Healthy InSights® Informativo
Exploring the Hispanic Market Opportunity

Hispanics in My Region?

You might be wondering what percent of the population in your community is Hispanic. The answer is just a few clicks away.

• Go to: www.census.gov
• Click once on American Fact Finder (left column)
• Look for a blank box in the upper center of the page
• Type the zip code, city or state you are interested in
• Click on "go"
• See the resulting table
• Scroll down until you see the number and percentage of the Hispanic population in that area, according to U.S. Census Bureau 2000, and American Community Survey 2005.

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Marketing Matters

According to the U.S. Census Bureau, Spanish is the most widely spoken language in the United States besides English.

Out of the 44 million Hispanics living in the United States, 36 percent are "First Generation," meaning they've lived in the U.S. for approximately one to 10 years, and Spanish is their dominant language. For this group, of course, being able to communicate in Spanish is critical for delivering quality eye care.

More surprising, is the importance of the Spanish language for the rest of Hispanic population. Among "Second" and "Third Generation" Hispanics who are bilingual or even use English as their dominant language, relating key messages in Spanish can still be of critical importance. According to the 2002 Hispanic Monitor, 96 percent of Hispanics use at least some Spanish at home and 86 percent do so at work or school. Two-thirds report that Spanish is more important now than five years ago.

According to exploratory research conducted by Transitions Optical, eyecare professionals who have Spanish-language education materials on-hand, or take the time to learn Spanish - even just a few critical words for conducting an eye exam - draw more Hispanic patients. These patients report that they view offering materials and eye exams in Spanish as a sign of respect for their culture and as an indicator of their eyecare professional's commitment and professionalism. Hispanics are also highly loyal to their eyecare professionals, and are likely to entrust their doctor to provide vision care for the entire family.

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Spanish-language Tools

Since even Hispanics who speak English often prefer to receive information in Spanish, Transitions Optical is offering a range of Spanish-language tools completely free of charge.

By utilizing these tools, even an eyecare professional who doesn't speak Spanish can demonstrate respect for Hispanic patients and benefit from increased business as a result.

• Reading card
• In-office posters
• Patient brochure with photochromic film
• Family-focused Web site yonosabiaeso.com
• An array of materials customizable through the Transitions Online Marketing tool. Counter card and dispensing mat inserts, for example, can be created with headlines and practice information in English, in Spanish - or in both!

Much more coming soon! Announcements will be made in the next issue of Healthy InSights Informativo.

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Transitions Outreach Updates

Transitions Optical is harnessing the credibility of the Spanish-speaking media to bring further attention to the topic of healthy sight among Hispanics. Targeting Spanish-language print, broadcast and radio outlets, Transitions has reached out to the Hispanic news media for the past two years and encouraged them run stories about the need for healthy sight, including UV and glare protection.

Through these efforts, stories have appeared in key markets across the United States, making more than 50 million impressions with consumers, including in high-profile media such as:

• La Opinión, the #1 Hispanic daily newspaper in the nation.
• New York's Telemundo affiliate, the 2nd largest U.S. Spanish-language television network.

Efforts currently underway include a five-part radio series featuring Madeline Romeu, O.D. Updates will be shared in the next issue of Informativo.

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¡Ojo! for Eye Health

Diabetes is one of the most serious health issues facing Hispanics in the United States. According to the National Diabetes Information Clearinghouse (NDIC), Hispanics are almost twice as likely to have the disease as non-Hispanic white Americans. Because of this, the Hispanic population is also at much higher risk for diabetes-related eye disease.

There are many ways diabetes affects the eyes. In the early stage of the disease, patients often experience blurred vision. Because of this, in many cases, a patient's eye doctor may be the first health professional to detect the disease, based on changes seen in the eye through a comprehensive ocular exam. This demonstrates why regular visits to the eye doctor are such an important step toward overall health and wellness for at-risk Hispanics.

Over time, higher-than-normal blood sugar levels and other side-effects of diabetes increase a patient's chance of developing potentially sight-impairing conditions, such as diabetic retinopathy, glaucoma and cataracts. All of these conditions are more treatable when diagnosed early, making regular eye exams of critical importance for all diabetic and at-risk patients. These groups should also be encouraged to wear UV protection for the eyes, since cumulative damage from UV rays can further contribute to cataracts.

Eyecare professionals can provide added value to their Hispanic patients by being familiar with diabetes information resources they can share. The National Alliance for Hispanic Health and the National Diabetes Education Program include helpful information in both English and Spanish on their Web sites, and in materials you can print out and provide to patients.

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We hope that you have enjoyed the first issue of Healthy InSights Informativo!

• Tips for increasing Hispanic referrals
• New Hispanic-focused education resources from Transitions
• Exploration of Hispanic attitudes and habits related to UV eye protection

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