Successfully communicating your message to a global audience is a complex
undertaking, requiring a commitment to appropriately tailoring your content to ensure it remains relevant. Clinical trials rely heavily on data they generate, which depend on the quality of the translation services supporting them
Effective translation, localisation and transcreation is about understanding and appreciating differences in culture, religion, current affairs and political climate, among others.
It is important to accept that there is no such thing as a general piece of content when targeting audiences in multiple markets such as Europe or Asia. Each country has a unique culture that will manifest itself in a variety of ways, and will in turn require different messaging to truly be compelling and engaging.
Cultural differences in foreign markets span from the useof colour and images to religion and social behaviour, such as how you should greet and address someone, or react in certain situations and express feelings or emotions like levels of pain, for example. When planning international studies, it is vital to have conducted research that will give you access to a complete understanding of each target market’s culture.
This article was published by International Clinical Trials magazine in November 2017 and can be found in full here.