Case study: Localising vital Covid-19 communication for Dräger
Dräger manufactures medical and safety technology products. Dräger products protect, support and save lives around the world through hospitals, emergency services, authorities, as well as in mining and industry. Founded in Lübeck, Germany in 1889, Dräger has grown into a worldwide, FSE-listed company, which is in its fifth generation as a family-run business. Dräger employs more than 14,500 people and is present in over 190 countries around the globe. The company generated revenues of around 2.8 billion euros in 2019.
Where we came in
According to Dräger’s CEO Stefan Dräger, the company’s development is based on “inventiveness coupled with engineering expertise, a human face and the will to save lives with the help of technology.” In order to effectively present its wide range of essential technical products from ventilators and incubators to gas detectors and breathing apparatus on the local market, Dräger provides a high-quality local language version of a wide range of customer communication and product information materials supplied by its parent company in Germany. These communication materials are carefully localised for the national market, through precise translation and effective technical marketing copy. Dräger considered a number of potential service providers for its localisation for the national market before eventually opting to work with Albion Languages, amongst others, based on knowledge of Dräger’s specific market niches, text quality and ability to meet the client’s strict turnaround times.
From March 2020 onwards, Dräger as a whole faced a new and unexpected challenge: what and how to communicate globally and locally during the Covid-19 pandemic. This challenge included two key related elements. On the one hand, the nature and extent of the pandemic meant that global demand for vital medical ventilators and medical personal protective equipment was sure to far outstrip supply – by Dräger itself or with all of its competitors combined. On the other hand, such was the pressure on the device and equipment stock of national health systems caused by Covid-19 that many health systems were forced to consider emergency measures such as so-called “off-label” (i.e. not according to the approved indications) use of anaesthesia equipment for ventilation purposes or reuse of single patient use consumables and accessories. At the same time, Dräger also had responsibilities during the pandemic period to ensure the safety of its own staff, as well as of its facilities, all of which required careful communication. Faced with this complex challenge, Dräger wanted to ensure that its communication at local level during the Covid-19 pandemic was precise and unambiguous. The goal was to outline the many efforts it was taking as a company to drastically increase production capacity, whilst at the same time making customers aware of the unavoidably finite limits of short-term global supply. As regards off-label use of its devices, Dräger aimed to stress that such use fell outside the relevant indications, but also provided detailed information on how users could even then ensure the highest possible levels of safety.
In developing our service solution for Dräger’s national company, we could draw on our previous experience in translating for the client, as well as for other medical device and life sciences firms. Given the fast-changing nature of the pandemic, we needed to conduct specific research using the many resources provided by Dräger online to keep ourselves updated on the latest developments in how Dräger and the sector in general was helping health systems combat the pandemic. In such a crisis situation, Dräger’s usual need for very high precision in localisation was even more applicable, with no room for error. At the same time, we introduced an accelerated working procedure in line with Dräger requirements to be able to localise their Covid-19-related bulletins to the strict deadlines specified with health facilities needing to urgently receive the latest advice on device use. Our work was greatly assisted at all stages by the professional quality management team in country at Dräger who provided invaluable guidance in project setup, as well as in quickly answering all of our queries.
Through monitoring of the wider pandemic crisis, but also by focusing in on the specifics of Dräger’s sector, we were able to understand the background to Dräger’s messaging, but also appreciate its urgent nature. In this way, we could establish a project team in composition, know-how and availability that was aligned with Dräger’s rapid response strategy to the unique nature of this international health crisis. With our localisation support, Dräger could also deliver its very timely, precise Covid-19 communication in the national language to its local health sector customers as they combatted the ongoing pandemic.
We like cooperating with Albion Languages as the mutual understanding in case of open questions is top class!Gergely Bisztrai - Country Quality Manager (Hungary), Drager Medical/Drager Safety