0
DR JEKYLL
OR MR HYDE?
THE STRANGE CASE
OF MEDICAL
MARKETING
TRANSLATION
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, ...
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 ...
PART I:
UNDERSTANDING MEDICAL
MARKETING TRANSLATION
Is this untranslatable?
Building a marketing mindset
What kind of tran...
PART II:
MEDICAL MARKETING
TRANSLATION PRACTICUM
Inter-linguistic wordplay
and puns
Ad-speak, neologisms
and buzzwords
Bra...
WHAT IS
MEDICAL
MARKETING
TRANSLATION?
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
MEDICAL MARKETING
TRANSLATION
TECHNICAL
EXPERTISE
INSPIRED
MESSAG...
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
THE POWER,
PERSUASION AND
EFFECTIVENESS
OF A MESSAGE
ACCURACY
DEV...
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
THE EU PHARMA INDUSTRY
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
KNOWING YOUR
LANGUAGE MARKET
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
“PHARMERGING”
MARKETS
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
DIRECT-TO-CONSUMER (DTC)
** Only 2 nations currently permit DTC *...
THREE TYPES OF DTC
DTC
Product
claims
Reminder
advertisements
Help-seeking
advertisements
Erin M. Lyons – BiomedNouvelle ©...
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
DTC EXAMPLES IN THE PRESS
CONSUMERS OF ALL AGES
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
DIRECT-TO-PHYSICIAN (DTP)
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
AN AUDIENCE OF PHYSICIANS
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
CREATIVE
TRANSLATIONS
TO CONVEY
SCIENTIFIC
MESSAGES
“We’ve Got Yo...
WHAT KIND OF
TRANSLATOR
ARE YOU?
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Reading and understanding
the source text
THE CHALLENGES
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Transfer...
Where does the profile of
the perfect translator fall?
✗
Risk-taking
Capitulating
Prudent
Perseverant
Erin M. Lyons – Biom...
AS A PROACTIVE TRANSLATOR…
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
TAKE
STRATEGIC
DECISIONS
UPSTREAM
TAKE...
BUILDING A
MARKETING
MINDSET
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
ASK YOURSELF:
Is this compatible with
[restriction X, Y, Z]?
What borrows from/builds on existing
industry/cultural refere...
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
WORKING WITH MULTIPLE LAYERS
OF COMMUNICATION
IS THIS
UNTRANSLATABLE?
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
A RARE CASE OF
MEDICAL
MARKETING THAT
IS EASY FOR THE
TRANSLATOR
TO SWALLOW
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 20...
WHAT IS “UNTRANSLATABLE”
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
FROM EARLIER…
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
NOW, LET’S TRANSLATE
How would you
translate these
for your langu...
UNTRANSLATABLE CATEGORIES
Inter-linguistic wordplay
and puns
Ad-speak, neologisms
and buzzwords
Brand-specific
proprietary...
INTERLINGUISTIC
WORDPLAY
AND PUNS
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
TRANSLATING
PUNS AND
IDIOMS:
A DELICATE
OPERATION
Arabic ‫ﻱيﺥخﺍاﻁطﺭر‬ ،٬‫ﺏبﺍاﻝلﻥنﺍاﺭر‬ ‫ﻱيﻝلﻉعﺏب‬
English to play with fire
French jouer avec le feu
German mit dem Feuer
It...
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
CAT GOT
YOUR
TONGUE?
A stretch in
English, this
pun seems
virtual...
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
The pun on
“cat” is aimed
at showing a
drug capable of
treating b...
SOLVING THE “CAT” PUN?
Can a more banal (no pun)
translation be used?
Do multilingual versions need to stand
up side by si...
AD-SPEAK,
NEOLOGISMS
AND BUZZWORDS
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Marketers love to invent new
words (neologisms) to make
their products stand out
ALL ABOUT THE BUZZ…
Erin M. Lyons – Biome...
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
DIVERGENCS IN AD-SPEAK
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
A CLOSER LOOK
BRAND-SPECIFIC
PROPRIETARY
TERMS
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
A CLASSIC CASE…
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
ANOTHER EXAMPLE…
Varying degrees
of effectiveness
in translation
EXAMPLE 1
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
YOUR
TRANSLATIONS?
EXAMPLE 2
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
YOUR
TRANSLATIONS?
EXAMPLE 3
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
YOUR
TRANSLATIONS?
EXAMPLE 4
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
YOUR
TRANSLATIONS?
EXAMPLE 5
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
YOUR
TRANSLATIONS?
EXAMPLE 6
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
YOUR
TRANSLATIONS?
Erin M. Lyons
elyons@biomednouvelle.com
www.biomednouvelle.com
QUESTIONS?
Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014...
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Dr Jekyll or Mr Hyde? The Strange Case of Medical Marketing Translation

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Don Draper has left the building. No creative team, no focus group, and no medical miracle workers at your beck and call: welcome to the world of medical marketing translation – a veritable jungle of multisyllabic pharmacological buzzwords, 140-character limits, and culturally opaque content. This is a challenging field for linguists, who must engage both the right and left brain to master the science of creating artful, engaging, and medically accurate copy. Translators must be prepared to draw on a broad skill set to walk the fine line between pharmacochemistry expert and marketing genius. In this workshop, we will explore the challenges of terminology, linguistic mutation, and brand-specific proprietary terms. Then, we will use sample translations to investigate interlinguistic wordplay, language-specific tone and voice, and production and regulatory constraints. We will also use word-association exercises to improve linguistic dexterity and creative wordsmithing.

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

  1. 1. DR JEKYLL OR MR HYDE? THE STRANGE CASE OF MEDICAL MARKETING TRANSLATION Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  2. 2. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  3. 3. “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 Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  4. 4. PART I: UNDERSTANDING MEDICAL MARKETING TRANSLATION Is this untranslatable? Building a marketing mindset What kind of translator are you? Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  5. 5. PART II: MEDICAL MARKETING TRANSLATION PRACTICUM Inter-linguistic wordplay and puns Ad-speak, neologisms and buzzwords Brand-specific proprietary terms Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  6. 6. WHAT IS MEDICAL MARKETING TRANSLATION? Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  7. 7. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  8. 8. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin MEDICAL MARKETING TRANSLATION TECHNICAL EXPERTISE INSPIRED MESSAGING
  9. 9. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin THE POWER, PERSUASION AND EFFECTIVENESS OF A MESSAGE ACCURACY DEVELOP CREATIVE FLUENCY
  10. 10. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin THE EU PHARMA INDUSTRY
  11. 11. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin KNOWING YOUR LANGUAGE MARKET
  12. 12. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin “PHARMERGING” MARKETS
  13. 13. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin DIRECT-TO-CONSUMER (DTC) ** Only 2 nations currently permit DTC ** (USA & New Zealand)
  14. 14. THREE TYPES OF DTC DTC Product claims Reminder advertisements Help-seeking advertisements Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  15. 15. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin DTC EXAMPLES IN THE PRESS
  16. 16. CONSUMERS OF ALL AGES Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  17. 17. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin DIRECT-TO-PHYSICIAN (DTP)
  18. 18. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin AN AUDIENCE OF PHYSICIANS
  19. 19. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin CREATIVE TRANSLATIONS TO CONVEY SCIENTIFIC MESSAGES “We’ve Got Your Back”
  20. 20. WHAT KIND OF TRANSLATOR ARE YOU? Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  21. 21. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  22. 22. Reading and understanding the source text THE CHALLENGES Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin Transferring the source meaning Writing the target text
  23. 23. Where does the profile of the perfect translator fall? ✗ Risk-taking Capitulating Prudent Perseverant Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  24. 24. AS A PROACTIVE TRANSLATOR… Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin TAKE STRATEGIC DECISIONS UPSTREAM TAKE DECISIONS OF DETAIL DOWNSTREAM
  25. 25. BUILDING A MARKETING MINDSET Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  26. 26. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  27. 27. ASK YOURSELF: Is this compatible with [restriction X, Y, Z]? What borrows from/builds on existing industry/cultural references? What is memorable? Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin What is credible?
  28. 28. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  29. 29. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin WORKING WITH MULTIPLE LAYERS OF COMMUNICATION
  30. 30. IS THIS UNTRANSLATABLE? Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  31. 31. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  32. 32. A RARE CASE OF MEDICAL MARKETING THAT IS EASY FOR THE TRANSLATOR TO SWALLOW Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  33. 33. WHAT IS “UNTRANSLATABLE” Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  34. 34. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin FROM EARLIER…
  35. 35. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin NOW, LET’S TRANSLATE How would you translate these for your language combination(s)? Would transcreation or new copy work better?
  36. 36. UNTRANSLATABLE CATEGORIES Inter-linguistic wordplay and puns Ad-speak, neologisms and buzzwords Brand-specific proprietary terms Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  37. 37. INTERLINGUISTIC WORDPLAY AND PUNS Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  38. 38. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  39. 39. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin TRANSLATING PUNS AND IDIOMS: A DELICATE OPERATION
  40. 40. Arabic ‫ﻱيﺥخﺍاﻁطﺭر‬ ،٬‫ﺏبﺍاﻝلﻥنﺍاﺭر‬ ‫ﻱيﻝلﻉعﺏب‬ 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 Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  41. 41. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin CAT GOT YOUR TONGUE? A stretch in English, this pun seems virtually untranslatable
  42. 42. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin 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
  43. 43. SOLVING THE “CAT” PUN? Can a more banal (no pun) translation be used? Do multilingual versions need to stand up side by side? Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin Can the visual be replaced for an equivalent, rather than literal pun?
  44. 44. AD-SPEAK, NEOLOGISMS AND BUZZWORDS Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  45. 45. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  46. 46. Marketers love to invent new words (neologisms) to make their products stand out ALL ABOUT THE BUZZ… Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin Sometimes words are used in novel ways (ad-speak) Other expressions build on buzz in the medical field
  47. 47. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin DIVERGENCS IN AD-SPEAK
  48. 48. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin A CLOSER LOOK
  49. 49. BRAND-SPECIFIC PROPRIETARY TERMS Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  50. 50. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  51. 51. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin A CLASSIC CASE…
  52. 52. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin ANOTHER EXAMPLE… Varying degrees of effectiveness in translation
  53. 53. EXAMPLE 1 Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  54. 54. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  55. 55. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin YOUR TRANSLATIONS?
  56. 56. EXAMPLE 2 Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  57. 57. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  58. 58. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin YOUR TRANSLATIONS?
  59. 59. EXAMPLE 3 Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  60. 60. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  61. 61. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin YOUR TRANSLATIONS?
  62. 62. EXAMPLE 4 Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  63. 63. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  64. 64. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin YOUR TRANSLATIONS?
  65. 65. EXAMPLE 5 Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  66. 66. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  67. 67. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin YOUR TRANSLATIONS?
  68. 68. EXAMPLE 6 Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  69. 69. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
  70. 70. Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin YOUR TRANSLATIONS?
  71. 71. Erin M. Lyons elyons@biomednouvelle.com www.biomednouvelle.com QUESTIONS? Erin M. Lyons – BiomedNouvelle © 2014 – FIT 2014, Berlin
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