When it comes to the global web, many U.S. device and drug companies are like young children playing hide and seek in the park: They are the toddler who thinks he is effectively camouflaged by a tree only 6 inches in diameter. Yet, for the seeker it is readily apparent where the hider is located because he really is in relatively full public view. The "build it and they will come" philosophy is alive and well - but false.
Making the situation even worse is the fact that a significant proportion of web sites are essentially unusable. Think about all those web sites in English that are slow, confusing, and in many cases broken. Translating these sites does not make a "globalized" or sticky site. It only means that the previously unusable English site is now unusable in additional languages.
So what are medical device and pharmaceutical companies to do about this? Web localization is a process requiring extensive preparation and visioning, in combination with usability and cultural research and strategy. Every user interface needs to be developed and validated with research and testing.
Here are six resources to help companies build effective and sticky global web pages:
- Creating usable, engaging web sites
- The best global device and pharma web sites
- Why international web sites fail
- Talk about "usability", not "quality"
- Overcoming cultural barriers to global marketing
- All you need to know about web usability
Translating web pages? Get more details about ForeignExchange's expertise in translating pharmaceutical and medical device web sites.
Categories: web localization