When “Translate” Isn’t Enough: How Renown Health Builds a Spanish-Language Strategy Rooted in Trust
At Renown Health, communicating with Spanish-speaking patients requires more than literal translation. It calls for a marketing strategy built on listening, cultural understanding, and an end-to-end experience that makes access to care feel respectful and seamless.
// By Susan Dubuque //
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.”
Cristal Woodley, vice president of marketing and communications, Renown Health
Emily MacMillan, manager of marketing and creative services, Renown Health
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.