Spanish-Language Hospital Website Speaks Volumes for Patient Relations
- For organizations with multilingual end-users, translating the customer website experience into alternative languages without compromising the original communications objectives can be a challenge. When that website includes a back-end management system, the challenge is complex, with both messaging and delivery technology equally key to success.
Metropolitan hospitals are especially susceptible to a multicultural environment. They have a great deal of complex information to convey to diverse constituent populations with widely varying agendas. Naturally, patients and their families are at the top of the list.
Such was the case for Blythedale Children’s Hospital
, which recently completed a rebranding campaign
with Harrison Leifer DiMarco. The hospital’s new brand was unveiled in December 2011 to launch a new state-of-the-art in-patient facility for children with complex medical needs. The launch included a new brand look and theme, which were delivered in an all-new website, ad campaign and promotional literature.
In the early stages of creative development, the agency’s market research had determined that over 25% of Blythedale’s patient population uses Spanish as their primary language and that those patient families wanted information to be available in their own language. Meeting this need would be the hospital’s first priority post-launch.
“Most organizations will offer a Spanish-language section on their websites, but our plan was to provide the entire online patient experience in Spanish. We built the content management system so that every component of the Patient & Families section of the website would translate, without compromising the site design or sacrificing any of the messaging. This would enable Spanish-speaking families to experience the site and access all of the information the same way English-speaking families would,” explains Ed Brennan, HLD’s Chief Creative Officer (and resident EMT), who heads the Blythedale account.
The Spanish-language site
, which can be accessed directly through its own URL or via a link on the English-language home page, went live in early April. It was accompanied by a patient brochure and several service line brochures in Spanish.
“We anticipate additional support tools for Blythedale’s Spanish-speaking patients and their families, as the hospital continues to develop new marketing material. We are impressed with Blythedale’s dedication to this aspect of the campaign and look forward to helping them move forward with this and other components of the rebranding initiative,” Ed said.
For more information, contact Ed Brennan at firstname.lastname@example.org
or (516) 536-2020.
About Harrison Leifer DiMarco
Harrison Leifer DiMarco (www.hldnow.com)
is a full-service marketing and public relations agency headquartered in Rockville Centre, New York. Smart, strategically focused and creatively driven, the HLD team takes responsibility, ownership and action in applying every discipline of a well-integrated communications arsenal, including branding, advertising, digital communications, public relations, social networking and media.