How Branding Increased Awareness for New AI Language Solution

It is well-documented that racial and ethnic minorities, many who are non-English speakers, have higher morbidity and mortality rates from chronic diseases. However, approximately 30% of the Limited English Proficient (LEP) population does not get the professional interpreting support they need despite predictions that the United States will become a “majority-minority” nation by 2045. This results in a reported 30% more emergency department (ED) visits, and 40% higher rates of hospitalization, incurring potentially avoidable healthcare costs on an already squeezed healthcare industry.

Situation

To ensure interpreting and translation access for everyone, no matter what language they speak, a leading language solutions company took bold steps to educate the healthcare industry on existing barriers while exploring a hybrid business model to drastically reduce the cost of translation services. They infused Artificial Intelligence/Machine Learning (AI/ML) where practical to automate simple informational and logistical tasks, freeing live, more costly interpreters for more complex cases.

Advocating for unified language support across every touchpoint in the healthcare ecosystem, the goal was to leverage AI in non-critical applications (scheduling and other informational needs) to create better experiences while reducing avoidable costs, improving outcomes and patient/provider satisfaction.

Challenge

Although this language solutions provider was experiencing high growth of 20-30% per year, they had low brand recognition and were relatively unknown to organizations that weren’t actively doing business with them. They also suffered from an audacious value proposition, aspiring to be a communications company that relies on human and tech-enabled linguistics to address the challenges of LEP people. This messaging was initially confusing to the healthcare industry, which currently perceives language solutions as a commodity.

As a whole, the language solutions industry, which provides American Sign Language (ASL) and foreign language translation and interpreting, has classically depended on human resources for support, especially in the healthcare industry. However, human intervention can be expensive and oftentimes results in long wait times for physicians and patients alike. For non-critical applications including appointment scheduling and other logistical requirements, AI is being adopted as a potential game changer to improve service cycle time and free up human resources for more complex challenges.

Results

Overall, the organization was quoted in or developed 23+ original pieces of published content in 2024, vastly increasing exposure and building positive brand recognition.

Culminating the year, they were named as 2024 Deloitte Technology Fast 500 winners, placing them among the fastest-growing companies in North America today. This vastly increasing their visibility and credibility and positioning them for future investment opportunities.