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Transitions Optical Survey Shows Patients Value Culturally Competent ECPs

New multicultural research  from Transitions Optical confirms that while patients highly trust their eyecare professionals, there are steps these professionals could take to enhance this respect further, by promoting cultural competency within their practices and connecting with patients in ways that reflect their values. The survey of 2,600 Americans explored perceptions of eyecare professionals and the eyecare experience among the general population, as well as specifically among Hispanics, African Americans, Asian Americans and American Indians.

Survey responses confirmed that the majority of Americans prefer eyecare professionals who are taking steps to promote cultural competency, such as hiring a diverse staff and using bilingual or in-language materials. More than half (57 percent) of Americans surveyed agreed that “the best eyecare practices” include staff members from a mix of races and ethnicities, with ethnic minority groups even more likely to feel strongly about this topic. Additionally, more than four out of 10 Americans agreed that an eyecare professional who is of the same race or ethnicity will understand them better, with half of Asian Americans feeling this way.

Approximately two-thirds of Americans also agreed that it is a sign of respect for their own, or others’, culture when an eyecare professional offers eye health education materials that are bilingual or in another language. African Americans were the most likely to feel this way (80 percent), followed by Hispanics (77 percent) and Asian Americans (69 percent).

“My practice is extremely culturally diverse, both my patient base and my staff, and I’ve found that while it is not necessary for the eyecare professional to be of the same race or ethnicity as the patient to provide quality service and make a good impression, it is certainly respected when the practice as a whole makes a concerted effort to recognize cultural differences and make available bilingual and in-language materials,” says Kirk Smick, OD, of Clayton Eye Center in Atlanta and a member of Transitions Optical’s Diversity Advisory Board. “We use several of Transitions Optical’s bilingual eyecare guides–we have a diagnosis guide in each of our 14 exam rooms–and have found these to be especially helpful when dealing with language and cultural barriers.”

The issue of trust was also explored in the survey, and confirmed that Americans find eyecare professionals less intimidating than other doctors (75 percent) and trust their eye doctor to make the best recommendations for them (95 percent). Additionally, most (75 percent) respondents said that they would be more likely to purchase products, like Transitions lenses, if they were recommended by their eye doctor. Ethnic groups, including Asian Americans (80 percent), African Americans (79 percent) and Hispanics (79 percent) were more likely than the general population to say their decision would be influenced by the doctor’s recommendation.

Despite this trust, an exploration of cultural values and preferences in the survey reinforced opportunities to enhance this good will further by connecting with patients in ways that reflect their values, such as getting to know them personally or taking the time to explain the value of their eyewear recommendations.   

Two out of three patients surveyed said they would appreciate it if their eyecare professional took the time to get to know them and their needs personally. This personal connection was especially important to ethnic minority groups including Asian Americans, American Indians and Hispanics, who were the most likely to say that they strongly agree with this statement.  

“It is important for eyecare professionals to understand that promoting cultural competency is not trying to be just like the patient, but rather, it’s acknowledging that differences do exist and providing a safe and comfortable space where the patient ultimately feels like he or she is receiving individualized care,” says Allert Brown-Gort, faculty fellow for the Helen Kellogg Institute for International Studies at the University of Notre Dame, and senior research fellow for the Institute for Work and the Economy. Brown-Gort is also a member of Transitions Optical’s Diversity Advisory Board.

When respondents were asked to rate their top values and priorities, eight out of 10 chose “getting the most for my money,” the most selected answer after “spending time with family and friends,” even trumping options such as “caring for family members,” “exercising and/or staying physically fit,” and “finding peace/harmony in my daily life.” Even though ethnic minorities were less likely than the general population to place a top focus on “value for my money,” it was still a very high choice, reinforcing the opportunity to enhance relationships with patients of all backgrounds by explaining the full value of the eyewear products being recommended.  

“As we continue to face tough economic times, it’s not surprising that patients want to get the most for their money, but this should not deter eyecare professionals from offering the best possible lens options,” says Manuel Solis, multicultural marketing manager, Transitions Optical. “Patients want value, and it’s up to the eyecare professional to communicate the benefits of the eyewear they recommend in a way that reinforces this value. For example, with Transitions lenses, most patients know they change from light to dark, but the full package of how built-in UV and glare protection enhance and protect vision may not be as well understood. Eyecare professionals who take the time to explain this value will help their patients understand just how much value they’re getting with their investment.”
 
The research also identified other top values and found key differences between ethnic groups. To learn more about cultural differences and access resources to better connect with and serve culturally diverse patients, eyecare professionals can visit MyMulticulturalToolkit.com.

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