By Lisa Williams, CEO at ALM Translations

I’ve worked in the language and localisation space for over 25 years, and one thing I’ve seen again and again in the MedTech sector is how incredible innovations fall flat. This isn’t because the tech doesn’t work, but because the patient, clinician or caregiver simply doesn’t understand it.

And I don’t mean intellectually. I’m talking linguistically, culturally, and maybe even emotionally. That’s where localisation comes in. And in my experience, it’s not just a technical requirement – it’s a form of clinical empathy.

When innovation doesn’t translate

Most medtech companies I’ve worked with are driven by a desire to improve lives. Their teams are filled with problem-solvers, engineers and health professionals trying to make a difference. But in the push to launch products, enter new markets, or meet regulatory requirements and timelines, localisation is often an after-thought.

It can feel like a ‘nice-to-have’ and something to outsource once everything else is done. But the reality is, if we wait until the end to localise, we risk undermining all the effort that came before it.

One example I’ve read about is an app designed to support cardiac patients rolled out in multiple countries. The menus and instructions were in English only – possibly on the assumption that everyone speaks English. It wasn’t well received. Patients didn’t feel confident using it. Support teams were overwhelmed with queries. The oversight in language planning led to a costly delay in rollout and, more importantly, people didn’t get the care they needed when they needed it.

This demonstrates that localisation isn’t a final step – it’s a foundation.

Clinical empathy starts with language

My idea of clinical empathy is understanding a patient’s experience and responding with care. This is something we often associate with doctors and nurses. But wouldn’t it be a game changer if we could apply this to product design as well?

Early and thoughtful localisation lets the end user know they matter. Even better, it shows an understanding of everyone’s needs, language and culture.

Start from day one

I believe that companies that integrate localisation at the product design stage are more likely to achieve a successful outcome. Everything relating to new and innovative products is highly expensive and this would save some excellent products not being adopted by patients.

To achieve this:

• Interfaces should be designed with internationalisation in mind
• Content should be written in simple, translatable language
• Localisation experts should be involved in UX (user experience) sprints
• User personas should reflect real-world diversity

If your tech only works for English-speaking, tech-savvy users, you’re missing a huge part of your potential audience and the people who might benefit most.

The silent struggle: Localisation and the older generation

One group that often gets overlooked in this conversation is elderly patients. People of 70+ are often managing complex health needs and may feel overwhelmed by digital tools.

Some don’t want to use apps. Some can’t. Others find the language too technical or unfamiliar. Some ethnic background may not use English as their first language. This isn’t resistance – it’s reality.

That’s where localisation can be transformative. Not just translating an app, but offering:

• Printed instructions in simple language
• Audio content in familiar accents
• Interfaces with large text and simple navigation
• Materials that reflect cultural context and respect
• Localise for the internal target markets – a wide range of languages are required to cover the UK market

Despite all the incredible technology that’s making a difference to many lives, if we’re serious about health equity, we need to meet people where they are today, not where we assume they should be.

Inclusion is innovation

When we localise thoughtfully, we expand access. We open doors for people who might otherwise be left behind. And in doing so, we can create better health outcomes, stronger product adoption and more sustainable business models.

At its core, localisation is about connection. It’s about building bridges between technology and humanity. And in a sector as critical as ours, that connection gives us an opportunity to make a difference.

A call to medtech leaders

Working with clients across medtech and life sciences, I’m aware that we all want to do better. We want to build solutions that work in the lives of real people.

As a localisation professional, it would be great if localisation isn’t treated as a tick box. It should be considered a design principle.

Early questions we should be asking are:

• Who is this really for?
• Will they understand it?
• Will they trust it?

And if not, how can we fix that before we launch?

Closing thought: Speak with, not just to

In medtech, there is a lot about innovation. But sometimes the most powerful innovations aren’t the most complex. They can simply be about listening better, speaking more clearly and to keep things human, designing with empathy.

Good localisation of interfaces, instructions and other user information speaks to patients as human beings.

This is what good healthcare should be all about.