Pharmacy Communications

10 Communication Mistakes Pharmacists Make

Basic Communication Skills in Pharmacy Practice

The Communication Model

The communication model:Communication takes two sender and receiverTo optimize communication we must consider the channelTwo way flow of informationPotential for a breakdown to occur at any timeBarriers will exist minimize these when you canCommunications Skills in Pharmacy Practice, Tindall, Beardsley and Kimberlin, third ed., 1994, Lea and Febiger, p 15.

Barriers to communicationPharmacy Environment

Barriers to communicationPharmacy Environment

Barriers to communication

Basic Counseling and Communication SkillsCourtesy and rapport: Quite possibly the most critical skills you will need to develop, and includes:How to address patients Introducing yourselfLearning patient namesBeing aware of your appearance, attitude, issuesRespecting patient privacy issuesAvoiding stereotypesUsing appropriate body language

Basic Counseling and Communication SkillsBody languageFacial expression smileEye contactOpen postureDistanceTone of voiceGet CLOSERControl distractions, lean in, open posture, smile, make good eye contact, relax

Good body language?

StereotypesEveryone does this to some extentBiker at 8:55PM on Saturday.What is your favorite stereotype?What is the impact of this on rapport? Being aware of how you may stereotype others is criticalTreat everyone as an individual

RapportMutual consideration and respectThe warm fuzzy part of communicationPaves the way for good communicationTrust is criticalHow do you build trust?How do you keep it?What happens when you break it?

Perceptions

FINISHED FILES ARE THE RE-SULT OF YEARS OF SCIENTIF-IC STUDY COMBINED WITH THE EXPERIENCE OF MANY YEARSOF EXPERTS

Basic Skills: ListeningListeningPerceptions (F test) Being non-judgmentalBeing an active listenerUse appropriate listening body languageUse silence where appropriate

Basic Skills: InformationWhen Communicating Information:Talk in lay terms, but dont oversimplifyAvoid technical jargonAvoid information overloadKeep it short and simple, to the point

Basic Skills: Gathering InformationWhen gathering informationAsk open-ended questionsMuch more information can be gainedSaves timeProvides opportunities for patients to reveal information we might not be thinking about How are you supposed to be taking this?Tell me more about this

Basic Skills: AssessmentDid your patient learn?Did the other person understand what you said, and meant?Summarize your teachingVerify what your patients knowI know you believe you understand what you think I said, but I am not sure you realized that what you heard is not what I meant. Reinforce patient understanding when you canThats right, this medication will make you sleepy

Basic Skills: EmpathySeek to understand what your patients feel This will help you shape your communication so that they better understand you!Difference between empathy / sympathySome sample responses (p47 Tindall Book)

Basic Skills: QuestionsEncourage patients to ask questions

When your patients are comfortable asking you questions, you know you have rapport and are doing a good job communicating

Basic Skills: Being Assertive and Persuasive Assertive not aggressive (well come back to this later)Use persuasion where appropriate, for example with medication compliance issues

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