Marketing Communications in Life Sciences:
Best Practices for Global Success
Within the life sciences industry, products and solutions often have a truly global reach, meaning the importance of comprehensive marketing communications (marcomms) cannot be overstated. Simply translating content into different languages is not enough—successful communication relies on meaningful localization to connect with diverse audiences in their cultural context.
If you are launching a new product, communicating with healthcare professionals, or engaging patients directly, localization gives you the power to tailor your messaging to resonate globally with your intended audience. According to recent reports by CSA Research, over 75% of life sciences organizations are expanding their international marketing efforts. This highlights the need for quality localization as the bridge to reach consumers worldwide. This article will explore best practices for marcomm strategies through targeted and culturally aware localization.
Adapting Life Sciences Messages Across Borders
Understanding your audience is at the core of any successful global marketing campaign. In life sciences, end-user diversity—whether patients, healthcare professionals, or partners—requires thoughtful messaging that respects cultural nuances. For example, regulatory guidelines vary distinctly by region, which will impact the language and tone that should be used.
Localization isn’t simply a case of translating words; it requires adapting the overarching message to make sense to the target market. When localizing for a specific region, think beyond words. Consider imagery, cultural sensitivities, and even healthcare expectations that may differ from your home market. Effective localization means communication that’s as natural and impactful as if it were written by a native marketer, which enhances trust and engagement. Research indicates that higher levels of patient engagement significantly increase the number of patients experiencing better health outcomes.
Best Practice #1: Regulatory Compliance with Cultural Sensitivity
One of the most challenging aspects of marcomms in life sciences is balancing regulatory compliance and cultural sensitivity. Each country typically has its own set of regulations concerning medical marketing, from the guidelines of the U.S. FDA to the requirements of the European Medicines Agency (EMA) or China’s National Medical Products Administration (NMPA). Content localization must align 100% with these regulations while engaging the audience in a local and authentic way.
For example, promoting a medical device in the Middle East requires ensuring that language reflects regulatory standards while considering local cultural preferences and healthcare practices. In some countries, the tone of health communications must be adjusted to respect local customs. This could be overlooked without a robust localization process.
Best Practice #2: Centralized Strategy, Local Execution
While life sciences companies often adopt a centralized approach to marketing to maintain brand consistency, the execution of these strategies must be localized to resonate with each target market. A centralized strategy offers uniformity—essential for brand integrity—but must be flexible enough to accommodate localized variations.
Take the example of a pharmaceutical company launching a new product. The core campaign can remain consistent, but localized versions should account for local terminology, cultural attitudes toward the treatment, and even how the content is delivered. That may differ from digital channels, print, or direct-to-physician outreach. This approach allows the brand to maintain a consistent image globally while ensuring the message feels relevant and personal on a local level. Â This balance between centralization and localization equips companies with the capabilities to drive higher engagement and deeper market penetration because it enables them to effectively meet both global and local market needs.
It is important to note, however, that in certain areas, the trends toward decentralization and diversity in clinical trials are also having a lasting impact on the clinical trial space.
At this point, it’s valuable to turn to the experience of life sciences marketing expert Alec McChesney, Director of Business Development at SCORR Marketing. Alec explains:
"To ensure global marketing campaigns remain both relevant and consistent, life sciences companies must balance a cohesive brand strategy with localized execution. This starts with deep cultural insights and market research, allowing companies to tailor messages that resonate with local values while staying compliant with varying regulatory standards."
Best Practice #3: Leveraging Digital Tools and Content Management Platforms
Without the right tools, localizing content at scale has the potential to be much more complicated than it needs to be. Digital content management systems (CMS) and specialized localization management platforms are essential to ensure efficient consistency and agility across global markets. Vistatec offers services designed specifically to streamline the localization of life sciences content. This type of bespoke solution allows marketing and comms teams to collaborate seamlessly with translation and localization experts.
These tools help keep all content consistent but allow localized changes to meet more specific market needs. This is vital for regulatory compliance because all changes must be rigorously documented and tracked. Working with the right tools means local marketing teams can execute their campaigns the way they want while still adhering to the brand’s overall strategy.
Alec adds to this by highlighting the importance of personalized insight at scale:
"Personalized insight at scale enables companies to tailor messages to specific areas and even to specific individuals. This allows you to speak to the specific problems individuals and audiences are having while still maintaining the brand standards and message you own."
Best Practice #4: Choosing the Right Tone and Style
The tone and style of your marcomm materials and content can significantly affect how they are received by your audience. In life sciences, where the content often includes complex medical information, it’s essential to balance professionalism and accessibility.
Localization involves choosing a tone that aligns with local expectations. In some cultures, a formal tone is expected when discussing medical treatments, whereas in others, a more conversational approach might work better, especially if the content is aimed at patients. Using culturally appropriate language for empathy and understanding is vital in enhancing patient engagement and improving communication outcomes.
Best Practice #5: Incorporate SEO Best Practices in Localization
SEO is vital in Marketing Communications for life sciences companies that wish to expand globally. SEO best practices should be incorporated into localized content to rank well in local search engines. Keyword research must be done in the target language, and cultural terminology variations must be considered. For example, medical terms commonly used in the United States may, in some cases, be slightly different than those used in the UK or Australia, even though the language is English.
Using local keywords and optimizing for regional search engines is a great way to ensure your content reaches its intended audience. Incorporating localized SEO helps your content cut through the noise and delivers your message to those who need it most.
Engaging Local Stakeholders for Success
Collaboration with local stakeholders is key. Whether it’s translators, local marketing experts, or regulatory consultants, having the right partners involved at every step of the localization journey ensures success. Vistatec is proud of its global network of industry experts across the life sciences sector, meaning marketing and communications teams can count on expertise, knowledge, and integrity worldwide.
As Alec emphasizes,
"Balancing a consistent global brand message with the need for localized content that resonates culturally and reflects local healthcare priorities is essential. Establishing a global brand identity with core values and key messaging that remains consistent across all markets allows for a unified presence while speaking authentically to each audience."
Marketing communications are powerful tools for success in the life sciences industry. There is a growing need to prioritize understanding the end user, considering cultural nuances alongside regulatory needs, using the right digital tools, and adopting a localized SEO strategy.
Interested in learning more about how to achieve these in your strategy? Contact us or visit www.vistatec.com