ALINA KAVERINA
LECTURE: AUDIOVISUAL TRANSLATION IN PHARMA AND HEALTHCARE
BIO
Alina Kaverina is a certified translator with bachelor’s degree in Romano-Germanic Philology working as a project manager in Moscow, Russia. Her career in audiovisual translation started in 2018 when she began TV-series translating and subtitling. Currently, Alina is a digital manager at MED.Solution medical translation agency. MED.Solution is a vendor for such major international pharmaceutical companies as Medtronic, Johnson&Johnson, Merz Aesthetics, AstraZeneca, etc. and Alina coordinates all the processes connected with localization of video and audio specific medical and/or marketing content. Her work is a wild mixture of linguistics and medicine because, given the field specifics, one cannot exist without the other and most translations and localisations performed by Alina have to be made with the teams of both doctors and linguistics professionals.
ABSTRACT
Multimedia content today has become an essential part of healthcare. This is especially true in the era of COVID-19, as we all have to adapt to circumstances and learn to interact with each other remotely, avoiding personal contact. Video has emerged as a viable solution, which makes it possible to share information quickly and effectively. Today's healthcare providers use video content in many different ways, so they really need localization services to reach a wider audience.
The main types of video content we work with are different kinds of webinars (recordings of international virtual conferences, training webinars, etc.), «how-to-use videos» for patients, healthcare professionals’ interviews, promo videos, commercials, motivational patient stories, etc. Each of these types of content requires a particular localization approach.
Moreover, when localizing medical media content, it is important to consider the cultural background of your target audience. For example, in Russia most gynecologists are women, but statistically Russian women trust men-gynecologists more. Therefore, we often invite male voice talents for the voice-over of the instruction videos on this topic, even if the original voice was female.
Some of the translation services that can be applied in relation to healthcare videos include:
• Graphical text translation
• Audio script translation
• Audiovisual translation
This is in addition to possible voiceover, dubbing, subtitling services and on-screen text replacement or recreation.
The presentation will describe in more detail the options for the localization of medical media content for each specific type.