Local materials beat global materials: why your international marketing content may not be cutting through in the Aussie market
Australia’s geography and culture make it special. Global healthcare company headquarters based the US or Europe are, and feel, very far away.
Global headquarters of healthcare companies commonly share sales and marketing materials with their Australian counterparts. On the surface of it, it is an efficient and streamlined use of resources. However, this is often a false economy. Your content fails to connect with potential customers if it doesn’t seem relevant to Australia then it costing you sales opportunities.
Your medical technology might be utilised in the same way in Melbourne, Florida as it is in Melbourne, Victoria. However, a lack of Australia-orientated content can give the impression that you do n0t care about tailoring to this market. Or worse: that you don’t have enough experience in the region yet to make the user case. Neither perception is ideal.
Customers make decisions within the context of their own environment and lived experience, and poorly localised materials risk alienating them. A competitor offering more relatable materials may well give you a run for your money.
Can you prove that your technology is making a difference in the Australian marketplace today? We have seen content localisation work for our clients and believe that creating local materials beats global materials any day. In this case study we helped a US client create Australian B2B content for a rapid influenza testing product.
Whether you are conducting in B2B or B2C sales, local materials will ensure the best fit with your audiences. It is more than just a direct translation of the language. Take into account our culture, our diverse ethnicity, local healthcare influencers and the Australian patient experience.
Like all cultures, Australian culture permeates all facets of life, including business. The SBS Culture Atlas has some insights into Australian culture and etiquette in business that are reflective of our straight-shooting approach to life.
Does this sound familiar?
While meetings may seem casual, they are still taken very seriously.
They (Australians) do not like high-pressure tactics or other types of selling that are confrontational and pushy.
Aim for a win-win outcome as an even deal will create better chances of future business with them (Australians).
If you are conducting B2B sales, do you quote local Key Opinion Leaders? Do you cite trials involving Australian researchers? Together with Australian language and tone of voice, these factors can bring an audience closer or push them away.
Additionally, the Australian patient experience is often vastly different from elsewhere. Access to approved drugs may occur on completely different timelines from other countries. Our private/public healthcare blend means costs, waiting times and the degree of patient autonomy is unique. This should be reflected in B2C materials.
This is a challenge that the Patient Voice Initiative are trying to tackle. Jessica Bean, President of the Patient Voice Initiative, said: “I think there is a real risk when companies don’t provide relevant materials for patients. In this day and age, patients are connected and online communities are influential.
“The risk is that patients are accessing content that is not right for the Australian context. It can cause frustration.”
Using Australian case studies, slang, geography or cultural references will better connect with your target audience. Localising materials makes them more engaging and shareable, creating a sense of community. Ms Bean said that this is key to build trust with the consumer.
Schedule a Zoom meeting to learn more about how your sales and marketing materials could be Australianised.