{"id":18828,"date":"2019-07-04T08:00:22","date_gmt":"2019-07-04T15:00:22","guid":{"rendered":"https:\/\/voice123.com\/blog\/?p=18828"},"modified":"2022-11-29T05:24:58","modified_gmt":"2022-11-29T13:24:58","slug":"going-global-with-clinical-trials","status":"publish","type":"post","link":"https:\/\/voice123.com\/blog\/marketing-trends-tactics\/going-global-with-clinical-trials\/","title":{"rendered":"The business of going global with clinical trials"},"content":{"rendered":"\n

Based in Tacoma WA, Nathan Aune<\/a>\u2019s home-based video production company TrinitiMedia<\/a> regularly collaborates with creative freelancers as well as voice-actors from around the world. While going global with clinical trials, he deals with languages that range from Czech to Zulu. Since 2005, his company has carved quite a niche for itself serving the patient recruitment and clinical trials industry. For him, doing business is about being transparent, respecting rules, working hard, learning from his mistakes, and avoiding the analysis paralysis caused by an obsession with minutiae… <\/em><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

His love for creative expression showed itself at a very young age, Nathan Aune reveals. Drawing and singing were both irrepressible passions. After completing his college education, he naturally gravitated towards the visual arts and video production in particular. In 2005, YouTube was well on its way to global domination, and its daily smorgasbord of the absurd to the extraordinary served as no small source of inspiration. <\/p>\n\n\n\n

Small beginnings<\/em><\/h3>\n\n\n\n

As anyone in the industry will tell you, however, there\u2019s no quick-and-easy way into the biz \u2014 at least, not if your goal is to make a living. Almost inevitably, Nathan started out by dishing up the usual fare of low-key corporate or fundraiser videos.<\/p>\n\n\n\n

It was a conversation with his wife Cailyn one evening that was to change all that. Bemoaning the cost and the quality of a commercial an ad agency made for the pharmaceutical company she worked for, Nathan replied: \u201cI\u2019ve never made a commercial before, but I know I could give you much better quality at half the price.\u201d<\/p>\n\n\n\n

She looked at him and blinked. \u201cSo do it,\u201d she said. \u201cShow me.\u201d<\/p>\n\n\n\n

Using graphics, images, and a whole lump of imagination, Nathan rose to the occasion and 14 years later, Triniti Media has established itself in the industry. The company has produced work for 761 studies and delivered over 20,000 TV spots since 2005. <\/p>\n\n\n\n

Cost effective<\/em><\/h3>\n\n\n\n

\u201cOur cost-effective advertising solutions have allowed contract research organizations, pharmaceutical companies, research sites, and research physicians fulfill their patient recruitment goals,\u201d he enthuses. \u201cWe aim to provide attractive and innovative advertising pieces that capture the target audience’s attention and, above all, create the required response without breaking the bank. Our services suit the budget-conscious recruiter and provide wide exposure to potential participants.\u201d<\/p>\n\n\n\n

Given budgetary as well as deadline constraints, there\u2019s little live camera-work, but the goal is always to produce innovative and highly-attractive attention-grabbing media. <\/p>\n\n\n\n

\u201cWe bring artistic creativity as well as a technical understanding of the industry to the table and bundle that with superior customer service. Our mantra is always under-promise and over-deliver.\u201d<\/em><\/p>\n\n\n\n

It wasn\u2019t easy; success rarely is.<\/em><\/h3>\n\n\n\n

\u201cIt takes years to build a sustainable business, so patience is a virtue \u2014 just like hard work. It\u2019s also a constant growth experience; you learn things on one side of the business and carry those learnings over to another side.\u201d <\/p>\n\n\n\n

Nathan pauses for a moment, thinking. \u201cMeeting with clients, contracts, negotiations, licensing \u2014 you have to learn how to deal with a whole lot of different kinds of people. One has to understand we work with strict timelines in this industry. <\/p>\n\n\n\n

“There are so many parties at play in the chain of command that I often don\u2019t hear about a commercial until two or three days before delivery. There\u2019s just no way I can hire actors and a film crew. But it all depends on how you put your product together and my main client is pretty happy with the way we do things.\u201d<\/p>\n\n\n\n

Tough environment<\/em><\/h3>\n\n\n\n
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The clinical trial environment is very precise. It’s tightly regulated. There are review entities that scrutinize everything and the end-clients are frequently massive multi-billion dollar conglomerates. There\u2019s a great deal at stake.<\/p>\n\n\n\n

\"Going
Nathan Aune, Creative Director<\/figcaption><\/figure>\n\n\n\n

\u201cWe like to keep things very much above board,\u201d says Nathan. \u201cI know there are production folks I\u2019ve dealt with who like to try and cut corners, especially with legal aspects such as licensing and stock music or video. They use those assets outside the permitted licensing parameters, but I think that\u2019s looking for trouble in the long run. I\u2019m dealing with the kinds of clients who could sue me if I step out of line. They could whisk away everything I have. The stakes are just that much higher for me.\u201d<\/p>\n\n\n\n

Mistakes are par-for-the-course<\/em><\/h3>\n\n\n\n

\u201cNaturally, there are occasional snafus. We had a major one where, for a schizophrenia commercial, I used a rights-managed <\/em>image of a woman that I mistakenly thought was a  royalty-free <\/em>image. By chance, her husband saw the commercial and freaked out. He took exception to the way we portrayed his wife onscreen, and started raising a ruckus. He called the TV station, called the stock image company and in the end, I had to pay a $10 000 fine for having used the image inappropriately.<\/p>\n\n\n\n

“I took the hit because, even though I\u2019m working on behalf of my client, it was my mistake and I had to take responsibility for it. Fortunately, that incident happened quite early on so from then on, I was considerably more careful; I would check, double-check and triple-check. In fact, my business and our QC processes are much better. It\u2019s just better to be transparent, upfront, and play by the rules, I feel. Rules are there for a reason.\u201d<\/p>\n\n\n\n

There were a couple of rather embarrassing slip-ups too, Nathan remembers. Once he sent out a commercial with the wrong phone number. When people started calling in to present themselves as prospective participants in the forthcoming clinical trial, they got through to a phone-sex company. The TV station was inundated with calls from deeply disgruntled callers \u2014 and of all places, it had to happen in New York City.<\/p>\n\n\n\n

\u201cYeah: you learn your lessons,\u201d Nathan reminisces, smiling and rolling his eyes. \u201cAt least the stories become a chuckle a couple of years down the road.\u201d<\/p>\n\n\n\n

A lesson learned is knowledge gained.<\/em><\/h3>\n\n\n\n

Had he known all those years ago what he knows now, there are things he would have done differently, he affirms. While he believes he has sufficient creative vision to do his job and has always known what he wants to do with any particular campaign or project he gets involved in, he\u2019s always struggled with having enough time or enough expertise to reach the point where reality meets that vision. He made the mistake of placing the burden of getting to that point solely and squarely on his own shoulders, thinking that he should not only lead the effort but make it happen himself.<\/p>\n\n\n\n

\u201cI\u2019d say I\u2019ve undergone something of a transformation over the last couple of years. I\u2019ve realized I don\u2019t have to be the person who makes everything happen from start to finish. I need to find people who can help me because if it\u2019s their talent and their skill, they\u2019ll be able to make that something happen much faster than I can. I just put all the pieces together at the end. I\u2019ve become much more collaborative. Collaborating with talented professionals results in a much better final product. What\u2019s interesting is that I rarely get to speak to these people; most communication is via email. I can\u2019t recall ever having spoken to one of my foreign voice actors. So far, it hasn\u2019t been necessary.\u201d<\/p>\n\n\n\n

Navigating the challenges<\/em><\/h3>\n\n\n\n

Nathan readily acknowledges, however, that working with foreign voice actors so regularly does have its challenges.<\/p>\n\n\n\n

\u201cGiven our tight deadlines, you have to have a lot of faith,\u201d he laughs. \u201cThere are so many unknowns. Voice123 has always been my go-to platform for my clinical trial projects; there are so many things I like about it. I like being able to connect with the actors directly and subsequently connecting with them outside of Voice123. Payment is both simple and straightforward. <\/p>\n\n\n\n

“My usual modus operandi is to post a project and ask for auditions. Then I wait for them to come in. But on a scramble \u2014 which is what happens most of the time and especially when I\u2019m working on an international project \u2014 rather than create a post, I use Voice123\u2019s search function. I hunt down the actors who speak the language I\u2019m looking for \u2014 preferably, native <\/a>speakers<\/a> from that country<\/a>. I just message them directly. <\/p>\n\n\n\n

“On average, I\u2019ll contact ten different actors (if there are that many), knowing that some won\u2019t respond and some won\u2019t be able to deliver the standard of recording I need. I also have to keep in mind that some actors will refuse to accept the rates I can offer<\/a>. Time zones are a nightmare; nothing interrupts workflow quite as much as having to communicate across time zones.\u201d<\/p>\n\n\n\n

While people are much the same, they\u2019re different.<\/em><\/h3>\n\n\n\n

Linguistic differences and mannerisms can impact the recording process as well, Nathan explains.<\/p>\n\n\n\n

\u201cLittle things like the way phone numbers are read, for example. My main client wants numbers read a certain way; like each digit individually: eight-eight-eight<\/em>, not triple-eigh<\/em>t. An actor in South Africa, who recorded a script for me in Afrikaans, insisted on reading the numbers as triple-eight<\/em>. \u2018That\u2019s how it\u2019s done here,\u2019 he told me \u2014 and it\u2019s the only way he\u2019d be able to complete the read in 30 seconds. Then there are things like saying \u2018oh\u2019 instead of \u2018zero\u2019 or \u2018zed\u2019 instead of \u2018zee\u2019.\u201d<\/p>\n\n\n\n

What\u2019s more, the translated scripts themselves can be a headache. They\u2019re always written in English originally and then translated by a professional translation company. As a result of the level of regulation involved, the copy is subsequently set in stone \u2014 not even a word can be changed without the script having to go through the entire review and approval process again. Trouble is, the English script is usually precisely timed to fit into a specified radio or television advertising time-slot. More often than not, in the translated script, there are a greater number of words and it\u2019s impossible to read that many words in the same amount of time.<\/p>\n\n\n\n

Lost in translation<\/em><\/h3>\n\n\n\n

\u201cThe worst,\u201d Nathan adds, \u201cis working in a foreign language that has very limited reach beyond the borders of the country. In these instances, you really have to trust the voice-actor. In South Africa, I needed scripts read in Zulu and Sesotho and Voice123 couldn\u2019t help me there. I had to make use of another platform to find actors who claimed they could speak and record in those languages. Despite their claims, they couldn\u2019t speak the languages natively and the results were a train wreck. One has to be so, so careful!\u201d<\/p>\n\n\n\n

Despite the frustrations, the work Triniti Media does is both a source of pride and satisfaction. <\/p>\n\n\n\n

\u201cWhen I started out, I never expected to be working with people in Denmark, England, Spain, the Netherlands, Belgium, Germany, Poland, the Czech Republic, Malaysia, Taiwan, Brazil, South Africa, Australia \u2014 I mean, that\u2019s right around the globe and all told, we\u2019ve resourced more than 30 different languages.\u201d<\/p>\n\n\n\n

Transparency and honesty rules<\/em><\/h3>\n\n\n\n

Nathan admits he\u2019s lucky not to have run into any contractual issues with voice-actors over the years.<\/p>\n\n\n\n

\u201cThat said, I\u2019m downright honest from the beginning. Our timelines are what they are and the budget is what it is. I fully understand when an actor tells me what his or her fee is but equally, I need that actor to understand where I\u2019m coming from. If they\u2019re not prepared to work with us, that\u2019s fine; I\u2019m perfectly okay with that. I once had an actor tell me \u2014 here in the US \u2014 that her fee was $2500-00 just for a local market TV VO. I told her that figure was my entire commercial production budget.<\/p>\n\n\n\n

“We\u2019re just not at a level where we can pay top-dollar. If an actor isn\u2019t prepared to step down to our level for the job, there\u2019s nothing we can do about it. We can\u2019t talk anything other than full-usage and full-buyout because, at the time of the recording, the pharmaceutical company rarely knows how many research facilities or research sites are going to be involved and across which parts of the country the trial is going to be conducted. <\/p>\n\n\n\n

“Our industry is so fluid; things change all the time. So it isn\u2019t that I\u2019m trying to low-ball voice-actors<\/a>; on the contrary. There are just different levels that subscribe to different functionalities and payment tiers. If we find that a voice-actor isn\u2019t a good fit for us, we go our separate ways and no hard feelings.\u201d<\/p>\n\n\n\n

He never stops honing his craft and he\u2019s truly grateful for it, says Nathan.<\/p>\n\n\n\n

Collaboration and reachable goals<\/em><\/h3>\n\n\n\n

\u201cI\u2019m incredibly hands-on. At Triniti Media, we all work hard to make a success of what we do. It\u2019s so important to have goals that are tangible, measurable, and reachable. I feel this company is achieving what we were hoping it would. I see us expanding into other areas in due course and I find that idea exciting as well as invigorating. <\/p>\n\n\n\n

“The company has also been good for me because, as a perfectionist, it\u2019s taught me that you don\u2019t have to hit A+ all the time; sometimes a B+ is good enough as long as you meet your client\u2019s needs and deadlines. I will apply what I learn to the next project and get closer to my A+ goal within the same timeframe. I think it\u2019s better to complete ten projects and learn lessons from each one rather than getting stuck on two because I\u2019m caught up in minutiae and not gaining the valuable experience that would benefit me going forward. <\/p>\n\n\n\n

“Triniti Media and going global with clinical trials has also taught me that instead of trying to go it alone, one should collaborate. Collaboration is so enriching! I\u2019ve learned so many things from the people I collaborate with. It makes the world a wonderfully interconnected place. Sure, someday I\u2019d like to stand back and work on <\/em>my business rather than in <\/em>my business, but right now, I feel I’m on something of a joyride.\u201d<\/p>\n\n\n\n

\n","protected":false},"excerpt":{"rendered":"

Based in Tacoma WA, Nathan Aune\u2019s home-based video production company TrinitiMedia regularly collaborates with creative freelancers as well as voice-actors from around the world. While going global with clinical trials, he deals with languages that range from Czech to Zulu. Since 2005, his company has carved quite a niche for itself serving the patient recruitment …<\/p>\n

The business of going global with clinical trials<\/span> Read More »<\/a><\/p>\n","protected":false},"author":45,"featured_media":18852,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"content-type":"","site-sidebar-layout":"default","site-content-layout":"default","ast-global-header-display":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","footnotes":""},"categories":[1378],"tags":[851,853,852,850,804,12,13],"class_list":["post-18828","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-trends-tactics","tag-clinical-trials","tag-foreign-languages","tag-nathan-aune","tag-trinitimedia","tag-voice-over-industry","tag-voice-overs","tag-voice123"],"acf":[],"yoast_head":"\nThe business of going global with clinical trials - VoiceTalks<\/title>\n<meta name=\"description\" content=\"Triniti Media is going global with clinical trials commercials from Czech to Zulu. 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