While understanding the numbers behind demographics is important in practice building, the next step in a complete marketing plan is knowing what makes demographic groups unique.

 There are many resources for you to tap into in your quest for cultural competency. Here�s a sampling of what�s currently available.

Public Information

The Internet offers plenty of free and purchasable information and will link you to private sector, educational, and government resources.

One government resource is the national Department of Health & Human Services� Administration on Aging at www.aoa.gov, which offers the downloadable �Achieving Cultural Competence: A Guidebook for Providers of Services to Older Americans and Their Families.�

Also, many state and community health education entities offer cultural  competency information and curriculums and Spanish language guides, including optical dispensing phrases and terminology.

Industry Resources

Some optical manufacturers offer cultural competency training and information. Ask your vendors if they offer cultural competency training and/or multilingual marketing materials, and if they have multilingual service numbers.

Vistakon is offering certified continuing education to ECPs on how to manage, diagnose, and treat patients of various cultures. 

Transitions Optical is intensifying direct communications to Latin American consumers with a consumer outreach initiative focusing on the need for UV and glare protection.  The lens company also has customizable materials available in Spanish on the Transitions Online Marketing tools, including both adult- and kid-focused countercards and dispensing mat inserts, as well as a local ad that can be customized.

Back to School

The Association of Schools and Colleges of Optometry (ASCO), encourages schools to include first- year orientation on multiculturalism and cultural competency. Several institutions currently offer cultural competency courses.

Industry Groups

The Optical Laboratories Association (OLA) currently offers the popular Lens Menu in Spanish. Visit www.ola-labs.org or call 800-477-5652 for information.

The National Academy of Opticianry (NAO) currently has two Spanish language reference materials available: the �Manual of Spanish Optical Terms� and �Spanish Terminology for the Eyecare Team.� Visit www.nao.org or call 800-229-4828 for more information.  EB

Look to local government, chambers of commerce, and area clubs and associations for demographic information and links. City hall may be able to provide you with a cultural diversity graph so you can see how area demographics are changing and take appropriate cultural competency action.