How to Write a Lead-Generating White Paper For a Medical Device

Unlike other products, a medical device presents special challenges to a white paper writer. For example, writing methods that effectively sell DVD players are ineffective for selling MRI machines to hospitals. Why? Because a medical device directly interacts with human bodies, and therefore gives rise to risks of injury. Actually, the main concern of medical device manufacturers is to mitigate the risks to patients or users while delivering the maximum benefits. All medical device manufacturers are required to comply with the medical device regulations that ensure safety and efficacy of devices. Hence, when writing for the medical technology industry, a writer enters a highly regulated world where even marketing collateral tends to be written in an academic style.

This means that to write a successful medical device white paper, a writer needs not only good writing and marketing skills, but also a thorough knowledge of engineering and the regulatory environment. A writer should be able to grasp the complex science and technology behind the device, and translate them into persuasive writing without any hype. The paper must appeal to the logical mind of scientific readers, not so much to their emotions, which is the opposite of methods used to sell consumer goods.

A lead generation white paper for a medical device is a hybrid between an educational essay and a sales brochure. It educates and gracefully sells at the same time. The writing process starts with determining the topic, the released device, or the scientific principles and technology used (or to be used) in the device.

The next step is to identify the ideal target reader. This is crucial. The writer must clearly see who the paper’s audience will be. A medical device paper is usually written for a diverse audience of professors, doctors, medical physicists, scientists, technologists, hospital administrators and regulatory agencies. Knowing the audience sets the paper’s level of sophistication, scope, tone, structure and vocabulary. Audience-based communications is key in this market.

In the case of a medical device, a white paper usually talks to two predominant groups. One includes readers with a scientific mind who are mainly interested in the device’s features and an in-depth analysis of its technology, often at the atomic level. The other group comprises administrators looking to grasp a device’s business benefits and see how it can save labor, cut costs and improve regulatory compliance. Hence, a writer is challenged to strike a balance between discussing a device’s benefits and features. In fact, it is not unusual for a writer to be pulled in opposite directions by a device’s manufacturer; engineers and scientists want a technical paper, but marketing managers want a sales document. It’s vital to get the balance right.

So how is a writer to successfully resolve this dilemma? A good starting point is to prepare an outline of the paper and discuss and approve it with the manufacturer. The writer, however, should advise these people that a lead-generating paper needs to focus on a device’s benefits, rather than just its features, or how great the company is. The outline will establish the paper’s direction, focus and final destination before the writing even begins.

Once the outline is approved, the next step is to interview subject matter experts who have an intimate knowledge of the topic. They are the design engineers, scientists and other professionals working for the medical device manufacturer. Nobody knows the device better than the people who designed and made it. For this reason, a writer must take these interviews seriously and allocate sufficient time for them. He has to polish his interviewing skills and prepare for the interviews well in advance.

Besides interviewing, a writer should also access the relevant product documentation. The law requires all medical device manufacturers to maintain a Design History File, which contains product development documents, such as product specifications, drawings, validations, operator manuals, and so on. Many questions also can be answered by simply searching the Internet. And, of course, a library or bookstore also provides valuable information.

What is a white paper’s structure? It naturally begins with the title which is a crucial part of the paper. This can make or break the paper, and must be relevant, compelling, and engaging, enticing the readers to read further. It should be simple and focus on the benefits that the device delivers.

Then comes the first page, which sets the stage. The remainder of the paper evolves from the first paragraphs. The paper can be only as good as its first page. Readers will continue reading only if the first page convinces them to do so.

The rest of the paper is divided into manageable sections. As with any writing, the process is repetitive: writing drafts, refining, editing, and re-editing many times until the paper is nearly perfect. The writer must stay focused on appealing to the target audience, and strike the right balance between the benefits and features.

Sentences and paragraphs have to be concise, with wide margins around the page. Bullets and headlines should be used generously, instead of long passages of uninterrupted text. The paper needs to be laid out so that a reader can quickly grasp the gist of it just by scanning the sub-headlines.

The end of a white paper is a call to action, which asks readers to contact the manufacturer for a meeting, demonstration, evaluation, analysis, discussion or some sort of next step(s).

A lead generation white paper is typically 5 to 12 pages long, and mostly comprises text with minimal graphics.

Girl by Jamaica Kincaid – A Poetic Reflection of the Authors Life

Jamaica Kincaid is a writer from the Caribbean who is a winner of numerous awards such as: The 1985 international Ritz Paris Hemingway, Anifield Wolf and The Lila-Wallace Reader’s Digest Fund. Her most popular poetic work is “Girl” is a direct example of her life in Antigua.

Elaine Potter Richardson, better known as Jamaica Kincaid, was born on May 25, 1949 on the tiny island of Antigua and Barbuda. Born to mother Annie Richardson and a father she did not know, she lived with her mother and stepfather. It is during this time that most critics believe that Girl by Jamaica Kincaid is based on.

Kincaid completed her secondary education in Antigua under the British colonial education system. She later went to America at the age of sixteen years old to work as an au pair for three years at Westchester, New York. She was awarded a full scholarship to attend Franconia College in New Hampshire for a year.

After a year at college she abruptly stopped to pursue her first writing career and started working at Ingenue magazine. While here she started writing a series of articles and that’s when she changed her name to Jamaica Kincaid.

She started to gain recognition and was noticed by the editor for the “New Yorker”, William Shawn. Later she became a staff writer for the “New Yorker” and for the next nine years was a featured columnist in the section “Talk of the Town”.

In 1983 she published her first book which was called “At the Bottom of the River”. This book contained a series of short stories which some persons referred to as poems. The majority of the titles were already published in the New Yorker but she combined everything into this dreamlike reflection of her life with her mother when she lived in Antigua.

This was the beginning of her illustrious writing career as she went on produce the following materials, listed in year and title:

o In 1978 the poem “Girl by Jamaica Kincaid”, appeared first in the magazine then later in the book titled “At the Bottom of the River”.

o In 1984, At the Bottom of the River

o In 1985, Annie John

o In 1988, A Small Place

o In 1989, Annie, Gwen, Lilly, Pam and Tulip

o In 1990, Lucy and Biography of a Dress

o 1991, An essay titled, On Seeing England for the First Time

o 1995, The Autobiography of My Mother

o 1997, My Brother

o 1998, Writers and Gardeners on the Plants they love: My Favorite Plant

o 1999, My Garden

o 2001, Talk Stories and My Garden; there was also a film named Life and Debt.

o 2002, Mr. Potter

Kincaid’s fiction cannot be formally described as autobiographical, but her work both fiction and nonfiction has always been critically acclaimed. She writes and expresses her feelings, life experiences and even touched on political spectrum with her anger on the Antiguans for failing to achieve independence.

For example in her novel “Lucy” she explores the experiences of a young West Indian au pair which many thought paralleled the life of both hers and her colleagues.

She later married the son of William Shawn, a College professor named Allan Shawn. They now live in Bennington, Vermont with their two children. We still believe Girl by Jamaica Kincaid is one of the best contemporary poems ever written by a Caribbean born novelist and poet.

College Admission Essay

Take note of the following instructions to make you ready for your college admission essay!

In writing your essay take note of the following points:

1. What is the question? What does the essay require? Set a time-limit.

More or less you should establish an idea. Don’t confuse yourself with a lot of words and ideas you cannot organize and is way out of your main topic and essay title. Don’t even show -off using highfalutin and vague words. Attack a question forthright and give the answers you can explain.

2. Outline the details.

Here – be ready to discuss, explain, summarize, compare, or give examples. Go to the specifics, those the reader/examiner will easily understand. Highlight the significance of your essay.

3. Organize your ideas from the outline.

These ideas will be the body of your essay that would contain the development of your answers. Support your answers with helpful details, references, and facts. Professional advice and true-to-life experiences can vouch for information. Don’t go far from the subject. Display of additional knowledge that is not solicited is a turn-off.

4. Write a good beginning sentence and finish making your point.

A good beginning sentence and ending sentence bring curiosity to the readers and examiners. These sentences are the principal keys for the success of your college admission essay (that you would pass the college admission essay test).

5. Check your work.

See the spelling, grammar, and punctuation. Add and subtract sentences. Polish sentences and paragraphs. Clarify ideas.

Here’s an example of a college admission essay question:

Why would you want to pursue a college/university education?

Answer: (in outline form)

Beginning sentence: My future will depend on this endeavor.

Body/paragraph development:

1. A college education will create discipline and higher standards of learning.
2. I could be a better citizen now and in the future.
3. The world need experts in many fields, I want to be one expert in my chosen vocation.
4. College education is a gift.
5. I want to earn, work, and serve people.

Ending sentence: Hence, a college education is a big step in fulfilling my goals in life.

Now, write your essay and practice filling in your ideas. You can expand the sentences or just take one from the five answers above. It would depend on how you would organize your details and examples. The question here could detect how honest you are. How would you express yourself and lift the thought of your reader/examiner?

The college admission essay could be your photo. Look your best and always try.