Multicultural Best Practices

Multicultural Best Practices
Strategies 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
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
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….
Top Languages
But 77% speak another language at home.
• Chinese
2.8 million
• Vietnamese
1.4 million
• Korean
1.1 million
• Japanese
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
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
Edwin Marshall, O.D.
Resources used:,
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
• 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
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
Madeline L. Romeu, O.D.
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
Vincent K. Young, M.D.
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
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
Eric 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.
My Community
• Determine your
practice’s multicultural
makeup with the
Transitions MAP
• 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

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