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Metaphrasis Packages Consulting with Language Services to Create a New Product Offering
Posted by Rebecca Ray on September 21, 2012  in the following blogs: Supplier Business Issues, Best Practices
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Metaphrasis Language and Cultural Solutions LLC recently announced that it is providing education, training, assistance, and compliance services for organizations covered under Title VI and other federal language and accessibility mandates in the U.S. The new offering, called "Keeping it Legal - Language and Accessibility Compliance Services," supplies guidance on what organizations must do to comply with federal language access requirements, along with the requisite language services.

Metaphrasis is partnering with a top name in the compliance field: Bruce Adelson, former Senior Attorney with enforcement authority for Title VI at the U.S. Department of Justice (Disclaimer: Common Sense Advisory previously teamed up with Adelson to write this brief). Title VI, part of the U.S. Civil Rights Act of 1964, prohibits discrimination on the basis of race, color, or national origin by organizations that receive any type of financial support from the U.S. government. It applies to all levels of government, educational and health care providers, as well as any private entity that receives federal assistance - no matter how large or small the amount.

"National origin" has historically been equated with a person's ability to speak, write, and understand English. For those with limited English proficiency (LEP), Title VI is meant to ensure that any recipient of federal funds communicates - iin writing and verbally - so that these individuals can understand the information well enough to act on it. The types of communication covered include printed materials for items such as election ballots, conversations during hospital emergency room visits, voice-activated response systems for school switchboards, and every other type of communication that fluent speakers of English can access.

We have described before the risks of non-compliance, especially since the Department of Justice (DOJ) under President Obama has made it a higher priority to enforce Title VI. Health care providers are under even more pressure now that healthcare reform has been passed and upheld by the highest U.S. court. And even bankers and other financial services providers have found themselves under the watchful eye of the DOJ as a result of the American Recovery and Reinvestment Act of 2009.

This is all fine and good, but how are government institutions and private companies supposed to educate themselves on the best ways to comply with all of the federal, state, and local regulations related to effective language accessibility? A search for "LEP accessibility" and "LEP accessibility consulting" yields only page after page of links to bits and pieces of various federal and state agency LEP documents and programs. The U.S. government has attempted to provide resources to make compliance issues clearer (see www.lep.gov). However, it takes a lot of time to sift through all of this information. At the end of it all, organizations must still figure out what they specifically need to do. 



What can other LSPs learn from this new offering?
  • Clients often need more than just language services. Providers often complain that their customers are "immature" and lack a full understanding of the need for their services. This announcement shows that client education can be packaged and sold, as long as the value can be easily conveyed. In this case, "We’ll prevent you from dealing with an expensive investigation by the DOJ" is a very compelling message. Ask yourself what you can do to help your clients, while guiding and educating them at the same time.
  • Differentiation is one of the keys to LSP growth. Metaphrasis is a specialist in health care and medical interpreting, so it makes sense to offer a service of this nature. If your goal is to be known as an expert in a given industry or vertical market, you should apply a similar philosophy. How can you package your services in order to separate your company from your competitors?
  • Productizing is important. Metaphrasis has packaged its services in a way that is easy for customers to grasp, complete with a tailored product name. Far too many LSPs fail to do this. Simple steps like concept development and beta testing before launch can mean a world of difference to the success of any such initiative.
Metaphrasis isn’t the only company to use this kind of strategy. Telephone interpreting competitors CyraCom and Language Line Services have launched a variety of client education programs in the past. St. Louis-based provider AAA Translations has been offering a more consultative, education-based program to its international clients for quite some time. This announcement is a good example of another LSP figuring out the best way to carve out market share in a very crowded and competitive landscape. Offer something that no one else can, that no one else has thought of, or quite simply, that no one else has packaged successfully. If your company offers such a creative solution, tell us about it.

 

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Related Research
Language Service Provider Growth Factors
The Owner's Guide to Maximizing LSP Value
U.S. Health Care Reform and Language Services
Title VI Enforcement to Grow Under Obama
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