How pharma companies can be more inclusive
24 Apr 2023
6 mins
Pharma plays a critical role in promoting health and well-being around the world. In order to effectively serve patients, however, it is essential that industry prioritizes language inclusivity.
This means ensuring that all patients, regardless of their language or cultural background, have access to and can understand the resources and services they need.
According to a recent report by RWS, Unlocked 2023: In Understanding We Trust, nearly half - 44% - of global consumers are frustrated by the dominance of the English language on the internet and technology.
The report highlights the importance of understanding and appreciating national identity, culture and languages, with consumers feeling strongly that brands must show their understanding and appreciation of these factors. In reality, only a few feel that brands understand their cultural needs and priorities.
Prioritizing inclusivity
As the pharmaceutical industry increasingly focuses on patient-centric care, it is critical that companies prioritize language inclusivity.
By ensuring that all patients can understand the information and resources they need, companies can break down barriers and ensure that all patients feel welcome and seen.
One of the most effective ways to improve language inclusivity in pharma is through the use of technology. Digital platforms and tools can be used to provide information in a variety of languages, making it easier for patients to access the information they need in their preferred language. This includes everything from patient portals and mobile apps to telemedicine platforms.
An example of this is the use of chatbots to provide language support for patients. Chatbots are computer programs that can communicate with patients through text or voice commands. They can be programmed to provide information in a variety of languages, making it easier for patients to access the resources they need.
This can be particularly useful for patients who may not speak the dominant language of the country in which they reside.
Another way that technology can be used to improve language inclusivity is through telemedicine. Telemedicine is the practice of providing medical care remotely, using technology such as video conferencing, remote monitoring and mobile apps. This approach can be particularly effective in rural or remote areas where healthcare services may be limited or non-existent.
By providing telemedicine services in multiple languages, pharma companies can ensure that people from all linguistic backgrounds can access medical care and advice remotely.
This can be especially important during times of crisis, such as the COVID-19 pandemic, when people may be hesitant to seek medical care in person due to safety concerns.
Technology has advanced to a point where it can help improve language inclusivity in pharma. Translation software, in particular, can be used to automatically translate documents and other resources into a variety of languages, making it easier for patients to access the information they need. This can be particularly useful for patient education materials, which are often complex and difficult to understand.
It is important to note, however, that technology is not a one-size-fits-all solution. While digital platforms and tools can be effective, they must be used in conjunction with other strategies to ensure that all patients have access to the resources they need.
This includes providing in-person language support, such as interpreters or bilingual staff, as well as cultural competence training for healthcare providers.
Appreciating local cultures
In addition to improving language inclusivity, it is also critical for the pharmaceutical industry to appreciate and respect local cultures. According to the RWS report, 71% of people identify and take great pride in their nation’s history, culture and language. Interestingly, this sentiment rises to over 90% for consumers from countries like India, Kenya, Nigeria and Ghana.
In contrast, people from the USA and Britain are also proud of their national identity. However, the report indicates that the younger generation is leading the way in celebrating its heritage, with almost half of consumers aged 18-34 expressing a great deal of pride in national identity and culture.
The report also reveals that nine in ten consumers (88%) feel strongly that brands must show their understanding and appreciation of national identity, culture and languages. However, only 23% feel that brands understand their cultural needs and priorities.
In a sector like pharma, where patients come from diverse backgrounds, it is crucial to bring language inclusivity to the top of the agenda. This can be achieved by using technology to improve accessibility, breaking down barriers, and ensuring all feel welcome and seen.
To effectively serve patients, pharmaceutical companies must understand and appreciate these cultural nuances. This includes everything from understanding local beliefs and customs to ensuring that patient education and marketing materials are culturally appropriate. Companies must also prioritize diversity and inclusion in their hiring practices to ensure that they have a workforce that is representative of the communities they serve.
Ultimately, prioritizing language inclusivity and cultural appreciation in the pharmaceutical industry is critical for ensuring that all patients have access to and can understand the resources and services they need.
By using technology to improve language access, providing in-person language support, and appreciating local cultures, companies can break down barriers and create a more inclusive healthcare system.
This approach not only benefits patients but also helps to build trust and loyalty with customers, ultimately leading to better health outcomes for everyone.
Inclusivity is just one of the six themes covered in our report - click here if you would like to read the full report.
Wendy Farrell
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