Beyond Translation: The Art of Cross-Cultural Communication in Pharma

In this Pharmaceutical Executive video interview, Angela Tenuta, President, Full Service Agencies, at EVERSANA INTOUCH, explores the findings of their study What Matters Most: The Trends That Will Shape Pharma Marketing In 2025. Tenuta emphasizes the importance of embracing AI as an innovation and highlights specific examples of how AI is being used to improve efficiency and effectiveness in marketing campaigns. The discussion also discusses the ethical considerations associated with AI, particularly regarding patient privacy and data security. The conversation also touches on the growing importance of direct-to-patient (DTP) models and the challenges and opportunities associated with globalization in healthcare, emphasizing the need for cultural sensitivity and adaptability in global marketing campaigns to effectively reach diverse audiences.

The study mentions the importance of cultural sensitivity in global marketing campaigns. Can you share some best practices for pharma companies to ensure their messaging resonates across different cultures and healthcare systems?

I think we can bring a lot together here, because what cultural relevancy meant in a global campaign two years ago was the picture on the campaign reflected the people in different regions and maybe a little bit of language changes or tonal changes, depending on language. And while that was a good start, now when you apply barrier busting things like we can, when we really think about health equity at scale, or AI you can, you can start to make significant changes.

So, I'll take the AI one as the first example, just a single campaign going globally can now be done like this. Your global build kit can be automatically translated. You can put some behavioral nuances into it. You want conversational French versus medical French, for example. Or you want people in different types of scenes in different types of countries. You can apply that through a business rule and automatically take one campaign global, and then the different regions can spend their time instead of translating and adapting and arguing about that to the larger issues of, how are we going to reach now?

So, a really exciting trend I'm starting to see in the EU and other areas quick to follow new media methods, new ways to reach doctors and with disease awareness patients to help them with some of the identification pathways that have happened in the Us for many years, we're not just pumping out we're not spending all of our time just pumping out core campaigns. We are spending our time trying to move people along the funnel. That's an exciting change for me.