Observations from RSNA

Attending the world’s largest annual week-long radiology industry meeting, sponsored by The Radiological Society of North America (RSNA), was an invigorating experience. The Geo Group has exhibited at the event for the past several years. This year, however, I had the opportunity to walk the trade show floor and observe from an attendee’s point-of-view. I saw an interesting blend of global marketing creative and highly technical information, combined to attract potential equipment buyers into large, well-lit booths.

RSNA attracts over 54,000 medical professionals from around the world. Global marketing is a challenge when taking into account various cultural differences. It reminded me that literal translations of creative materials will never work. Creating text – transcreation – is the preferred method of adapting a creative message from one language to another.

Technical sales information, although easier to translate, has its own nuances with one being the use of highly specialized terminology. Sometimes industry standards dictate global word meanings including translated words, but what happens when an industry-specific word does not exist in medical dictionaries or journals? That’s when you work with the product engineers who are standing on the trade show floor, supporting the sales personnel. Global product engineers are a great asset when deciding on new terminology and are happy to help out given the pride they have in their invention.

There is a lot at stake for the medical device manufacturer when competing for the a million dollar sale of a MRI machine and related software. Building a global message will resonate with their customers.

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