This document provides an overview of effective communication skills for pharmacists. It defines communication and describes the key components of communication models including senders, messages, channels, receivers and feedback. The document outlines various verbal and non-verbal communication skills and discusses barriers to communication such as physical, psychological, environmental and time-related factors. It also provides examples of applying communication skills in interactions with healthcare professionals, patients, teaching, and media interviews. Overall, the document emphasizes the importance of active listening, observation, appropriate language use and cultural awareness for pharmacists to effectively communicate with diverse audiences.

1. SEMINAR
COMMUNICATION
PRESENTED BY
SAMIYATHUNNEESA.P
1ST YEAR M PHARM
1

2. CONTENTS
• Introduction
• Importance of communication skill
• Model of communication
• Barriers of communication
• Verbal communication skills
• Non-verbal communication skills
2

3. DEFINITION
Communication is the
process of exchanging
information and ideas from
one person to another by
verbal and non verbal means.
An effective communication
occurs only if the receiver
understands the exact
information or idea that the
sender intended to transmit.
3

4. For an effective communication
5 Ss
• Sincere
• Simple
• Short
• Specific
• summarize
4

5. Communication theory
Basically communication is sending and receiving of
messages.
The heart of all effective communication is empathy.
Empathy is defined as the ability to see and feel the
way another person does.
The significance of empathy is that it enables rapport
[a sympathetic relationship based on understanding]
5

6. IMPORTANCE OF COMMUNICATION SKILLS
Communication skill is the ability to communicate
clearly and effectively with patients, family members,
physicians, nurses, pharmacists and other healthcare
professionals.
Interpersonal communication skills are critical in case
of
•Identifying and reviewing patient’s medication,
•providing medication counseling,
•Offering information about medicine or an ADR
monitoring service.
6

7.  Poor communication skill between pharmacist and
patient leads to:
-Inaccurate patient medication history.
-Inappropriate therapeutic decisions
-Leads to patient confusion, patient
disinterest and patient non-compliance
7

8. BENEFITS TO PHARMACIST
Maintenance of professional status in the view of patients
& other healthcare providers.
Establishment of an essential component of patient care.
Increased job satisfaction.
An added service to attract customers and an aid in
market competition
Increased revenue through payment for counseling
services.
Fullfilment of legal responsibility to counsel patient
according to guidelines
8

9. BENEFITS TO PATIENTS
Reduced medication error, non-compliance, ADR
Improved adherence with medication use.
Increased satisfaction by their relationship with the
pharmacist.
reassurance that a medication is safe and effective.
additional information about their illness.
Assistance with self-care.
Reduction in healthcare costs.
9

10. Steps to Enhance Communication Skills
Speak with precision and directness.
Enhance your vocabulary.
Use appropriate language for listening.
Attack issues, not people.
Talk to people yourself, not through others.
Avoid information overload.
Validate your assumptions.
Resolve problems when they arise, making
people defensive
10

11. Model of communication
The model include
*source/sender
*message
*channel/medium
*receiver
*feedback
11
sender
message
channel
receiver
feedback

12. 1) sender
The person who intended to convey the message.
The sender first form a concept of in his mind of what
want to communicate.
The verbal and non-verbal symbols are important for
understanding the message.
12

13. 2) message
Subject matter of the communication.
It may be an opinion, attitude, feeling, views, orders or
suggestions.
13

14. 3) medium
Used for transmitting or exchanging the message.
Sender must select a proper medium for conveying the
message.
Conversion of subject matter to symbols is the process of
encoding.
14

15. 4)receiver
The person who receives the message.
Receiver decodes the message and understand the
content.
5)Feedback
Main element of communication.
For ensuring that the receiver has received the message.
15

16. 16

17. BARRIERS OF COMMUNICATION
1. PHYSICAL
2. PSYCHOLOGICAL
3. ENVIRONMENTAL
4. ADMINISTRATIVE
5. TIME CONFLICT
6. FUNCTIONAL
17

18. 1. PHYSICAL
Prescription counter that separates the pharmacist from
patient.
A partition made up of glass and other materials, raised
floor that puts the pharmacist on a higher level.
It can be overcome by
 come out from behind the counter to greet the patient.
Face the patient and maintain eye contact.
18

19. 2. PSYCHOLOGICAL
It involves emotion which may interfere with ability to
think and listen.
Associated with belief, attitude, behavior of pharmacist ,
support staff and other healthcare providers.
To be effective in the communication process, a
pharmacist must have a high level of confidence.
19

20. 3.ENVIRONMENTAL
Include height of pharmacist platform,crowded and noisy
prescription area, ringing telephones, label printing, people
talking in background and lack of privacy.
It leads the patient to feel that the pharmacist are not
accessible to answer their questions.
So pharmacist should be conscious of the strength and
limitation of their environment and takes steps to maximize
the effectiveness of patient interaction.
20

21. 4. ADMINISTRATIVE
If pharmacists are not paid for communicating with patients,
the policies often discourage pharmacist-patient interaction.
Many managers believes that talking to the patient is more
time consuming and not cost effective
Also they realize that 2/3rd of patients leave the particular
pharmacy due to dissatisfaction with the employees attitude
and communication style.
21

22. 5. TIME
Many patients think that fastly dispensing pharmacy is
good pharmacy.
interlinked with administrative barriers because
management is responsible for staffing levels as well as
allocation of work duties
The pharmacist may contact the patient through phone or
by some other way later when both pharmacist and patient
have more relaxed period.
22

23. 6.FUNCTIONAL
It deals primarily with patient characteristics such as
sensory impairments, language differences, low literacy
and comprehension difficulties.
Many of this may be difficult to detect.
e.g;-people with hearing or vision impairment may not
wear their hearing aids or glasses or contacts.
should provide much information as possible in a manner
that they can utilize without embarrassing them.
23

24. TYPES OF COMMUNICATION
COMMUNICATION
VERBAL
COMMUNICATION
ORAL WRITTEN
NON-VERBAL
COMMUNICATION
24

25. NON-VERBAL COMMUNICATION
Non-verbal communication makes no use of the words,
sentences, grammar and other structures that associate
with spoken and written language.
Non-verbal communication skills includes
eye contact
facial expressions
body posture
tone of voice
proximity
gesture
25

26. I. EYE CONTACT:
It indicates confidence, attention and honesty.
II. FACIAL EXPRESSION:
An important indicator of emotional state.
e.g.; angry, happy, worried, friendly.
III. BODY POSTURE:
Message can be conveyed through body posture.
E.g.: Closed body posture: person sitting with his legs and
arms crossed .
This prevents or hinders the free flow of information. 26

27. IV.VOCAL QUALITY:
pitch, tone, clarity, tempo.
V. PROXIMITY/CLOSENESS OF POSITION:
Distance between two interacting persons.
The pharmacist and patient must maintain a minimum
distance of 45cm(intimate).
VI. GESTURE/ MOTION:
The movement of part of the body especially hand or
head, to express idea.
Open bodyposture: A relaxed stance with uncrossed
leg and arms. It tends to ease communication.
27

28. VERBAL COMMUNICATION
Message is transmitted verbally.
•ORAL
In this spoken words are used.
Include face to face conversation, speech, telephonic
conversation etc.
Advantage: it brings quick feedback.
•WRITTEN
Written words,symbols or signs are used.
Message can be transmitted via letter, notice, email etc.
Advantage
Messages can be edited and revised 28

29. Verbal communication skills
• Essential verbal communication skills include the:
-active listening
-observation & assessment
-language
29

30. I. ACTIVE LISTENING:
-good listening skill important to promote a good interactive
communication and obtain information.
-focus on patient, family member or healthcare professional.
-make the person feel like CENTRE OF ATTENTION.
-have an open, relaxed and unhurried attitude.
-set aside all professional interruptions.
- keeping eye contact, nodding, asking questions etc indicate:
ATTENTION
-low level of energy, flat effect, monotone voice: DEPRESSED
30

31. 2. OBSERVATION AND ASSESSMENT:
Effective two way communication requires:
- continual observation
- assessment of how the person is communicating
•SIT OR STAND AT EYE LEVEL:
- maintain eye contact
- use focussed body posture to convey interest and
attentiveness.
•OPEN COMMUNICATION:
- Physically be close to patient, family member or
healthcare professional
31

32. 3.LANGUAGE:
- For reliable communication; use a language in which both
parties are fluent and comfortable.
- Abbreviations and terms used for prescribing medicines
represent a specialised type of communication.
- Do not produce fear, anxiety in patients by saying medical
terms.
32

33. APPLICATIONs
1. COMMUNICATING WITH THE
HEALTH PROFESSIONALS:
• Effective communication between
pharmacist and physicians, nurses and
other pharmacists is essential.
• Pharmacist- Physician Communication:
• Be prepared with specific questions or
facts and recommendations when
initiating a patient care-related
conversation.
33

34. 2. COMMUNICATION WITH PATIENTS:
I.MEDICATION HISTORY INTERVIEW: are required for
making decisions.
The following information is recorded:
1) Currently or recently prescribed medicines.
2) OTC medicines purchased.
3) Vaccinations
4) Alternative or traditional remedies
5) Description of reactions and allergies to medicines.
6) Medicines found to be ineffective.
34

35. II. PATIENT INFORMATION LEAFLET(PILs):
• Used to outline key information to assist patients and
caregivers in the effective and safe use of medicines.
• The following information is included:
1.Trade and generic name
2. Indication of medicines .
3. Information on the action required if dose missed.
4.Common or serious side effects.
5.Storage information.
35

36. 7. Action to be taken if a side effect is experience.
8. Name and contact details of the institution provided.
9. Author and date of publication.
III. MEDICATION COUNSELLING FOR PATIENTS:
- Effective patient counselling can assist patients in using
their medicines safely and reliably.
- Before giving information, check the patient’s level of
understanding.
- Advice the patient to adapt the medication regimen to their
life style.
36

37. 3. TEACHING:
- A teacher must be organised and knowledgeable about
the subject being taught and must be an excellent
communicator.
- Communication is enhanced by good organisational skills.
- Direct questioning and assessment of responses are easy
ways to determine the responses of students.
37

38. 4. MEDIA INTERVIEWS:
- Media is an effective form of communication between
pharmacist and the public.
- Pharmacists are called by the media to provide
background information regarding therapeutic issues
such as the marketing of an important new drug, drug
related problems or the withdrawal of the drug from
market.
38

39. 5.PLATFORM AND POSTER PRESENTATION:
• PLATFORM PRESENTATION:
• Pharmacists make platform presentations at local, state
and national professional meetings.
• POSTER PRESENTATION:
- Unique form of communication in which the information is
displayed than oral
- Posters that attract the most attention have clear,
descriptive titles and a colourful, neat professional
appearance.
- Visual aids like graphs, charts and photographs
communicate information effectively.
39

40. REFERENCE
1. A Textbook of Clinical Pharmacy Practice- G.
Parthasarathi, Karin Nyfort-Hansen
2. Textbook of Pharmacy Practice- K.G.Revikumar, B.D.
Miglani.
3. Remington ,the science and practice of pharmacy ,21st
edition-volume 2
4. Communication Skills by:Dr. Hisham S. Abou- auda,
Department of Clinical Pharmacy,King Saud University.
40

41. 41