CERTIFICATION

Get it

and

keep it!

Dispensing to Your Hispanic Dispensing to Your Hispanic PatientsPatients

Practical advice to help you communicate with your Hispanic patients.

Understanding the Growing Hispanic PopulationUnderstanding the Growing Hispanic Population

• Hispanic refers to people from Spanish-speaking nations of Latin America and from Spain

• Hispanic is the official term used by the U.S. government

Understanding the Growing Hispanic PopulationUnderstanding the Growing Hispanic Population

• Depending on how long a Hispanic person has been living in the U.S., his or her level of Spanish may vary

• Over 85 percent of Hispanics use at least some Spanish at home, work or school

Hispanic Buying Power and Shopping HabitsHispanic Buying Power and Shopping Habits

• The U.S. Hispanic population is growing in buying power

• Understanding the shopping behaviors of Hispanic people can help sharpen marketing and communication methods

Hispanic Buying Power and Shopping HabitsHispanic Buying Power and Shopping Habits

• First Generation Hispanics

• Second Generation Hispanics

• Third Generation Hispanics

Not all Hispanics are fluent in English or Spanish. To

help you communicate, it is important that you recognize

the potential language barrier and use appropriate

methods and tools – like those from Transitions – to

overcome them.

Hispanic Buying Power and Shopping HabitsHispanic Buying Power and Shopping Habits

• An average Caucasian family has 2.9 people, while an average Hispanic family has 3.9 people

• Some Hispanic families consist of several wage-earners living together

Hispanics are growing in buying power and may have

more disposable income, which means they could also

have more money to spend on eyewear and vision care.

Hispanic Buying Power and Shopping HabitsHispanic Buying Power and Shopping Habits

• Family members are often involved in the purchasing decision

• Hispanic culturalvalue of “Familismo”the understanding that family is the nucleus of community and society

Hispanic Buying Power and Shopping HabitsHispanic Buying Power and Shopping Habits

• Give family members brochures or booklets

• Use inclusive body language

• Respect the position of wives and mothers

Don’t be shy about asking if other family members wear

glasses or are having trouble with their vision. Grasp the

opportunity to offer them a product, or sign them up for a

future appointment.

Insight Into Eye Health Needs & Cultural ValuesInsight Into Eye Health Needs & Cultural Values

• The Hispanic population is more prone to certain visual problems and may be at higher risk for many eye diseases, such as cataract, diabetic retinopathy and glaucoma

UV AwarenessUV Awareness

• Hispanics have the lowest level of awareness of any ethnic group when it comes to the need for UV protection for the eyes

Perception of Eye HealthPerception of Eye Health

• Like other ethnic groups, Hispanics value their sight and say that they want to do what is necessary to have the best vision possible and protect it for the future

You can appeal to Hispanics’ desire to have good vision,

now and in the future, as you present eyewear options.

An emotional appeal will help your Hispanic patients

become more concerned about protecting their vision and

choosing the best eyewear option available.

Appearance and Spending HabitsAppearance and Spending Habits

• The appearance of eyewear is also very important to Hispanic patients because it is viewed as an integral part of their image, and therefore, their self-confidence

Appearance and Spending HabitsAppearance and Spending Habits

• Opticians should not avoid higher-ticket items, since often these options may be desirable

• Health insurance is not necessarily a barrier, as many are willing to pay out of their own pockets

Don’t make assumptions about how much your Hispanic

patients want to spend, and don’t hesitate to discuss

several eye wear choices with them if they say they do

not have insurance.

Earning RespectEarning Respect

• Another influential cultural value of the Hispanic population is “Respeto.” Respeto is defined as offering respect based on age, gender and status

Earning RespectEarning Respect

• Hispanic patients may not be as willing to ask questions about their options, and therefore, may have a tendency to rely more heavily on their eyecare professionals to make product recommendations

The cultural value of Respeto may become a communication barrier. Encourage

open dialogue, ask patients for their opinion and offer your professional advice.

Earning RespectEarning Respect

• Having Spanish-speaking staff and Spanish-language materials

• Providing friendly, open interaction

• Offering high-quality service

Remember the three factors that will help you establish a

loyal Hispanic patient: Recognize that a loyal Hispanic

patient can provide an opportunity for repeat and referral

business.

Showing RespectShowing Respect

• Offering materials and eye exams in Spanish is seen as a sign of respect for Hispanic culture and as a sign of an eyecare professional’s commitment and professionalism

Make sure that materials in Spanish are always very visible and offer them proactively to patients. Hand

them out as opposed to asking patients if they

would like to receive them.

Basic GreetingsBasic Greetings

• Since it can be difficult to distinguish what language patients speak before meeting them, even staff members who are not fluent in Spanish should be taught some basic phrases

Key Eyewear TermsKey Eyewear Terms

• Taking the time to learn even just a little Spanish demonstrates your commitment to your Hispanic patients

Overcoming Language BarriersOvercoming Language Barriers

• Allow extra time for patients to look

at the visual aids

• Use demonstration

Overcoming Language BarriersOvercoming Language Barriers

• If Spanish-speaking patients are accompanied by family members, they can often serve as translators in the event that there is not a Spanish-speaking staff member available

Do not be discouraged if you have trouble communicating initially with your Hispanic patients.

They will appreciate your effort! Try to use all of your Spanish resources and stay positive.

Building RapportBuilding Rapport

• The importance of rapport is rooted in the Hispanic cultural value of “Personalismo” – showing genuine concern for a person

Rapport is very important to building a relationship with your Hispanic patients. Using body language,

animation and ice-breakers can help to establish a strong connection early on.

• There are four simple steps you can take to effectively dispense Transitions lenses to Hispanics, whether language is an issue or not. Many of these methods may also apply to recommending other premium products

Dispensing Transitions Lenses to Hispanic PatientsDispensing Transitions Lenses to Hispanic Patients

Dispensing Transitions Lenses to Hispanic PatientsDispensing Transitions Lenses to Hispanic Patients

• Demonstrate activation using either the Transitions patient brochure with photochromic film (available in English or Spanish) or the lens demo card

A picture speaks a thousand words. Use demonstration as a way to communicate

with your Hispanic patients.

Dispensing Transitions Lenses to Hispanic PatientsDispensing Transitions Lenses to Hispanic Patients

• The Hispanic population has a higher rate of certain eye diseases, and consequently they need to pay close attention to protecting their eyes from the sun

Hispanics have a higher incidence of certain eye diseases and need to protect their eyes from the sun. Recommending Transitions lenses, which

provide 100 percent UV blockage, is a great way to show your Hispanic patients you care about

protecting their vision.

Dispensing Transitions Lenses to Hispanic PatientsDispensing Transitions Lenses to Hispanic Patients

• If language is a barrier to communicating products to patients, use the complimentary point-of-sale tools available in Spanish from Transitions

Use the Transitions Online Marketing (TOM) tool to help you personalize communication with your

Hispanic customer.

Dispensing Transitions Lenses to Hispanic PatientsDispensing Transitions Lenses to Hispanic Patients

• Surprisingly, many patients don’t remember what product they purchased by the time they pick up their glasses

Reinforce the value of Transitions lenses when your customers come to pick up their lenses. This is the

perfect time to remind them why they chose Transitions and to compliment them on how great

they look.

Common QuestionsCommon Questions

• Curiosity is a positive sign that patients are thinking through their choices. In the end – the more they understand, the more satisfied they will be

Common QuestionsCommon Questions

• Why don’t these change in the car?

Explain that the lenses don’t darken because all photochromic lenses require UV light to activate, and UV is blocked by the windshield in your car

Encourage open dialogue. Answering questions helps you provide a better understanding of your product

and professional expertise.

Common QuestionsCommon Questions

• Hispanic patients may ask for a reduction in the price of the lenses. The art of negotiation is common in Hispanic culture

Facts About Transitions LensesFacts About Transitions Lenses

• Here are some basic facts about Transitions lenses that can help you answer patient questions completely

Bilingual Pocket CardBilingual Pocket Card

• Since the card is printed in both English and Spanish, you can communicate in the language that is most comfortable for your patients

For More Information…For More Information…

• Transitions Optical offers a wide range of tools and resource materials to help its partners meet the needs of Hispanic patients and address this business growth opportunity

Dispensing to Your Hispanic Dispensing to Your Hispanic PatientsPatients

Practical advice to help you communicate with your Hispanic patients.