In pharma and healthcare, we’re often juggling big ideas, complex data, and a wide range of stakeholders, all of whom need more than a flashy slide deck to get on board. Perhaps you’re gearing up for a policy push, shaping your R&D strategy, or preparing to speak to investors… but your team’s stretched, or your message just isn’t landing as clearly as it should.
That’s where a well-written white paper comes in.
A good medical white paper helps you tell the full story, back it up with facts, and speak with credibility across teams, be it regulators, investors, or internal decision-makers. It’s not just a PDF, it’s a strategic tool that shapes perception and guides action.
In this post (part of my Projects Series), I’ll walk you through six smart ways white papers are used in healthcare, with real-world examples. Whether you’re writing one, commissioning one, or pitching the idea internally, you’ll leave with ideas you can actually use and a clearer sense of whether it’s worth bringing in outside support.
What Is a Medical White Paper?
A medical white paper is a clear, research-based document that explores a specific issue in healthcare and offers a well-informed point of view. It’s designed to help decision-makers like policy leaders, medical affairs teams, or investors. It helps them understand a topic and take action.
Rather than selling or storytelling, a white paper explains. It brings together evidence, context, and expert insight to make a strong case for a particular approach, solution, or way of thinking.
In pharma and healthcare, white papers are often used to:
- Break down complex clinical or regulatory challenges
- Highlight opportunities around new technologies or treatments
- Guide strategic discussions across teams or organisations
How is it different from other types of content?
- Reports focus on facts and figures. They describe what’s happening but don’t usually offer recommendations or a wider perspective.
- Blog posts are shorter and more informal. They’re great for visibility and quick reads, but they don’t have the same depth or authority.
- Case studies zoom in on one example, what worked, how, and why. A white paper takes a step back to explore bigger trends or challenges affecting a whole industry or patient group.
Here’s a summary of how a white paper compares to other content types:
| Feature / Format | White Paper | Report | Blog Post | Case Study |
| Purpose | Educate, persuade, and support strategic decisions | Present data or findings without interpretation | Raise awareness, explain concepts, improve SEO | Showcase success of a specific project or initiative |
| Tone | Authoritative but accessible | Objective, data-focused | Conversational, informal | Storytelling, semi-formal |
| Depth of Content | High: includes evidence, context, and recommendations | High data volume, but minimal analysis | Medium: depends on topic and intent | Medium: focused on one specific scenario |
| Audience | Decision-makers, policymakers, investors, internal teams | Analysts, researchers, internal reviewers | General readers, potential leads | Prospects, partners, clients |
| Structure | Problem > Evidence > Insight > Recommendation | Findings > Data > Conclusion (if any) | Introduction > Key points > CTA | Challenge > Solution > Outcome |
| Strategic Value | High: builds authority and drives decisions | Medium: useful for documentation | Medium: great for visibility and engagement | Medium: supports credibility and proof of success |
| Best Use Case | Launch planning, stakeholder education, investment decks | Internal data summaries, compliance documents | Ongoing marketing, thought leadership | Sales collateral, portfolio highlights |
Why it matters
A good medical white paper does two things really well:
- It informs: by offering reliable, research-backed insights
- It positions: by showing your organisation’s expertise and leadership in a complex space
For example, one white paper I created for Raremark looked at the rise of self-referring patients: people who find clinical trials online instead of through their doctor. It helped sponsors understand this shift and adjust their recruitment strategies, while also positioning Raremark as a leader in patient-first, digital trial recruitment.
In short, a white paper is a tool that helps turn expertise into influence.
When to Commission a White Paper in Healthcare: 6 use cases and real-life examples
Below are some of the most effective scenarios for commissioning one, especially in pharma and MedComms, together with concrete examples:
1. You need to educate stakeholders or build consensus
👉 Use it to inform policymakers, HCPs, or internal teams.
When you’re introducing a new therapy area, advocating for system change, or launching a cross-functional initiative, a white paper helps align understanding with clarity and credibility.
One example is the Chartis white paper on AI and Health Equity, which helps hospital boards explore how AI can affect care. It asks key questions about data bias, workforce impact, and equity. It acts as a practical guide for leaders managing digital transformation.
2. You want to build confidence with investors
👉 Use it to support investor decks or board-level updates.
When data alone isn’t enough, a well-crafted white paper can make the business case and explains the science, the market opportunity, or the unmet need behind your pitch.
A great example of this is the Providence Health white paper, “Better Together: The Value of Scale.” It shows how a large healthcare system can use a white paper to explain what they do, how they’ve responded to challenges like COVID-19, and how they’re creating long-term value.
This isn’t just about sharing numbers, it’s about telling a clear story. The paper talks about expanding telehealth, investing in mental health, launching clinical trials, and saving costs through smart systems. For investors, it builds trust. For internal teams, it helps everyone understand the bigger picture and why their work matters.
3. You want to share research insights before a formal launch
👉 Use it to disseminate findings pre-launch.
If your team has gathered valuable real-world evidence or internal insights, a white paper can package it into a compelling narrative, ideal for pre-launch visibility or conference handouts.
4. You’re trying to shape the conversation around policy or access
👉 Use it to support advocacy or reimbursement strategies.
White papers help articulate your perspective to payers, health technology assessors, or external reviewers. They give you more control over how your innovation is perceived.
For example, I had the opportunity to support the European Patient Innovation Summit (EPIS) in developing a position paper grounded in the voices of 270 patient advocates across Europe. What made this project stand out was the emotional intelligence behind it: patients weren’t just participants; they were authors of the future they wanted to see. I translated that into clear, policy-facing recommendations on digital health, trust, and access. It’s a strong example of how white papers can blend evidence, advocacy and storytelling to influence change.
5. You need to explain your regulatory, R&D, or compliance position
👉 Use it to enhance transparency.
Whether outlining your pharmacovigilance process or your ethical approach to AI, a white paper builds confidence by showing you’ve thought through the details.
6. You’re preparing for a strategic partnership or procurement pitch
👉 Use it to influence decision-makers.
A white paper can help you stand out in a competitive bid by showing deep expertise and a commitment to solving real problems, not just selling services.
What Makes a White Paper Work?
Whether your white paper is aimed at policymakers, investors, or internal teams, here are five elements that make the difference between a “just okay” document and one that drives decisions:
1. Clarity first, always
A strong white paper takes technical, complex material and makes it understandable without dumbing it down. Short sentences, plain language, and a clear structure all go a long way.
Here’s an example from the Raremark paper with a breakdown of what could have been jargon, and how it’s avoided:
| Potential Jargon | Plain Language Used |
| “Omnichannel marketing” | “Right message, right person, right time” |
| “Target population” | “Intended audience” |
| “Segmentation of cohorts” | “Reaching niche populations” |
| “Pediatric and geriatric subgroups” | “Paediatrics or geriatrics” |
| “Digital asset creation” | “Producing a website or a microsite” |
| “Search engine optimisation (SEO)” | “Search engine… marketing” |
| “Awareness-building campaigns” | “Needed to build awareness” |
Even technical ideas (like “direct-to-patient recruitment”) are explained in a way that doesn’t assume specialist knowledge.
2. Structure that guides the reader
Most successful white papers follow a simple, logical arc:
Executive Summary → Problem → Evidence → Solution → Conclusion
That sequence works because it mirrors how most decision-makers think:
➤ What’s the issue?
➤ Why should I care?
➤ What does the data say?
➤ What should we do about it?
Use headings, subheadings, and bolded takeaways to help readers scan and absorb key points. I’ve listed four examples of templates in the next section below to inspire you.
3. Tone that matches the moment
In this space, tone matters. Your white paper needs to sound credible, but not overly academic. Aim for a voice that feels authoritative but accessible: professional, informed, and clear, without sounding like a research paper or a sales deck.
A well-judged tone builds trust and makes your audience more likely to engage with the content and act on it.
4. Visuals that support understanding
Charts, callouts, tables, and infographics help break up dense information and highlight what matters most. Use them to:
- Show trends or comparisons
- Simplify complicated processes
- Emphasise key statistics or findings
Don’t overload the page but do give your reader visual breathing space.
👉 In the EPIS position paper, we used a clean, data-rich infographic to showcase patient priorities for digital health to help readers quickly grasp what mattered most to over 270 advocates across Europe.
👉 In the Raremark white paper, we used a funnel graphic to illustrate patient drop-off points across the clinical trial recruitment process. It turned abstract percentages into a clear story about where sponsors lose participants and why strategy matters.
5. Accessibility for every reader
Remember that your white paper might be read by both subject matter experts and non-specialist stakeholders (like procurement leads, policymakers, or CFOs). Write for the smartest person in the room without assuming they’re steeped in the same detail as your medical team.
Define acronyms. Explain context. Choose reader-first clarity over cleverness every time.
Example: In my Raremark paper, the idea of “eConsent” is explained like this:
Top Tip: If a time-pressed board member can scan it and still get the key message: you’re on the right track.
Choosing the Right White Paper Template: 4 Formats That Fit Different Goals
Not every white paper needs the same structure. The best format depends on who you’re speaking to and what you want to achieve. Here are four tried-and-tested templates you can use, each one matched to the use cases I’ve covered above.
White Paper Template #1: Problem–Solution with Strategic Insight
Best for: Educating stakeholders, aligning cross-functional teams, or launching a new way of thinking
| Section | Purpose |
| Executive Summary | Sets up the issue and outlines the takeaway |
| Background & Context | Introduces the challenge and why it matters |
| Problem Definition | Frames the barrier to success |
| Insights & Evidence | Adds data, expert input, and real-world trends |
| Solution or Approach | Proposes a strategic way forward |
| Case Examples or Results | Demonstrates success or relevance |
| Takeaways & Recommendations | Offers practical next steps for the audience |
👉 Use this when you’re educating policy teams, engaging sponsors, or sharing new thinking pre-launch.
White Paper Template #2: Strategic Narrative
Best for: Shaping advocacy efforts or influencing policy and access decisions
| Section | Purpose |
| Executive Summary | High-level overview for leadership readers |
| Policy or Market Landscape | Contextualise the issue with external forces |
| Key Challenge | Show what’s at stake if the issue isn’t addressed |
| Stakeholder Impact | Highlight how different groups are affected |
| Strategic Opportunity | Frame your solution or position |
| Recommendations | Offer specific actions or responses |
| Supporting Evidence | Reinforce your points with data and expert quotes |
👉 Perfect for white papers focused on equity, access, or regulatory shifts.
White Paper Template #3: Technical Deep Dive
Best for: Communicating with R&D, regulatory, or technical operations teams
| Section | Purpose |
| Executive Summary | Summarises the issue and solution briefly |
| Problem or Research Gap | Defines the technical or scientific challenge |
| Methodology / Innovation | Describes the research, model, or framework used |
| Findings / Insights | Shares results, evidence, and validation |
| Regulatory Context | Notes implications or compliance factors |
| Implementation Guide | Provides next steps for using or applying the solution |
| Conclusion | Wraps up with a future-looking perspective |
👉 Best when explaining complex systems, regulatory shifts, or tech innovations like diagnostics or AI.
White Paper Template #4: Investor-Facing Story
Best for: Supporting investor decks, pitch meetings, or partnership outreach
| Section | Purpose |
| Executive Summary | Makes the business case early and clearly |
| Market Need | Defines the gap your solution addresses |
| Company or Product Approach | Explains your model, innovation, or differentiator |
| Validation or Results | Provides data or expert backing |
| Competitive Landscape | Shows how you stand out |
| Strategic Impact | Connects to ROI, timelines, or efficiency gains |
| CTA / Next Steps | Invites action—funding, follow-up, or collaboration |
👉 Use this format when writing for investors, exec boards, or potential commercial partners.
Top Tip: Don’t treat these as rigid templates. Use them as starting points, then adjust for tone, complexity, and format, especially when blending stakeholder audiences (e.g. commercial + clinical).
Why Outsourcing Makes Sense (and What You Gain)
Even the most capable teams can find themselves short on time, resource, or simply too close to the content to shape it strategically. If you’ve ever wrestled a 40-slide deck into a six-page narrative, you’ll know the real challenge: it’s not just condensing, it’s making it coherent, convincing, and ready for scrutiny. Most teams I work with have the raw ideas, data, and goals… but turning that into a white paper that really works?
Layer in compliance, multiple stakeholders, and the need for technical accuracy, and it’s easy to see why healthcare teams choose to outsource.
A strategic writer brings more than just words. You gain:
- Someone who speaks the language of healthcare, pharma, and policy without losing the reader.
- A clear line from problem to insight to recommendation, built to resonate with decision-makers.
- Guidance through timelines, reviews, and the inevitable last-minute changes.
As one agency director put it, I “move between multiple tones of voice with ease” and bring “industry knowledge that’s been invaluable to the team.” It’s this kind of support that turns a white paper into a sharp, focused asset that builds authority and drives action.
Final Thoughts: Why It’s Worth Investing in White Papers in Healthcare
Here’s the bottom line: white papers help you cut through complexity. In healthcare and pharma, where decisions are slow, high-stakes, and evidence-driven, a white paper gives you the best of both worlds: clear thinking and strategic visibility.
Unlike general marketing content, a good white paper:
- Tackles tough topics with credibility
- Supports informed decisions at board or policy level
- Builds trust with stakeholders across R&D, regulatory, or investor teams
- Generates qualified leads that are already informed and aligned
It’s a tool that delivers value before, during, and after your campaign or launch.
And if your team doesn’t have the bandwidth, or simply needs a fresh, expert perspective: outsourcing can help you get there faster, with more impact and less stress.
If you’re thinking about commissioning a white paper or want to find out if this the right format for your initiative, let’s talk.
This post is part of my Projects Series, where I show how content strategy and writing come together in real client work. You can also check out these guides for more behind-the-scenes insights:
FAQ: Everything You Need to Know About Medical White Papers
Q1: What is a medical white paper?
A medical white paper is an authoritative, evidence-based document that explores a specific healthcare issue. They often offer analysis, insights, or proposed solutions. In pharma and healthcare, they’re used to inform stakeholders, support decision-making, and share clinical or regulatory knowledge in a digestible way.
Q2: What are examples of white papers?
Examples include papers that explore trends like AI in healthcare, outline strategies for scaling clinical trial recruitment, or educate policy leaders on reimbursement models. One strong example is a white paper I developed for Raremark on the rise of the self-referring patient in clinical trials.
Q3: What’s the difference between a report and a white paper?
While both present research, a report tends to summarise findings without interpretation. A white paper, on the other hand, offers context, proposes solutions, and often aims to persuade or influence decisions.
Q4: What is the difference between a white paper and a case study?
A case study dives deep into a single example: what happened, how, and what the outcomes were. A white paper is broader, often exploring a trend or challenge across an entire sector and offering generalised takeaways or recommendations.
Q5: What is the main purpose of a white paper?
The main purpose of a white paper is to educate and inform, but also to guide decisions, align internal stakeholders, or influence external ones. Done well, a white paper becomes a strategic asset, not just a backgrounder.
Q6: What is the main benefit of studying examples of white papers?
Analysing strong examples of white papers helps teams understand structure, tone, and storytelling techniques. It also reveals how different industries adapt content to fit specific goals, like thought leadership, policy influence, or sales enablement.
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