Recognizing an opportunity for eyecare professionals to grow their businesses by focusing on growing multicultural populations, Transitions Optical is introducing a continuing education course that provides insights into the New Multicultural Consumer.
The 50-minute seminar–approved by the American Board of Opticianry (ABO)–shares current research on spending mindsets and habits, changing media patterns, demographic shifts, the continued impact of acculturation and assimilation, and specific eyecare and eyewear perceptions for each of the three largest and fastest-growing demographic groups. Strategies for attracting and retaining culturally diverse patients are included. The course can be downloaded through the Education section of Transitions.com/Pro, and will soon be available to take for credit online at www.Transitions.com/Education.
“Today’s multicultural consumer has a new mindset, influenced by the economy and by shifting cultural and societal trends–meaning eyecare professionals may need to adapt the way they communicate with their culturally diverse patients in order to best serve them,” says Manuel Solis, multicultural marketing manager, Transitions Optical. “This course gives eyecare professionals a first-hand look at the needs and wants of today’s multicultural consumer, and provides an understanding of the key factors that are driving their patients to make eyecare and eyewear purchasing decisions.”
The course, which is supplemented by new consumer research from Transitions Optical, overviews the common consumer profiles for today’s Hispanic, African-American and Asian-American patients, taking into consideration unique cultural values and potential barriers to care. The course also explores reasons why culturally diverse patients are not scheduling eye exams, and what they look for when selecting an eyecare professional or making an eyewear purchase.
For additional information about the multicultural education and resources available from Transitions Optical, or to express interest in presenting this course, contact Multicultural@Transitions.com or call Transitions Customer Service at (800) 848-1506.