multicultural best practices strategies for reaching diverse consumers and promoting cultural...
TRANSCRIPT
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Multicultural Best Practices
Strategies for reaching diverse consumers and promoting cultural competency
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Learn from the experts
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Assessing Your Needs
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Know who your patients are
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Know who’s living in your area
You could be missing out on an opportunity to grow your practice.
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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
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Preparing Your Staff
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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.
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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
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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
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Provide ongoing staff training and education
MyMulticulturalToolkit.com
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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
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Using the Right Tools
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Know how your patients communicate
85% of Hispanic adults speak at least some Spanish.
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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
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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
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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.
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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.
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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
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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
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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
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Reaching Out to Diverse Communities
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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.
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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.
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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
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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.
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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
Eric White, O.D.
Community outreach efforts: Uses What to Expect: Asian Eyes brochure in English and Mandarin for efforts with Chinese pre-school
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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
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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
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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
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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
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Getting Connected
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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
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My Community
• Determine your practice’s multicultural makeup with the Transitions MAP program
• Access the latest U.S. Census statistics
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My Practice
• Access staff training, bilingual and in-language resources
• Order resources for your practice with the click of a button
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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
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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
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“Are You Prepared?” quiz
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Thank you