Best practices in content localization
Pharma has committed itself to think globally. So, accurate localization is what needs to be considered first.
Poor-quality translations in healthcare can cause risks, and not only in terms of revenue decrease but in everything related to people’s health and life. When it comes to the system of healthcare, each government develops its own regulations and rules to follow that vary from country to country. For example, North America has less restrictions than some other countries. What is appropriate and allowed for, let’s say, the USA market can make no sense for China or Japan.
For example, in Indonesia, a company must localize some production processes first, such as secondary packaging activities, for at least one product to gain localization benefits for the entire portfolio. While Brazil is requiring local activities at the level of a product rather than at the portfolio level. Everything matters when it comes to marketing and product’s promotion.
A localization strategy is important to not only understand what the demands look like in each local area but also to consider all the risks and benefits before making decisions. A tiny linguistic error in life science translation or medical localization might cause negative outcomes for HCPs (and, consequently, to their patients), as well as the loss of funds, or brand reputation. In another country, there might different policies and regulatory authorities to be referred to (while packaging, let’s say). Not to mention different prices, morbidity statistics, or other types of patients’ profiles that usually vary from country to country. Hence, the first and foremost, when it comes to digital content localization is to consider minimizing risks.
Localization remains a major factor for a competitive advantage in the market. In the recent report, where executives from 25+ pharmaceutical companies were surveyed, it was found that more than 60% of respondents rely on investment in local research and development and consider it to be the most effective case for commercial success in local areas.
Every word matters!
Emerging markets are bringing lots of potential for pharmaceutical expansion. It is becoming vital to serve local areas the same way as bigger countries and meet the highest quality standards while localizing. Not being able to meet these requirements means the loss of millions of dollars in revenue for the pharmaceutical industry.
There are distinct cultural differences among the countries (even if the spoken language is the same). Spanish spoken in Spain can be different from that used in Colombia or Argentina; or words more commonly accepted in the UK (or Australia), might not be widely used in the USA. Everything matters in healthcare content translation and should be precisely understood in a target language.
Localizing is more than just replacing the images and changing texts, the intention is what should be localized first. Such aspiration towards personalization creates a high demand and more opportunities for digital content localization including different types of content: pharma websites, social media, healthcare apps, landing pages, eLearning content, eDetailing, etc. In such a way, localization presents a long-standing benefit providing a solid base for further omnichannel marketing augmentation.
Quality translation is always about people first. Any data related to human health should be accurately translated to their mother tongue. This way, when localization is done sufficiently, the industry won’t lose working hours, resources, and funds.
How to make the benefits outweigh drawbacks? Find the strategic solution – that is Key
How hard it is to not only translate but to localize content in order to meet the requirements of pharma affiliates and launch brand marketing campaigns in time without extra budget investments?
Above all, pharma managers need to rely on a special content authoring solution to create and publish content (eDetailers, approved and broadcast emails, landing pages, etc.) and, in turn, to improve such a well-known scheme. It looks like the following: each time, after rounds of approvals, they transfer this content to affiliates in different countries to translate the content and apply local visuals (images, photos, etc.), then approve this localized version, publish it and send for use in fields. Each affiliate chooses its agency and sends tasks for localization. The process can take up to 2 months until the campaign is finally launched. Well, let’s see what processes can be easily optimized.
Top 2 challenges are:
- slow time to market
Localization shouldn’t take ages. Pharma needs higher speed, and faster decision-making processes to catalyze company growth and revenue opportunities.
- lots of manual work
Even when your translation is taken over by an expert, it can take too long to handle all those international deliveries. It becomes inconceivable to keep the needed score without the processes being automated respectively, and the right omnichannel tools for content management and creation in place.
The pharma industry should keep pace with cutting-edge technologies available for content creation and localization. So, here is good news for pharma marketers:
If you need to localize your edetailers, you can do it 4 times faster with eWizard platform. The cloud solution combines several options for easy localization to the required language:
- The first one is to translate all the texts in-house – right within the platform itself or directly on the interactive slides.
- The other option is to send the presentation link to the external independent translator or agency. They can translate it online as well. You might choose the function of transporting the file into Excel format and upload it back when the ready translated file is provided. All the texts in the presentation will be updated automatically. During a localization process, you will be able to preview content in real time.
eWizard handy functionality allows the user to change navigation, if needed, as well as seamless video, images, or even color scheme or design replacement. You won’t keep the same imagery of people in presentation for North and South American countries. Likewise, you might need to change the direction in which content is displayed (the same way it affects the direction of icons, images, etc.). For example, the language scripts that are read from RTL (right-to-left), or vice versa, that are not generally written in RTL scripts, such as Latin, Cyrillic, Indic, or modern Greek. In eWizard, you can set these all up in a matter of clicks.
Utilizing the platform, you can get even more streamlining opportunities:
- Content creation development at high speed
- Saved resources: more content with minimum human manual work
- No more re-coding operations required
- One stop shop for pharma
- Full adaptation to emerging market needs (paying attention to all sociocultural aspects – in imagery, navigation, design, etc.)
- Technical adjustment to the available channels and platforms (complying with CLM or CRM settings, as well as by customizing the ready presentation for both face-to-face and remote collaboration)
Here’s why eWizard is a long-term solution
The process of pharmaceutical content localization might lag behind tremendously due to so many concerns: slow time-to-market; lots of manual tasks that are not automated; the lack of quality marketing tools for content management; a long MLR approval cycle or, simply, because the content production chain is so dispersed.
Well, still burning marketing budget? With eWizard, you are streamlining content production, distribution, and localization while enhancing collaboration with external parties. Set the priorities and make a wise decision towards the right digital content authoring solution. Make sure your brand and its tone of voice can speak your target audience’s language across all channels of communication.
Request a free demo here.