Urban Health Plan Launches Spanish Website

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“MarketFully” is the most versatile, effortless solution we’ve seen.”
—Robin West, Senior Director of Communications 

Urban Health Plan delivers comprehensive, affordable primary and specialty health care services across multiple boroughs in New York City. The organization supports these communities through 12 health centers, a mental health facility, school health programs, a workforce development initiative, and more. 

Nearly 80 percent of UHP’s patients speak Spanish or are of Hispanic heritage. Many of UHP’s doctors and staff members are also Spanish speakers. 

Despite this strong representation, UHP did not have a Spanish website, which leadership recognized as a critical gap. In 2020, the organization began seeking a translation solution that could meet its unique requirements and reinforce its commitment to the community. 

“At every turn, MarketFully offered the greatest flexibility. We had full control to tweak a translation here or change something there. That’s the thing that won me over. The flexibility.”
—Robin West, Senior Director of Communications 

The Challenge

UHP’s leadership identified several objectives for the project: 

  • Provide Spanish-speaking patients with a seamless online experience that serves as a reliable community resource for health information and UHP services 
  • Deliver a website experience that reflected the same authentic and empathetic tone as UHP’s English site 
  • Avoid placing a burden on the organization’s lean IT team with ongoing operational tasks 

The Impact

Although the English-only website was not harming the brand, UHP has always prioritized creating an inclusive and welcoming environment for all patients. 

“We’ve always worked hard to recognize and embrace all members of the community. That includes whatever language they speak, or whatever cultural traditions they might have.”
—Robin West, Senior Director of Communications 

The key challenge for UHP was determining how to launch and operate a Spanish website affordably, without ongoing effort from the IT or Marketing teams. 

The Solution

MarketFully provided a fully managed platform that delivered a localized website, educating Spanish-speaking patients about UHP programs and services. The translations captured the warmth and empathy integral to UHP’s brand voice. 

The organization especially benefited from these MarketFully capabilities: 

  • Worry-Free Setup: MarketFully deployed the servers, software, databases, and tools required to launch and host the Spanish website, eliminating any IT effort on UHP’s side 
  • Effortless Ongoing Operation: MarketFully fully manages translation workflows and site maintenance, freeing UHP to focus on education and outreach 
  • Translation Accuracy: Translations maintained high technical accuracy, properly localized medical terminology, and faithfully represented UHP’s brand voice 
  • Translation Flexibility: UHP’s team had control over translations, including providing preferred Spanish phrases to resonate emotionally with the target audience 
  • Translation Speed: MarketFully swiftly localized content at launch and continuously, typically translating, QA’ing, and publishing updates within one business day 

“MarketFully aligns with our goal of connecting with patients, but their technology was the true differentiator. The flexibility and seamless support of our website and technologies was what won us over. MarketFully is the most versatile, effortless solution we’ve seen.”
—Robin West, Senior Director of Communications 

The Outcome

MarketFully translated and delivered UHP’s Spanish website in less than 60 days. The platform now helps UHP better serve its Spanish-speaking patients: 

  • The site serves as a critical and timely educational resource for Spanish-speaking patients, especially during the Covid-19 pandemic 
  • Ongoing translation and management require no effort from UHP, allowing staff to focus on community education and outreach 
  • The Spanish website reinforces UHP’s commitment to the community, providing intuitive navigation and easy access to key information 

“MarketFully’s translations really deliver the linguistic nuances we were looking for. We want to make patients feel comfortable as they navigate through the site. MarketFully helps us tell patients that we’re here to help them, and we’re here to do it in a way that respects them and their culture.”
—Robin West, Senior Director of Communications