Four Tips for Global Content Marketers in the Life Sciences Industry
To effectively reach patients and subjects 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.
- 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.
- 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.
- 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. Important: Within the European Union, Directive 95/46/EC states collecting and processing personal data of individuals can only be allowed under certain circumstances. It is important to know each country’s data collection and privacy laws.
- 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 through engaging with online patient populations. Welocalize Life Sciences also predicts that geo-targeting social media campaigns will increase in the coming year. Find out more.
Capturing a global and local voice through content marketing and social media outreach is a must to remain competitive. Contact us for a free, no obligation quote of your advertising, marketing and website translation projects.