Key takeaways:

  • Successful ghostwriting for a CEO requires capturing their unique voice and personality to ensure communications feel genuine and resonate with stakeholders.
  • Observing the CEO in action, whether in meetings, interviews or recorded speeches, helps identify their verbal nuances and signature phrases, enhancing the accuracy of the written voice.
  • Effective ghostwriting depends on building respectful relationships with executive assistants and organizational leaders to streamline workflows, gather insights and maintain professionalism.


Author: WG Content
Last updated: 9/21/23


Let’s state the obvious: CEOs are super busy and in demand. This leaves them little time to write their own stuff — speeches, letters, opinion pieces, manifestos, memos or memoirs.

Meanwhile, the demands on the chief executive to communicate are endless. That’s when the phone starts ringing in the marketing communications office.

The case for ghostwriting

If your CEO hasn’t asked for help, you may want to call on the C-suite yourself. The words of senior executives have a huge impact on all stakeholders — employees, patients, board members, community leaders and the media.

In essence, the CEO is the brand, the face of your hospital, organization or company. Whatever you as a communicator can do to support the CEO with clear, compelling writing will go a long way to achieve your overall strategic communications and marketing goals.

I’ve had the opportunity to develop executive communications for several healthcare leaders. I want to share some insights to help you succeed when it’s time to put write for the big cheese.

1. Aim for authenticity

Senior executives come in all flavors. Some are quiet and analytical. Some are outgoing and confident. Regardless, the boss gained that position through a unique blend of strengths and skills. When ghostwriting for the CEO, you want what you write on their behalf to reflect them personally. You need to sound genuine while effectively communicating the message and reaching the intended audience with best writing practices.

2. Listen and observe any way you can

Ideally, a ghostwriter would have unfettered, one-on-one access to the CEO. But that’s not often the case.

A ghostwriter may have to do some detective work to get to know their subject. Take advantage of any opportunity to be face-to-face, listen in on conference calls, attend their meetings.

If you can’t be on-site or you’re just not invited, ask someone who’s in the room or on the call to record the CEO for your reference (with permission). Search YouTube to find any video of their presentations or interviews.

As you listen, try to find repeated phrases, unique cadences and any other ways your subject uses language. Incorporating those in written content can capture their voice — almost literally. If the reader can hear your subject’s voice in their head as they read, that’s when you know you’re a great ghost!

3. Play nice with others

My favorite line from “Breaking Bad” comes from Mike Ehrmantraut after Walter White has wiped out his nemesis, Gustavo Fring: “Just because you shot Jesse James don’t make you Jesse James.”

Good point, Mike. Just because you write for the CEO doesn’t make you CEO. You want to build respectful, trusting relationships with key people throughout the organization. That will help you get your job done — and keep your job.

You typically depend on someone other than the CEO to supply the background and details to write any communication coming from the top. And they depend on you to help them get their message across by leveraging the CEO’s support.

Executive assistants are critical gatekeepers for the time and attention of the leader. Don’t forget their names or how hard their jobs can be.

Be sensitive to how others may perceive your role. Real or not, it can look like you have more influence and access than those high up in the organizational chart. Handle with care.

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Safeguard the CEO’s sound and your time

Once a CEO relies on you to represent their voice in writing, the requests for writing and reviewing may pour in. Put some practices into place so you can manage the workflow and still ensure consistency in all their communications.

Encourage editing

So many efforts need the blessing of the CEO in a large organization — frequently in the form of a letter. That alone can be a full-time job. Distribute that workload by asking the individual requesting a letter to create a rough draft that includes what they’d like the CEO to say. Then you can edit for voice without the burden of gathering all the information. It also gives you an opportunity to refine the communications strategy and suggest tactics to improve effectiveness.

Define the review process

Maybe you draft the CEO’s memo to employees announcing a new organizational initiative. Then all the senior executives give their input. What comes back may no longer convey the CEO’s key message and tone.

Sound familiar? Defining the review process upfront can help achieve the communication goal more effectively. Try gathering input using a survey or providing a communication plan for comments. Then base the draft on that and limit the reviewers to the essential approvers. Finally, make sure you as the ghostwriter get another chance to polish the piece before it’s final.

Try some templates

Donors need to be thanked. Employees need to be recognized. Recruits need to be wooed. For routine correspondence, develop a variety of paragraphs that the CEO has pre-approved that others can cut, paste and adapt to accomplish these purposes. Yes, it’s a little cookie-cutter, but the cookies come in a delicious variety.

Need a ghostwriter for your healthcare CEO?

Ghostwriting for the CEO is a strategic role that can influence leadership communications for the better. It also can be part of a successful thought leadership strategy. If you need assistance with executive comms, we’re here to help.

Editor’s note: This post was originally published in March 2020. It was updated in September 2023.

Follow-up questions about ghostwriting for a healthcare CEO:

Here are some good general questions to help your leader’s perspective shine through:

  • Can you describe your personal leadership style and how it influences culture?
  • What led you to pursue a career in healthcare?
  • What are the most significant trends shaping the healthcare industry today? (Consider national or state perspectives.)

Get more ideas for starting the conversation with leaders.

Make the tone approachable and conversational, letting the leader’s personality shine through. And remember, the best leadership messages are concise and authentic. Keep it short and to the point — no need to overload with too many ideas.

Ghostwriters can navigate this challenge by gently bridging the gap between the CEO’s style and the communication goals. Start by respecting their preferences and highlighting the importance of authenticity. Then, offer subtle refinements that align with best practices, explaining how these changes enhance clarity, engagement or impact. Building trust through small, effective adjustments can lead to a more collaborative and successful partnership over time.

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