Transcreation: Language and Cultural Awareness.

Hey, this is Manny with CultureSpan Marketing. I just wanted to share some thoughts and insight about transcreation.

Transcreation is very important to us here at CultureSpan — it’s at the root of a lot of what we do for our clients.

Simply put, transcreation is using cultural intelligence and insight to develop campaigns that resonate with Hispanic audiences. So really, this is the polar opposite of translating your campaigns, which only addresses language. Transcreation digs into cultural influences that may affect the attitudes and beliefs about your products and services.

Really thinking about this with healthcare, general market messaging (English language messaging) would anchor around quality indicators like Joint Commission accreditations, more points of access to care, and maybe advanced technology.

For Hispanic audiences, our recommendations in utilizing transcreation here and really anchoring around culture would actually dig into things more emotionally.

We would be thinking about how the healthcare system could build more trust in the community, how the healthcare system actually cared for me and my extended family, and maybe even use personal recommendations and testimonials as a vehicle to talk about the brand. They’re very different approaches.

I can tell you now that translation just utilizing language is not very effective. You really have to dig in and really understand what the culture thinks and believes about your product or service.

That’s transcreation in a nutshell and it can apply to just about any product and service out there. If you want to learn more, we’ve got a lot of information about this on our website. Just go to CultureSpanMarketing.com. Thanks a lot!