Transcript Slide 1

Attracting Hispanic Patients
Staff Meeting Presentation Series
Module 7
15 % of U.S. population is of
Hispanic ancestry
Top Ancestries In U.S. in 2000
German
Irish
English
United States or American
Italian
43 Million
31 Million
25 Million
21 Million
16 Million
Hispanic
Mexican?
45 Million
30 Million
Source: U.S. Census Department and Synovate estimates
Hispanics will reach 24% of U.S.
population by 2050
U.S. Hispanic Projected Population Growth
(millions)
87,585
102,560
73,055
47,756
59,756
35,622
2000
2010
Source: U.S. Census Bureau – March, 2004
2020
2030
2040
2050
10 Fastest Growing Hispanic States
(1990-2000)
North Carolina
Arkansas
Georgia
Tennessee
South Carolina
Nevada
Alabama
Kentucky
Minnesota
Iowa
Source: U.S. Census Department
% Growth
449%
344%
329%
299%
236%
225%
222%
194%
189%
169%
• Nearly two-thirds of Hispanics speak mostly Spanish at home while
another quarter say they speak both Spanish and English equally
Language Spoken at Home
(% of Hispanics)
Spanish
Only/Mostly
63%
Source: Synovate, U.S. Census Bureau, 2000
English
Only/Mostly
14%
Spanish &
English
23%
Most U.S. Hispanics are bilingual, but
older Hispanics are more likely to speak
Spanish only
LANGUAGE PREFERENCE OF HISPANICS BY AGE
60%
54%
47%
38%
30%
28%
10%
19%
5 to 17 years
18 to 64 years
English Only
Source: US Census Bureau 2000
14%
Bilingual
65 years and over
Spanish Only
Assessing Hispanic Opportunity
 Check Census Bureau to determine the % of
Hispanic in your area.
 If Hispanic % exceeds 15% of local population,
take steps to attract these patients.
Tactics to Attract Hispanic Patients
 Hispanic or bilingual employees
 Hispanic messaging evident in signage (“Hablamos
Espanol” - - “We speak Spanish”)
 Bilingual in-store communications (signage, forms,
brochures)
 Conveys friendliness, respect
 Bi-lingual magazines in waiting area
 Spanish-language website section
 Involvement in Hispanic community events
 Outreach to Hispanic community groups, churches,
schools, companies
Source: Saatchi & Saatchi X Insights Team, 2005 and CIBA Vision Recommendations
Words to Learn
ENGLISH
 Good morning (afternoon) (evening)
 My name is…
 Sit down please
 What is your name?
 Open your eye wide
 Cover your right (left) eye
 Which is better, 1 or 2, or about the same?
 Are they clear?
 I don’t understand
Source: Women in Optometry, November 2007
SPANISH
 Buenos dias (tardes) (noche)
 Yo me llamo…
 Sientes por favor
 Como se llama?
 Abra sus ojos bien grande
 Cubra su ojo derecho (izquierdo)
 Cual es mejor uno o dos o se ve igual?
 Estan claras?
 No entiendo
For Discussion
 How can the office be made to appear more Hispanic
friendly?
 Are office forms bi-lingual?
 Do marketing materials encourage Hispanic patients to
visit the practice?
 Are Spanish language materials available to explain
products, ocular conditions, etc?