EMS, or Electromedical Systems, is a global manufacturer of medical devices. From their headquarters in Nyon, Switzerland, and several other locations worldwide, a team of over 1000 works to improve the treatment experience for patients and clinicians in the fields of dental prevention, urology and pain therapy.
Thanks to the company’s drive for innovation and pursuit of perfection, you can now encounter EMS products in any place where you might find a dentist or a hospital — in short, pretty much anywhere in the world.
Scaling B2B marketing efforts to 27 languages
The story of EMS’s global expansion is not an overnight success story. A lot of it can be attributed to combining technical expertise with a deep understanding of customers' needs.
And, of course, communicating the right message to them in their language.
Pia Andresen, Marketing Coordinator at EMS, tells us that they translate their marketing assets into 27 languages as part of their global strategy.
These assets include:
- printed materials like brochures, flyers, posters, and rollups;
- digital documents like ebooks;
- social media posts;
- website content;
- user manuals;
Typically, the translations are handled by EMS's local marketing teams, with additional support from translation agencies as needed.
However, the task of managing translations across so many different types of documents and languages proved complex.
To hit their growth targets, it was key for Pia and her team to find a streamlined solution for collaboration between various teams and stakeholders spread across different locations.
You can probably guess which solution they went with in the end.
Wasting valuable time on manual copy-pasting
The complexity of the task hit home for Pia when she found herself spending days copying and pasting text between InDesign and Excel files. It quickly became clear to her that relying on a manual translation process was unsustainable for long-term growth.
She tells us:
After Pia was done, she would hand off the text to team members in the local markets to translate.
This was then followed by another hand-off to graphic designers, who would also have to deal with manual copy-pasting to recreate the original design of the brochure, 15 times over.
Mistakes from human error
Pia also tells us that translations using Excel files opened the door to errors at different stages of the workflow.
Misplaced entries, deleted cells, and using outdated versions of the file — all common occurrences that consumed time and resources, highlighting the need for a more streamlined and error-proof solution.
Lack of visibility and transparency in the translation management process
Pia shares that in EMS’s early days of handling translations, they lacked a dedicated role for translation project management.
This gap became apparent as they shared files via email, leading to significant challenges in tracking the progress of their translations. Without a centralized system, it was nearly impossible to determine who had started a translation, who had completed it, or who hadn't even begun.
A complicated InDesign translation workflow
EMS heavily relies on Adobe InDesign for creating its print marketing materials. So, when looking for translation management, it was absolutely essential for them to find one that could handle IDML files.
However, finding a tool that offered strong support for InDesign was challenging.
While EMS tried out some other translation management tools, they were disappointed to discover that some of the biggest names in the market didn't meet their needs.
Until they discovered Redokun.
Automatic formatting of translated files
When testing out Redokun, the “a-ha moment” for Pia and her team at EMS came when they experienced Redokun's automatic formatting feature with one of their own documents.
After translating the test document into their native languages, they could download a correctly formatted document in each language with the simple click of a button.
Clear workflow overview
One of Redokun's most impactful features, as highlighted by Pia, is its ability to provide a clear overview of the translation process. With visibility into the progress status at every workflow stage, she never has to send an email chasing people with updates on when the translation will be finished.
“With Redokun, we keep the overview on where do we stand, which countries have already started, which are in the process of translating and who isn't, and who has finished. It's amazing that we can keep this overview.”
Greater control of corporate identity and design
For EMS, maintaining a consistent corporate identity and design across all documents is paramount.
Redokun enables them to review each document before it's finalized, ensuring the design remains untouched and aligned with their brand marketing strategy.
Another thing that stood out to Pia about Redokun was its integration with DeepL and Google Translate, along with its ability to remember and suggest repetitive translations from former projects.
The intuitive nature of Redokun has been a significant advantage for EMS. Pia finds that adding translators and assigning tasks within Redokun is straightforward and user-friendly. This ease of use, coupled with the tool's effectiveness, made adopting Redokun an obvious choice for EMS.
Global translation assignments in 5 minutes
With Redokun, what previously took a substantial amount of time and manual work can now be accomplished in about five minutes. This efficiency has enabled EMS to distribute translation projects worldwide at a much greater scale than before.
300% increase in global marketing campaigns
Thanks to the ease and speed at which they can translate marketing assets with Redokun, EMS has seen a dramatic increase in its capacity to launch marketing campaigns.
Pia notes that the time saved by using Redokun has allowed them to expand from 4-5 campaigns in 2021 to 15-16 a year in 2023, in another testament to the efficiency gains provided by the tool.
Streamline your translation workflow with Redokun
Join EMS and other global leaders who have transformed their translation processes with Redokun. Experience the ease, speed, and accuracy it brings to your global marketing efforts.
To find out how Redokun can help you and your team succeed in your goals, get in touch for a demo today!