AOA AND TRANSITIONS JOIN TOGETHER TO DELIVER NEW HISPANIC-FOCUSED RESOURCES AND EDUCATION FOR OPTOMETRISTS
AOA Launches “Hispanic Vision Initiative” During Optometry’s Meeting™, Announces New Education for Professionals and the Public
SEATTLE, June 27, 2008 – Responding to the growth of the Hispanic population and the importance of supporting optometrists in meeting the needs of their Hispanic patients, the American Optometric Association (AOA) and Transitions Optical, Inc. are joining forces to deliver new communications tools and resources that focus on the unique needs of this segment population.
The AOA launched its “Hispanic Vision Initiative” during a press event at the annual Optometry’s Meeting™ and announced plans for professional and public education, supported by Transitions. Specifically, education is planned for optometrists, geared toward helping them better understand and accommodate specific cultural differences and risk factors pertaining to Hispanic consumers.

As part of its “Hispanic Vision Initiative,” the AOA is developing a new Spanish section on its Web site. Translations in three key public information areas are being supported by a grant through the Transitions Partners in Education™ program, with additional translations to come. This will complement the range of Spanish-language patient education tools already available through the AOA and Transitions.

“Today, more than 3,500 AOA member practices are located in areas with significant numbers of Hispanic residents,” stated Kevin Alexander, O.D., president of the AOA. “As this number increases, it is more important than ever for eyecare professionals to better understand this demographic and to overcome existing language and cultural barriers that can hinder service. Transitions shares the AOA’s commitment to address the public health needs of this group, and is already taking a lead in arming eyecare professionals with education and tools to reach out to Hispanic patients.”

“Understanding the unique eye health and communication needs of the Hispanic population is critical,” said Martha Rivera, Hispanic market segment manager, Transitions. “For example, Hispanic patients are at greater risk for many eye and systemic diseases, which have implications for eye health – but they are unaware of how to protect themselves. We are honored to support the AOA in its efforts, and hope to further raise awareness of the risk factors and encourage Hispanic patients to discuss the need for regular eye exams and proper vision wear with their optometrists.”

To support the initiative on an ongoing basis and pursue development of future resources, the AOA has assembled a project team dedicated to helping optometrists better serve the growing Hispanic market. To guide the initiative, the AOA also has announced plans to release a patient survey, to be administered by optometrists, that will help provide insights into the needs relative to serving Hispanic patients.