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Communication – ‘To make Communication – ‘To make known,known, to to impartimpart, , declaredeclare and and correspond correspond to bring about a change in another person’s to bring about a change in another person’s knowledge, attitude and behaviour.’knowledge, attitude and behaviour.’
Writing; speaking; facial & vocabulary expressions; body posture; Writing; speaking; facial & vocabulary expressions; body posture; appearance and clothingappearance and clothing we wear. we wear.
Communication plays an important role in the p’cist’s life in Communication plays an important role in the p’cist’s life in dealing with the patients, health care professionals and in the dealing with the patients, health care professionals and in the business aspects of the profession.business aspects of the profession.
Factors influencing Communication (‘Drives’)Factors influencing Communication (‘Drives’)• AffiliationAffiliation – warm, friendly responses, social acceptance by others. – warm, friendly responses, social acceptance by others.• Aggression Aggression – harm people physically, verbally or in other ways.– harm people physically, verbally or in other ways.• Biological needsBiological needs – eating, drinking, feeling healthy or ill. – eating, drinking, feeling healthy or ill.• DependencyDependency – help, support and guidance from people in position – help, support and guidance from people in position
of power.of power.• DominanceDominance – acceptance by others as a leader. – acceptance by others as a leader.• GenderGender – physical proximity; bodily contact. – physical proximity; bodily contact.• Self esteemSelf esteem & & egoego identity. identity.
Verbal vs Non-verbal communicationVerbal vs Non-verbal communication Verbal communicationVerbal communication : Actual words or speaking; convey about : Actual words or speaking; convey about
10%10% of the message. of the message. Non-verbal communicationNon-verbal communication : Body language; conveys : Body language; conveys 90%90% of the of the
message; body language consists of –message; body language consists of –• Gestures; facial expressions; eye contact; physical contact; body Gestures; facial expressions; eye contact; physical contact; body
posture; body space; proximity.posture; body space; proximity.
P’cist communicates with –P’cist communicates with –• Patients; nurses; doctors; administrator; visitors; medical Patients; nurses; doctors; administrator; visitors; medical
representatives.representatives.• Fellow P’cists; clinical lab in-charge; drug suppliers; drugs’ control Fellow P’cists; clinical lab in-charge; drug suppliers; drugs’ control
administrator.administrator.• Ideal to create a friendly area so that the patient feels comfortable Ideal to create a friendly area so that the patient feels comfortable
while communicating with the pharmacist.while communicating with the pharmacist.
Factors affecting non-verbal communicationFactors affecting non-verbal communication
Kinesis (movements)Kinesis (movements) Body movementBody movement plays a vital part in conveying the message. plays a vital part in conveying the message. Manner in which we use the arms, hands, legs, head, face etc. to Manner in which we use the arms, hands, legs, head, face etc. to
have a dramatic effect on the listener. [shaking hands – friendly have a dramatic effect on the listener. [shaking hands – friendly non-verbal].non-verbal].
Generate a feeling of empathy and commitment to help others.Generate a feeling of empathy and commitment to help others. ‘‘Open’ postureOpen’ posture – standing / sitting w/ full frontal appearance to the – standing / sitting w/ full frontal appearance to the
person w/ whom we interact.person w/ whom we interact. ‘‘Closed’ postureClosed’ posture – arms folded in front of your chest; legs crossed – arms folded in front of your chest; legs crossed
in front of knees; head facing downwards; eyes looking down at in front of knees; head facing downwards; eyes looking down at the floor; tends to stop communication.the floor; tends to stop communication.
Always prefer a Always prefer a shorter communicationshorter communication (long conversations are (long conversations are boring).boring).
Sometimes, Sometimes, long conversations w/ sincere intent leaves the patient long conversations w/ sincere intent leaves the patient boredbored; he / she no longer listens; the patient retracts from the ; he / she no longer listens; the patient retracts from the situation.situation.
Open posture communication includesOpen posture communication includes• Varied eye contact.Varied eye contact.• Relaxed postureRelaxed posture• Appropriate comfortable gestures.Appropriate comfortable gestures.• Frontal appearance (shoulder square to the other person).Frontal appearance (shoulder square to the other person).• Slight lean towards the other personSlight lean towards the other person..• Head up; shoulders back.Head up; shoulders back.
Proximity (nearness)Proximity (nearness)• Distance b/n 2 persons plays an important role in what is being Distance b/n 2 persons plays an important role in what is being
communicated.communicated.• Different distances b/n persons results in different Different distances b/n persons results in different
communications.communications. - - 18”18” from each other (intimate relationship) from each other (intimate relationship) - - 18 – 48”18 – 48” (feel comfortable; casual, personal conversation in our (feel comfortable; casual, personal conversation in our
society)society) - - 4 ft. – 12 ft.4 ft. – 12 ft. (2 people engaged in social / consultative (2 people engaged in social / consultative
interactions).interactions). - - > 12> 12 ft.ft. (one person speaks; the other is the audience). (one person speaks; the other is the audience).
• P’cist must P’cist must consider the subject and distance factorconsider the subject and distance factor whenever whenever interacting w/ patients.interacting w/ patients.
• Eg. : While discussing the use of rectal / vaginal medications, Eg. : While discussing the use of rectal / vaginal medications, it’s best to stand very near to the patient (in order to avoid it’s best to stand very near to the patient (in order to avoid embarassing the patient).embarassing the patient).
EnvironmentalEnvironmental• Colour Colour used in the pharmacy decoration; used in the pharmacy decoration; lighting; use of spacelighting; use of space..• Typical pharmacy designTypical pharmacy design at the counter. at the counter.• Dirt, clutter & general untidinessDirt, clutter & general untidiness carry a negative non-verbal carry a negative non-verbal
message to the patient.message to the patient.• ‘‘A picture (image) is worth more than a 1000 words.’ The A picture (image) is worth more than a 1000 words.’ The
patient may not entirely remember what you say but, they will patient may not entirely remember what you say but, they will DEFINITELY remember the image of the pharmacy, pharmacist DEFINITELY remember the image of the pharmacy, pharmacist etc..etc..
• P’cist’s appearance can P’cist’s appearance can complement or destroycomplement or destroy all other non- all other non-verbal efforts to communicate professionalism and verbal efforts to communicate professionalism and competence. competence.
Barriers in CommunicationBarriers in Communication EnvironmentalEnvironmental The patient The patient The pharmacistThe pharmacist TimeTime Geographical factorsGeographical factors
EnvironmentalEnvironmental P’cist must communicate with others in places like P’cist must communicate with others in places like
community / hospital pharmacies; hospital wards etc..community / hospital pharmacies; hospital wards etc.. Environmental factors –Environmental factors – a) a) lack of privacylack of privacy b) b) busy pharmacybusy pharmacy c) c) noise noise d) d) physical barriers (eg. Counter physical barriers (eg. Counter
distance)distance)
Patient factorsPatient factors Busy & hectic life styleBusy & hectic life style – prefer p’cy where drugs are – prefer p’cy where drugs are
dispensed quickly – don’t want to spend time in dispensed quickly – don’t want to spend time in understanding the medication or other health-related issues.understanding the medication or other health-related issues.
Purpose of communication should be explained in a nice Purpose of communication should be explained in a nice manner to the patients, so that they understand the benefits manner to the patients, so that they understand the benefits of it.of it.
Patient’s physical disability is also an important issue.Patient’s physical disability is also an important issue.
PharmacistPharmacist Barriers to effective communication :Barriers to effective communication :• Lack of confidence, interest, knowledge, privacyLack of confidence, interest, knowledge, privacy• Laziness.Laziness.• Poor communication skills.Poor communication skills.• Economic barriers.Economic barriers.
TimeTime Timing of interaction is critical for good / ineffective Timing of interaction is critical for good / ineffective
communication.communication. After waiting a long time in the pharmacy, the patient only After waiting a long time in the pharmacy, the patient only
thinks of going home ASAP. It is ineffective to be counselling the thinks of going home ASAP. It is ineffective to be counselling the patient at that time, as they won’t be listening at all.patient at that time, as they won’t be listening at all.
Better to use Better to use ‘Patient information leaflets’‘Patient information leaflets’ at that time. at that time.
Geographical factorsGeographical factors Language and literacy are two very important factors which Language and literacy are two very important factors which
could be either a boon or a bane for the communication process.could be either a boon or a bane for the communication process.
Questioning skillsQuestioning skills Questioning w/ reinforcement is important for proper Questioning w/ reinforcement is important for proper
interaction.interaction. Type and way the question is askedType and way the question is asked elicits the respective elicits the respective
response.response. 2 types of questioning – 2 types of questioning – Open type; Closed typeOpen type; Closed type..
Open Type QuestionsOpen Type Questions Allows people to Allows people to respond in their own wayrespond in their own way w/ a particular w/ a particular
replyreply.. No limit is set; P’cist can obtain No limit is set; P’cist can obtain more detailed informationmore detailed information.. Examples : Examples : • Tell your problems to me.Tell your problems to me.• Tell me about the medicines you were taking before you came Tell me about the medicines you were taking before you came
here.here.
Closed Type QuestionsClosed Type Questions IsIs direct direct and and close-endedclose-ended.. Examples : Examples : • Are you taking any medicine at present?Are you taking any medicine at present?• Do you know how to take it?Do you know how to take it?• When did you last take this medication?When did you last take this medication?• Do you feel any discomfort while taking this medication?Do you feel any discomfort while taking this medication? The answer is either The answer is either ‘Yes’ or ‘No’.‘Yes’ or ‘No’.
Funneling techniqueFunneling technique Direct the questions gradually to the pharmacist subject areaDirect the questions gradually to the pharmacist subject area.. Initially ask Initially ask background open qnsbackground open qns. (to get basic information); . (to get basic information); later ask later ask specific closed qns.specific closed qns. (more detailed information). (more detailed information).• ‘‘Please tell me about the insulin products you have used in the Please tell me about the insulin products you have used in the
past? (background open qn.).past? (background open qn.).• Which type of insulin do you currently use? (specific closed qn.).Which type of insulin do you currently use? (specific closed qn.).• Can we discuss what action is to be taken in future to prevent Can we discuss what action is to be taken in future to prevent
problems w/ your medication? (another funneling technique).problems w/ your medication? (another funneling technique).
Special NeedsSpecial Needs Customers w/ Customers w/ hearing impairmenthearing impairment..• Consider carefully when adopting questioning patterns.Consider carefully when adopting questioning patterns.• Recognizing a hearing impaired person Recognizing a hearing impaired person - Speak in unusually loud noise; inappropriate responses to qns.- Speak in unusually loud noise; inappropriate responses to qns. - Turn head to one side or one hand to ear while listening.- Turn head to one side or one hand to ear while listening. - Concentrate on p’cist’s lips while being spoken to. - Concentrate on p’cist’s lips while being spoken to.
How to help the hearing-impaired?How to help the hearing-impaired? Ask them (via sign language / in writing) how they wish to Ask them (via sign language / in writing) how they wish to
communicate.communicate. Ensure minimal background noise.Ensure minimal background noise. Look directly at the person; DON’T turn away.Look directly at the person; DON’T turn away. DON’T shout.DON’T shout. If a sentence is not heard, repeat it or write it down.If a sentence is not heard, repeat it or write it down.
Application of questioning skillsApplication of questioning skills In staff training.In staff training. Dealing w/ other health care professionals.Dealing w/ other health care professionals. Ordering and supplying goods.Ordering and supplying goods. Communicating through telephone.Communicating through telephone.
Listening SkillsListening Skills Listening is equally important to questioning.Listening is equally important to questioning. Required good attention to patient responses, body Required good attention to patient responses, body
language, facial expressions, gestures etc.language, facial expressions, gestures etc. Good eye contact proves that we are listening to the patient.Good eye contact proves that we are listening to the patient. Appropriate language used by the p’cist in response to the Appropriate language used by the p’cist in response to the
questions.questions.
Explaining SkillsExplaining Skills P’cist MUST be able to respond to patients’ enquiries and try P’cist MUST be able to respond to patients’ enquiries and try
to resolve problems or difficulties they may have in taking to resolve problems or difficulties they may have in taking prescribed medications.prescribed medications.
Also advise on OTC medications.Also advise on OTC medications. Effective communication should result in fulfilling an Effective communication should result in fulfilling an
objective.objective.
Ethics in CommunicationEthics in Communication P’cist must be professional (give out accurate advice and P’cist must be professional (give out accurate advice and
offer reassurance, if necessary).offer reassurance, if necessary). Maximise the communication strengths and minimize the Maximise the communication strengths and minimize the
weaknesses.weaknesses. Avoid ego states within the communication process; Respect Avoid ego states within the communication process; Respect
the practitioners for having a unique set of knowledge.the practitioners for having a unique set of knowledge. Information exchange is a must.Information exchange is a must.
Benefits of CommunicationBenefits of Communication Increased understanding and recall by the patients.Increased understanding and recall by the patients. Patients are more satisfied.Patients are more satisfied. Less ill-informed consent.Less ill-informed consent. Increased compliance.Increased compliance. Faster recovery from illness. Faster recovery from illness.
THANK YOU!!!THANK YOU!!!
