As part of Global Love Day, our experts are looking at how localisation can help consumers simply fall in love with your brand. The feeling of love – those warm feelings we connect to our hearts – are actually chemicals and hormones flooding our brain. It thus seems fitting that we will focus in this piece on the specific localisation needs of the healthcare industry.

When it comes to marketing healthcare services and products, translating advertising materials into other languages is essential. However, translation alone is not enough, as direct translation does not have the same impact as localisation. In this blog, we will focus on how localisation can help consumers in a new market fall for your brand.

Ensure awareness of cultural differences

Localisation takes translation a step further by also considering cultural nuances. A translated sentence may be grammatically correct – and therefore understood – but it might not deliver the same impactful message in all languages.

Localisation can also go further than just the messaging, as it considers the habits and culture of buyers in that market. For example, a well-executed, localised marketing campaign may be perfectly targeted but if it requires credit card payment and the target market prefers to use PayPal or pay on collection, it will still fail to deliver results.

Taglines – and even brand names – that are catchy or memorable in one language might be dull, forgettable, or even downright rude in another. Localisation considers every aspect of a culture, not just the language to ensure that your message is highly relevant and culturally aware.

Go beyond words

Whether you are marketing healthcare – or other products or services – a marketing campaign is so much more than the sum of its parts. The text of your campaign provides the backbone for your messaging, but localisation can also require you to alter graphics, amend colours and generally become hyper aware of the message conveyed. For example, having an actor in a healthcare situation wearing white might seem innocent and inoffensive, but if your target market is China it could be a misstep as white is worn at funerals.

Make your customers love your brand

An increasing number of business owners are realising the importance of localisation. We are surrounded on a daily basis by localised content, from the branded coffee we drink to the TV show we watch, or more likely stream. The healthcare industry is quickly waking up to the need for localised content. The Covid-19 vaccine rollout has focused our attention on how a vaccine needs to be marketed differently across different markets to respond to culture-specific concerns.

Marketing localisation – when done well – can accelerate business development, creating increased customer buy-in and therefore increased demand. Knowing your target market and understanding their perspective is the key to providing products or services that are both loved and in demand. It is impossible to achieve this level of buy-in if you apply the same criteria for all your target markets.

At Albion Languages, we understand how the global healthcare sector depends on medical translation and localisation services to provide essential multilingual content for a variety of purposes. It can range from pharmaceutical packaging and complex clinical reports to patents and manuals for diagnostic equipment. Speak to our expert team about how we can deliver the highest level of linguistic consistency, accurate terminology and compliance with national medical standards.