Multicultural Best PracticesStrategies for reaching diverse consumers and promoting cultural competency

Learn from the experts

Assessing Your Needs

Know who your patients are

Know who’s living in your area

You could be missing out on an opportunity to grow your practice.

Strategies for success

• Different patients have unique eye health risks and eye care needs

• You may encounter language, cultural or other barriers

• Use existing resources and best practices as guides – but get to know your patients as individuals

Preparing Your Staff

Consider hiring a diverse staff

2 out of 3 ethnic minorities agree that the “best eyecare practices” include staff from a mix of races and ethnicities.

40% of Americans agree that an eyecare professional who is the same race or ethnicity will better understand them.

Get to know your patients personally

You can provide culturally competent care, even if you aren’t the same race or ethnicity as your patients.

7 out of 10 patients want their eyecare professional to get to know them

Discuss lens options in the exam room

8 out of 10 ethnic minorities would be more likely to purchase Transitions® lenses if they were recommended by their doctor

Provide ongoing staff training and education

MyMulticulturalToolkit.com

Strategies for success

• Consider hiring a diverse staff

• Get to know your patients personally – accommodate family members

• Begin the eyewear/lens recommendation process in the exam room

• Provide ongoing education to your staff – available at MyMulticulturalToolkit.com

Using the Right Tools

Know how your patients communicate

85% of Hispanic adults speak at least some Spanish.

Know how your patients communicate

61% of Asian Americans speak English well….

But 77% speak another language at home.

Top Languages• Chinese

2.8 million

• Vietnamese 1.4 million

• Korean 1.1 million

• Japanese 443,500

Use bilingual and in-language resources

It is a sign of respect for my own or others’ cultures when an eyecare professional offers educational materials that are bilingual or in a language other than English.

American Indians

Asian Americans

Hispanic Americans

African Americans

General Population

64

69

77

80

64

Best practice: EyeLux Optometry

Location: Northern San Diego, California

Patient demographics: 25% Asian, 15% Hispanic, 5% African American

Best practices: Employs a diverse staff speaking various languages; educates diverse patients on unique health risks

Resources used: Transitions Optical’s Bilingual Guide Series; Spanish terminology aids (Spanish Terminology for the Eyecare Team; Practical Spanish in Eye Care)

Brian Chou, O.D.

Best practice: Clayton Eye Center

Location: Atlanta, Georgia

Patient demographics: Serves various demographic groups, particularly Hispanic and Asian; refers to practice as “United Nations” of eyecare practices

Best practices: Employs a diverse staff speaking 7 different languages; uses interpreters to address barriers with non-English speaking patients

Resources used: Transitions Optical’s Bilingual Eye Exam Guide and Diagnosis Guide

Kirk Smick, O.D.

Best practice: Dietz-McLean Optical

Location: San Antonio, Texas

Patient demographics: 50% Hispanic

Best practices: Employs a diverse staff, with almost all members speaking Spanish; promotes premium products and brand names to Hispanic patients; benefits from word-of-mouth communication and advertising in English and Spanish

Resources used: What to Expect brochure series; English/Spanish bilingual pocket card

Drake McLean

Best practice: Indiana University

Location: School of Optometry in Bloomington, Indiana

Patient demographics: Diverse student base treating a diverse patient base (now and in the future!)

Best practices: Curriculum includes cultural competency education; University takes steps to attract diverse students

Edwin Marshall, O.D.Resources used: MyMulticulturalToolkit.com, Are You Prepared quiz and multicultural blog

Strategies for success

• Know the languages your patients speak and offer bilingual and in-language resources

• Take advantage of existing multicultural resources from respected companies and organizations

• Display multicultural materials throughout the practice, including the waiting room, dispensary and exam room – and send materials home with patients

• Leverage bilingual and in-language tools in community outreach efforts

Reaching Out to Diverse Communities

Get involved locally

1 in 3 Hispanics and African Americans say they almost always choose brands because they support causes they believe in.

…and more than 8 out of 10 agree that companies that make sincere efforts to be a part of their community deserve their loyalty.

Best practice: Dr. Romeu Eye Associates

Location: West New York, New Jersey

Patient demographics: Mainly Hispanic, including those from Cuba, Mexico, Ecuador and Portugal; serves patients from Korea, Egypt and Palestine

Best practices: Treats all patients with kindness and respect: eye contact and a smile; uses bilingual and in-language resources

Community outreach efforts: Conducts vision screenings through the Lions Club; visits schools/PTAs to encourage parents to schedule eye exams for children; works at an adult day care center

Madeline L. Romeu, O.D.

Best practice: Albert Einstein Medical Center

Location: Philadelphia, Pennsylvania

Patient demographics: Predominantly African American; also serves patients from Hispanic, Vietnamese, Korean and Cambodian patients

Best practices: Treats all patients with respect; uses What to Expect multicultural brochure series

Vincent K. Young, M.D.

Community outreach efforts: Provides vision screenings and outreach through hubs including local churches, health fairs and events

Best practice: Clayton Eye Center

Location: Atlanta, Georgia

Patient demographics: Large Hispanic and Asian patient base, among other demographics

Best practices: Employs a diverse staff speaking 7 different languages; uses interpreters; uses bilingual practice tools and patient resources

Community outreach efforts: Encourages staff to get involved locally and rewards those who bring in new customers

Kirk Smick, O.D.

Best practice: Complete Family Vision Care

Location: San Diego, California

Patient demographics: 20% Asian, 20% Hispanic, 20% African American and Middle Eastern

Best practices: Educates on cultural differencesEric White, O.D.

Community outreach efforts: Uses What to Expect: Asian Eyes brochure in English and Mandarin for efforts with Chinese pre-school

Best practice: Arizona Family Vision Center

Location: Phoenix, Arizona

Patient demographics: Large Hispanic patient base with 30% speaking only Spanish

Best practices: Employs a diverse and bilingual staff; uses Spanish-language counter cards, brochures and other materials

Community outreach efforts: Visits a local school where many children are homeless/Spanish-speaking; provides vision screenings and often Transitions lenses

Best practice: Barnet Dulaney Perkins

Location: 14 locations in Arizona

Patient demographics: Large Hispanic patient base, American Indians

Best practices: Customizes bilingual and Spanish-language POS materials using the TOM tool

Community outreach efforts: Hosts annual Hopi Kids Fair in Page, Arizona; provides free eye exams and Eye Didn’t Know That! materials from Transitions Optical

Best practice: National Vision, Inc.

Location: 700+ locations in 43 states, Washington, D.C. and Puerto Rico

Patient demographics: Various ethnic groups

Best practices: Employs a diverse staff; uses bilingual and in-language resources

Community outreach efforts: Annual participation in the NCNW’s Black Family Reunion event

Strategies for success

• Get involved locally – it matters to your existing and potential patients!

• Participate in local health fairs and proactively contact schools and community centers to set up screenings

• Distribute literature with your practice information to reach new customers

• Consider rewarding staff members who are volunteering their time and bringing in new patients

Getting Connected

My Multicultural Toolkit

My Multicultural Toolkit provides a step-by-step guide for eyecare professionals to better serve and attract culturally diverse patients – linking to education and resources along the way.

MyMulticulturalToolkit.com

My Community

• Determine your practice’s multicultural makeup with the Transitions MAP program

• Access the latest U.S. Census statistics

My Practice

• Access staff training, bilingual and in-language resources

• Order resources for your practice with the click of a button

My Marketing

• Learn how to market to a diverse patient base and access resources including the Marketing Wiz and TOM tool

• Access tips for getting involved locally

• Apply for a grant to execute your own community outreach strategy

My Industry

• Check out the Multicultural Blog for strategies and best practices

• Read issues of the Multicultural Matters e-newsletter

• Access an article archive for multicultural research and news

• Find out what Transitions Optical and others are doing in the industry to promote cultural competency

“Are You Prepared?” quiz

Thank you