Cultural nuances: the key to patient-focused MedTech materials 

When introducing a wearable device, medical app, or other MedTech innovation to international markets, translation alone isn’t enough. Even with perfect linguistic accuracy, overlooking cultural nuances can mean the difference between a patient who feels connected and one who loses interest. 

Neglecting these aspects can create confusion, errors, or damage to your reputation. Addressing them from the outset, however, can foster trust, encourage adherence, and enhance the overall patient experience. Here’s why they matter and how to integrate them effectively. 

Why cultural awareness matters in MedTech 

Patient-facing content is more than information, it’s an extension of the treatment itself. The way you present words, visuals, and examples signals to patients whether your product was designed with their reality in mind. 

Without cultural context, advice can seem impractical, insensitive, or irrelevant. 

Common cultural mismatches in practice 

1. Climate and geography 

A fitness tracker recommending 10,000 outdoor steps per month may work in southern Europe’s sunny climate, but not in northern regions with harsh winters below -20°C. Without an indoor alternative, patients may abandon the goal entirely. 

2. Food access and traditions 

A nutrition app promoting daily fresh blueberries for heart health may face resistance in regions where they’re seasonal, scarce, or expensive, instantly reducing adherence. 

3. Generational communication styles 

Younger patients might enjoy casual greetings like “Hey!” and emoji notifications. Older patients may prefer a formal tone for medical advice, and feel alienated by overly informal communication. 

4. Symbolism and design choices 

A heart icon in an app can signify “love” in some cultures, but feel too personal in others. Colors also vary in meaning, white for purity in some places, mourning in others. 

5. Daily routines and timing 

Encouraging “a brisk walk after dinner” fits cultures where dinner is the main meal, but in places where lunch is heavier, this can cause confusion or make the suggestion irrelevant. 

Steps to ensure cultural fit 

1. Research your audience before translation 

Before translating, provide your language partner with a clear profile of your users: 

• Geographic location 

• Dietary and exercise habits 

• Age range and tech usage 

• Relevant cultural or religious considerations 

At Novalins, we begin with a preparation phase that may include product demos, reference material review, and glossary alignment, ensuring we understand both the language and the cultural context. 

2. Partner with local experts 

Linguists based in the target country know both the language and the lifestyle. They can identify mismatched examples, problematic symbols, or tone inconsistencies before launch. 

3. Include cultural review in your process 

For apps and wearables, we advise an in-app review after translation. Seeing the text in its real environment allows for adjustments in tone, length, and usability before release. 

4. Integrate translation tools with your systems 

We use our advanced TMS or connect with your software to streamline updates, avoid duplication, and maintain cultural consistency over time. 

Beyond risk prevention: creating value 

Cultural adaptation is more than avoiding errors, it’s a growth opportunity: 

• Prevent risks: Reduce misunderstandings, non-compliance, and disengagement. 

• Create value: Boost engagement, improve adherence, and build lasting patient trust. 

Final thoughts 

In MedTech, products may be global, but patients live locally, shaped by unique habits, values, and challenges. 

At Novalins, we bring together local expertise, ISO-certified processes, and collaborative planning to ensure your patient-facing content is both linguistically accurate and culturally relevant. 

Contact us to learn more about our cultural review and in-app translation services for the MedTech industry.