End-of-life care is often a difficult topic, and it can be especially challenging for non-English speaking U.S. residents. Deeply-held cultural views about death and dying, combined with language issues, can fuel misunderstanding of the subject and the services that surround it.
VITAS Healthcare, the nation's leading provider of end-of-life care, recognised this situation and determined that offering their content in local languages - including via multilingual websites - would greatly help defuse it.
"We want to be sure our services are available to those who need them, without language as a barrier," said Jeff Stewart, Assistant Vice President of Digital Communications at VITAS. "We've always translated our printed materials, and decided to offer Spanish and Chinese versions of our website to better serve those local communities online."
Seeking a Solution
VITAS searched for a website translation solution that would free its marketing team from the time-consuming work required to deploy and operate multilingual websites. They also wanted to ensure high quality and accurate translations, reflecting the language's original tone and cultural nuance. "We selected MotionPoint because it offered an ideal combination of automation for cost-savings and speed, with human translation to handle the nuances and emotional aspects of our content," Stewart said.
VITAS evaluated different options and chose MotionPoint to deploy, operate and optimise its websites in Spanish and Chinese.
"The topics we deal with are emotionally charged and require thoughtful and appropriate translation," noted Stewart. "That was a major reason we decided against using machine translation. For instance, when translating the word 'death,' the automated translation would use the word 'kill,' which could frighten potential patients. Due to the sensitive nature of how we convey the end of life in our websites, we know that writing, and translating it, is truly an art form that cannot be automated."