Healthy InSights® Informativo
Meet Your Goals With Hispanic Patients

Transitions Optical is kicking off new initiatives, making it easier than ever to help you meet your goals and develop cultural connections with Hispanic patients!

As Transitions begins its Spanish advertising for 2008, your Hispanic patients will be coming into their appointments more prepared than ever to discuss the importance of “seeing better today and tomorrow” and the everyday benefits of Transitions® lenses! Be sure to encourage them to look for the commercial during Sunday soccer games on Telefutura for a chance to win weekly prizes through a new Watch and Win Sweepstakes.

With the new Transitions® VI technology now available, be prepared to discuss the enhanced performance of new Transitions lenses with patients. Read on to learn about a new Transitions VI Bilingual Handbook and the recently ABO-approved education on Dispensing to Your Hispanic Patients. Plus, order a catalogue of all the Hispanic point-of-sale materials and education available through Transitions.

With Cinco de Mayo just around the corner, read on for tips on how to better understand this holiday and make a cultural connection with your Hispanic patients. Finally, new research shows that Hispanics are largely unaware of the steps they need to take to preserve their healthy sight. Read on for the results.

As always, we hope you find this newsletter useful. Please feel free to forward to your colleagues and share the insights. If there is something you would like to read more about, please e-mail us at healthyinsights@transitions.com

Call for Hispanic Patient Experiences!

Transitions is developing new education for optometrists, and is looking for your insights! Do you have any stories about your experiences or challenges conducting eye exams with Hispanic patients? Please share your first-hand knowledge with us by sending an e-mail to melissa.white@eurorscg.com or calling 412-456-4307.


Transitions Kicks Off Watch and Win Sweepstakes

Commercial to Air in Spanish During Soccer Games on Telefutura

Soccer is a passion among many Hispanics, and watching the sport can often even be a whole family affair. Now through November, your patients will see the Transitions commercial in Spanish during Telefutura’s telecast of Major League Soccer! Advertising during soccer games places our healthy sight message within a highly-appealing cultural context for increased interest. The initiative will make 127.5 million impressions – preparing your patients to come to you for more information about UV protection and the benefits of Transitions® lenses.

To complement this initiative, Transitions is kicking off a Watch and Win Sweepstakes – giving viewers a chance to win a variety of soccer-themed prizes, including a grand prize trip for four to Los Angeles! To promote the sweepstakes, the Transitions logo will be visible on the official game clock during each game, and a Watch and Win-themed electronic billboard will appear on television – driving viewers to the Transitions Web site where they can answer questions about the commercial for a chance to win. The sweepstakes not only encourages Hispanic consumers to pay closer attention to the healthy sight message of the commercial, but also drives them to the sweepstakes Web site where there is even more information and resources related to UV and glare protection.

Contact your Transitions representative to find out how you can leverage the Watch and Win Sweepstakes to develop a cultural connection with patients in your practice.

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New Resources for Dispensing to Hispanic Patients

Transitions VI Handbook and ABO-Approved Course Now Available

By now you’ve heard of Transitions® VI lenses: the most advanced photochromic performance in today’s marketplace. Representing the largest product launch in optical history, Transitions VI lenses are available across all major lens materials and designs – offering consistent, high-level performance for your patients!

When you talk about the advanced performance of new Transitions® lenses with patients, be sure to use the below resources from Transitions.

Transitions VI Bilingual Handbook
Even a bilingual staff may need some extra help explaining the new Transitions VI technology in Spanish. This pocket-sized guide was created to help eyecare professionals feel more comfortable translating key technical terms so they can more easily relay the benefits of new Transitions lenses.

Dispensing to Your Hispanic Patients – Bilingual Education Course (NEWLY ABO APPROVED!)
Recently ABO-approved, this print or DVD course provides opticians with a foundation to build lasting relationships with Hispanic patients by addressing culturally sensitive issues. It also provides ideas on how to communicate with patients and dispense Transitions lenses, regardless of cultural or language barriers.

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Transitions Offers Guide to Hispanic Resources

Grow Your Business With Tools From Transitions!

If your practice is located in a Hispanic area, Transitions can help you address the needs of this growing population and boost sales of Transitions® lenses.

To keep you up-to-date with the latest tools and education available from Transitions, we’ve created a catalogue listing all the popular Hispanic-targeted resources and how to order them for your practice. The catalogue includes everything from bilingual education to Spanish-language point-of-sale materials to consumer education materials and online resources.

To order your copy, contact Transitions Optical Customer Service at (800) 848-1506 and ask for the Hispanic Resources Flyer (S8P101).

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Tips and Trends for the Hispanic Market

Understanding Cinco de Mayo and Discussing With Hispanic Patients

While many in the U.S. look forward to sipping margaritas and visiting community street fairs during Cinco de Mayo, only a few probably know the real history behind the holiday. As Cinco de Mayo approaches, this is a great opportunity for you to learn some Mexican history to continue to connect with your Hispanic patients!

Cinco de Mayo commemorates the victory of the Mexican militia over the French army at The Battle of Puebla in 1862. However, this Mexican victory at Puebla only delayed the French invasion of Mexico City; a year later, the French occupied Mexico and placed Maximilian I, Emperor of Mexico, on the throne. The French were eventually defeated and expelled in 1867.

Cinco de Mayo is now primarily a regional holiday celebrated throughout the state of Puebla, with some limited recognition in other parts of Mexico. It is not, as many people think, Mexico's Independence Day, which is actually September 16 and the most important national patriotic holiday in Mexico. In the U.S., the holiday is a celebration of Mexican culture, food, music, and customs unique to Mexico. Several cities throughout the country will be holding festivals, parades and concerts during the week following up to May 5, so look out for some activities in your area!

As the holiday nears, consider leveraging the celebration in several ways to reach your Hispanic patients:

  • Market your practice with presence at a local event
  • Simply acknowledge the holiday at your office with a poster or banner that can be purchased online or at a local store
  • Engage in conversation with Hispanic clients by asking "How do you celebrate Cinco de Mayo?" or "What are your plans for Cinco de Mayo?" to start further discussion about the holiday and what it represents showcasing your insight!

Be aware, however, that Hispanics who are not of Mexican origin do not heavily acknowledge the holiday except for participating in the fun, so some of your Hispanic patients may not give it any special attention.

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ˇOjo! for Eye Health

Research Shows Need to Educate Hispanics on Maintaining Eye Health

As the number of Hispanics living in the United States continues to increase, so does the need to educate this population about the importance of protecting the eyes for a lifetime of healthy sight. A recently released survey sponsored by the National Eye Institute shows that while many Americans remain unaware of the steps to preserve eye health, this lack of awareness is greatest among Hispanics.

Despite the fact that Hispanics are more at risk for certain eye diseases, the survey revealed that Hispanics were the least likely of all demographics to have their eyes examined. Hispanics also reported the lowest access to eye health information – making your role as an educator on the need for regular eye exams and the benefits of vision-enhancing lens options even more important!

Click here to view the full report.

  • Hispanics knew the least about eye health.
  • Hispanics were the least likely to have their eyes examined.
  • Hispanics reported the lowest access to eye health information.
  • 41 percent of Hispanics reported that they had not seen or heard anything about eye health or disease in the last year, compared to 28 percent of Asians, 26 percent of African-Americans and 16 percent of Caucasians.

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