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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?