We assembled an all-star team of linguists, engineers, search engine marketers, and project managers for a catered approach. Taking the time to listen to the organization’s needs was key in defining a fitting voice in the Spanish language.

Situation

Global health organization client has one mission: to help people make sense of complex medical and personal information about cancer-related health. We joined this highly compassionate, analysis-driven organization to guide the process of creating a website for its Spanish-speaking audience. Delicate decisions had to be made about content prioritization, language choice, and vendor partnerships. The resulting website is tailored to the U.S. market and relevant to Spanish-speaking audiences with a caring touch.

Challenge

Our primary charge was to convey medically accurate information for any layperson to understand in the Spanish language. Our client’s brand personality and the sensitive subject matter had to be taken into consideration for a multifaceted challenge:

  • Defining their tone and voice in Spanish
  • Carrying over emotional sensitivity and cultural appropriateness
  • Building a team of responsible, adaptable professionals aligned with the client’s mission
  • Make the site rank highly in organic results of relevant Spanish language searches

Solutions

Taking the time to listen to the organization’s needs was key in defining a fitting voice in the Spanish language. We assembled an all-star team of linguists, engineers, search engine marketers, and project managers for a catered approach, which included:

  • Linguistic analysis to identify special language treatment, cultural, and copy adaptation
  • Glossary with key terminology and style guide to establish brand voice in Spanish
  • Custom-built language team including translators, editors, copywriters and search specialists
  • Expert reviewer with medical translation background, passion for the organization’s mission, and voice that connects with target audience

Highlights & Results

Our work helped our client reach its goal of providing Hispanic audiences with medically accurate, easy-to-read translations aligned with the organization’s mission. Spanish-speaking cancer patients and their loved ones can now access the same support and resources as everyone else. Project highlights include:

  • Content creation process fully integrated with localization
  • Translated information that is welcoming, accurate, non-judgmental and understood by all
  • Steady growth of client’s Spanish-speaking online community in the US, as well as visitors from Spain and Latin America
  • Ongoing localization strategy responding to needs of Spanish-speaking audience
  • Top-10 organic ranking for Spanish search terms ensured their mission and content is easily accessible to families and patients seeking information on the web

Learn more about what Acclaro can do for your multilingual organization – contact us today.