5. The Right Approach

38% of module complete

	Active listening involves both verbal and non-verbal behaviour. It is not just about hearing what a person is saying, but being completely focused on what the customer is saying and reacting to the emotions attached to the words. One of the central aspects of the pharmacy profession is providing advice, but explaining is a skill that can either be straightforward (for example, telling a customer the correct dosage of a laxative to be taken at bedtime) or it can be more complex.

Good communication - getting it right

Numerous studies have shown that effective patient-physician communication leads to better health outcomes2 and there is no reason to doubt the importance of communication between the customer and the pharmacist.

Many people find bowel conditions embarrassing to discuss. In a survey asking about how people would feel talking to their doctor about bowel cancer, 43% said they would be embarrassed to talk about their symptoms in detail.3 This reluctance to share information associated with the bowels with a healthcare professional, means that many people could be missing out on receiving the correct advice to a problem that is easily treated – or worse – they could be experiencing symptoms that would suggest a more serious condition requiring further medical investigation.

There are a number of ways you can improve communication with customers to help them feel more at ease and allow you to uncover the necessary information that will assist you in making an informed decision on their treatment needs.

Verbal and non-verbal communication

As well as the verbal exchanges, non-verbal communication must be considered. It is often said that non-verbal aspects – including facial expressions, tone of voice, eye contact and posture – make up 93% of communication.4 Getting this right is vital in order to successfully communicate with customers, as non-verbal signals could completely change the sentiment of a conversation.

When discussing sensitive topics like the symptoms of bowel conditions, it is important that nonverbal cues show that the pharmacist is relaxed and at ease, understanding the problem, and expressing empathy for the customer. This provides a more comfortable situation where the customer is more likely to share their specific experiences. There are four basic skills that are required to communicate effectively:

Listening

Active listening involves both verbal and non-verbal behaviour. It is not just about hearing what a person is saying, but being completely focused on what the customer is saying and reacting to the emotions attached to the words.

The following non-verbal cues will help to encourage more openness from your customer:

Questioning

When dealing with patients, 94% of questions asked by pharmacists are closed questions, requiring a simple “yes” or “no” answer.5 The obvious disadvantage with this is that it restricts the information you are able to elicit from the customer and inhibits them from expressing their needs in any great detail.

Open questions are essential for finding out the true needs and experiences of a customer in order to make sound decisions about their treatment needs. It may help to prompt them with a series of question cues:

A combination of open and closed questions is particularly pertinent when discussing sensitive issues related to bowel symptoms – it is all too easy to use a series of closed questions to reduce the embarrassment the customer may be feeling towards discussing their symptoms. However, open questions can quickly establish the root of the problem and prevent symptoms being confused.

This confirms Jessica is probably suffering from constipation. The open question has allowed the pharmacist to obtain the necessary information in order to rule out a number of other possible causes.

Explaining

One of the central aspects of the pharmacy profession is providing advice, but explaining is a skill that can either be straightforward (for example, telling a customer the correct dosage of a laxative to be taken at bedtime) or it can be more complex (e.g. helping the customer understand why it should be taken at bedtime, in order to provide overnight relief).

Here are some key points to remember when explaining to customers:

Reflection and Understanding

Reflection involves mirroring the essence of what the person is saying to you in your own words. This paraphrasing will ensure you are not insulting the customer by directly repeating their words, but acknowledging that you are listening to and understanding what they are saying.

Consultation areas in pharmacy

Using the consultation area is key when dealing with customers experiencing bowel problems. It is important to look for verbal and non-verbal signs which may suggest the customer is feeling embarrassed, or uncomfortable about asking for advice in an open setting, such as avoiding eye contact, or speaking in a very low voice. In this instance, offer the customer the opportunity to speak in private.