Dr Jekyll or Mr Hyde? The Strange Case of Medical Marketing Translation

DR JEKYLL OR MR HYDE?

THE STRANGE CASE OF MEDICAL MARKETING

TRANSLATION

Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin


“With every day and from both sides

of my intelligence, the moral and

intellectual, I thus drew steadily to

that truth by whose partial discovery

I have been doomed to such a

dreadful shipwreck: that man is not

truly one, but truly two.”

- Dr Jekyll and Mr Hyde


PART I: UNDERSTANDING MEDICAL

MARKETING TRANSLATION

Is this untranslatable?

Building a marketing mindset What kind of tran

slator

are you?


PART II: MEDICAL MARKETING

TRANSLATION PRACTICUM

Inter-linguistic wordplay

and puns

Ad-speak, neologisms

and buzzwords

Brand-specific

proprietary terms


WHAT IS MEDICAL MARKETING TRANSLATION?




MEDICAL MARKETING TRANSLATION

TECHNICAL EXPERTISE INSPIRED

MESSAGING


THE POWER, PERSUASION AND EFFECTIVENESS OF A MESSAGE

ACCURACY

DEVELOP CREATIVE FLUENCY


THE EU PHARMA INDUSTRY


KNOWING YOUR LANGUAGE MARKET


“PHARMERGING” MARKETS


DIRECT-TO-CONSUMER (DTC)

** Only 2 nations currently permit DTC ** (USA & New Zealand)

THREE TYPES OF DTC DTC

Product claims

Reminder advertisements

Help-seeking advertisements



DTC EXAMPLES IN THE PRESS

CONSUMERS OF ALL AGES



DIRECT-TO-PHYSICIAN (DTP)


AN AUDIENCE OF PHYSICIANS


CREATIVE TRANSLATIONS TO CONVEY SCIENTIFIC MESSAGES

“We’ve Got Your Back”

WHAT KIND OF TRANSLATOR ARE YOU?



Reading and understanding the source text

THE CHALLENGES


Transferring the source meaning

Writing the target text

Where does the profile of

the perfect translator fall?

✗

Risk-taking

Capitulating

Prudent

Perseverant


AS A PROACTIVE TRANSLATOR…


TAKE STRATEGIC DECISIONS UPSTREAM

TAKE DECISIONS OF DETAIL

DOWNSTREAM

BUILDING A MARKETING MINDSET



ASK YOURSELF:

Is this compatible with

[restriction X, Y, Z]?

What borrows from/builds on existing

industry/cultural references?

What is memorable?


What is credible?



WORKING WITH MULTIPLE LAYERS

OF COMMUNICATION

IS THIS UNTRANSLATABLE?



A RARE CASE OF MEDICAL MARKETING THAT IS EASY FOR THE TRANSLATOR TO SWALLOW


WHAT IS “UNTRANSLATABLE”



FROM EARLIER…


NOW, LET’S TRANSLATE

How would you translate these

for your language combination(s)?

Would transcreation or new copy work

better?

UNTRANSLATABLE CATEGORIES

Inter-linguistic wordplay

and puns

Ad-speak, neologisms

and buzzwords

Brand-specific

proprietary terms


INTERLINGUISTIC WORDPLAY AND PUNS




TRANSLATING PUNS AND IDIOMS:

A DELICATE OPERATION

Arabic ييللععبب ببااللنناارر٬، ييخخااططرر

English to play with fire French jouer avec le feu German mit dem Feuer Italian giocare col fuoco Portuguese brincar com fogo Russian играть с огнем

LITERAL AND FIGURATIVE CORRESPONDENCE



CAT GOT YOUR

TONGUE?

A stretch in English, this pun seems virtually

untranslatable


The pun on “cat” is aimed at showing a drug capable of treating both indoor and outdoor allergies

There is formal equivalence but a lack of dynamic

equivalence

SOLVING THE “CAT” PUN?

Can a more banal (no pun)

translation be used?

Do multilingual versions need to stan

d

up side by side?


Can the visual be replaced for

an equivalent, rather than

literal pun?

AD-SPEAK, NEOLOGISMS AND BUZZWORDS



Marketers love to invent new words (neologisms) to make their products stand out

ALL ABOUT THE BUZZ…


Sometimes words are used in novel ways (ad-speak)

Other expressions build on buzz in the medical field


DIVERGENCS IN AD-SPEAK


A CLOSER LOOK

BRAND-SPECIFIC PROPRIETARY TERMS




A CLASSIC CASE…


ANOTHER EXAMPLE…

Varying degrees of effectiveness in translation

EXAMPLE 1




YOUR TRANSLATIONS?

EXAMPLE 2




YOUR TRANSLATIONS?

EXAMPLE 3




YOUR TRANSLATIONS?

EXAMPLE 4




YOUR TRANSLATIONS?

EXAMPLE 5




YOUR TRANSLATIONS?

EXAMPLE 6




YOUR TRANSLATIONS?

Erin M. Lyons

[email protected]

www.biomednouvelle.com

QUESTIONS?


Date post:	10-May-2015
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Dr Jekyll or Mr Hyde? The Strange Case of Medical Marketing Translation

Health & Medicine