Whitepapers

As a content manager at a healthcare technology company, I focus primarily on product messaging, creating thought leadership content and marketing collateral that help raise awareness of and ultimately sell our services. When writing for a B2B brand in a complex, highly regulated industry, thought leadership content needs to be nuanced and insightful. I worked with product and product marketing leaders to determine our differentiated point of view on several key topics before researching and writing the whitepapers below.

Generating leads

I developed this whitepaper based on interviews with product leadership to generate leads in support of a newly launched service. In the first six weeks since it was published on a landing page, it contributed to 100 leads generated.

Defining a point of view

Interoperability — the ability for healthcare providers to share information electronically — is a hot topic in healthcare, in part because it’s so sorely needed. This whitepaper laid out our brand’s differentiated approach to realizing this vision.

Influencing buyers

Healthcare IT implementations can cost health systems billions of dollars. This whitepaper sought to change the mindset of healthcare IT buyers when evaluating the ROI of their purchase and introduced new proof points to use in marketing materials.