Driving Hispanic Market Growth with a Localized Customer Portal

“Our relationship with MarketFully is among the strongest partnerships we have. Their responsiveness to our requests is exceptional, and their solution is efficient and effortless. We wish every vendor worked like MarketFully.” 
—Director at a U.S.-based health insurance provider 

 

A Top 5 U.S. health insurer set out to focus its customer engagement efforts on states with expanding Spanish-speaking populations. To drive market share growth, the insurer concentrated on states in the American Southwest and Illinois. 

The insurer manages large, complex online experiences that are coordinated across several siloed teams. Launching and maintaining a Spanish-language customer experience required visionary, unified collaboration among Marketing, IT, and other departments. 

The organization set five main objectives: 

  • Reach, engage, and convert Spanish-speaking customers 
  • Enable customers to manage accounts through a secure login portal 
  • Ensure all regulatory requirements were met with high-quality translated content 
  • Use translated content to stand out from competitors 
  • Achieve a faster speed-to-market than competitors 

The Challenge

After evaluating the project, the company concluded that relying on internal resources would likely stall due to communication hurdles, technical difficulties, and operational complexity. 

Even if the project began successfully, it would likely take many months or over a year to finish. 

 

The Impact 

The insurer calculated the cost of not offering a Spanish-language customer portal, identifying risks such as: 

  • Limited brand recognition among Hispanic audiences 
  • Expensive gaps in customer support 
  • Slower market growth 
  • Loss of market share 

The organization realized that neglecting Spanish-speaking customers would result in greater losses than the investment required for a third-party translation solution. They partnered with MarketFully to manage the localization project. 

“We explored many vendors before choosing MarketFully, but none offered the same seamless, flexible solution and ease of translation. We value their dedication, commitment, and attention to detail.”
—Executive at a $450+ million health insurance provider 

The Solution

MarketFully’s solution required less than five hours of IT effort to deploy and took only 90 days to fully localize the customer portal and supporting sites. One executive described the fully turn-key solution as “magical.” 

Key MarketFully capabilities that benefited the insurer included: 

  • Translation Accuracy: Translations met the insurer’s high standards for technical precision, nuanced medical terminology, and consistent brand voice in Spanish. 
  • Compatibility with Secure Web Applications: MarketFully seamlessly detects, translates, and reintegrates localized content within the insurer’s secure web applications, including dynamic portal elements. 
  • World-Class Security: MarketFully undergoes annual independent audits to ensure compliance with HIPAA and other security standards. Customer personal information is neither seen nor stored by the solution. 
  • Omnichannel-Ready: Using translation memory—a database storing all previously translated phrases—MarketFully efficiently localizes offline documents, reducing translation costs. 

The Outcome

With MarketFully’s proxy-based solution in place, the insurer now: 

  • Provides a consistent, regulatory-compliant Spanish-language customer experience across all digital channels 
  • Enables Spanish-speaking customers to manage their accounts through the secure portal, improving engagement and retention 
  • Benefits from effortless ongoing maintenance requiring no input from siloed teams 
  • Stands out from competitors 

The insurer continues to leverage MarketFully’s solution to keep its Spanish customer experience continuously updated and fully operational, including an upcoming migration from its current CMS to Adobe Experience Manager.