About White Papers

White Paper World Is Changing

OK, you’re interested in what a white paper can do for you. You’re at the right place.

First, what is a white paper?

A white paper is a persuasive essay that uses facts and logic to promote a B2B product or service. It helps a business reader understand an issue, solve a problem, or make a decision. And, while they can be effectively used in the B2C market, they’re predominantly used in the B2B market.

Why use white papers?

Like case studies, white papers are heavily used. They have proven to be highly effective in:

  • Generating new leads. Studies show that white papers are a proven means of collecting information from buyers.  Why? Because 75% of buyers are willing to register for and share information about themselves and their company to receive a white paper.[1] That tops any other form of content.
  • Nurturing a buyer through a complex sale. White papers are effective in moving buyers through the sales process. The objective of content marketing is to build and maintain a relationship with your customers through repeated contacts. White papers prevent potential clients from falling out of the sales funnel in the mid to late stages.

Different styles of white papers can be written for each stage. Problem/solution, listicle, or features and benefits.

How could this work?

Let’s say you are in the cardiac rhythm management industry and you just introduced HIS Bundle pacing. This is relatively new technology.

So, to generate awareness and interest throughout your industry, a problem/solution white paper could be developed to explain what issues were prevalent with current cardiac resynchronization therapy, what possible solutions were attempted in the past, why each was not successful, and, how this new solution solves many of those past issues.

As your industry became more aware of this technology, a listicle format could be used. For example, a white paper that presents, “7 ways HIS Bundle pacing improves a patient’s quality of life.”

Finally, towards the end of the purchasing process, a third white paper could detail the features and benefits of your device.

There, you have now driven potential customers through the sales funnel.

White Paper Usage

  • Creating fear, doubt, or uncertainty on competitors. In the late stages of the purchasing process, potential customers are probably evaluating several other solutions. Properly written, white papers can expose the limitations of your competitors’ solutions. And, why your solution is the best. All in a generic and unbiased way.
  • Closing the sale. Submitting a white paper detailing the benefits of your product or service along with a quotation is a powerful strategy. Or, you can use the white paper as a leave behind. Either way, it helps to close the sale.

Recent surveys show that 71% of buyers have looked at white papers over the past 12 months to research a purchasing decision.[2] And, 61% of respondents share white papers with their colleagues.[3] Buyers actively seek out white papers throughout their purchasing process to make an informed decision.

Why do people read white papers?

White Paper Readage

Who should use white papers?

White papers should be used by any medical device company wanting to reach decision makers that are involved in the purchase decision. Usually, they are aimed at physicians, hospital administrators, or department heads. Or, to reach anyone that influences the purchasing decision such as the Chief Medical Officer or Chief Clinical Officer. White papers can also be used to inform and educate patients and their families, as well.

How can you tell if a white paper is vital? Ask three questions.

  1. Is this a new medical device? Have you just received FDA approval? Or, are you in the early stages of adoption? Typically, something new is not well understood and can be hard to research. One can conduct a search but isn’t likely to find much information. Maybe an academic paper can be found. Well, good luck laboring through one of those. Ugh! If your company offers a new or better solution to a long-time industry problem, white papers are essential.
  2. Is this device complex? If it’s complicated, it needs a lot of explaining. The product benefits may not be readably apparent. Class II and III medical devices can be that way. Heck, even Class I devices can be difficult to comprehend. White papers explain complex products or services in a clear, concise, unbiased but persuasive way.
  3. Is this device expensive? As the product or service becomes more expensive, the sale becomes more complex, thus more decision makers are involved. White papers are shared among all the decision makers. A white paper ensures each are hearing the same message.

If you answered yes to any of these questions, your company should use white papers.

What are the strategic benefits?

Improves search engine optimization (SEO). Google craves fresh, high quality content such as white papers. Fresh content moves your company up the search rankings.

Moves your organization higher up in search engine results pages. White papers that appear in search results allow buyers to hear of your company that, otherwise, they might not have. This allows your customer to know, like, and trust your company.

Positions your company as a helpful advisor. White papers provide expertise, tips, and advice. You’re no longer viewed as a company just looking to make a quick buck. You’re viewed as a consultant.

Companies use white papers to offer valuable insight about a topic of interest to their readers and to present a new solution to their problem in a clear, concise, and persuasive manner.

For example, wearable devices and home health monitoring devices that assist patients are common. These devices appeal to patients of any age. They are capable enough to transmit vital data from a patient’s home to hospital staff. It allows physicians to have real-time monitoring of their health.

With an increasing number of medical devices connecting to the Internet, the idea of interconnected healthcare becomes more fascinating. This is new technology. Exciting technology. If your company operates in this space, educate your customers and become the de facto leader in implementing this technology through a white paper.

Publishing content in only one medium limits your brand’s exposure. Consequently, most companies utilize 20 different types of content in their marketing campaigns. White papers are highly sought after and read by potential customers.

[1] Demand Gen Survey, 2018 Content Preferences Survey Report, pg. 8

[2] Demand Gen Survey, 2018 Content Preferences Survey Report, pg. 10

[3] Demand Gen Survey, 2018 Content Preferences Survey Report, pg. 4

 

“Bob has the ability to explain complex pacemaker and defibrillator algorithms in a clear and concise manner making it easy for a trainee to learn and apply.”

Andrew Teo

Business Development Manager, Indahaus 
External Defibrillator
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Diabetic Medical Devices

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