When I first started writing this article, I had to decide how I’m going to style the head noun of the title. Is it e-Learning with a hyphen or without it and what’s the difference anyway? So, I did a little research and found out that the former was used in the earlier days when the concept was still new and unfamiliar to many. But as it was rising and slowly becoming a regular part of our lives, we dropped the hyphen so we could save ourselves from pressing one more key of the keyboard. That’s how I got to learn something new, even if it’s as banal as learning how to style a word.
Transcreation is most definitely not one of the things that spring to mind when we talk about the medical translation or localization of pharmaceutical materials. With all the seriousness of study protocols, summaries of product characteristics and correspondences with the regulatory bodies, we tend to forget that medical and pharmaceutical companies also need marketing solutions to propel their business and reach their customers and clients.
Pharmaceutical and medical industries are the two biggest players in the life sciences sector who frequently launch and sell their products on the global markets. Of course, to do so, they need to approach each of these markets with the utmost care. We are all their customers and we all have different healthcare needs and desires.
Copywriters use a variety of stylistic devices to create catchy and effective marketing messages. Most of the time, though, these devices only work in the source language and can easily get lost in translation. This is where transcreation or creative translation comes into play.