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Dental Offices Learn to Reach and Serve Hispanic Immigrants

Hispanic Marketing Resources teaches dental office staff members how to overcome cultural and language barriers to tap into the Hispanic market.

Raleigh, NC, June 14, 2010 --( Blaire Borthayre, CEO of Hispanic Marketing Resources, wants dental offices to learn the necessary skills to reach and serve the immigrant Hispanic community. "There is a dire need for dentists who can overcome cultural and language barriers to help our community." These skills can be learned in the form of online seminars offered on demand through the Hispanic Marketing Resources website. (

Hispanics come to the United States with a limited understanding of basic dental care that many Americans take for granted. Access to dentists in many parts of Latin America is limited to the wealthy. In addition, basic education about dental hygiene and preventive care is not promoted thus gum disease and illness is commonplace. Hispanics treat themselves with home remedies that are ineffective at best and sometimes even dangerous. Once in the U.S, immigrants lack familiarity with systems along with English skills to be able to access adequate dental care. In desperation many visit unlicensed "dentists" working out of apartment buildings. "There is an misconception that immigrants avoid going to, U.S dentists simply because they can't afford to do so and this is just not true," explains Borthayre. Once cultural and language barriers are overcome, Hispanics are loyal patients who will refer many family and friends to the dental practice.

However, dental offices that simply translate their English marketing messages into Spanish will not effectively reach this market. Neither will those who hire a translator. The focus must be on education, community outreach and understanding cultural behaviors that inspire trust. Hispanic Marketing Resources webinars offers both live and pre-recorded which can be instantly downloaded on demand. Borthayre recommends that all dental staff watch the webinar rather than those tasked with marketing responsibilties. "This must be a holistic approach. A small investment of time can result in a tremendous pay off for dental offices struggling to survive in a tough economy."

Contact Information
Hispanic Marketing Resources
Blaire Borthayre
(919) 801-1468

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