Reach More Clinicians, Patients, Providers and Consumers
Life sciences companies face new challenges at every stage of the product life cycle. From increased generic drug competition to continued pressure to control costs, the stakes for a successful launch have never been higher. Failure to prepare for a successful launch and commercialization can result in delays and suboptimal results.
How can you ensure your drug or device is reaching as many clinicians, patients, consumers and providers as possible?
Marketing a drug or medical device globally is not as simple as translating content from one language to another. Behind every global brand, there’s a team of translators, interpreters, transcribers, testers, linguistic copywriters and subject matter experts making sure that each piece of content is relevant, culturally appropriate and localized for the target audience and market.
Localization is applicable to every department across global life sciences companies including legal, marketing, product development and testing, corporate communications, e-learning and post-sales support. To allocate resources and budget, organizations and localization teams must build a business case for localization.
Why Localization Matters
Common Sense Advisory (CSA Research) surveyed some 2,400 consumers in their report, “Can’t Read, Won’t Buy: Why Language Matters on Global Websites,” to understand the correlation between language and shopping behavior. Here’s what they found:
- 4% of consumers would rather purchase a product with information available in their own language.
- 2% of respondents mentioned that being able to obtain information in their own language is more important than price.
Localization + Translation Tip: Jim Freville, Business Development Director at Welocalize Life Sciences, points out that when adapting marketing content for new locales to remember the images, charts and graphics. “I have been involved in many projects where the requestor wants the text translated, but opts to not localize or translate the images or graphics. For example, translating a U.S. English marketing piece for China or Korea, but deciding to keep all the pictures comprised of people of a non-Asian demographic.”
For any successful marketing initiative, content must be available in the languages expected by the target audience and should be localized. The patient or consumer must be able to easily find the information they need, in the language needed, and then be able to purchase products or services successfully via a working payment service.
Translation and localization continues to play an important role as pharmaceutical and medical device companies look to brand and expand their reach into more markets during the drug and medical device post-commercialization process.
Adds Michael Chugranis, Sales Manager, Welocalize Life Sciences, “Welocalize Life Sciences provides comprehensive translation and marketing services through all stages of the product journey. Our medical linguists and marketing experts can help put your products and devices in front of more clinicians, patients, providers and consumers.”
Translation and localization services benefit life sciences companies in many ways, including:
- Increased recruitment, retention and comprehension. Translated educational resources can help boost patient retention, while translations of patient-facing marketing materials and websites educate patients using terms in the language they understand.
- Long-term patient engagement. Tailored local language communications helps ensure long-term patient engagement.
- Building connections. Multilingual print and digital content helps connect your product with a diverse group of clinical and patient audiences.
- Market expansion. Messaging and materials that resonate with local audiences brings your therapy or device into new markets.
With some careful forethought, active listening and experienced partners to assist you, capturing a global—and local—voice through content marketing is doable, if not a must, to remain competitive.
In sectors such as clinical research and healthcare, regulations effectively prevent you from launching a localized version of your product unless you meet certain legal criteria. Welocalize Life Sciences division can help navigate the complex regulatory language requirements.
Contact us for a free, no obligation quote of your advertising, marketing and website translation projects.