Whether it’s websites, eDetails, print materials, videos, or marketing campaigns for patients or healthcare professionals (HCPs), localising medical content is more than just translating words. It’s about embracing a different culture, ensuring the message resonates with the audience, and being understood in the most impactful way. Most importantly, it’s about meeting regulatory requirements and paving the way for effective communication and meaningful connections.
Don’t have time to read the article? Listen instead:
I have over eight years of experience in translation and media analysis at Iguazu, a company with over 21 years in global healthcare marketing. We understand the challenges in this industry and know how to tackle them.
So, what are the most common challenges in localising pharmaceutical or healthcare products? Here are ten challenges and ways to overcome them:
1. Regulatory compliance
Ensure that your content is localised in accordance with local laws and meets regulatory standards. This includes documents such as drug labelling, clinical trial documentation, and any medical instructions or guidelines intended for healthcare professionals (HCPs) or patients.
Tip: Avoid relying on shortcuts; instead, thoroughly research the specifics of your market when developing a project plan. For instance, regulatory standards in France differ greatly from those in the UK, and the medical certification process often demands more time.
2. Medical terminology
This often varies significantly between different languages. Misinterpretation of these terms can be crucial and even detrimental, potentially leading to misunderstanding, errors in diagnosis and treatment.
Tip: Use universally recognised Latin-based terms when discussing critical diagnoses. For example, in English Angina refers to “angina pectoris,” chest pain caused by reduced blood flow to the heart. In everyday Russian, however, angina means a throat infection or tonsillitis.
3. Cultural differences
Medical practices can differ greatly as well as any cultural and religious beliefs and other practices. Some topics, like mental health, fertility or contraception may be considered taboo or handled differently in different countries.
Tip: Check with your Legal teams and your Marketing agency if you have any doubts about a chosen image or topic. For instance, data around fertility and contraceptive options will be handled and possibly even labelled differently in Ireland.
4. Digital imagery and marketing slogans
When creating digital imagery and marketing slogans, it’s crucial to consider both content and visuals. Certain images may be inappropriate or taboo in some cultures. In the same way that flashy slogans can come off as offensive in medical contexts where lives are at stake. Conversely, overly modest slogans might not capture attention, depending on local standards. In my experience, we’ve frequently adjusted brand imagery, from making outfits more modest to replacing models with those who better represent the local community.
Tip: Thanks to the remarkable advancements in AI image editing and generation, marketing and design agencies now have the ability to transform brand imagery to ensure it resonates culturally—without the financial burden of costly reshoots. At Iguazu, this has proven to be a more cost-effective localisation option for our clients.
Image shows how a brand image can be edited with AI to meet local requirements without reshoots.
5. Language format and metrics
Different languages can use different formats for dates, units of measurement and even drug dosages. This can be detrimental if not properly translated. Make sure it still carries the same meaning when written in a different language and is still scientifically accurate.
Tip: Be aware that in some languages, a decimal and a comma are reversed—1.098 means one thousand ninety-eight and vice versa.
6. Cultural nuances in translation
Translating medical content requires careful attention to terminology and idiomatic phrases that may not have effective equivalents in other languages. Literal translations can mislead, and some words may carry different meanings based on slang or dialect, potentially altering the message’s intent.
Tip: As a starting point, use AI to check what a word can mean in your chosen language and if it carries any cultural or scientific meaning behind it or has a humorous or negative association. For example, the word “rot” means “red” in German but translates to “mouth” in Russian when using the Latin alphabet.
7. Word length and fonts
Languages like German or Russian can create challenges for both digital and print materials, including diagrams and charts. Ensure your translated text fits well within images or pages without spilling into margins or being cut off. Make necessary adjustments while maintaining visual clarity.
For instance, if this text was to appear on a button it would need to be adjusted for its different lengths:
The length of a button can become significantly larger in different languages which can impact the layout of a website. The image shows translations in German and Russian.
Tip: Fonts might not be available in all the languages you need to localise your materials for. That means you might need to do some investigation and choose an alternative font
8. Understanding right-to-left languages and digital assets
Many languages use complex characters and are written from right to left, rather than using Latin-based alphabets. This necessitates investigating suitable fonts and creating a mirror image of digital assets. For instance, the Amazon site in Hebrew acts as a mirror image of the site in European languages, as Hebrew is read and written from right to left.
The image shows the Amazon website as it is seen in Hebrew.
Tip: At Iguazu, we have experience working on projects in languages like Korean and Hebrew. We recognise the need for adaptable designs that function well when flipped.
It's important to decide whether to flip just the text or the entire layout, based on cost-effectiveness and the campaign size and duration – sometimes, a full "flip" is a worthwhile investment.
9. Videos and voiceover
Localising a video requires accurate script translation, much like other digital or print assets. However, it presents unique challenges due to integrated elements such as subtitles, text overlays, or personal identifiers, which must be edited accordingly. A key aspect of video localisation is the voiceover and transcript, both needing a rework. Synchronising the translated voiceover with the video timeline can be challenging. This may involve rewriting the script or adding additional frames to accommodate a longer voiceover in another language.
Tip: Localising videos has traditionally been costly and challenging for the pharmaceutical industry. Thanks to advancements in AI, it is now possible to use AI solutions for more affordable translations and edits. At Iguazu, we offer these services, which have significantly streamlined the localisation process for our clients
10. Maintaining consistency across versions
A significant challenge in localisation projects is to maintain consistency in terminology, style, imagery, and data among multiple versions all the while, not losing track of what is important.
Even though the content needs to be adapted to a specific audience, it is still the same content with the same common goal, that being, ensuring your medical data is accurate and consistent across the board, and it should not vastly differ from one version to another.
Tip: Collaborating with the same digital marketing agency across different localisations can be beneficial, as they possess valuable knowledge about the project and understand how to adapt the global brand for each territory. This consistency helps prevent costly mistakes from unnecessary changes. If you’re not using a single agency, consult the global product or brand manager at your pharmaceutical company for approval before making significant changes.
By recognising and addressing these 10 key challenges early in the localisation process, you can streamline efforts, amplify your product's reach. Paving the way for success in the global market.
Localised content must resonate culturally, uphold medical accuracy, and ensure legal compliance, all while powerfully conveying your brand’s essential message to HCPs and patients, no matter the language.
The localisation of medical materials, though complex, is an opportunity for growth and connection. What may initially seem simple often requires in-depth checks, analysis, and creative adaptation to ensure that the final copy speaks to its audience with clarity and impact.
At Iguazu, our dedicated team of Project Managers, Proofreaders, Designers, and Developers all bring a wealth of experience to localisation projects globally.
With creativity and expertise, we overcome common challenges, ensuring your project shines in any language.
With our innovative AI initiatives, we make localisation streamlined and cost-effective, all while maintaining the highest quality. Your vision is within reach, and we’re here to help you achieve it.
- Iguazu will work with your chosen translation agency or handle translations you need to be done internally
- Whether it is a print product or a digital asset, website, eDetail or video, at Iguazu we have knowledge and experience to help you to work towards your goals
- Our dedicated team of Project Managers will make sure you stay on track and within your timelines
Have any projects you would like to localise for a foreign market?
Not sure where to start?
Contact us for more information on how we can help.
Daria Mitchell
Senior Project Manager
About Iguazu: We are a digital agency specialising in delivering tactical marketing solutions to the healthcare and pharmaceutical industry.
