Very interesting article on Pharma MedTech Insights about Twitter advertising via promoted video. To borrow a phrase, it seems that the rumors of Twitter’s death for medical device marketing may have been greatly exaggerated.
Of course, who could blame industry marketers for moving on after FDA’s draft guidance: Internet/Social Media Platforms with Character Space Limitations – Presenting Risk and Benefit Information for Prescription Drugs and Medical Devices (catchy title, right?)
Now, with the advent this summer of promoted video, device makers may finally have a way to utilize Twitter that still complies with the Agency’s disclosure requirements.
The Elocate video is remarkable for a few reasons. Not only is it effective and compliant, it makes use of the old sales strategy “tell more to sell more”: production processes that may seem commonplace (even boring) to industry can be novel and interesting for consumers. Beer manufacturers famously used this approach at the dawn of advertising when describing common brewing processes and ingredients. The first person to tell the story owns it!
Even more interesting, you can add overseas markets to your feed when you localize (translate) your videos – voiceover is the best approach (don’t you just hate trying to read subtitles on a tiny phone screen?) Coincidentally, video localization is among our fastest growing service categories – maybe manufacturers are getting ready to go global with the video solution to Twitter’s character-limit challenge? We’ll see.
Interesting piece on APM’s Marketplace program (here) about the increasing importance of analytics in digital advertising. Surprise, surprise! Companies want to save money and increase productivity and, in this regard, digital media analytics (aka metrics) have been branded “transformational”.
There’s a very similar movement afoot in the translation industry. For starters, translation management systems (like GlobalLink Project Director) have been helping device manufacturers get a better handle on their translation metrics for several years now. Reports generated from TM leverage and review statistics help demonstrate reuse savings and increase translation review productivity, for example.
The next step in this (r)evolution is end-to-end digital labeling and translation analytics – a strategy that ties together translation management systems with component content management systems and guided authoring tools to maximize reuse and compliance, minimize content costs and translation turnaround…oh yeah, and metrics. Lots and lots of metrics.
On Monday, 6/1, Crimson Life Sciences officially becomes part of TransPerfect Medical Device Solutions. Here’s more information from the client notification:
You may be wondering: why the change? The language and content needs of the medical device industry have evolved significantly over the years, and the TransPerfect family of companies has met those changes by developing a wide range of services and technologies to meet the specific needs of device makers. A majority of our work now rests on integrated solutions that help clients reduce cost and risk through process automation and redesign, including:
- Process Automation Technology
- Labeling Automation Solutions
- Validated XML Publishing Systems
- Automated Website Localization
- Software Design, Translation, Verification, and Testing
- E-Learning Development and Localization
- And more!
Throughout our 23 years in business, Crimson has come to be known as the most quality-focused translation provider in the industry. Our commitment to this goal has not changed, but our name now reflects our full range of integrated solutions for device makers.
It has been our great honor to work with our clients in the medical device industry for the past quarter-century. We look forward to providing innovative services, technologies, and systems as TransPerfect Medical Device Solutions.
Posted in Content Automation, Content Management, medical device translation, Uncategorized
Tagged content automation, Content Creation, content management, medical device, medical device content, medical device industry, medical device labeling automation, medical device translation, medical device trends, translation process automation, TransPerfect
For years, the device industry has lamented declining VC investment, leading to a decrease in new-company formation, innovation and the like. Well, to paraphrase the popular Mark Twain misquote, “reports of the death of medical device venture investment have been greatly exaggerated” According to FierceMedicalDevices:
“This year, medical device venture fundraising could actually increase for the first time since 2007. That’s driven by the increasingly connected healthcare environment. VCs are going wild for digital health, the promise of convergence between our healthcare systems and all the mobile, cloud, wireless and wearable technologies you could possibly imagine.”
This convergence of multiple disciplines requires a solutions approach to content management and translations – a key reason that EnCompass was created. Different content types require different treatment in translation, e.g. medical resources for anatomical content, computer/IT resources for software-related content…and testing/verification services for the finished device software.
VC investment in the device industry is focused on digital health – and these new software/hardware/network devices require an integrated approach to content management and linguistic QC that spans a number of technologies and disciplines – not just medical/anatomical. Fortunately, TransPerfect Medical Device Solutions has all the services and technologies that you need to ensure linguistic accuracy and system quality and compliance.
OK – maybe the recently reported, substantial drop in worldwide medical costs isn’t entirely due to XML publishing technologies…but it’s one good example. All across the healthcare industries, companies and providers are adopting new methods and technologies that are helping them reduce cost and – finally – contain runaway expenses.
In the medical device industry, content-related costs have been growing rapidly over the past 20 years. But recently, companies like Medtronic, J&J, and Stryker have adopted XML publishing as a powerful way to reduce turnaround, cost, and risk – making their products more price-competitive around the world.
For instance, Medtronic implemented an XML content management system from our Vasont division to cut the time and cost of their translation/localization process by 50% – as one Technical Communications Manager there said recently, “We process ten times more content with the same headcount – this wouldn’t be possible without XML.”
XML is just one of the automation technologies offered by TransPerfect Medical Device Solutions to help manufacturers lower their content cost and risk and increase productivity – or, automate the entire labeling process with our EnCompass system. At TransPerfect, we’re helping to drive down the cost of healthcare – and increase profitability for our clients!
Posted in Content Automation, Content Management, Uncategorized
Tagged content automation, content management, medical device, medical device content, medical device industry, medical device labeling automation, medical device XML, publishing automation, XML publishing, XML technology
Admitting something is “too hard” isn’t common at Google…but if you go to 28:54 of this video, you’ll hear Sergey Brin and Larry Page explain why medical device/healthcare is one of those areas.
Aside from feeling a little self-satisfied that you’re doing something that’s too difficult for Google, there are other points to consider here. Sure, device regulation is complex and difficult – and sometimes a little capricious and illogical. Still, regulation is meant to protect public health from faulty devices and bad actors – not everyone who makes a medical device puts patient safety first (witness the PIP breast implant scandal).
This is a common refrain from new technology companies: regulation is stifling innovation. The battle between taxicabs and Uber is one example. However, part of the cost of a cab comes from liability insurance – you can sue the cab company if you’re injured – a pedestrian can sue the company if they are struck by a cab…who are you going to sue if you’re struck by an Uber?
Technology companies (and some device companies) see regulation as an unnecessary burden, but many of these regulations are what help keep devices safe and effective. In this respect, a “least burdensome” approach to regulation is desirable – as the inscription above the temple of Delphi read: “Nothing in Excess”
Answer: both employ automation to reduce cost. At Walgreens, software algorithms are being used to help guide and standardize patient treatment. Based on “big data” from over 100 million patients, the pharmacy chain is proving that professional services can be semi-automated with helpful results. You can read about it here.
A similar scenario is playing out in the medical device industry. Manufacturers are learning that they can automate content by structuring it with XML/DITA. The process requires patience and effort (though easier than developing a software system for patient treatment). However, it yields big savings and risk reduction. Starting with the XML systems provided by Astoria Software and Vasont Systems, and continuing through the translation process automation technologies of the GlobalLink suite, TransPerfect Medical Device Solutions has the services, know-how, and technologies necessary to automate your content and achieve sustainable cost and risk reduction.
Posted in Content Automation, Content Management, Industry Trends
Tagged content automation, Content Creation, content management, medical device content, medical device labeling, medical device labeling automation, medical device trends, medical device XML, publishing automation, translation automation, translation process automation, XML publishing, XML technology
Shortly after Yanukovych was ousted as Ukraine’s President, the Ukrainian Parliament repealed a recent law allowing the use of “regional languages” like Russian. Language has long been been tied up with issues of nationalism and national identity and can often be something of a “land mine” (not to be indelicate in the current, tense, situation).
If you think that these types of language sensitivities don’t apply to the medical device industry, you’re wrong. On one recent client visit, I heard a story of how the company had sent Russian instructions to a location in Estonia…not realizing the reaction that it might provoke (after the Soviet domination of the Baltic States). The result? Even though an exemption could have been written, the client demanded everything in Estonian and at a significant cost. The moral of the story? Know the political implications of your language choices when doing business abroad.