Rebecca Ponce

The purpose of a white paper is to solve a problem or present ideas and products that may help solve problems. Most popularly, white papers have become a tool used to introduce or explain innovations and products. Other white papers may present a topic, argue a specific position and establish setbacks with suggested solutions. Either way, every white paper should make two things clear: its audience and its approach.

Who is your audience?

To decide what problems your readers are facing, you must first decide who your readers are, then decide what types of solutions are most effective. That said, different types of people face different types of problems, or better yet, different types of people view problems differently.

For example, this white paper on the differences between open source CMS and SharePoint, could be targeted in two different ways. An IT person might be interested in a technical explanation, and a CEO might be interested in the business benefits...

As I was trying to decide what to write about for my next post, I found myself on Google typing in “how to get good blog ideas.” God bless Google. I was able to get some great ideas, which triggered more ideas and ultimately … a blog post.

Whether you are a beginner or an advanced blogger, you will most likely find a day where you’ve simply blanked on ideas. In fact, most people find that coming up with good blog content is rather difficult. Stuck in a blogging rut? Here are a few steps for finding inspiration for upcoming blog posts.

- First and foremost, remember the KISS motto, and try to keep it simple! The nature of a blog post is to be informative and entertaining so don’t attempt to write about things that are too complicated. Even when writing about a complex subject, try to keep the focus your post on something simple and direct. Do not try to cram too many ideas into one blog post. Try splitting them up into individualized posts for different subjects....

When you use your hospital website to recruit physicians, consider asking what draws patients to choose your hospital.

In a recent Wax Custom Communications survey on community hospitals,41 percent of respondents said their most important consideration when choosing a hospital is its reputation and physician accreditation. If the physicians are among the top reasons why patients choose hospitals, then maybe you should reconsider how your website goes about attracting the best physicians.
When looking to recruit a specific position or specialist, try conducting a pay-per-click marketing campaign. For example, if you are interested in recruiting a pediatrician, you might conduct a pay-per-click campaign with keywords such as Pediatrics, Careers, Lifestyle, etc.

Once you grab the attention of the right person, your website should reel them in even further. A hospital’s website should tell its story, not only from a patient experience, but from a physician...