Case study: translating for healthcare
Humanising healthcare in many languages with TRAFIK
Design studio TRAFIK relies on Entre Les Lignes to translate communications on behalf of the health and life sciences companies it works with
Healthcare systems differ vastly from country to country; having a trustworthy localisation team who take these differences into account has been vital for the success of TRAFIK’s client projects
Without its own team of linguists in-house, TRAFIK trusts Entre Les Lignes to get its translations right first time, every time
As a design studio specialising in visual communications for health and life sciences companies, TRAFIK helps its clients turn complicated ideas into easily understood, human-centric messages.
For managing director Gyuri Ruisz, putting people at the heart of healthcare begins with how you speak to them. “Since COVID, patients and their caregivers have realised that they should have more say in their health decisions,” he explains. “They need brands they can relate with. We help our clients to speak the same language as their patients and customers.”
Talking with empathy
“To communicate efficiently, you have to understand how people live, and in what context they’re consuming your messages.”
Turning pharmaceutical jargon into compelling messages is a challenge in itself. So what happens when you need to take a complex idea and make it resonate with audiences all over the world?
The patients TRAFIK’s clients communicate with don’t just speak different languages – there are also vast differences in the ways they access healthcare. “Whenever you’re creating patient-facing communications, you have to take these differences into account,” says Gyuri. “You’re often talking to vulnerable people who feel fear and uncertainty about the future, who are often very anxious.
“The only way to communicate with these people is by talking with empathy. To do that efficiently, you have to understand how these people live, and in what context they’re consuming your messages.”
To ensure their visual communications work effectively no matter where they’re being seen, Gyuri and his team regularly work with Entre Les Lignes. By outsourcing translation and localisation, TRAFIK’s creative team can focus on what it does best: designing impactful, human-focused communications.
“We don’t always understand a single word on the design. But we still send it out under TRAFIK’s name, so our reputation is on the table. We can only do that because we trust Entre Les Lignes so much.”
The first project TRAFIK and Entre Les Lignes collaborated on involved communicating with a particularly vulnerable group: individuals experiencing early symptoms of Alzheimer’s. The client, a global leader in research-focused healthcare, needed patients to agree to their samples being used in scientific research.
“We created a video, and from that we created a leaflet for a communication campaign aimed at enrolling people for the study,” says Gyuri. “The campaign ran in various countries, including Russia, Denmark, England and Germany.
“Entre Les Lignes helped us with the localisation, so that the campaign worked in different languages and in different regulatory landscapes. Many people signed up for the trial as a result.”
When you don’t speak a language, successful communication depends on a skilled translator; someone who will choose the right words and phrases to convey your message as accurately as possible.
And when the messages you’re translating could affect the decisions patients make about their care, having trust in your translation agency is particularly important. Gyuri knows that by working with Entre Les Lignes, he never has to worry about the quality of translations.
“There was a recent project where we needed a voiceover recorded in German,” he explains. “Entre Les Lignes helped us to review the voiceover, and since none of us speak any German, we had to trust them to get it right. They reviewed the recording and made some changes. We sent it to the client and they said ‘yeah, it’s fantastic.’
“They’re the type of team we can trust blindly, and that’s a big factor here. We’re working with global clients, so if we create a design that has Russian copy on it, we don’t always understand a single word on the design. But we still send it out under TRAFIK’s name, so our reputation is on the table. We can only do that because we trust Entre Les Lignes so much.”
“By choosing likeminded partners whose values and aspirations align, Gyuri believes smaller agencies like his can offer superior service when compared to larger competitors.”
Looking ahead, TRAFIK is striving to work with more of the world’s biggest pharmaceutical companies, teaming up with Entre Les Lignes whenever translation is required. By choosing likeminded partners whose values and aspirations align, Gyuri believes smaller agencies like his can offer superior service when compared to larger competitors.
“By creating partnerships where we do the design and they do the translations, we can act as a global agency,” he says. “For the client, it means that instead of meeting with some random account manager at a big company, they’re meeting with the owners – people with passion and loyalty, real entrepreneurs.
“Clients get much better value from working with an agency partnership like the one we have with Entre Les Lignes. Trust is a tricky thing – it takes a while to form. We trust Entre Les Lignes fully, and I think they trust us too. So we want to keep working with them for as long as possible.”