EFFECTIVE COMMUNICATION The role of the pharmacist

Transcription

1 BROUGHT TO YOU BY EFFECTIVE COMMUNICATION The role of the pharmacist Developed by Pfizer 15 May, 2017 This learning module is intended for UK healthcare professionals only. Job code: PP-GEP-GBR Date of preparation: May 2017

2 Agenda I. Objectives II. Section 1: The Role of Pharmacy and Effective Communication III. 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-GEPGBR Date of preparation: May 2017

3 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

4 1 Section 1: The Role of Pharmacy and Effective Communication This learning module is intended for UK healthcare professionals only. Job code: PP-GEP-GBR Date of preparation: May 2017

5 The Role of Pharmacy Enhance medicines safety and access to medicines1 (medicines optimisation) Provide health education and safe self-care1 Help patients get improved treatment outcomes1 Act as the link between other healthcare professionals (HCPs) and the patient2 Improving public health and offering services that promote healthy living1 Effective communication is a valuable interpersonal skill for everyday interactions within pharmacy 1. Last accessed March Last accessed March 2017 Slide 5/39

6 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

7 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. Patient Pharmacist Physician Slide 7/39

8 The Goals of Effective Communication To change behaviour To get action To ensure understanding To persuade To give or get information Slide 8/39

9 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

10 2 Section 2: Use of Effective Communication Skills to Support Patient-centred Care This learning module is intended for UK healthcare professionals only. Job code: PP-GEP-GBR Date of preparation: May 2017

11 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 Available at Last accessed November Person-centred care made simple Available at Last accessed November 2015 Slide 11/39

12 Principles of Patient-centred Care1 Fast access to reliable healthcare advice Involvement of, and support for, family and carers Effective treatment delivered by trusted professional Clear, comprehensible information and support for self-care Continuity of care and smooth transitions Emotional support, empathy and respect Involvement in decisions and respect for patient s preferences Attention to physical and environmental needs References: 1. Principles of patient centred care. Available at Last accessed November 2016 Slide 12/39

13 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

14 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 Listener Language Wordiness Semantics Emotions Inflections Perceptions Preconceived notions/expectations Physical hearing problem Speed of thought Personal interests Emotions Attention span No active listening! Slide 14/39

15 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

16 Communication Tips Keep it short, simple and to the point Active listening Develop a rapport Build empathy Slide 16/39

17 Developing a Rapport Can pave the way for good communication Encourages the patient to trust the advice and information offered Builds relationships Slide 17/39

18 Hearing vs Listening HEARING LISTENING Physical process, a receptive activity, passive Physical as well as mental process, active, cognitive, processing information, a skill You must choose to actively participate in the process of listening. Empathetic listening includes not only your ears but also your heart. Slide 18/39

19 Active Listening Be attentive Be empathetic Smile, nod, maintain eye contact Summarise Ask open-ended questions Paraphrase Slide 19/39

20 Techniques That Can Improve Listening Skills PARAPHRASE Restate what was said in your own words SUMMARISE QUESTION Pull together the main points of the discussion Ask the speaker to think further, clarifying both your and their understanding Slide 20/39

21 Practice Paraphrasing Paraphrasing is simply restating what another person has said in your own words. Use phrases such as: I gather that If I understand what you are saying In other words What I hear you saying is Pardon my interruption, but let me see if I understand you correctly Slide 21/39

22 Practice Summarising 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 These seem to be the key ideas you have expressed Try out these summarising phrases: If I understand you correctly, your main concerns are Slide 22/39

23 Empathy Seeking to understand what your patients feel can have many 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

24 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

25 Ask Questions Open-ended questions: provide a lot of information relax the ambience make the patient talk may change the subject WHEN WHY Example: How are you getting on with your medication? WHO HOW WHAT WHERE Slide 25/39

26 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

27 3 Section 3: Non-verbal Communication This learning module is intended for UK healthcare professionals only. Job code: PP-GEP-GBR Date of preparation: May 2017

28 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

29 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 Available at Last accessed March 2017 Slide 29/39

30 Types of Body Language Sounds (e.g. laughing) Ways of talking (e.g.pause, stress on words) Closeness (e.g. invading someone s space ) Posture (e.g. slouching) Appearance (e.g. untidiness) Non-verbal communication/ body language Body contact (e.g. shaking hands) Head movements (e.g. nodding) Facial expression (e.g. frown) Eye movements (e.g. winking) Hand movements (e.g. waving) Slide 30/39

31 The Pharmacist and Non-verbal Communication SOLER is a technique often used by HCPs to help patients feel heard and valued.1 S: O: L: E: R: Squarely face the patient Open posture (crossed legs and arms can be interpreted as lack of interest) Lean towards the patient slightly (as appropriate) to demonstrate interest Eye contact. Maintain good eye contact with the patient as this will encourage them to keep speaking Relax. Turn off your phone, don t look at s and try not to fidget References: 1. The Skilled Helper. 10th Edition. Page 77. ebook available at Last accessed March 2017 Slide 31/39

32 4 Section 4: Overcoming Barriers This learning module is intended for UK healthcare professionals only. Job code: PP-GEP-GBR Date of preparation: May 2017

33 Environmental Barriers The environment can be a barrier to effective communication 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

34 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

35 Patient Barriers Patient barriers preventing effective communication may 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

36 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

37 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

38 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

39 Summary Integrating a patient-centred approach to everyday practice and using effective communication skills will help you when speaking with your patients Constructive consultations can educate patients about their health and any issues they might have and will also help them get the most from their medications Positive conversations can also encourage patients to take ownership for their own health, which in turn can improve their health outcomes This learning module is intended for UK healthcare professionals only. Job code: PP-GEP-GBR Date of preparation: May 2017 Job code and date of prep Slide 39/39

40 EFFECTIVE COMMUNICATION In Pharmacy Self-assessment quiz This learning module is intended for UK healthcare professionals only. Job code: PP-GEP-GBR Date of preparation: May 2017

41 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

42 Question 1- Answer D- All of the above

43 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

44 Question 2- Answer D- All of the above

45 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

46 Question 3- Answer B-Listening, Acknowledge, Recognition, Questions, Reflection

47 Question 4 Fill in the missing word in the sentence below: Restating what was said in your own words is called..

48 Question 4- Answer Restating what was said in your own words is called PARAPHRASE

49 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?

50 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?

51 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

52 Question 6- Answer A-Frowning, impatient tone of voice, hands crossed over body

53 Contact Us For general inquiries or information about Pfizer medicines, you can contact Pfizer on Job code: PP-GEP-GBR Date of preparation: May 2017