A health IT company is only as good as its brand. To set yourself apart from competitors and to help promote your latest apps or platforms, it’s necessary to establish your business as an expert in the field.
How can you do this? Two important components of any health IT public relations strategy are case studies and white papers. They are not only vehicles to establish your expertise with technical audiences and B2B decision-makers, but they are marketing and sales tools in their own rights.
What are Case Studies and White Papers?
A case study showcases how your company solved a problem or overcame a challenge for a particular customer using its technology. They document the major accomplishments of your health IT business, building industry-specific credibility and showing off your technical expertise.
A white paper, defined as an “authoritative report giving information or proposals on an issue,” helps less technically-inclined decision-makers understand the technical aspects of your products and the problems they solve. It requires often complex subject matter to be distilled into an easily understood form accessible to both experts and non-experts.
Once developed, case studies and white papers can be used as part of a comprehensive content strategy. They can be published to your website and then used directly for lead generation by gating them behind a lead capture page before being downloaded. Afterward, the content in the case studies and white papers can be repurposed for further use. They can be used as content for social media posts, blogs, and infographics.
Getting Some Help
Not all software engineers are naturally inclined toward gearing their writing to non-experts. Not every entrepreneur has the time to craft the right message or spare the bandwidth to develop the right narrative for a case study.
What’s where the health IT public relations experts at Ripley PR can help. We are experts at developing in-depth and compelling case studies and white papers. We also know how to promote them to the right audiences.
Ripley PR is an experienced health IT PR agency with a proven record for using case studies and white papers to bolster our clients’ brands and help generate positive publicity and quality leads. Contact us today.