SaaS Leadership Explains
Healthcare Cybersecurity Concerns
White Paper Ghostwriting
Chris Carter is the founder and CEO of ChartRequest — an SaaS designed to streamline medical record release and improve hospital compliance with HIPAA rules and regulations.
Chris leads ChartRequest through strategic development and outreach. He spends much of his time attending industry panels and conferences for B2B networking and conversions. Online, he relies on copywriters like me to maintain his digital presence on behalf of the company.
My task was to ghostwrite a thought leadership white paper that would accurately reflect his voice, knowledge, and messaging for prospective healthcare clients. This project would require a sufficient understanding of Chris’ professional character and research into the topic of cybersecurity in healthcare settings.
Chris Carter’s Brand Voice:
Direct / Leadership-Focused / Innovative / Current / Intelligible
Playing the Role of CEO
Chris wanted to reinforce ChartRequest’s brand image by running a parallel thought-leadership campaign. The idea here was to give customers a ‘face’ to the service. To springboard this process, we developed a white paper to outline some of the primary reasons hospitals choose health information vendors to protect patient data.
I began research as I would for any other topic: Discovering trending keywords for SEO, collecting measurable data for the content, and organizing everything into a digestible narrative. Throughout this phase, I also met with Chris to discuss his personal tone and voice. I would use these elements to ghostwrite a convincing white paper as though he wrote it himself.
After launching the white paper on our website, we created a landing page to direct newsletter and social media prospects to a form fill. This step allowed users to access the PDF for free after providing basic lead generation information. We followed up this paper with an email nurture campaign coming from Chris — further supporting his personalized marketing approach.
White Paper Expertise
The cybersecurity white paper was 12 pages long, requiring quite a bit preparation and revision to complete. Having completed two white papers for other executives prior to this one, I felt confident in my ability to deliver this without delays. It was also a lot of fun to collaborate with our in-house graphic design to create images that supported the text.