Multicultural Best Practices Strategies for reaching diverse consumers and promoting cultural...

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Multicultural Best Practices Strategies for reaching diverse consumers and promoting cultural competency

Transcript of Multicultural Best Practices Strategies for reaching diverse consumers and promoting cultural...

Page 1: Multicultural Best Practices Strategies for reaching diverse consumers and promoting cultural competency.

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