marketing matters
Focusing on Hispanics
by Karlen McLean, ABOC, NCLC
The growth of the Hispanic population in the United States is spurring eyecare practitioners to develop culturally-focused marketing strategies. Following is a look at why and how.
Perhaps the biggest, most over-looked marketing opportunity in the U.S. is to the Hispanic population. Simply, Hispanics represent the fastest-growing demographic group in the U.S., outpacing the growth of the U.S. population overall. Experts predict that within 30 to 40 years, Hispanics will comprise 25 percent of the nation's population.
If that's too long-term for you, consider short-term facts and figures. The U.S. Hispanic population grew from 9 percent in 1990 to 12.5 percent in 2000, and was 14.9 percent in 2006. Potential buying power of this group, according to the U.S. Census, reached $786 billion dollars in 2005 and is projected to reach more than $1 trillion by 2010.
ECPs can cater to the Hispanic population by addressing cultural issues and diversity in their practices. This outreach includes eye health and eyewear marketing based on knowledge of Hispanic eye health, buying, and cultural norms.
| QuickTips |
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| DEFINITION Hispanic: "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. "Latino," a term considered interchangeable with Hispanic, simply describes people from Spanish- or Portuguese-speaking countries of Latin America. Casually, either term is acceptable, but Hispanics or Latinos may prefer one term over the other. |
Transitions Optical says engaging Hispanics effectively means ECPs need to become culturally competent in five key cultural values: idioma, familismo, respeto, personalismo, and esmero.
IDIOMA: COMPETENCY IN THE SPANISH LANGUAGE
Over 85 percent of Hispanics use at least some Spanish at home, work, or school. Fluency in English may vary. Even if Hispanic patients say they prefer to use English, remember that their understanding of optical terms may sometimes be limited.
Allow extra time for patients to view visual aids, and use demonstrations; Spanish language materials can be especially helpful. Use eye contact and body language to help enhance communication and show interest and concern. If a Hispanic patient has a translator, be sure to look toward both the patient and interpreter in conversation.
Take the time to learn at least a little Spanish and have Spanish print materials displayed; studies show that these factors draw more Hispanic patients.
FAMILISMO: FAMILY IS THE NUCLEUS OF COMMUNITY
Hispanic consumers often shop in groups, which may include grandparents, parents, children, and friends. Family members are often included in decisions about healthcare and significant purchases, so the family should be involved in the therapeutic process, patient care, and eyewear selection.
Be sure to respect the positions of wives and mothers—they are the key purchase influencers. By involving members of the patient's community, a greater opportunity exists for vision care and vision wear education. ECPs can also gain new patients because word-of-mouth referrals are strong within the Hispanic community.
RESPETO: RESPECT BASED ON AGE, GENDER, AND STATUS
Some Hispanic patients may not ask questions, relying solely on ECP recommendations due to respect. In turn, Hispanic patients expect to be treated with respect.
In conversation, use title and family name, for example, Señor or Señora Rodriguez. Initiate each contact with a handshake and a smile. Use "usted" instead of the informal "tu" for "you."
To enlist cooperation, appeal to patients' key values, using such phrases as: "Let's do everything we can to ensure that you're able to see the people you love." Above all, take time to explain diagnosis, treatment, and recommendations.
| HISPANIC RESOURCES |
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| Some noteworthy Hispanic resources applicable to the optical industry include: The National Alliance for Hispanic Health—www.hispanichealth.org The National Diabetes Education Program—ndep.nih.gov/ The American Optometric Association—www.aoa.org National Institutes of Health—www.nih.gov/ Medicine Plus—www.nim.nih.gov/medicineplus/hispanicamericanhealth.html National Council of La Raza—www.nclr.org/ Transitions Optical—www.transitions.com Vision-Ease Lens—www.vision-ease.com or 800-328-3449 |
PERSONALISMO: SHOWING GENUINE CONCERN FOR A PERSON
Establishing and maintaining rapport with Hispanic patients is crucial to building a Hispanic-friendly practice. It's necessary to have a one-on-one relationship that is friendly, yet not informal. Show concern by asking about the patient.
ESMERO: PAYING CAREFUL ATTENTION TO PERSONAL APPEARANCE
Appearance is an integral part of Hispanic image and self-confidence. When selecting eyewear options, reinforce that eyewear should look good, and compliment your patient's appearance.
In addition, discuss several frame choices, and make multiple-pair suggestions to help them build an eyewear wardrobe. EB
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