“Scots Wha’ Hae” and Radical Localization for Medical Device Marketing Material

‘Scots, wha hae wi Wallace bled,

Scots, wham Bruce has aften led,

Welcome tae yer gory bed,

Or tae victorie.

As a Celtic Studies major in college and one-time resident of Scotland, I’ve watched with keen interest the impending Scottish independence vote. After 300+ years of union, it’s shocking to think this vote is too close to call (with an incredible 95%+ voter turnout). However, it’s also a very good example of the persistence of regional culture and identity in Europe – and underscores the importance of localizing (not just translating) your marketing content.

Marketing messages designed for the US may not resonate (or even translate) into e.g. French, German, or Turkish markets. That’s why many manufactures are now looking at “radical localization” – a complete rewrite of marketing content for local markets – only “guided” by the English original.

Of course, in these instances, it’s important to have a control in place to ensure that the localized material is acceptable from a Regulatory point of view. This is where technology can help: TransPerfect Medical Device Solutions offers clients  validated technology (Translation Review Portal; TRP) for easy, online review and auditable commenting of translated material – there’s even a preview function so you can see your material in formatted context.

If you *do* need to translate your content into EU target languages, TRP also makes a great platform for your overseas contacts to review and comment on translation quality – there’s even a built-in grading and scoring system so you can track results.

So, whether it’s review of translation accuracy or review of “radical localization” for compliance, technology from TransPerfect Medical Device Solutions can help. And, if Scotland *does* become independent and requires Gaelic for labeling, you’ll be ready!  😉

P.S. Although, romantically, I would love to see an independent Scotland, I know from a practical perspective that continued union is in Scotland’s best interest: No thanks!

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