The medical professionals guide to multicultural web content

While interpreter services in the UK, such as NHS Language Line, are widely available and proven to improve the quality and safety of care, the same consideration is not always applied to digital communication. Yet producing content such as websites in different languages can benefit both patients and providers, and the process is often more straightforward than people realise.

A multicultural society with multiple languages

In today’s diverse society, non-English speaking patients are an everyday reality for healthcare providers. Whether you are promoting your services, understanding symptoms, or explaining treatment, communication barriers can arise. Creating a multilingual website is the natural next step in providing patient-centred care.

Reach non-native English speaking patients

If you practise in an area with a high Polish, Urdu, Punjabi, or Arabic speaking population, it makes sense to offer information in those languages. Not only can multilingual content lead to more enquiries and appointments, but it also supports your duty to provide patients with clear, accessible information so they can make informed choices and give informed consent. In turn, this helps build trust and confidence in your service.

Attract clients from overseas

Private clinics offering specialist procedures, such as cosmetic surgery, fertility, or advanced diagnostics, may also want to attract overseas patients. In these cases, a multilingual website provides credibility and accessibility to potential clients abroad.

Research shows that 65% of consumers prefer content in their own language when making a decision (CSA Research, 2020). In healthcare, this preference is even more significant as it relates directly to people’s wellbeing and peace of mind.

How to create your multilingual site

1. Decide what to translate

Go through your current website and decide what needs translation. A complete approach should cover:

• Page titles, meta descriptions, alt text, and on-page content
• Navigation menus, forms, buttons, and banners
• Blog posts and resources (decide how far back you want to go)

2. Get your content translated

You have two main options:

• Machine translation tools (e.g. Google Translate). While fast and affordable, these are prone to errors. A BMJ study found Google Translate achieved only 57.7% accuracy for medical phrases, which could lead to harmful misunderstandings.
  
• Professional medical translators. The recommended route. Qualified translators with healthcare knowledge ensure accuracy, clarity, and compliance with UK healthcare communication standards.
  

3. Translation or localisation?

Translation ensures words are converted accurately. Localisation goes further by adapting format, imagery, and tone to meet cultural expectations. For example, imagery or phrasing that works for a British audience may not resonate with overseas patients.

4. Publish and manage your site

Unless you have the technical expertise, working with a digital specialist is advised to integrate multilingual content properly. This ensures correct coding, navigation links, and functionality. The simplest method is to include easy-to-identify language options on your homepage, allowing patients to switch to their preferred language.

Why a multilingual site sets you apart

A multilingual healthcare website demonstrates inclusivity, professionalism, and commitment to patient care. It not only attracts new patients but also reassures existing ones that you value accessibility and clarity.

FAQs: The Medical Professionals Guide to Multicultural Web Content