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New Tools Can Improve Compliance and Lower Translation Costs
 

New Tools Can Improve Compliance and Lower Translation Costs

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Life-saving and life-enhancing products succeed only if both the products and their associated information completely meet the patients’ needs. Errors in content can have profound effects. And if you’re marketing your products in multiple countries, you must make sure you translate your information accurately while still controlling costs. But writing, reviewing, and translating content doesn’t have to be as error-prone and labor-intensive as it’s become. You can use automated content optimization tools to help you make sure you’re using correct terminology, clear phrasing, and avoiding errors that could cause confusion or raise translation costs. In this presentation, you’ll learn how these tools can help – and how you can get the most out of them.

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    New Tools Can Improve Compliance and Lower Translation Costs New Tools Can Improve Compliance and Lower Translation Costs Presentation Transcript

    • New Tools for Writers can Improve Compliance & Lower Translation Costs Tom Aldous, SVP Global Operations 3 April 2014
    • Content Everywhere Research Technical Instructions & QAPs Brochures & Data Sheets Mfg. & Safety SOPs Clinical Trials Sales Enablement Labeling Records Software UI & Embedded Help Process & Quality Manuals
    • $- $1,000 $2,000 $3,000 $4,000 $5,000 $6,000 $7,000 0 5 10 15 20 25 30 35 40 45 50 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 July-2012 U.S. Pharmaceutical Industry Penalties Number of Settlements Financial Penalties (millions) Projected Growth of Major Pharmas - 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 '94 '96 '98 '00 '02 '04 '06 '08 '10 '12 '14 '16 '18 '20 China's Total Healthcare Spend ($ millions) 0 5 10 15 20 25 30 35 40 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Major Pharma & Biotech M&A Deals Your World is Changing Evolving Regulations Pricing Pressure Increasing M&As Global Expansion
    • 16 36 70 147 248 361 513 587 719 817 1018 1093 1262 1400 1530 1650 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 Millions of Users 13.6 13.8 14 14.2 14.3 14.5 14.7 14.8 15 5.3 5.8 6.3 6.8 7.3 7.8 8.3 8.8 9.2 16 17.7 19.4 21.2 23 24.8 26.7 28.5 30.3 64.7 62.4 60.1 57.8 55.5 53.1 50.8 48.5 46.3 2010 2015 2020 2025 2030 2035 2040 2045 2050 US Population Projections Black Asian Hispanic White “Anyone connected to documentation will always be considered a necessary burden…”4.7% 6% 12% 14% 17% 19% 1960 1980 2000 2020 2040 2060 Foreign-Born Share of US Population Series2 Changing Content Production & Consumption Diversity of Writers Diversity of Consumers Smaller Budgets Available Online
    • Implications For Your Content
    • Implications For Your Content Readability Increasing diversity of customers
    • Implications For Your Content Engagement Readability Competitive pressure
    • Implications For Your Content Engagement Readability Translatability Global expansion
    • Implications For Your Content Engagement Readability Consistency Translatability Evolving regulations Increasing M&As
    • Implications For Your Content Findability Engagement Readability Consistency Translatability Content increasingly online
    • Implications For Your Content Findability Engagement Readability Consistency Translatability Automation Shrinking lifecycles Cost pressures
    • FDA’s DSMA “Write it Right” Guidelines  “User error is a growing problem with home care devices. “One factor that contributes to the increase in these errors is the difficulty that lay users have understanding the instruction manuals provided with the devices.”  “Your goal should be to provide the least competent user with the information necessary to use your device in the most safe and effective manner possible.”
    • FDA’s Advice on Content  Labeling should be directed to users – Not to researchers, engineers, or designers  Failure to consider target audience “leads to confusion and means that the company has not achieved the state-of- control intended by the QS regulation”  Label cannot be false, misleading, inaccurate, inappropriately inconspicuous; lack generic and/or established names; contain inadequate instructions and warnings; contain puffery or subjective statements; …
    • “Write it Right” Rules  Write to a sixth or seventh grade reading level  Make sure short headings tell readers enough  Include only one topic in each heading  Write procedures in short, identifiable steps  Limit each step to no more than three logically connected actions  Avoid referring the user to another place in the manual  Use no more than one clause in a sentence  Place phrases that describe or explain at the end of the sentence  Avoid formal language  User personal pronouns  Avoid abbreviations or acronyms  Don’t write in all capital letters  Express ideas of similar content in similar form (e.g., “twist” vs. “turn”)  Put adjectives and adverbs close the words they modify  Avoid adverbs that are difficult to define or interpret (e.g., “quickly” vs. “within one minute”)  Use active voice  Use action verbs, not nouns created from verbs (e.g., “utilization”)
    • Those Rules Boil Down To… Keep it Simple Be Consistent Avoid Superlatives 1 2 3
    • How You Optimize Your Content Today Findability Readability Engagement TranslatabilityConsistency  Spelling  Grammar  Style  Terminology  SEO Keywords Manual  Spelling  Grammar Guided (MS Word) Measured
    •  Spelling  Grammar  Style  Terminology Manual  Spelling  Grammar Guided Measured Automated Content Optimization Findability Readability Engagement TranslatabilityConsistency  Readability  Informality  Liveliness  SEO Keywords  SEO Keywords (Everywhere)  Reuse
    • SEO Keywords  Optimize while authoring – Rather than after publishing  Move responsibility upstream – Reduce optimization costs – Expand optimization opportunities
    • Reuse  How it works – Automatically match new content against existing translated content – Guide authors to reuse  Benefits – Reduce translation costs – Increase quality
    • Readability, Informality, Liveliness Measure tone of voice to:  Improve consistency across documents  Meet needs of individual audiences  Make content more readable, understandable, engaging
    • Automation Helps You Meet Enterprise Needs Shared Enforceable Scalable Findability Readability Engagement TranslatabilityConsistency
    • Case Study  Problem – High rate of acquisitions – Transitioning from RO to products  Solution – More compliant, consistent, & translatable language  Benefits – Help enter regulated markets – Save money on localization – Accelerate time to market – Protect brand equity – Improve success of M&As
    • Business Drivers  Reduce ambiguity, confusion, errors  Simplify for non-native speakers  Enable quicker, more cost-effective translations  Facilitate machine translation  Tune to each audience  Accelerate time to market  Protect brand equity
    • What Should You Do?  Define your audiences – Target readability level – Target voice  Define your terminology & brands  Define your keywords
    • Expected Benefits 10% cost benefit in writing 60% cost benefit in editing 15% cost benefit in translation 20% improvement in readability
    • Acrolinx technology helps the world’s best companies speak with one voice.
    • Some Acrolinx Customers Software Aerospace Financial Services High TechMedical Industrial & Engineering
    • About Acrolinx  Started at German Research Center for Artificial Intelligence  Spun out in 2002  Privately owned  Headquarters in Santa Clara & Berlin Top 100 Companies in Digital Content Industry Speak With One Voice
    • Thank You! Tom Aldous Tom.aldous@acrolinx.com http://www.linkedin/in/tmaldous