effective communication the role of the pharmacist · effective communication the role of the...

Developed by Pfizer

15 May, 2017

EFFECTIVE

COMMUNICATION

The role of the pharmacist

This learning module is intended for UK healthcare professionals only.

Job code: PP-GEP-GBR-0681. Date of preparation: May 2017

BROUGHT TO YOU BY

I. Objectives

II. Section 1: The Role of Pharmacy and Effective CommunicationIII. Section 2: Use of Effective Communication Skills to

Support Patient-centred Care

IV.Section 3: Non-verbal Communication

V. Section 4: Overcoming Barriers

VI. Conclusions

This learning module is intended for UK healthcare professionals only. Job code: PP-GEP-

GBR-0681. Date of preparation: May 2017

Agenda

Training Objectives

As a pharmacist, you are best placed to support patients with their medicines

This educational resource aims to help you:

• Understand how to effectively communicate with your patients

• Understand how to use non-verbal communication to engage with patients

• Help you to recognise communication

barriers with

patients and how to overcome

these barriers

Slide 2/39

Section 1: The Role of Pharmacy and Effective Communication

1

This learning module is intended for UK healthcare professionals only. Job code: PP-GEP-GBR-0681. Date of preparation: May 2017

The Role of Pharmacy

1. http://www.pgeu.eu/en/policy/19-the-european-community-pharmacy-blueprint.htmlLast accessed March 2017

2. https://www.the-pda.org/pdf/nhs-call-to-action-response.pdf Last accessed March 2017

Enhance medicines safety and access to

medicines1 (medicines optimisation)

Provide health education

and safe self-care1

Act as the link between other healthcare

professionals (HCPs) and the patient2

Help patients get improved

treatment outcomes1

Effective communication is a valuable interpersonal

skill for everyday

interactions within pharmacy

Improving public health

and offering services

that promote healthy living1

Slide 5/39

Communication

Communication is a way of sharing information, the process of sending and receiving information among people. Successful communication is when both the speaker and listener understand the information in the same way.

Slide 6/39

The Pharmacist and Effective Communication

• Pharmacists are placed in an ideal

position, between healthcare professionals

(HCPs) in other settings and their patients.

So it is important

for them to be knowledgeable and

confident to use effective communication

skills when

interacting with other HCPs,

the pharmacy team, patients

and their families.

• Effective communication includes

verbal, non-verbal and listening skills.

Pharmacist

Physician

Patient

Slide 7/39

The Goals of Effective Communication

To change behaviour

To get action

To ensure understanding

To persuade

To give or get information

Slide 8/39

The Goals of Effective Communication in Pharmacy

To be effective in the provision of patient care

To establish an ongoing relationship with the patient

To offer advice about their health conditions

To give guidance about medicines and

how to take them effectively

To provide information that can support

better health outcomes

To provide patient-centred care

Slide 9/39

Section 2:

Use of Effective Communication Skills to Support Patient-centred Care

2


Providing patient-centred Care in Pharmacy

Using their knowledge and experience the pharmacist can:

• Understand the illness experience of the

patient and treat them with dignity,

compassion and respect1

• Empower patients to make informed

choices and decisions about their care

and treatment1

• Provide personalised care tailored

to the needs of the individual1

• Develop a partnership with the patient2

• Help patients identify and achieve their goals2

References:

1. Patient experience in adult NHS services: improving the experience of care for people using adult NHS services. CG138. Feb 2012.Available at https://www.nice.org.uk/guidance/cg138/chapter/Quality-statements Last accessed November 2016

2. Person-centred care made simple. 2014. Available at http://www.health.org.uk/sites/health/files/PersonCentredCareMadeSimple.pdfLast accessed November 2015

Slide 11/39

Principles of Patient-centred Care1

Fast access to reliablehealthcare advice

Effective treatmentdelivered by trusted professional

Continuity of careand smooth transitions

Emotional support,empathy and respect

Involvement of, and support for, familyand carers

Clear, comprehensible information and support

for self-care

Involvement in decisions and respect for patient’s

preferences

Attention to physical and environmental needs

References:

1. Principles of patient centred care. Available at http://www.pickereurope.org/about-us/principles-of-patient-centred-care/ Last accessed November 2016 Slide 12/39

Effective Communication in Patient-centred Care

• Listen to the patient's information and what they

are telling you about their experience

• Acknowledge by putting yourself in the other

person's position and make an effort to

understand what the other person is feeling

• Recognise your own perceptual biases,

values and assumptions

• Question whether your biases, values,

and assumptions are entering into

interactions with patient

• Reflect on interactions consider what

did and did not work and what you

could have done differently

Slide 13/39

Communication can be misunderstood

Although communication is essential in every type of relationship,misunderstanding can easily happen if the speaker is communicating badly, or the listener is misinterpreting what is being said

Speaker

•Language•Wordiness

•Semantics

•Emotions•Inflections

Listener

•Perceptions•Preconceived notions/expectations

•Physical hearing problem

•Speed of thought•Personal interests

•Emotions•Attention span

•No active listening!

Slide 14/39

Communication Tips

• Welcome the patient in a professional manner

• Inquire about what the patient needs

• State your purpose

• Talk in easy to understand terms and focus on key messages

• Think about body language

• Avoid medical jargon

• Avoid information overload

• Paraphrase, summarise, question

• Close the consultation with an agreed plan and offer to be available for a further conversation if needed

Keep it short, simple and to the point

• Develop a rapport

• Active listening

• Build empathy

Slide 15/39

Communication Tips

Keep it short, simple

and to the point

Develop a

rapport

Build empathy

Active listening

Slide 16/39

Developing a Rapport

• Can pave the way for good communication

• Encourages the patient to trustthe advice and information offered

• Builds relationships

Slide 17/39

Hearing vs Listening

You must choose to actively participatein the process of listening.

Empathetic listening includes not only

your ears but also your heart.

HEARINGPhysical process,

a receptive activity,passive

LISTENINGPhysical as well as

mental process, active, cognitive, processing

information, a skill

Slide 18/39

Active Listening

Be attentive

Smile, nod, maintain eye

contact

Askopen-endedquestions

Paraphrase

Summarise

Be empathetic

Slide 19/39

Techniques That Can Improve Listening Skills

SUMMARISEPull together the main

points of the discussion

QUESTIONAsk the speaker to think further, clarifying

both your and their understanding

PARAPHRASERestate what was said

in your own words

Slide 20/39

Practice Paraphrasing

Paraphrasing is simply restating what anotherperson has said in your own words.

Use phrases such as:

In other words…

I gather that… If I understand what you are saying…

What I hear you saying is…

Pardon my interruption, but let me see if I understand you

correctly…

Slide 21/39

Practice Summarising

These seem to be the key ideas you have

expressed…

If I understand you correctly, your main

concerns are…

• Summarising pulls important ideas, facts or data together

• Useful for emphasising key points and setting the stage

for further discussion

• The person summarising must listen carefully in

order to organise the information systematically

Try out these summarising phrases:

Slide 22/39

Empathy

Seeking to understand what your patients feel can havemany positive effects on the relationship

- Empathy is not sympathy

- Empathy will help you shape your communication

so that others better understand you

Slide 23/39

Empathy

• Is understanding other people’s feelings, needs and worries,

and placing yourself in another person’s position

• Is thinking like them, accepting them as they are

and respecting their conditions and actions

• Can alleviate the sense of isolation a patient

with an illness may feel

Slide 24/39

Ask Questions

Open-ended questions:

• provide a lot of information

• relax the ambience

• make the patient talk

• may change the subject

Example:

How are you getting on with your medication?

WHAT WHERE

WHEN

HOW

WHY

WHO

Slide 25/39

Ask questions

Closed-ended questions:

• create a sense of interrogation and impersonality

• provide little information

• do not make the patient talk

• stay on the subject

• reduce the degree of openness

Example

Did you take your medication as prescribed?

Slide 26/39

Section 3:

Non-verbal Communication

3


What is Non-verbal Communication?

Body language is non-verbal communication and tells

others a lot about how well you are listening to them.

If you are checking your computer and answering the

phone, the patient will assume they do not have your full

attention.

This can make them hesitant to ask you questions or to

share information with you.

Your body language should show that you are receptive

and will make your patient the centre

of your focus.

Slide 28/39

What is Non-verbal Communication?

Messages expressed by non-verbal communication:

• Include body language and facial expressions,

silent behaviours, environment, objects,

and vocal intonation

• Are powerful modes of communication

• Make up approximately 55% to 93%

of all communication1

References:

1. The 7% rule. Phillip Yaffe, October 2011. Available at http://ubiquity.acm.org/article.cfm?id=2043156 Last accessed March 2017

Slide 29/39

Types of Body Language

Non-verbal communication/body language

Ways of talking

(e.g.pause,stress on

words) Posture(e.g.

slouching)

Appearance(e.g.

untidiness)

Head movements

(e.g. nodding)

Hand movements(e.g. waving)Eye

movements(e.g.

winking)

Facialexpression(e.g. frown)

Body contact

(e.g. shaking hands)

Closeness (e.g.

‘invading someone’s

space’)

Sounds(e.g.

laughing)

Slide 30/39

The Pharmacist and Non-verbal Communication

SOLER is a technique often used by HCPs tohelp patients feel heard and valued.1

Squarely face the patient

References:

1. The Skilled Helper. 10th Edition. Page 77. eBook available at https://books.google.co.uk/books?hl=en&lr=&id=lvDi0_3WZTkC&oi=fnd&pg=PP1&dq=the+skilled+helper&ots=8Pkc1OoH6r&sig=CZeYSIYGNOYaILyRwY9PM_aun0U#v=onepage&q&f=false Last accessed March 2017

S:

O:

L:

E:

R: Relax. Turn off your phone, don’t look at emails

and try not to fidget

Open posture (crossed legs and arms can be

interpreted as lack of interest)

Lean towards the patient slightly (as appropriate)

to demonstrate interestEye contact. Maintain good eye contact with the

patient as this will encourage them to keep speaking

Slide 31/39

Section 4:

Overcoming Barriers

4


Environmental Barriers

The environment can be a barrier to effectivecommunication and may include:

• Accessibility to the pharmacist

• Absence of a quiet or private space

in which to speak with patients

• Lack of time to engage in meaningful

discussion with patients

Slide 33/39

Suggestions for Overcoming Environmental Barriers

• Limiting the number of products for sale near

the counselling area will reduce the number of

customers nearby and increase the sense of

privacy for patients who are being counselled

• Place a computer terminal near the patient counselling

area to increase access to needed information

• Use other members of the team, such as

technicians and assistants effectively to

free-up time to speak with patients

Slide 34/39

Patient Barriers

Patient barriers preventing effective communicationmay include:

• Lack of awareness about the role of pharmacist as

a medicines expert

• Undervaluing the importance of talking to the pharmacist

• Cultural differences

• Feeling uncomfortable asking questions about their

medication or health issue

• Lack of concentration during discussions

due to anxiety about their health condition

Slide 35/39

Suggestions for Overcoming Patient Barriers

• Supplement patient counselling with easy to understand

patient-focused educational materials to increase

understanding of the information

• Maintain eye contact with the patient to help keep

them engaged during the conversation

• Watch for non-verbal cues that indicate lack of

understanding or concern on the patient’s part

• Do not assume that patients are listening to you

• Encourage patients to ask questions and take

time to respond to questions in a thoughtful manner

Slide 36/39

Personal Barriers

Personal barriers influencing the ability of the pharmacist to communicate effectively can include:

• Lack of confidence in leadership or advisory role

(and the very nature of eliciting personal, potentially

sensitive, information from the patient)

• Lack of knowledge (about the drugs or the patient history)

• Inability to respond to patient cues (either verbal or non-verbal)

• Shyness, or lack of awareness

• Cultural differences that hinder patient response

to pharmacy care

Slide 37/39

Suggestions for Overcoming Personal Barriers

• The pharmacist needs to be easily identifiable to the patient

• Wear clothing that is reflective of HCPs

status, to increase patient respect

• Develop an effective patient interview style to

gather all necessary information about a patient

before providing care

• Maintain a consistent volume, speaking speed,

and tone of voice

• Simplify your vocabulary

Slide 38/39

Summary

• Integrating a patient-centred approach to everydaypractice and using effective communication skillswill help you when speaking with your patients

• Constructive consultations can educate patients abouttheir health and any issues they might have and willalso help them get the most from their medications

• Positive conversations can also encourage patients totake ownership for their own health, which in turn canimprove their health outcomes

Job code and date of prep Slide 39/39


EFFECTIVE COMMUNICATION – In Pharmacy

•Self-assessment quiz


Question 1

•The Goals of Effective Communication in Pharmacy are:

A) To establish an ongoing relationship with the patient

B) To be effective in the provision of patient care

C) To provide information that can support better health outcomes

D) All of the above

Question 1- Answer

•D- All of the above

Question 2

•Principles of Patient-centred Care in a Pharmacy enable:

A) Fast access to reliable healthcare advice

B) Emotional support, empathy and respect

C) Clear, comprehensible information and support for self-care

D) All of the above

Question 2- Answer

•D- All of the above

Question 3

•Choose the correct sequence of communication process in the effective dialogue with a Patient:

A) Questions, Recognition, Listening, Acknowledge, Reflection

B) Listening, Acknowledge, Recognition, Questions, Reflection

C) Acknowledge, Recognition, Listening, Questions, Reflection

D) Recognition, Acknowledge, Questions, Listening, Reflection

Question 3- Answer

•B-Listening, Acknowledge, Recognition, Questions, Reflection

Question 4

•Fill in the missing word in the sentence below:

Restating what was said in your own words is called ……………………………..

Question 4- Answer

PARAPHRASE Restating what was said in your own words is called

Question 5

•Which of the following questions is NOT an open-ended question, choose all that apply;

A) How are you feeling today?

B) When did you take the last dose of your medication?

C) Do you take your medications as directed by your physician?

D) What symptoms are you currently experiencing?

Question 5- Answer

•B) When did you take the last dose of your medication?

•C- Do you take your medications as directed by your physician?

Question 6

•What elements of body language will NOT help you to communicate with your patient:

A) Frowning, impatient tone of voice, hands crossed over body

B) Eye contact, smile, open posture

C) Leaning towards the patient slightly (as appropriate) to demonstrate interest

D) Nodding, smiling to show encouragement and understanding

Question 6- Answer

•A-Frowning, impatient tone of voice, hands crossed over body

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Job code: PP-GEP-GBR-0681. Date of preparation: May 2017

effective communication the role of the pharmacist · effective communication the role of the...

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