Lost in Translation: Testing Aortic Messaging With Non-Native English Speakers
Most of the world's physicians read marketing in their second language. If a message only works for native speakers, it isn't working.
A manufacturer wanted to finalize messaging for a branch stent-graft. Foundational testing had already taken place at congress in the US. This round moved to Europe.
Interviews were held at the congress in Germany, giving access to a largely European sample. Each physician took part in a one-hour structured interview that included a device demonstration, concept ranking and a detailed critique of draft marketing materials.
The final sample comprised 21 physicians: 19 vascular surgeons, 1 cardiothoracic surgeon, and 1 interventional radiologist. Nine were from Germany and eight from Italy, with the rest from other markets, including the US.
Recruiting mainly European physicians was a deliberate strength. Most were non-native English speakers, which exposed language issues that a US-only sample might miss. Simpler wording and visuals were preferred.
The underlying position held up well. Physicians agreed the device's value lies in simplifying artery preservation; the challenge was making that clear in plain language.
Interviews were filmed, giving the client direct footage of physicians' reactions to each concept.
Running consecutive rounds at congresses on two continents let the client test, refine and retest its messaging with different audiences before launch.
