Taking a bite of the market

Teeth say a lot about a person and the people who help us keep our teeth looking good use some of the most sophisticated equipment in the world. In particular, in thefield of dental implants, dentists require precision tools and materials. With hundredsof models of dental implants on the market, if you are one of the manufacturers, it is vital that you make sure all the professionals in the field know about your products. For Avinent, a Spanish implant manufacturer, with an innovative product, it means having its literature translated into English.

“When we launched our implant in 2006 there were many others on the market,but we made one with new characteristics,” said Laia Muñoz of Avinent’s Marketing Department. “It’s a really specific segment of the market and this kind of product needs to be precisely explained in the context of the wealth of scientific studies about implants,” she adds.

Avinent makes implants and all the things necessary to build up the tooth on the top.  Its digital system builds up the structure and mills it to the exact predefined shape,eradicating the inconsistencies that can occur in handmade structures.

With such innovative products, Avinent’s market is potentially worldwide. “We are a Spanish company, but we are selling our products in Taiwan, the UK, Turkey, Canada,Australia and the Netherlands. In most places you need either the language of the country or English. If we translate into English we can contact everyone in the world –it is the international language. It is important that we have all our documents ready for everybody around the world.”

Having a translation partner who fits in and works well with Avinent was a priority. “We were looking for someone who was quick, who made high quality translations and could answer our questions.” As Laia explains, the sector has a very specific language, so if she has questions about how or why a specific word has been used, she needs answers.

“When McFelder came to us we tried their services and really liked them.” The relationship has subsequently flourished, with McFelder Translations working on arange of materials including websites, instruction guides, technical specifications,adverts, quality control documents and presentations, as well as marketing texts. It typically involves translating from Spanish into other European languages such as English, French, German, Italian and Portuguese.

“With our market and its specific language, it is difficult to find a translator who understands the intricacies of the field. We like McFelder’s service and every time the revisions are better,” says Laia.

“By using client-specific glossaries we ensure we ‘remember’ not only the terminology a company uses, but how it uses it,” explains McFelder Projects Director, Christian Feldermann. “What is more, we use translators with a very high level of technical knowledge in the field, in addition to their excellent language skills. They are always happy to explain their choice of phrase and equally eager to learn more about the field.”

A typical Avinent-McFelder collaboration has been translating the Avinent website into Portuguese, allowing the Spanish company to focus on a neighbouring market moreclosely. “We opened the Portuguese market last year and it is expanding. It is one of the countries where English is not widely spoken, so having our website in Portuguese will help us in that market,” adds Laia.