The target market for conducting global clinical trials has changed significantly, moving beyond pharmaceutical early adopters to the mainstream marketplace. More and more companies are moving toward ascending regions, such as India and China, to launch global trials, and are naturally looking at the downstream benefits these locations offer. This focus on end-benefits, however, fails to consider the deep challenges of the launch process, and companies who are not yet globally-proficient are likely to underestimate the critical role that translation plays in that effort.