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.
Several technology solutions are available to help navigate the process of global content creation and translation, including content management systems (CMS), digital asset management systems (DAMS) and translation management systems (TMS). These systems are the bedrock of multilingual marketing programs. They help optimize efficiency and streamline the workflow and are also increasingly being integrated and packaged together by language services providers (LSPs).
This post takes a closer look at the tools and techniques available to global biotechnology, pharmaceutical, medical device and healthcare organizations for managing multilingual marketing programs at this level of complexity and scale.
Choose an appropriate CMS. A good CMS is the starting point for any global digital marketer. There are many choices out there today, all with very attractive pitches. Discussing the features of a good CMS and how to choose one will go beyond this article’s scope and length. Building a secure and professional looking website that can display effectively on desktop, tablet and mobile requires a certain amount of knowledge and experience. Apply that to a global life sciences organization that requires multilingual and multi-user support and the complexity and expertise needed increases exponentially. Marketing managers should make the decision based on the advice of an experienced and unbiased digital marketer who can choose the best CMS based on the needs and budget of the organization.
Involve local stakeholders from the start. With the right tool in place, the right team comes next. While brand and message strategy should come from the top via a global team to ensure consistency, localization input and execution should involve local stakeholders from the start to avoid costly errors. This is especially important in the life sciences industry where the marketing of drugs and devices is regulated differently depending on the region or country. Your LSP should also have experience in the industry and the region where the product or drugs are being marketed.
Centralize the translation process. Even the biggest pharmaceutical company with in-house localization teams will require outsourcing to stay nimble and flexible in production capacity and costs. The best strategy is to work with an LSP on a long-term basis and centralize the translation process. By maintaining a centralized translation memory and terminology database, organizations save time and money and realize greater translation consistency. The LSP should also have life sciences industry experience and the ability to ramp-up to meet large projects or tight turnaround times. For more information on how to select an LSP, click here.
Contact us if you’re in need of translation services, including transcreation and localization of your global marketing messages. Read the Welocalize Global Guide for Content Marketers for quick references and easy tips to help begin the journey of effectively engaging a “local” audience around the world.
This article was updated for the life sciences industry. Read the original post here.