Translating for medical &Translating for medical &pharmaceutical marketingpharmaceutical marketing& promotion& promotion

Field overview

Technical /creative input & constraints

Challenges & strategies

Exercises & examples4

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Medical & pharmaceutical marketingMedical & pharmaceutical marketing& promotion& promotion

FIELD OVERVIEWFIELD OVERVIEW

• 2010 projections: global pharma sales> $825 billion

• Growth based on:1. Global macroeconomics2. Developments in innovative/

mature products3. Expanding healthcare access4. Increased funding

1. FIELD OVERVIEW1. FIELD OVERVIEW

Healthcare & Pharmaceuticals:Healthcare & Pharmaceuticals:Growing sectorsGrowing sectors

• Above-average risk due to high uncertaintyof product development success/failure

• Very high R&D costs as percent of totalrevenues (19.6% vs. 4% inmanufacturing industry)1

• Many compounds are standard formulationssearching for a differentiated product &

blockbuster sales is why R&D, advertising,& sales budgets have increased inrecent years

1. FIELD OVERVIEW1. FIELD OVERVIEW

Healthcare & Pharmaceuticals:Healthcare & Pharmaceuticals:Special considerationsSpecial considerations

1 Pharmaceutical Research Manufacturing Association

• 10-15 years to develop a new product• FDA approval generally takes 16 months• Average cost to bring to market =

$500 million; average product life =10 years

• Only 1 in 500 compounds eventually sold• Less than 1/3 of marketed products provide

ROI for R&D expenditures2

1. FIELD OVERVIEW1. FIELD OVERVIEW

Healthcare & Pharmaceuticals:Healthcare & Pharmaceuticals:Special considerations (cont.)Special considerations (cont.)

2 Pharmaceutical Research Manufacturing Association

• Asia-Pacific region is the fastestgrowing market

Low costsFavorable regulatory environmentIncrease in disposable incomeSeveral health insurance programsensuring sales of proprietary products

1. FIELD OVERVIEW1. FIELD OVERVIEW

Healthcare & Pharmaceuticals:Healthcare & Pharmaceuticals:World market trendsWorld market trends -- APACAPAC

• Emergence of infrastructure• Rapidly changing & lightly

regulated markets• High prevalence of disease & large

population bases• IP compliance complaints (USTR Priority

Watch List: Brazil, China, India, Indonesia,& Russia)

1. FIELD OVERVIEW1. FIELD OVERVIEW

Healthcare & Pharmaceuticals:Healthcare & Pharmaceuticals:World market trendsWorld market trends –– MEA & IndiaMEA & India

• Increasingly solvent populations• Legislative reforms patent protection• High prevalence of diseases & large

population bases• Quality standards comparable to other

“traditional research markets”

1. FIELD OVERVIEW1. FIELD OVERVIEW

Healthcare & Pharmaceuticals:Healthcare & Pharmaceuticals:World market trendsWorld market trends –– S. America &S. America &E. EuropeE. Europe

• Majority of worldwide sales byUS-based companies

• Aging populations: no. of people 45-64years old to increase 41% by 20153

• Direct-to-consumer advertising hasincreased demand

• Pharmaceutical industry is relatively**immune from the effects of economic cycles

1. FIELD OVERVIEW1. FIELD OVERVIEW

Healthcare & Pharmaceuticals:Healthcare & Pharmaceuticals:World market trendsWorld market trends –– N. America &N. America &EuropeEurope

3 Wall Street Journal

1. FIELD OVERVIEW1. FIELD OVERVIEW

Healthcare & Pharmaceuticals:Healthcare & Pharmaceuticals:World market trendsWorld market trends

Company Symbol Shareprice Mkt. value

R&Dspending

rankSales rank

Johnson & Johnson JNJ 58.61 161636.6507 4 2

Pfizer Inc. PFE 16.40 132284.5945 2 3Novartis AG NOVN 53.00 121237.5 3 4

F. Hoffmann-LaRoche Ltd. ROG 139.70 118836.2656 1 5

Merck & Co. Inc MRK 35.35 110208.6398 7 9

GlaxoSmithKline plc GSK 12.62 100773.3018 6 6

Abbott Laboratories ABT 50.61 78119.8276 13 10

AstraZeneca Plc AZN 50.54 73232.46 9 8

Bayer Ag BAY 49.22 52121.8812 10 7

Novo Nordisk A/S NOVO B 513.00 51853.2009 20 -

1. FIELD OVERVIEW1. FIELD OVERVIEW

Top ten pharmaceutical companies byTop ten pharmaceutical companies bymarket valuemarket value44

4 2009 industry annual reports

1. FIELD OVERVIEW1. FIELD OVERVIEW

Drugs under development byDrugs under development bytherapeutic categorytherapeutic category55

5 Drugs in development or awaiting regulatory approval based on2009 financial reports from top 20 companies by sales revenue

1. FIELD OVERVIEW1. FIELD OVERVIEW

Your role: to help sell medical products& devices acrossinternational boundaries &cultural barriers

Expectation: to create specific jargon bycombining scientificknowledge & marketing tools

Goal: to develop the skillsnecessary to handle creativemarketing translations thatconvey scientific messages

TECHNICAL/CREATIVE INPUT& CONSTRAINTSTECHNICAL/CREATIVE INPUT& CONSTRAINTS

•Clinical trials•Journals

•Longitudinalprescriptiondata (LRx)

•Key opinionleaders(KOLs)

•Point-of-care•Patient

education•DTP ads

•Co-promotions•Social media•Testimonials

•Trade shows•Web-based

portals•CRM

•Wholesalerknowledge

•Distributioninfo

•Sampling/detailing

drugs•Continuing

medicaleducation

(CME)

Direct-to-patient(DTP)

SalesPrescriber-level

B2B

Target &convert

prescribers

Promotepatient

awareness

Createadvocates

2. TECHNICAL/CREATIVE INPUT & CONSTRAINTS2. TECHNICAL/CREATIVE INPUT & CONSTRAINTS

Marketing channelsMarketing channels

Large sales,long-term

relationships

Medical MarketingTranslations

AccurateEngaging

Marketing mixRegulatory

environmentAudienceregister

CreativityMedicalknowledge

Brandpersonality

Document DevelopmentDocument Development

2. TECHNICAL/CREATIVE INPUT & CONSTRAINTS2. TECHNICAL/CREATIVE INPUT & CONSTRAINTS

• Unique selling proposition expandportfolio without product cannibalization

• Product augmentation• What borrows from the existing pharma

model/brand platform?• Client/competitor reference materials

2. TECHNICAL/CREATIVE INPUT & CONSTRAINTS2. TECHNICAL/CREATIVE INPUT & CONSTRAINTS

Creative inputCreative input

2. TECHNICAL/CREATIVE INPUT & CONSTRAINTS2. TECHNICAL/CREATIVE INPUT & CONSTRAINTS

Regulatory constraintsRegulatory constraints• Adequate communication of indication• Disclosing risk information• Use of fully prescribed name• Labeling specifications• Disease “awareness” communications

Novartis made waves in July with FDAwarning letter on social media violations

**See DDMAC Regulatory Information,Federal Food, Drug and Cosmetic Act,CFR, Enforcement Actions**

2. TECHNICAL/CREATIVE INPUT & CONSTRAINTS2. TECHNICAL/CREATIVE INPUT & CONSTRAINTS

Regulatory constraintsRegulatory constraints• SPCs• IFUs• Templates• EMEA, FDA,

Health Canada,etc.

• Packaging size/shape constraints“Next-generation” packaging is a new challenge

• DTP layout/captions• Client-specific glossaries, references• Prohibited claims:

Regulatory constraints,competitive environment,product niche

2. TECHNICAL/CREATIVE INPUT & CONSTRAINTS2. TECHNICAL/CREATIVE INPUT & CONSTRAINTS

Layout & text constraintsLayout & text constraints

• Online media is differentiated by its spaceconstraints & interactive nature:

Sponsored links: title: 25 characters, body text:75 characters, displayed link: < 35 charactersFacebook: title: 25 characters, body text:135 wordsTwitter: 140 total characters

2. TECHNICAL/CREATIVE INPUT & CONSTRAINTS2. TECHNICAL/CREATIVE INPUT & CONSTRAINTS

Multimedia restrictionsMultimedia restrictions

CHALLENGES & STRATEGIESCHALLENGES & STRATEGIES

To develop the skills needed tocreate clear, creative translationsthat convey scientific messages

3. CHALLENGES & STRATEGIES3. CHALLENGES & STRATEGIES

Main challengeMain challenge

Important questionsto ask yourself

during translation?What’s

credible?

Compatiblewith

companyvalue

offering?

What’smemorable?

What borrowsfrom existing

pharmamodel?

3. CHALLENGES & STRATEGIES3. CHALLENGES & STRATEGIES

Shotgun approach:• Top-down, all-inclusive approach• Broadest & most diverse target audience

Sniper approach:• Targeted, progressive approach• Curricular approach to educate over time

3. CHALLENGES & STRATEGIES3. CHALLENGES & STRATEGIES

Two typical industry approachesTwo typical industry approaches

3. CHALLENGES & STRATEGIES3. CHALLENGES & STRATEGIES

Shotgun approachShotgun approach

Who? What? When?Where? Why?

How?

Less informational

Trigger curiosity

3. CHALLENGES & STRATEGIES3. CHALLENGES & STRATEGIES

Shotgun approachShotgun approach

3. CHALLENGES & STRATEGIES3. CHALLENGES & STRATEGIES

Sniper approachSniper approach

No inundation ofinformation

Separate, moretargeted messages

Cumulative approach

3. CHALLENGES & STRATEGIES3. CHALLENGES & STRATEGIES

Is paper really passIs paper really passéé??

• Generational issues: moredifficult transition to digital in medical field

Elderly population• Healthcare is supposedly an egalitarian

target market socioeconomic issues withdigital platform

• With pharma/med devices there will alwaysbe a physical product

Packaging, inserts, IFUs, etc.

3. CHALLENGES & STRATEGIES3. CHALLENGES & STRATEGIES

Technical jargon & terminologyTechnical jargon & terminology

• Translations still needto be understood bytarget audience

Doctors, nursespatients, caretakers, etc.

• Use diagrams & referencematerials to ensuretranslated terms make“sense” in target language

Do not default to literal/equivalence translations

3. CHALLENGES & STRATEGIES3. CHALLENGES & STRATEGIES

Technical jargon & terminology:Technical jargon & terminology:inadequate translationsinadequate translations

TonsillitisAngina(RU)AspirationSuccion (FR)Suction

Gasa con suerofisiológico

Esponjacon salino(ES)

Saline spongeBisturi da 10Bisturi (IT)Ten blade

“Correct”translation

Original“inadequate”translation

Source

1.Keep up-to-date on market intelligence2.Research existing products & their

marketing strategies3.Understand consumer behavior & trends4.Learn about the regulatory environment(s)

for your country/language combinations

3. CHALLENGES & STRATEGIES3. CHALLENGES & STRATEGIES

Translator strategiesTranslator strategies

EXERCISES & EXAMPLESEXERCISES & EXAMPLES

4. EXERCISES & EXAMPLES4. EXERCISES & EXAMPLES

Example 1: Translating word playExample 1: Translating word play

4. EXERCISES & EXAMPLES4. EXERCISES & EXAMPLES

Example 1: Translating word playExample 1: Translating word play“Cattails”

(type of plant)&

“cat tails”(meow!)

4. EXERCISES & EXAMPLES4. EXERCISES & EXAMPLES

Example 2: NonExample 2: Non--Latin alphabetsLatin alphabets

Inclusion oflanguage- &

alphabet-specificsigns & symbols

4. EXERCISES & EXAMPLES4. EXERCISES & EXAMPLES

Example 3: Technical, prescriber docsExample 3: Technical, prescriber docs

4. EXERCISES & EXAMPLES4. EXERCISES & EXAMPLES

Example 3: Technical, prescriber docsExample 3: Technical, prescriber docs

Client terminology/technical jargon:Tension band wiring (TBW)Traction absorbing wiring (TAW)Plate fixation wiring

4. EXERCISES & EXAMPLES4. EXERCISES & EXAMPLES

Example 4: Handling referencesExample 4: Handling references

Medical marketingrelies heavily ondata & statistics

Expect referencesin English/foreign

languages

4. EXERCISES & EXAMPLES4. EXERCISES & EXAMPLES

Example 4: Handling referencesExample 4: Handling references

1. Know how to research &cite appropriately

2. Understand how your end clientwants you to handle references

Does you client want the officialtitle or a translation?

4. EXERCISES & EXAMPLES4. EXERCISES & EXAMPLES

Example 5: Copywriting conundrumsExample 5: Copywriting conundrums

Ad-speak is not verymalleable or

translation-friendly

Interlinguistictranspositions,neologisms,

buzzwords, etc.

4. EXERCISES & EXAMPLES4. EXERCISES & EXAMPLES

Example 6: Plain languageExample 6: Plain language

• Started at a government/legal level• Creating documents that are easy for the

target audience to understand• Language/register shifts• Patient-oriented documents should be

written at a 4th to 8th-grade reading level

4. EXERCISES & EXAMPLES4. EXERCISES & EXAMPLES

Example 6: Plain languageExample 6: Plain language

4. EXERCISES & EXAMPLES4. EXERCISES & EXAMPLES

Example 6: MultimediaExample 6: Multimedia

• Testimonials,commercials,webcasts, etc.

• Timeconstraints

• Scriptwriting:flexibility,multipleversions, etc.