How BBK Worldwide uses graphics software to bridge language gaps and collaborate with doctors to recruit patients globally for clinical trials. Somewhere between indecipherable hieroglyphics and pictures that say a thousand words stand the computer-generated graphics that adorn business communications. They typically range from pie charts that try to be informative to clip art that’s supposed to be funny. Yet any company aiming to do business globally had better learn to do graphics well, says Victor Bradley, head of information systems as part of the leadership team at BBK Worldwide, a company that recruits patients for clinical trials of drugs and medical devices. Employees and partners don’t always speak the same language, but they have to work together. Pictures can bridge language gaps. BBK Worldwide deals with language barriers every day as it works with 50,000 physicians in 60 countries. In May, BBK was running 47 trials, including one requiring translation into 23 languages. “We have to simplify and articulate complex operations to a vast audience,” Bradley says. Business communication that is visual—incorporating pictures, video and interactive interfaces—can efficiently reach more customers and employees, and leaves a more lasting impression than words or data alone, says Jaron Lanier, a futurist and scholar-at-large with Microsoft. “Human brains are better optimized for that than looking at a bunch of cells with numbers.” Delivering Results for CustomersWhen BBK signs a contract with a pharmaceutical company, its recruiters work with physicians and hospitals to find patients that fit specific profiles to test new drugs or devices. And because the medications and devices are new, BBK provides doctors with written and graphical material that helps them participate in the trials. Graphics can illustrate procedures and reinforce key points given in detailed written directions. For example, BBK sends physicians cards to help them assess whether a new patient qualifies for a clinical study that the company is filling. A card might show a table, flow chart or illustration reflecting important aspects of the study. A flow chart could lead the doctor through several yes-or-no questions to decide whether to offer the patient a spot in the trial. Other graphics might show how to enter data into a website or display a chart depicting the steps remaining in a lengthy drug or device test. Such reminders help doctors do their end of the work that BBK has promised to its pharmaceutical-company customers. Bradley recently deployed graphics software from SmartDraw that comes with templates for different types of graphics to plug into e-mail messages, Word files, PowerPoint presentations and Excel spreadsheets. BBK used to use Microsoft’s Visio, which also had templates, but Bradley found it took too long for employees to learn. As a result, fewer employees were trained and requests for graphics backed up. SmartDraw also cost less than upgrading Visio and buying licenses for additional users, Bradley says. Related content feature 10 most popular IT certifications for 2023 Certifications are a great way to show employers you have the right IT skills and specializations for the job. These 10 certs are the ones IT pros are most likely to pursue, according to data from Dice. By Sarah K. White May 26, 2023 8 mins Certifications Careers interview Stepping up to the challenge of a global conglomerate CIO role Dr. Amrut Urkude became CIO of Reliance Polyester after his company was acquired by Reliance Industries. He discusses challenges IT leaders face while transitioning from a small company to a large multinational enterprise, and how to overcome them. By Yashvendra Singh May 26, 2023 7 mins Digital Transformation Careers brandpost With the new financial year looming, now is a good time to review your Microsoft 365 licenses By Veronica Lew May 25, 2023 5 mins Lenovo news Alteryx works in generative AI for speedy analytics results OpenAI integration and AI wizardry for report generation are aimed at making Alteryx’s analytics products more accessible. By Jon Gold May 25, 2023 3 mins Analytics Podcasts Videos Resources Events SUBSCRIBE TO OUR NEWSLETTER From our editors straight to your inbox Get started by entering your email address below. Please enter a valid email address Subscribe