White papers are a growing trend when it comes to marketing medical devices and they’re an excellent way of showing potential customers how you can meet their needs and solve some of their most pressing clinical problems.
Described as a cross between an academic essay and a sales brochure, it’s an eye-catching document that's full of educational material subtly enticing the reader to want to know more. The challenge of course, is write for both the medical staff who want to understand the science behind the device, as well as the administrative staff who are focused on the business benefits and who may have the final say over budgets.
Blending these two writing styles together is the art of white paper writing
The aim then, is to both educate and subtly sell at the same time, and it’s essential to get the balance right.
White papers are particularly useful for companies trying to market a complex technology, or service that requires potential customers do some background research before making a decision.
Here are 5 quick tips to keep your white paper uppermost in your prospective clients’ minds.
1. Know who your intended audience is and write specifically for them.
A well written white paper should help your prospective customer make a decision about your product. This makes it essential to know as much about them as possible before the writing process begins.
Consider . . .
2. Conduct a thorough literature search.
Writing a white paper for a complex medical device begins with conducting a thorough literature search. Without access to up to date, high quality research, it’s impossible to write a white paper with sufficient academic credibility to be taken seriously.
3. Make good use of colour, font size and graphics
Most readers won’t read your white paper from beginning to end on the first sitting. They need to be enticed to read more with well placed colourful graphics, pull quotes, box outs and bullet points. Do this well, and your reader will be much more likely to give your white paper the time and attention it deserves.
4. Begin with a concise executive summary
It’s likely that your reader will be pressed for time. This is why writing a concise summary at the beginning of the paper is good way of helping them understand your key points quickly. A well written executive is an excellent way of encouraging your potential customer to read more.
5. Acknowledge problems and provide solutions.
A well written white paper should always begin by acknowledging the clinical challenges that the reader cares about. Only once you have shown that you understand the readers problems, should you go on to talk about the solutions.
Last but not least don’t forget a simple call to action right at the end of the paper so your customers know how to contact you.
I'm Anne Watkins, a freelance medical writer here to help you use medical white papers to boost your sales.