Communication gaffes can have a real impact on your organization’s reputation. In the healthcare industry, they can also be potentially dangerous. So you must be exacting when producing translated materials for your multilingual audiences. Anything less can be costly.
The first question to ask is whether you need to simply translate the materials, or if transcreation is more appropriate. While everyone is surely familiar with how translation works, transcreation might be a new term for some. Here’s a quick primer:
Transcreation combines the creative writing and marketing translation processes to adapt translated content to be more culturally relevant to your audience, making the communication both more meaningful and more effective. In order to reach your audience at an emotional and intellectual level, you must really understand the specific culture to which you are communicating, such as their country of origin and maybe even their region as well. Transcreation might be the preferred strategy when dealing with creative pieces that need to connect with your audience on a cultural level, such as health promotion materials or community programs.
In general, translation is the recommended strategy when the materials to be addressed must adhere to specific product or service requirements, such as with forms, guides, or other documents with little creative content. It is also typically the most cost-effective solution as it allows you to maximize your translation memory savings.
While both translation and transcreation play an important role in your multilingual communications, the right translation partner can help you understand the protocols and taboos for effectively communicating with all your healthcare communities. Click here to learn more about Transcreation.