I read this article Focusing on Hispanic Eyecare (from Peter Kehoe OD) and began thinking about where do the Hispanics go to get their eyes examined. Living in California, where most most of the Hispanics live, I am surprised to not see more advertising in Spanish for the Latino market.
- May 2009 The U.S. Census Bureau reported Thursday that the minority population reached an estimated 104.6 million — or 34 percent of the nation’s total population — on July 1, 2008, compared to 31 percent when the Census was taken in 2000. Nearly one in six residents, or 46.9 million people, are Hispanic, the agency reported.
- The most Latino county in the nation was Los Angeles, with 4.7 million people.
- Univision is now the #5 network in the United States, behind ABC, NBC, CBS and Fox.
- The $1 Trillion buying power of the Hispanic market in the US is largely under served and provides an outstanding growth opportunity
Based upon the latest demographics- why wouldn’t you target this market?- It’s growing, it’s viable and can be a major source of new patients.
Six Hispanic Marketing Strategies
1.) Have a fluent Spanish speaking staff.
2.) Provide all materials in Spanish.
3.) Be able to conduct an eye exam in Spanish.
4.) Support local Spanish groups and organization- Hispanics rely heavily on word of mouth marketing.
5.) All Signage outside to also be in Spanish and put on the door and all advertising- ‘Hablamos Espanol’.
6.) Ask all your optical vendors what resources they provide in marketing eyecare to a Hispanic Market