Strategies for reaching diverse consumers and promoting cultural competency

Learn from the experts

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

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
My Multicultural Toolkit .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

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.
General Population
African Americans
Hispanic Americans
Asian Americans
American Indians
64
64
69
77
80

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
Kirk Smick, O.D.
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

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

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

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
Madeline L. Romeu, O.D.
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

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
Community outreach efforts: Provides vision screenings and outreach through hubs including local churches, health fairs and events
Vincent K. Young, M.D.

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 differences
Community outreach efforts: Uses
What to Expect: Asian Eyes brochure in
English and Mandarin for efforts with
Chinese pre-school
Eric White, O.D.

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

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.
My Multicultural Toolkit .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