Attracting Hispanic Patients

Staff Meeting Presentation SeriesModule 7

Top Ancestries In U.S. in 2000

German 43 MillionIrish 31 MillionEnglish 25 MillionUnited States or American21 MillionItalian 16 Million

Hispanic 45 MillionMexican? 30 Million

Source: U.S. Census Department and Synovate estimates

15 % of U.S. population is ofHispanic ancestry

Source: U.S. Census Bureau – March, 2004

U.S. Hispanic Projected Population Growth(millions)

35,622

73,055

47,756 59,756

87,585102,560

2000 2010 2020 2030 2040 2050

Hispanics will reach 24% of U.S.population by 2050

10 Fastest Growing Hispanic States (1990-2000)

% Growth

North Carolina 449%Arkansas 344%Georgia 329%Tennessee 299%South Carolina 236%Nevada 225%Alabama 222%Kentucky 194%Minnesota 189%Iowa 169%

Source: U.S. Census Department

Spanish Only/ Mostly

63%

Spanish & English

23%

English Only/ Mostly

14%

Language Spoken at Home

(% of Hispanics)

Source: Synovate, U.S. Census Bureau, 2000

• Nearly two-thirds of Hispanics speak mostly Spanish at home while another quarter say they speak both Spanish and English equally

30%

14%19%

54%47%

60%

38%

28%

10%

5 to 17 years 18 to 64 years 65 years and over

English Only Bilingual Spanish OnlySource: US Census Bureau 2000

Most U.S. Hispanics are bilingual, but older Hispanics are more likely to speak

Spanish only

LANGUAGE PREFERENCE OF HISPANICS BY AGE

Check Census Bureau to determine the % of Hispanic in your area.

If Hispanic % exceeds 15% of local population, take steps to attract these patients.

Assessing Hispanic Opportunity

Hispanic or bilingual employees Hispanic messaging evident in signage (“Hablamos Espanol” - -

“We speak Spanish”) Bilingual in-store communications (signage, forms, brochures)

Conveys friendliness, respect

Bi-lingual magazines in waiting area Spanish-language website section Involvement in Hispanic community events Outreach to Hispanic community groups, churches, schools,

companies

Tactics to Attract Hispanic Patients

Source: Saatchi & Saatchi X Insights Team, 2005 and CIBA Vision Recommendations

Words to Learn

ENGLISH Good morning (afternoon) (evening) My name is… Sit down please What is your name? Open your eye wide Cover your right (left) eye Which is better, 1 or 2, or about the same? Are they clear? I don’t understand

SPANISH Buenos dias (tardes) (noche) Yo me llamo… Sientes por favor Como se llama? Abra sus ojos bien grande Cubra su ojo derecho (izquierdo) Cual es mejor uno o dos o se ve igual? Estan claras? No entiendo

Source: Women in Optometry, November 2007

For Discussion

How can the office be made to appear more Hispanic friendly?

Are office forms bi-lingual? Do marketing materials encourage Hispanic patients to

visit the practice? Are Spanish language materials available to explain

products, ocular conditions, etc?