Baptist Health needed to make a large, fast-changing healthcare website accessible to a growing Spanish-speaking community. The standard approach would have created a second website, duplicated publishing workflows, and required twice the content staff. Localize gave the health system a way to manage Spanish content from its existing digital experience.
Today, Baptist Health manages 92,126 active phrases across three web properties while keeping one source-content workflow.
Founded in 1955, Baptist Health is Northeast Florida's largest health system. Its network includes six hospitals, 10 emergency centers, more than 200 outpatient points of care, and a workforce of more than 15,000 team members. Its services include Wolfson Children's Hospital, the region's only children's hospital, and Baptist MD Anderson Cancer Center.
That scale makes the website a central access point for patients, caregivers, job seekers, and community members. Visitors use it to find doctors, compare care options, manage appointments, review billing and insurance information, explore careers, and read health resources.
Baptist Health saw its Spanish-speaking audience grow across North Florida. The health system wanted Spanish-speaking visitors to find a doctor, understand available services, access health information, and search open positions in their preferred language.
The need aligned with Baptist Health's mission to make hope, healing, and well-being accessible to every person. But the size and pace of the website made a conventional translation project difficult to sustain.
Baptist Health had recently invested significant time and resources in moving its website to Contentstack. One proposed localization model called for a second version of the site for Spanish content.
That model would have forced the content team to maintain two large websites. Every source update would create another publishing task, another quality check, and another opportunity for Spanish content to fall behind. Baptist Health estimated that supporting those parallel workflows would require the team to double in size.
An outside vendor proposed another process-heavy approach with similar duplication and added cost. The operational burden put the Spanish-language initiative at risk before launch.
Baptist Health implemented Localize on its existing website with a lightweight JavaScript snippet. Localize detects source content and brings phrases into one translation workspace, so the team can publish Spanish content without maintaining a second CMS instance.
The initial automated output handled much of the content, but healthcare terminology required closer control. Baptist Health used the Localize Glossary to define preferred translations for clinical and organization-specific terms. Translation Memory helped the team reuse approved language, while the Computer-Assisted Translation (CAT) Tool grouped similar phrases for faster review.
Labels gave the team flexibility to organize translation and review workflows. A dedicated Customer Success Manager supported onboarding, translator training, glossary setup, blocked-content rules, and machine translation post-editing.
Baptist Health established a repeatable Spanish localization program without launching a parallel website or doubling its content team. An early program snapshot recorded 345,000 translated words, 29,000 managed phrases, and a website serving approximately 1 million pageviews per month.
The program has since expanded to 92,126 active phrases across baptistjax.com, baptistmdanderson.com, and wolfsonchildrens.com. Spanish coverage now supports patient and caregiver information, provider discovery, health content, and careers-related experiences across a large digital footprint.
The localized experience also created measurable audience reach.
Localize's automated translation approach enabled Baptist Health to meet two critical objectives: improve access to healthcare information for its Spanish-speaking audience and overcome the technical challenges of managing complex content across multiple languages.
By leveraging Localize's comprehensive translation platform and benefiting from dedicated customer success support throughout onboarding, Baptist Health successfully implemented a scalable, efficient solution to provide multilingual content to its community.
Baptist Health's clearest localization return comes from avoided operating costs. The health system delivered and maintained Spanish content without building a duplicate site or doubling its content team.
The program also gives Baptist Health four practical measures for tracking value over time:
• Operating capacity: one source website and one localization workflow replace duplicated CMS work.
• Content coverage: 92,126 active phrases show the volume of Spanish content the existing team can manage.
• Audience reach: approximately 1,100 people use the Spanish site each month.
• Digital access: localized provider, service, health-resource, and careers content reduces language friction at important points in the visitor journey.
For hospital networks, these measures connect localization investment to the costs avoided, content kept current, audiences reached, and high-value digital actions made accessible. They also create a stronger baseline for future reporting on Spanish-language appointment starts, provider searches, career applications, and organic search traffic.
A hospital website changes too frequently for localization to depend on one-time exports or a disconnected copy of the site. Sustainable healthcare localization keeps translation connected to the source experience, gives reviewers control over medical terminology, and makes new content visible to the localization team as it appears.
Baptist Health's experience also shows why localization ROI should include capacity. When a health system can expand language access without duplicating its content operation, every translated page carries a lower maintenance burden. Audience and conversion metrics can then show where that added access produces the greatest patient, workforce, and business value.
