July 1, 2020

Science is international, but what about scientific marketing?

Every now and then we have office brainstorming sessions that not only involve huge amounts of cake (should I say cake is international?), but also new ideas for clients’ projects, e.g. ideas for rebranding strategies, exploring strapline options, ad themes, etc. Working in scientific marketing one would think that working across different cultures is not too challenging. After all science is international.

But is marketing as well? Not necessarily. Some marketing strategies are more successful in some countries than they are in other countries. Some slogans are funny and catching in one language and when translated either totally miss the point or, even worse, are offensive. And some ideas simply do not translate into other cultures and languages at all.

Our team here at kdm communications is very international and our knowledge of languages and cultural peculiarities ranges from French, Spanish, Italian and German to Japanese and Mandarin Chinese. Being a native German speaker, I find myself quite often dampening the flow of the creative juices during the abovementioned brainstorming sessions by pointing out that a certain idea doesn’t translate well into German and we need to explore other options. After all we want to offer our clients the best services – technical writing, scientific content and intercultural compatibility.

Keep reading

Account Manager discussing press relations and scientific marketing strategies at ACHEMA 2024, highlighting the importance of face-to-face interactions for media coverage.
July 22, 2024

Boosting exposure at ACHEMA 2024: press relations and scientific marketing

In a world dominated by digital communications – from email and instant messaging to video calls and webinars...

Read more
how to drive more traffic to your website
July 11, 2024

How to drive more traffic to your life sciences website

Generating traffic and building loyal audiences in today’s competitive digital landscape requires a nuanced approach for life sciences...

Read more
analytica europe
April 19, 2024

Insights and opportunities – a successful trip to analytica Europe

One of our top priorities at kdm is to forge strong relationships with every one of our amazing...

Read more