Increase Digital Content Outreach and Engagement

welocalize February 15, 2019

To reach more patients in existing and new markets, information should be easily accessible, understandable, and usable. Welocalize Life Sciences shares four ways content marketers for life sciences organizations can have greater success with their outreach and engagement via the localization of branded and digital content.

  1. Create user–centric websites. Incorporating auto-navigational functions on a website will automatically ensure a site’s content is localized for the correct country without a user having to select a language. This contributes to the visitor’s ease of use and seamless access to information available on the website in their language.
  2. Adapt and transcreate. Global multilingual marketing campaigns are complex. There are many reasons why the process can be challenging. For example, languages vary widely in text length when translated making adaptation of the layout to suit different devices an additional consideration. In addition, translation alone is not always enough to convey the same meaning in another language. Instead, transcreation is involved to adapt the content, images and product to the local market.
  3. Collect data, carefully. Data can be collected for numerous reasons such as helping to place patients in the correct clinical trials. Although effective data collection can prove successful for future marketing needs globally, rules and regulations must be adhered to for the sake of the consumer and business. Patient confidentiality is imperative. The collection and storage of data must be secure and follow regulations of the given country. Note: It is important to know each country’s data collection and privacy laws, such as the European Union’s General Data Protection Regulation (GDPR), which went into effect in May 2018, and HIPAA Privacy Act in the United States.
  4. Get social. People have access to a multitude of social media platforms to find out about products and services. Social media is also a useful and valuable tool for clinical trial recruitment due to the possibility of increased, direct engagement and advances in geo-targeting new patient populations. Find out more.

Whether services or products are marketed in one or many countries, a localized global marketing strategy strikes a balance across brand consistency, cultural relevance, and customer experience. Contact us for more information on how we can assist your organization in its global marketing and patient engagement efforts.