Navigating Diverse Markets: How Renown Health Connects with Spanish-Speaking Patients

Cristal Woodley, vice president of marketing and communications, Renown Health

Like many health systems, Renown Health has long provided translation services. Spanish materials existed. Interpreters were available. But when the marketing team looked closely at how patients encounter the brand, from advertising to the website and call center, it became clear that translation alone did not equal connection.

“I credit Emily MacMillan, our manager of marketing and creative services, for getting the ball rolling on this initiative,” says Cristal Woodley, vice president of marketing and communication, at Renown Health. “She determined that 30 percent of our primary service area population identifies as Spanish-speaking. She saw a real need and tackled this challenge with passion.”

With insights gleaned from Renown’s Patient and Family Advisory Council, market research, and community feedback, and full support from senior leadership, MacMillan set out to develop a Spanish-language effort that moves beyond reactive translation and instead examines the deeper issues of trust, access, and how marketing can help patients feel understood before they ever enter a care setting. The result is not a single campaign but a system-wide approach that reshapes Renown’s communication with one of its largest communities.

Continue reading for practical lessons in navigating language, culture, and access in diverse markets: When “Translate” Isn’t Enough: How Renown Health Builds a Spanish-Language Strategy Rooted in Trust

Best regards,
Matt Humphrey
President