The medical device market is one of the more robust markets that survived the recession and is currently experiencing a healthy growth phase. However, strong growth means many competitors, and it’s up to you to make sure that your marketing is able to generate and capitalize on leads. One of the best ways to generate leads is through white papers.
A medical white paper is an authoritative document that addresses an issue, product, or competitive situation that would be of interest or benefit to your target audience. White papers are a great way to convince skeptics about your product’s technology and offer a more serious approach to introducing your product. But what do you need to do to make your white paper truly great?
1. Identify Your Audience:
What type of role does your ideal client play in their organization? See if you can look at your market and product from their perspective. Tailor your white paper to the target audience, as CEOs may require different information while evaluating a solution than IT managers or department heads.
2. Identify the Purpose of Your White Paper:
Before even starting to brainstorm any ideas about your white paper, consider the audience and the purpose of the white paper. Do you want to establish authority on a specific topic, or do you want to create awareness of your medical device? The purpose of the white paper will determine the structure you use for your paper and how you approach the topic.
3. Make Use of Your Existing Knowledge Base:
Before starting to write the white paper, consult an existing knowledge base, either within your organization or your peers elsewhere. Find out what they’d like to get information on and use this as a starting point for your white paper.
4. Narrow Down a Specific Theme or Problem:
Using the broad theme of your medical device as a base, consider how you can narrow it down, either to how the device is innovative, or how the device actually works, or what problem it will help your audience solve. This allows you to compress a relatively broad topic into a white paper that is informative without being too bloated by extra details.
5. Know What Questions Your Audience Will Ask:
You probably encounter a lot of common questions about your medical device, and your sales team should know your audience very well. You can use this as a base for your white paper, and address these pushback questions in a way that relates to the audience asking them.
6. Make Your Content Informative:
The purpose of the white paper is to provide a solution to the problem, preferably with your product as the solution. White papers should never be obvious sales pitches, and should instead read like an objective report. A good white paper objectively presents the problem and then provides a number of ways that this problem can be solved. As a result, the reader feels informed, rather than forced to buy your specific medical device. If the reader feels that the white paper is promotional in tone, it won’t reflect well on your product. Allow your readers to make up their own minds.
A well written white paper can help your company generate marketing qualified leads and ultimately drive sales. Selecting your topic is the first step in this process, so make sure that you choose a topic that is relevant and informational, without being too promotional.