex and unfamiliar products, and are popular with medical and healthcare technology start-ups for this reason.
The ‘problem and solution’ format came in a close second for brands looking to build visibility and establish authority. Many UK companies, particularly those focusing on life sciences or clinical therapy, appear to prefer peer-reviewed academic-style papers over traditional white papers.
3. Strike a balance between stories and statistics
White papers often rely on data, evidence and statistics to make their point. Stats, graphs, charts and tables featured heavily in our sample, lending objectivity and credibility to the arguments being made. Many papers presented this information visually, to help readers grasp complex data quickly.
However, qualitative data is just as important: case studies provide concrete examples of how the technology or idea in question works in real-world situations, while expert opinions and client testimonials add “believability” and corroborate the author’s position.
“As a start-up company with a new, innovative technology, we needed a resource to help educate our prospective clients around who we are, what we do, and how we can help solve their problems. We used a case study format to capture the great story we have to tell about the success we’ve seen in our partnership with one of our largest clients, so others can imagine how we might achieve the same for them.”
4. Don’t forget about design
While people do still read long-form content, it pays to make it presentable. Readers expect an engaging, visual design that helps them digest and remember key points, whether they’re reading it in print, on desktop, or on mobile.
Most papers in our sample used a mix of copy and graphics, leaning towards text. Only two had more graphics than text. This makes sense for authors and audiences in the healthcare and life sciences space, who are accustomed to dense research papers. But it also means there’s an opportunity for brands to stand out by taking a risk with their design and using a more visual approach to convey their message.
(Download the paper for 6 tips to improve your white paper design)
Example of white paper design from one of The Copy Prescription’s projects with Unhide
5. Consider “ungating” your white paper
Should you “gate” your white paper behind a form to collect contact info from potential leads? Or is it smarter to sacrifice the data and make it freely available to anyone, and leave it to them to contact you when they’re genuinely interested and ready?
In the past, most companies would gate their white papers, but the tide seems to be turning. In this analysis, the results were pretty evenly split, with slightly more companies opting to ‘ungate’ their white paper (56%, or 28 out of 50 papers). The report lists the pros and cons.
In any case, make it clear what people are signing up for when they share their details with you (essential for GDPR compliance too). Don’t add unnecessary friction. Bottom line? If you want more eyes on your work, don’t put a form in the way. You’ll notice I’ve followed this approach here.
Click below to read the full free report now (no email required) to see the 5 takeaways from this analysis.
And if you’d like any help to create your own white paper, drop me a line.