Doctor Patient Relations

Building a Multicultural Practice

By Manuel Solis, Transitions Optical


In many communities across America, growth in an optometric patient base is likely to come from the fastest growing segments of the populace: Hispanic, African-American or Asian-American populations. America is multicultural. So how multicultural (or multiculturally friendly) is your practice?

Whether you would like to grow your practice by reaching out to multiethnic populations, or you’re moving your practice into a neighborhood that’s already multicultural, knowing how to market to a heterogeneous community is key to practice growth. Consider:

  • By 2050, minorities will comprise more than half of the U.S. population.
  • p >Hispanics currently make up 15 percent of the U.S. population. By 2020, that number is projected by the U.S. Census Bureau  to increase to 18 percent, and by 2030, it is projected to reach 20 percent.  By 2050, this number is expected to reach 24 percent. (Click on these links to see population growth in the HIspanic community: 1970-2000; 2000-2006; projected growth 2010-2050)

    Asian-Americans and African-Americans together comprise 19 percent of the population. By 2050, they will account for 25 percent.
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When you also consider that 49.6 million Americans (18.7 percent) speak a language other than English at home, and that 22.3 million Americans (8.4 percent) have limited English proficiency, the importance of making your practice a multicultural one is apparent.

For optometrists, tapping into this growth opportunity requires a sensitivity to various cultural differences, and in many cases, reconfiguring some aspects of your practice.

Suburbs–‘Beachhead Communities’ for Immigrants

 Demographers note one fundamental change across the country. Immigrant communities, which once were relegated to inner cities, now pop up in American suburbs as “beachhead communities.” This brings dramatic and rapid change to many suburban towns, in school enrollment, community involvement and patterns of health care delivery. Reaching out to newly settled ethnic groups, especially through school eye health screenings and sports connections, can pay off big time–if your office and staff are prepared to meet the often differing needs of new patients when they first visit your office.

Making Your Practice Multicultural

Multilingual Staff

 At least one staff member should speak Spanish as well as English. Even better if he or she is of Hispanic descent, and grew up speaking Spanish at home. Try learning a little Spanish yourself, too. Your Hispanic patients will appreciate the effort, even if you’re far from fluent.

Understand Cultural Differences

 Consider the varying cultural needs of those who visit your office. Hispanic populations, for instance, often turn visits to the optometrist into a family affair. So, be sure to have adequate space in the waiting room, and toys or treats like stickers for accompanying children. Don’t be surprised if more than just Mom accompanies a child into the exam room. You may find several other family members in the exam room, as well.

Recognize Connection of Eye Disease and Ethnicity

 Take the time to learn about the eye diseases for which minority populations are at greater risk, and educate patients about their increased risk and the importance of regular evaluations by an eye care professional.

Key Points

Cataracts are three times more common in older Hispanics versus whites and African-Americans of the same age group; 10 percent of Hispanics are at risk for developing advanced macular degeneration, and one in four have signs of it in both eyes; African-Americans are five times more likely than the caucasion population to develop glaucoma and four times more likely to suffer blindness; and myopia is more common among Asians than other ethnic groups, with 78.5 percent of people from that population affected.

Those points are just the beginning of the education process.  It is important you take the time to learn about cultural diversity. To help you, my company, Transitions Optical, is leading the effort to support optometrists in multicultural marketing. For the last four years, we have created materials, such as the “Comprehensive Multicultural Resources Guide” and “Cultural and Linguistic Consideration for Vision Care” to give doctors guidance in this area.

To ensure we stay on target with what diverse populations of patients need, we set up a Diversity Advisory Board to make recommendations on culturally specific educational and marketing needs.  For example, we have developed Spanish pamphlets on eye health, as well as pamphlets in Asian languages, and others written with the concerns of African Americans in mind.  Making these resources available in your office is an important first step in reaching out to patients from minority groups.

Be aware of the resistance you may experience from the minority patients you reach out to. Among the most common comments from these demographic groups is “I don’t have a vision problem, so I don’t need to see a doctor.”  It’s your job to explain to them, with the help of educational materials such as those Transitions produces, why it’s essential they get screened for eye diseases regularly.

Don’t be intimidated by the challenge of reaching out to culturally diverse communities. I’ve found most people, regardless of their ethnic group, hold the same core values.  The difference is how they demonstrate, or express, those values. Understanding the nuances of those differences in communication styles will send you on your way to creating a more inclusive practice with greater growth potential.

Multicultural Marketing Resource: Online

Multicultural Marketing Resources: In Print
To receive hard copies of the materials referenced in this article, or for questions regarding Transitions’ multicultural marketing programs, call 1-800-848-1506 x 7448 (phone) or sent a fax to 1-888-247-2190, or visit Transitions’ Point of Sale website


Manuel Solis is Multicultural Marketing Manager at Transitions Optical. Contact: msolis@transitions.com

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