Business And Bedside: The Role of White Papers in the Marketing Toolkit
As a critical care nurse, I have always understood the importance of case studies and research-based papers that support my day-to-day practice. When I started hearing about White Papers, I was enthusiastic about wanting to learn more information about them. Knowing that patient care is supported by evidence-based medicine, means that I can rest assured that I am doing my very best! As I have transitioned to the role of consultant, I decided to dig a little bit deeper into the topic of White Papers…and here is what I’ve learned:
First and foremost: WHY in the world are they called White Papers?
White Papers originally were used from the British Government in 1922 to indicate official documents that were designated for public access. Different documents were coded in different colors for distribution and white papers were given the dual purpose of both presenting to the public the firm government policies while also inviting the public for commentary and thoughts about them. By the 1990s though, businesses started to use them for their marketing tools and COR has had the opportunity to add white papers to our toolbox! (Wikipedia)
WHAT exactly is a White Paper?
White Papers are data-based and include researched information from either original research, external academic research, or from case studies. Some white papers communicate thought leadership and provide visionary while others are for education, market research, problem-solving, and/or providing technical solutions.
HOW to get started in writing a White Paper?
Generally, to write a white paper, companies will define their topic and research their points with fact checking. They will then create an outline with a captivating introduction and subheadings. The authors make sure data is ready to back up their content and there is value in every paragraph. It is formatted to be as clean and legible as possible and then revised several times (Visme).
WHY are White Papers important to vendors and organizations?
As healthcare professionals we are trained to look for research-based solutions to our problems. White Papers are crucial to showing the utility of a clinical product for key stakeholders and their end users. White Papers help companies who are missing a big part of their sales strategy when appealing to both HCOs and readers outside the industry seeking to learn about the company or their product.
In the Health IT world, many white papers can involve a formal study with patients using a company’s medical device. This shows data of how the end-users benefits from the device. White Papers are not self-promotional material. Companies can write blogs or create presentations for marketing. However, white papers convince decision makers the value of the product and show readers outside the industry that the authors can be a trusted expert in the field (University of Arizona Global Campus Writing Center).
WHO can help (well that one is easy…COR Consultants!)
We have written white papers at COR Consultants and have helped companies show the relevance of their product to HCOs and end-users. The white papers are used as evidence of why their product is superior to the competition. In the business strategy plan, white papers can be a vital part of pitch decks, blogs and sales one-pagers with descriptions and links in promotional materials. When discussing business proposals with HCOs, white papers can be referenced when explaining why the HCO should adopt their product.
References:
1. https://writingcenter.uagc.edu/writing-white-paper
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