Tag Archives: In-Country Review

“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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Iron Man Offers Lessons for Device Makers in China

Iron Man China

It’s not often we get to point to a comic book character for marketing lessons, but the recent release of Iron Man 3 provides important food for thought for device manufacturers.

China’s movie market is big…and quickly getting bigger. With 10 new screens opening every day and box office revenues rising 30% in 2012, China recently edged out Japan to become the world’s #2 movie market. In fact, China could surpass the U.S. as the world’s largest market within 5 years. So, it’s not surprising that Hollywood took the unusual step of modifying (“localizing” in translation jargon) the content of the movie. What is surprising is the extent of the modification/localization: “Tony [Stark] doesn’t have to do this alone…China can help.” Specific content, filmed with Chinese actors in China, was added in a nod to the importance of local taste.

This narrative might sound familiar to device makers. According to PharmaLive, China is expected to pass Japan as the world’s #2 medical device market between 2018 and 2020 and represent 25% of the world market by 2050. And, just like in the movies, China is demanding more localized content – especially for device marketing.

Our Crimson division has been very active in dealing with the challenges of translating device marketing content – you can read an informative post here: http://crimsonlanguage.wordpress.com/2013/01/29/something-fishy-about-device-marketing-translation/

Sometimes, however, manufacturers may want to opt out of the traditional “translation” paradigm. Instead of the endless back-end-forth with reviewers, manufacturers might instead consider producing content in-country that is custom-developed for the local market. Not translated, but created locally. Call this the “Iron Man” strategy.

More costly than simple translation or localization, the Iron Man strategy requires a strong relationship with a local advertising agency. It also requires back-translation of the finished piece in order to assure requisite corporate control. This can be facilitated by technology tools like the GlobalLink Translation & Review Portal.

Whether you’re interested in translation, localization, or the go-local, Iron Man strategy, EnCompass has tools and strategies to get you to success.

The Perscription for the $500,000,000 Industry Headache

Industry estimates put the total cost of content for the medical device industry at over $1 billion. Sadly, research also tells us that over 40% of this cost is unnecessary, due largely to process inefficiencies and fragmentation:
http://finance.yahoo.com/news/crimson-life-sciences-presents-400-132500261.html

Because content is the lifeblood of the medical device industry, a fragmented content strategy can create lots of “noise” – disruptions, delays, complaints and cost-overruns in your labeling or documentation processes. This, in turn, contributes an estimated $400 million in excess industry costs every year…doctor, this patient needs your help!

The proven treatment includes best process practices and validated technology for medical device content creation, management, translation, and publication. That’s EnCompass.

Blood Makes Noise: The Theme Song

On the surface, Suzanne Vega’s Blood Makes Noise might seem like an unusual choice as background music for a medical device blog. After all, it describes a panic attack.

However, as anyone will tell you (with 20+ years experience) in medical device content development and content management (including regulatory, labeling,  and marketing) an occasional sense of panic is not-so-very out of the ordinary.  Uncontrolled content has that effect – especially if it prompts a significant recall, derails a key project, jeorpardizes product compliance, or requires destruction of printed materials.

If you’ve ever felt even a little anxious about the cost or complexity of medical device content, you’ll identify with Suzanne’s perspective:

Original version [20-year-old video is dated]: http://www.youtube.com/watch?v=v6qvIhygLTs 

Alt version: http://www.youtube.com/watch?v=HvM430UcW-I

House version: http://www.youtube.com/watch?v=AuZm8U7Bkrc

Organized and structured content, supported by best processes and ready for automation, that’s the EnCompass perscription.

The Official Blog of EnCompass Content Management & Automation Services

Blood Makes Noise is the official blog of

EnCompass_Logo

EnCompass: content management and automation services for medical device manufacturers.

And, we are pleased to add, one of a limited number of blogs with it’s own theme music:

https://bloodmakesnoiseblog.com/2013/04/07/blood-makes-noise-the-soundtrack/