1. Make sure that your vendor is using the latest translation memory/database enabling tools and that they are not charging you for repeat phrases or overcharging on fuzzy matches.  Many vendors discount the word rate, but then charge over and over again for the translation of the same string when future updates are required.
2. Choose a vendor that hires professional translators who are trained and qualified in the appropriate subject matter.  Not everyone that knows the source and target languages can act as a translator and machine translation is far from achieving desired results.
3. Check with the vendor to make sure that the team of translators used can be engaged in follow up projects to maintain continuity and consistency. Document translation can take place by one translator, but quality is better achieved when another set of eyes reviews the full source against the target. Make sure your vendor is involving a second translator in the process.
4. Translated documents often require professional desktop publishing, particularly before sending to print. Make sure your translation company can provide professional desktop publishing.
5. Request a dedicated project manager to ensure that your project is delivered on budget, on schedule and based on predetermined quality expectations. Use only vendors that employ professional project managers.

Rapport International, LLC is a full service language translation company based in metro-west Boston.  Rapport can handle all your translation needs in over 100 languages.

California became the first state to pass a law requiring that health insurance organizations provide interpretation and translation services to patients with limited English proficiency.  In some states there are also requirements on pharmacies to post signs letting customers know they offer translation services, which must include interpretation and translation of medication labels, guidance on how to take the prescription and information on warnings. These services can be provided over the phone, in person, or by a third-party contractor.

In order to comply with the new legislation, some New York pharmacies use unedited computer translation output.  Relying on computer translation can result in disaster.    Some computer errors include translating “once a day” into “eleven times a day” — an error resulting from the fact that “once” is also a Spanish word meaning “eleven”.

When in comes to medical care, there is no room for translation error. In an article published in the New England Journal of Medicine, Dr. Glenn Flores gave a couple of powerful real-life examples of the effects of these kinds of mistakes. He told of a Spanish-speaking 18-year-old who collapsed on his girlfriend’s floor after telling her he felt “intoxicado”. When the girlfriend and her mother repeated the word to English-speaking paramedics, they took it to mean “intoxicated” rather than “nauseated” and treated the patient for drug overdose. Thirty-six hours later, the patient was reevaluated and it was found that he was suffering from hematomas (blood clots) around his brain. Tragically, the misdiagnosis resulted in quadriplegia, and the hospital paid $71 million in the ensuing malpractice suit. In another example, Indiana-based Mead Johnson Nutritionals recalled 4.6 million cans of Nutramigen Baby Formula in 2001 due to misleading Spanish directions on bilingual labels. Fortunately, the problem was caught before any infants were adversely affected, but the cost of recalling and re-labeling the cans was exorbitant. Although hiring a translator or interpreter may have seemed unnecessary to these institutions beforehand, they paid dearly for the resulting mistakes.

As states continue to change the laws, accurate translation and interpretation within the healthcare system is in clear demand.  Persons with limited English proficiency need to have access to reliable and safe information. Health care providers who make use of professional language services can protect both themselves and their consumers from the costly — and potentially deadly — consequences of a poor translation.

One company that specializes in healthcare and medical translation and interpretation is Rapport International.  Rapport International can provide quality translation in over 100 languages.

Do not use slang, colloquialisms, or improper grammar. Catchy marketing phrases do not work across cultures and languages – sometimes they don’t even work in different countries with the same language. Electrolux was thrilled in the UK with the response to their slogan “It sucks”. They could not understand why it was not well received in the United States!

2. Drop local references or specific country places.

Unless you plan on changing the marketing copy for each country that speaks the same language, do not make specific references to a particular geographic area or local customs. On the other hand, if you are targeting specific groups of consumers, it is best to adapt marketing materials to each country. In this case, use local references, terminology and the right currency.

3. Make pictures culturally appropriate.

A well-distributed magazine about diversity and opportunity for African Americans featured an Allstate full page back ad with a glowing white family leaning out the car windows. Oops, wrong target audience. The pictures need to reinforce the ad copy and targeted audience. People notice the glaring errors and they also can pick out foreigners in local publications.

4. Allow white space.

Translation expands the written copy and can be 20 – 30% longer depending on the language. A favorite example is “Fahrvegnugen” which is one German word but when translated it becomes four words in English – “the pleasure of driving”.

5. Make sure the original copy is well written.

Even the best translation company can’t fix bad writing. Bad writing always equals bad translation.

6. Stay consistent

When you develop your marketing message, keep it consistent and use the same tested translation. Often, we see companies letting their in-country distributors translate the marketing materials. This is the equivalent to having the sales force write the marketing material.