The solution: Good localisation doesn’t feel translated
We know that literal translation often misses the mark in global clinical trials. But what does getting it right actually look like? When you localise content, you move beyond word-for-word translation. You create materials that resonate with participants on a human level. The goal is not simply to translate information accurately, but to ensure that it is relatable and easy to understand, regardless of language, culture or healthcare context.
In this article, we explore the characteristics of well-localised clinical trial materials and the practical considerations that help content resonate across different markets.
The clearest sign of a successful localisation is that participants don’t notice it
The content feels as though it was created for them from the outset, rather than adapted from another language or market – nothing feels unfamiliar or unnecessarily complicated. This allows participants to focus on understanding the information rather than the language used to convey it. Taking part in a clinical trial often involves complex information and important decisions, so when content feels clear, relevant and culturally appropriate, participants are more likely to trust the information they are given and feel comfortable engaging with the study.
Key components of localised content
Effective localisation considers how people understand information, how they relate to healthcare communications, and how content will be reviewed within the local environment.
- Cultural relevance: Words are only one part of the participant experience. Examples, imagery, measurements and everyday references should feel familiar to local audiences. Something as simple as adapting date formats, time conventions or food references can make content easier to interpret and more relatable.
- Local expectations and requirements: Healthcare communication is shaped by cultural norms, societal attitudes and regulatory expectations. A tone that feels appropriate in one market may feel overly formal or too informal in another. Sensitive health topics may require different approaches depending on the local context, while ethics committees often have specific preferences regarding terminology and phrasing. Considering these factors early can help ensure materials are both culturally appropriate and aligned with local review requirements.
- Language that supports understanding: Medical terminology, complex sentence structures and technical explanations can create unnecessary barriers, particularly when participants have varying levels of health literacy. Localisation should help ensure key messages remain clear and accessible without losing scientific accuracy.
Localisation starts earlier than you may think
Localisation is most effective when it is considered from the start and not treated as an afterthought. This helps ensure participant-facing materials remain relevant and meaningful across different markets and provides a stronger foundation for adaptation and review.
While AI can help make localisation faster and more efficient, it still relies on human judgement to ensure participant-facing materials feel culturally appropriate and meaningful.
Local review remains an important part of the process, helping to identify nuances in language, tone and cultural relevance that may not be apparent to global study teams. The result is participant-facing communications that are easier to understand and more appropriate for local audiences.
As participant engagement is an important part of clinical research, localisation deserves to be considered a core element of trial communication strategy rather than a final translation step. This is where experienced patient communication partners can add real value, helping to ensure materials are not only accurate, but meaningful to the people they are designed to support.
