Archive for March 31, 2010

Patients are not the only ones benefiting from healthcare translation

We can sometimes forget that in addition to the need to communicate effectively with limited English proficient (LEP) patients, the sales staff and physicians with whom we work can also require healthcare translation assistance.

This is most commonly encountered when faced with the demands attendant to internationalizing one’s organization, especially during global training. Such efforts are often conducted via the computer, which can be both effective and efficient. But when your audiences can be is places as different as Shenzhen, China, and Bangalore, India, language and culture are key considerations.

Well-developed e-Learning programs can include interactive multimedia, video, and voice-over instruction, all of which must be included in your translation and localization efforts if the program is to be effective.

Many organizations rely on third-party developers to create their e-learning programs. But this can be problematic. For example, do they understand the demands of your global audiences? And are they building the training tools to help smooth future translation?

If not, you might wish to audit the effectiveness of your current program. Or you can give viaLanguage a call. We understand these challenges, as does our partner, Prolifiq, which helps sales professionals use digital content in their communications. Because those you train can only be as effective as the training they receive

Good health!

Just bubble me. Sounds strange, but then so did ‘Tweet it’ a year ago.

The demands imposed on today’s marketers, both in health care and beyond, have grown well beyond the standard news release and press kit. Technology continues, with increasing rapidity, to impact and transform how marketers reach their targeted audiences.

So what’s the newest of the new media? It’s called “bubbling” and it is swiftly gaining popularity across India. What is it? The inspiration of Bubble Motion, a mobile and social app firm based in Silicon Valley and Singapore, Bubbly is a mobile voice messaging tool.

The app grew out of the company’s first product called BubbleTalk, which is a person-to-person voice messaging service that sends mobile audio messages. With the spread of social media adoption, it seemed a natural to expand from simple person-to-person messages to include larger audiences.

Bubbly messages tend be less than 30 seconds, and there is currently a one-minute max. As with Twitter, you sign up to follow a friend, favorite celebrity, or brand. It’s free to post messages and following is free, but listening costs you based on the airtime.

At the moment, Bubble Motion plans to focus on fast-growing, mobile-savvy markets such as India, Japan, the Philippines, Indonesia, and Brazil, with nothing in the works yet for the U.S. or Europe. But it could be coming. So, you may want to save a spot in your healthcare marketing plan for Bubbly communications.

Good health!

The Hispanic population is changing. Is your healthcare translation keeping up?

Much has been written about the increasing size and importance of the Hispanic community in the U.S. Long a consideration among forward-thinking healthcare organizations in the U.S. Southwest, the rapid growth of these communities is today a demographic consideration for other regions as well.

According to Felipe Korzenny, author of the Marketing Trends in a New Multicultural Society blog and founder of the Center for Hispanic Marketing Communication, the Hispanic audience is continuing to grow, and in one very important way for multicultural marketers.

Once a population driven largely by immigration, the US Bureau of the Census points out that today’s U.S. Hispanic audience is increasingly the product of U.S. births. The census reports that the older segment of the Hispanic population is 53 percent foreign born, but among those under 18 years of age more than 90 percent are now born in the U.S.

Such a shift dramatically affects how we communicate with this audience. As U.S.-born Hispanic patients, they will have a different relationship with the U.S. and with the U. S. healthcare system than those born elsewhere. How, what, and where we communicate must reflect those differences.

Only when central questions of this kind have been addressed can we hope to grow with this increasingly important audience. To see a table of the demographic shift, see Korzenny’s post.

Good health!

Extend your marketing reach with effective language translation

Today’s multicultural landscape requires a suitably multicultural marketing strategy. One message no longer fits all. Culture and context are increasingly critical factors in how effectively you communicate not only with your customers, but with your suppliers, vendors, and supply chain and channel partners as well.

As a result, marketing translation, perhaps once a nice to have, is these days a must have. It is an important tool for both maximizing the impact of your communication efforts and a means for protecting your message and your brand among your diverse audiences.

If you’re wondering if your marketing translation arsenal is adequate, here are some key features of a well-rounded program:

  • Access to linguists with both language and marketing transcreation expertise
  • Translation of foreign language sites, marketing collateral, email marketing, and internal and external communications
  • Digital marketing supporting Web 2.0, viral, social, and new media communications
  • Language translation training for users in their native language
  • Translation memory to enable content reuse across technical documents and projects
  • Application translation and localization
  • Multimedia localization, including mobile multimedia services

If you have questions about any of the above, consult your language services provider (LSP). Or feel free to contact us at viaLanguage. We would be happy to share some of our experience on the subject, including a free marketing translation quote.

Good health!