© Paradigm Publishing, Inc. 1 Chapter 13 Human Relations and Communications

© Paradigm Publishing, Inc. 1

Chapter 13

Human Relationsand Communications


Personal Service in the Contemporary Pharmacy

• In the contemporary pharmacy . . .– The pharmacist is more than just a

dispenser of drugs.– The pharmacy technician is more than

just a cash register operator and stock person.

• A new and welcomed emphasis on personal service has returned to the practice of pharmacy.

© Paradigm Publishing, Inc.3


Personal attention makes customers feel that the pharmacy is a pleasant place to dobusiness.



Pharmacy technicians should remember the primary rule of merchandising:

At all times you are representing your company to the patient or customer. Remember that in a pharmacy you are, in a legal sense, an agent of your employer and entering into a contract to provide care to the patient. Your employer must “answer” for all of your actions.


Characteristics of the Pharmacy Technician

• A successful pharmacy technician must possess a wide range of skills, knowledge, and aptitudes.

• Along with these, the pharmacy technician must also display– A professional attitude– Communication skills – Problem-solving skills


Characteristics of the Pharmacy Technician

• Attitude• Verbal and nonverbal communication• Problem solving


Attitude

• Attitude is very important in customer relations.

• The pharmacy technician should maintain a positive attitude, even when the day is hectic or when he or she is not feeling up to par.


Terms to Remember

attitude the emotional stance or disposition that a worker adopts toward his or her job duties, customers, employer, and coworkers


Attitude

• A positive attitude also means taking pride in your workplace.

• The pharmacy technician should offer feedback on improving pharmacy operations.

• Being an invaluable asset to the overall operation can often be helpful in career advancement.


Attitude

• Always display a professional appearance:– Customers expect a high degree of

cleanliness and professionalism.– The following are important in conveying

a professional atmosphere:• Proper attire• Grooming• Personal hygiene


Attitude• A pharmacy technician must be

observant of customer needs.• With many things happening at once,

it is often necessary to triage customer needs.

• Acknowledgecustomers with“I’ll be right with you”and “Thank you forwaiting.”


Terms to Remember

triage the assessment by the pharmacist of an illness or symptom; outcome may be to recommend an OTC product, or refer patient to a physician or emergency room


Attitude

• It is important to demonstrate a professional empathy for the patient.

• Patients may be experience any number of difficult situations; a caring attitude can go a long way.

• The pharmacy technician is often the bearer of bad news. It is important to take the time to explain why a prescription could not be filled or why insurance does not cover a particular medication.


Attitude

• The pharmacy technician should be on the lookout for customers who look confused or are trying to find a particular product.

• The pharmacy technician can triage customer requests:– Handling those pertaining to product

location, availability, and price– Referring to the pharmacist those that

require professional judgment


Attitude

• Making a personal connection with customers is important, especially in a community pharmacy.

• Greeting customers by name makes a big difference.

• Eye contact is especially important to older customers who may rely on informal lip-reading to compensate for a hearing deficiency.


Verbal and Nonverbal Communication

• A pharmacy technician needs good communication skills when receiving prescriptions and assisting customers.

• Verbal communication skills require practice.

• Asking patients open-ended questions as opposed to closed-ended questions is always more helpful in eliciting information.


Terms to Remember

closed-ended question a question that requires a yes-or-no answer

open-ended question a question that requires a descriptive answer, not merely yes or no



Nonverbal communication is important also:

– Facial expressions– Eye contact– Body position– Tone of voice


Terms to Remember

nonverbal communication communication without words ― through facial expression, body contact, body position, and tone of voice



Listening is a vital skill for the pharmacy technician:

– Maintain eye contact with the speaker.– Use nonverbal signals to indicate that you are

genuinely interested.– Ask questions to clarify what has been said.– Repeat key points of the conversation to

confirm that you have correctly understood what has been said.

Safety Note



All patient medical information is confidential and protected by law.



Use courteous speech . . .– When interacting in person with

customers– When talking on the telephone with other

healthcare professionals



Be sensitive to gender, cultural, and language differences:

– Become familiar with the cultural backgrounds of your customers.

– You will be able to better serveyour customers.



• Be understanding when obtaining information from customers with mental or physical disabilities.

• For customers without drug insurance coverage . . .– Offer lower-cost alternatives.– Provide information on free clinics or

community health centers if possible.– Do not treat those without insurance differently

from other customers.


Problem Solving

Problem solving is an important asset for the pharmacy technician:

– Dealing with difficult patients– Staying focused at work when home or

school issues threaten to interfere– Dealing with work disputes through

rational, calm, and private discussions


Problem Solving

• Discrimination and harassment are unethical and illegal.

• You do not have to put up with off-color or crude jokes.

• Conversely, you must not create an environment that is uncomfortable for your coworkers.


Terms to Remember

policy and procedure manual a book outlining activities in the pharmacy, defining the roles of individuals and listing guidelines


Terms to Remember

discrimination preferential treatment or mistreatment

harassment mistreatment, whether sexual or otherwise


Other Aspects of Professionalism

• Professional behavior• Teamwork• Interprofessionalism• Do not dispense medical or

pharmaceutical advice• Emergency preparedness


Professional Behavior

• Professional behavior includes adherence to laws and ethical guidelines.

• It also includes a commitment to decorum and etiquette.

• Show respect to your healthcare colleagues.

• If you are in doubt as to expected behavior, watch and learn from a suitable role model.


Teamwork

• Pharmacy technicians and pharmacists must work together as a cohesive team.

• Show respect for coworkers.


Teamwork

• Using common courtesies can make a difference.

• Do not allow personal differences to interfere in the workplace.


Interprofessionalism

• Always use the title “Doctor” where appropriate.

• Keep your interactions formal untilyou are requestedto dootherwise.


Do Not Dispense Medicalor Pharmaceutical Advice

• A pharmacy technician should not advise customers about medications and their use (including OTC drugs and diet supplements).

• Refer to the pharmacist any questions involving patient assessment or the proper use and effects of medications.


Emergency Preparedness

• Pharmacy personnel may be called into action during and emergency or disaster.

• Pharmacies can help plan specific responses to emergency situations.

• Roles and functions of pharmacy and other professionals are validated through a credentialing process.


Health Insurance Portability and Accountability Act

• Patient identifiers• Patient confidentiality


Terms to Remember

Health Insurance Portability and Accountability Act (HIPAA)

a comprehensive federal law passed in 1996 to protect all patient-identifiable medical information


Patient Identifiers

• HIPAA requires pharmacies to maintain the privacy of protected health information (PHI).

• Pharmacy staff must remove or conceal from view any patient identifiers:– Shred all patient-related information

before disposal.– Black out patient information on used

prescription vials.


Terms to Remember

protected health information (PHI)medical information that is protected by HIPAA, such as medical diagnoses, medication profiles, and results of laboratory tests


Terms to Remember

patient identifiers any demographic information that can identify the patient, such as name, address, phone number, Social Security number, or medical identification number


Patient Confidentiality

• All healthcare professionals must understand the importance of maintaining patient confidentiality.

• Some patient information needs to be shared with healthcare professionals for insurance reimbursement or for drug studies.

• All pharmacies must have a written policy on patient confidentiality.



• Electronic transmission of data is common in the pharmacy:– Improves revenue– Contains cost– Provides better patient care

• Efficiency of transmitting information electronically must be balanced with the need to maintain data security.



• The pharmacy technician should be sensitive and respectful of customer privacy.

• Display a professional, no-nonsense attitude toward matters that might be embarrassing for the customer.



Matters of medication history discussed in the pharmacy require the same amount of privacy as in the doctor’s office.



Be careful to keep your tone of voice low so as not to broadcast sensitive information to nearby customers.



• Pharmacies are required to have a policy defining patient privacy rights.

• Patients may be asked to sign a notice of privacy practices to show that they have read and understand the pharmacy’s policies.

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© Paradigm Publishing, Inc. 1 Chapter 13 Human Relations and Communications