• Alysa Salzberg

Can these labels really change the pharma industry?

When translating for the pharma industry, it’s vital for a text to be correct – a mistake could have serious or even deadly consequences. Having something like medical labels that accurately self-translate to a user’s native language seems like it would be a dream solution.


Tech company Third Aurora has invented just such labels, which will be on the market soon. But they’re not exactly what they seem. Instead of using built-in tech to truly “self-translate”, the labels can be read by an app on your smartphone.


You may be thinking that this has gone from a promise of groundbreaking, sci-fi-level tech, to just another version of apps already on the market for travelers.


Still, Third Aurora’s labels may have an advantage. Since this tech is specifically adapted for the pharmaceutical industry, there’s a much smaller chance for errors. That said, this official video demonstration shows that aligning and subsequently translating words isn’t instantaneous or without its bugs.


And of course, if the tech works well, it could be a groundbreaking moment in the history of pharma translation, but not everyone would benefit from it. What about people who are visually impaired, illiterate, or unable to operate or afford a smartphone, for instance?


Read on to learn more about the self-translating pharma labels.



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