- Email: [email protected]
The Communicator
ommunicator C OMPETITION
A resource for pharmacy students from pfizer Pharmaceuticals Group and APhA-ASP
APhA2000 features 16th anniversary of NPCC National competition started in 1985 by Philadelphia College of Pharmacy and Science When students go to Washington, D.C., this March to compete in the National Patient Counseling Competition (NPCC) they will be among an august group of more than 1,000 pharmacy students that, for the past 16 years, have demonstrated a commitment to pharmacist-patient communications. "Communicating with patients is an important and unique role that pharmacists can play," said Sal Giorgianni,' PharmD, director of alliance development for Pfizer Pharmaceuticals Group . Pfizer, along with the APhA Academy of Students of Pharmacy have partnered to conduct the NPCC for the past two years. "Pfizer is proud to support the NPCC as a way for pharmacy students to hone these skills as part of their professional development," Giorgianni said. The NPCC is a tradition that began in 1983 at the Philadelphia College of Pharmacy and Science (PCP&S). That first competition was open to all fourth and fifth year pharmacy students and attracted 18 participants. After two years at PCP&S, because of its success in training students to recognize the valuable role of pharmacists in educating patients about their medications, the program was expanded in 1985 to invite students from all U.S. schools and colleges of pharmacy. The competition also became an official program of the APhA Academy of Students of Pharmacy. Since then, nearly every school of pharmacy in the United States and Puerto Rico have hosted local competitions and participated in the national event. Students compete first in preliminary rounds and then final rounds at their own pharmacy schools. The rounds involve mock-patient counseling situations and practice scenarios. Each school is encouraged to send the winner of its chapter's competition to the national competition-which consists of two increasingly challenging rounds-where contestants vie for prizes and the distinction of being crowned the nation's top student patient counselor.
At APhA2000, the Association's Annual Meeting & Exposition, held March 10-14 in Washington, D.C., students will begin competing in the mock counseling scenarios on Friday, March 10. Judges then view videotapes of the students' performances, looking for excellence in two categories: communication skills and professional competence. The ten students who are scored highest by the competition's judges go on to compete in final rounds on Sunday, March 12. Final-round judges view videotapes of those ten students, scoring them in 15 areas. Those that score highest are chosen winner or one of three runners-up, and are honored continued on page 12
Past winners of the National Patient Counseling Competition 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999
University of Michigan State University of New York at Buffalo Jonathan Schiller St. John's University Philadelphia College of Pharmacy Joy Meier and Science St. Louis College of Pharmacy Kimberly A. Kill University of Florida Jose Rey University of North Carolina Martha Wall at Chapel Hill Philadelphia College of Pharmacy Marissa Buttaro and Science Kim Hellmbrecht University of Iowa Campbell University Kristen Thomas Jennifer Schoelles University of Florida University of California Marie Belshe San Francisco Joanna Labrecque Campbell University Albany College of Pharmacy Tamar Nicholas University of Colorado Melissa Selby
John York Susan Hughes
8
~
"The Communicator," published five times per year in Pharmacy Student, provides practical news about pharmacist-patient communications and , . /l information about the National Patient Counseling Competition, conducted I • annually by the American Pharmaceutical Association Academy of APhA.A,SP Students of Pharmacy in partnership with Pfizer Pharmaceuticals Group.
January/February 2000
PhlmacyStudmt 11
ommunicator Communication: Key to excellence pharmacy practice While in pharmacy school, use every opportunity to learn and perfect the skills that will enhance your interactions with patients, colleagues, and other health care professionals. by Norman B. Sigband, PhD
The world of pharmacy has undergone many radical changes recently, making communication skills more vital than ever for pharmacists. Today, the pharmacist is a critical member of the health care team, interacting frequently with physicians, hospital administrators, and other health care professionals. Other factors, too, underscore the need for pharmacists to become excellent communicators. They include: • Increased requests for pharmacists to address community members, civic organizations, religious groups, and others about health care in general and medications and their interactions specifically. • Growing competition from other pharmacists, mail order companies, and health maintenance organizations (HMOs), requiring pharmacists to promote their practices. • New opportunities for the pharmacist to increase market share because of the growth of single-parent households, home care markets, and local "urgent care" and "outpatient surgery" centers. • The growing dependence of physicians on pharmacists for information about medications and pharmaceutical care. • The increase in cultural and ethnic diversity among patients, which requires different and improved interaction and communication skills. Recognizing communication as a vital aspect of pharmacy curriculum As changes in pharmacy practice underscore the need for excellent communication, developing communication skills has become a key component of the pharmacy curriculum. In November 1991, the American Association of Colleges of Pharmacy issued a position paper, Entry-level Education in Pharmacy: A Commitment to Change. One segment of the paper, "Educational Process," lists communication skills as one of the four areas that should be emphasized and implemented in pharmacy curriculum as soon as possible. In commenting on communication, the paper states: "The results of pharmacists'
12 PhiImiKy Student
problem-solving activities (their decisions) must be communication to colleagues, other health professionals, and patients. Moreover, as responsible members of society, pharmacists communicate with other citizens about health. Pharmaceutical education must prepare pharmacists who have the ·basic knowledge, confidence, attitudes, and skills to read, write , listen, and speak in an effective manner." Since the publication of that paper, dozens of articles , statements, and editorials have appeared in pharmacy publications, emphasizing the need for every pharmacist to be competent in communicating with patients, with other health care professionals, and with other pharmacists. Communicating with patients Even if OBRA '90 (the law that requires pharmacists to offer to counseling to certain patients) did not exist, interaction between pharmacists and patients would be necessary to ensure compliance, build good will, and facilitate discussion about patients' medications. This interaction is often not easy, especially when the patient or patient's caregiver is concerned about such issues as possible loss of work time, a feeling of helplessness in the face of physical adversity, a child waiting at home with a 103 degree temperature, or what seems like an unreasonable charge for "this little bottle of pink capsules." Other complications arise when patients come from different cultural or ethnic groups or do not speak English well. However, an effective pharmacist is one
continued on next page
APhA2000 continued from page 11 at an awards ceremony on Monday, March 13. "For many years, the competition has successfully trained pharmacy students to develop the necessary communication skills to become the foremost providers of pharmaceutical care," said John Gans, APhA executive vice president. "We are excited about our partnership with Pfizer, which continues a long tradition of support for programs that promote pharmacistpatient communication."
January/February 2000
ommunicator who speaks to patients in a way that ensures attentive listening, feedback, and compliance. An important part of communication between the pharmacist and patient is the patient's nonverbal feedback. The alert pharmacist will quickly note the disagreement between a verbal response, such as: "Yes, I understand how to insert the drops," coupled with a look of confusion in the patient's eyes. This situation can be avoided by not using "closed-ended" questions that require only a "yes" or "no" answer. When the pharmacist says, "You know how to use this eye ointment," or "You're competent to use the inhaler correctly," or "You remember how many of each tablet to take every day," the patient almost invariably replies (sometimes emphatically) "Yes!" The better method is to use "open-ended" questions that require the type of feedback that ensures compliance. "Just to be sure I haven't omitted anything in my explanation, please tell me how you will use the eye ointment," " ... use the inhaler," " ... how many of each tablet you will take each day and when." Pharmacists may find communication difficult when they speak to patients who do not speak English well. However, printed translations from foreign languages to English are often available. These frequently contain simple translations of commonly used terms, such as, "Take two capsules with water before each meal" or "Take all the tablets in this container as prescribed." A better solution, if possible, is to employ a pharmacist or clerk who speaks the language of a majority of the non-English-speaking patients who patronize the pharmacy. One of the most cogent reasons for communicating with patients is to counsel them on proper and effective compliance and how to avoid adverse effects. A huge number of therapies are not complied with, and a large number of patients are admitted to hospitals each year because of drug "misadventures." These two factors result in a loss of billions of dollars each year. In recently publicized cases, medications have been prescribed and dispensed that when taken together can result in life-threatening situations, even death. Patient-pharmacist consultation not only leads to improved health care but also lessens the possibility of legal action. Communicating with other health professionals
Untold opportunities exist for pharmacists to communicate with other health professionals. Some of these involve no more than arranging to meet with neighborhood physicians, speaking on a panel at a health fair, or attending professional meetings. Other opportunities are available to the pharmacist who mails goodwill letters, offering his or her services to nearby HMOs, convalescent homes, hospital administrators, independent provider organizations, nurse registries, physical and occupational therapists, dentists, and others. Pharmacists can also
January/February 2000
attend the local meetings of various health care professionals, where it is possible to network and establish friendships. Although communication with physicians is essential, some pharmacists unfortunately may be concerned or even reluctant to intrude on a busy physician's time. However, when the pharmacist takes the stance that he or she is a vital member of the health care team and communicates with that knowledge, communication barriers usually disappear. Every pharmacist, for example, communicates daily with physicians by phone. Although the calls may often be initiated by the office nurse or office assistant, the wise pharmacist will insist on talking to the physicians for the purpose of "establishing the advisability of one drug over another to avoid adverse reactions," to discuss "an equally acceptable generic at a lower cost," or simply, to apprise the physician of "a new development in the patient's health status." Although the physician may be busy, a callback can be arranged at a mutually convenient time. Both physician and pharmacist have an important job to do, and clear and direct communication is needed. Introducing a third person between the pharmacist and physician to send or receive messages can easily result in errors and misunderstandings. continued on page 14
Communication Trends Knowing your patients, knowing your message, being confident, and being yourself are the basic principles for effective communication. • Know your patients: Avoid generalizing and assuming that you know what is best for them. Gather personal and professional facts. Determine what your patients want or need. Recognize consistent concerns. • Understand your options: Examine the many options available for delivering your message. Consider what your patient wants, not what is most convenient for you. • Organize the correct information: What specific things do you need the patient to know? Tell them all they want to know. • Present your message sincerely: Be yourself. Personality is the most important part of the message. When delivering the message, talk to the patient, not at the patient. Speak plainly and avoid jargon. • Evaluate feedback: Create an environment that supports feedback. Develop receptive attitudes. Listen carefully. Ask for specifics. Feedback is important-it fosters learning and growth. Adapted from: Medical Practice Communicator. 1999;6(6):1.
mmunicator Communication: Key to excellence pharmacy practice continued from page 13 Communicating with the community With the high incidence of medications not taken properly (or not at all), the increase in adverse drug reactions, and the rise in the elderly population, the pharmacist has increased opportunities to contribute to community well-being through communication. Those opportunities include: • Speaking at service groups, such as Rotary, Kiwanis, and veterans' organizations, about such topics as the importance of taking medications properly, the growth of the pharmaceutical industry, the future of medication and medicine, advances in research, and changes in managed care. • Speaking to church and synagogue members; philanthropic, charitable, or women's groups; athletic associations; support groups (alcoholism, weight loss, mental health); and other neighborhood and community groups. • Offering specific community services, such as brown-bag reviews, where a family's medications are brought into the pharmacy and reviewed for efficacy, out-of-date prescriptions, and related factors. • Addressing school groups from elementary to college level on such topics as general health care, smoking, or careers in the health care field. • Providing services through community health care organizations or chain pharmacies at nominal or no cost. These might include weight checks, blood pressure screening, and (with the cooperation of other health care personnel) hearing tests, cholesterol screening, or immunizations. In addition to speaking to these groups, the alert pharmacist can build goodwill and patient count through letters to community members, former patients, and business, political, and community leaders. Pharmacists who also serve on the city chamber of commerce or school board or who hold an elected or appointed office not only communicate their willingness to be an integral part of the community but also create an outstanding marketing tool for their own practices. Nurses, physicians, dentists, occupational and physical therapists, and others are usually confined to a workplace in a way that precludes frequent outside communication. This is not the case with the pharmacist. Probably no other health care professional has the opportunity to interact with the community the way the pharmacist does. Communicating in your academic setting Pharmacy school classes provide innumerable opportunities for students to communicate frequently with a variety of differ-
ent audiences in different situations. The classroom permits you to ask questions and carry on discussions. Small groups and team settings almost always require constant interaction. In addition, internships and clerkships in hospitals and clinics provide one-on-one situations with patients, physicians, nurses, administrators, and other health care professionals. As a pharmacy student you also have dozens of opportunities to make formal group presentations: when you run for and secure an office in a school's social, academic, or service organization, or when you volunteer to give class reports, present papers at student professional meetings, or make presentations to community groups. There is no better opportunity to practice your communication abilities-written, oral, and nonverbalthan in the nonthreatening classroom environment. Norman B. Sigband, PhD, is professor emeritus in the Graduate School of Business, University of Southern California, Los Angeles, and the author of many books and articles on communications among health care and business professionals.
Communication TRENDs Recent installments on the patient-oriented Web site, onhealth.com, urge patients to "get to know their pharmacists." The site says: ''To avoid becoming a statistic ... take your relationship with a pharmacist more seriously, and consider going to one pharmacy exclusively. While price is always an issue, it's more important that you find a pharmacist who can and will answer your questions. In fact, many people are probably not aware of how much information pharmacists can provide. They are trained to know not just about drugs, but about the diseases for which they are prescribed. Some pharmacists ... are even gearing up to do quasi-medical procedures, such as checking blood pressure and monitoring blood sugar. If you get a leaflet describing the use of the medication, scan it before you leave the drugstore and be sure to ask if you have any questions.
January/February 2000
A resource for pharmacy students from pfizer Pharmaceuticals Group and APhA-ASP
APhA2000 features 16th anniversary of NPCC National competition started in 1985 by Philadelphia College of Pharmacy and Science When students go to Washington, D.C., this March to compete in the National Patient Counseling Competition (NPCC) they will be among an august group of more than 1,000 pharmacy students that, for the past 16 years, have demonstrated a commitment to pharmacist-patient communications. "Communicating with patients is an important and unique role that pharmacists can play," said Sal Giorgianni,' PharmD, director of alliance development for Pfizer Pharmaceuticals Group . Pfizer, along with the APhA Academy of Students of Pharmacy have partnered to conduct the NPCC for the past two years. "Pfizer is proud to support the NPCC as a way for pharmacy students to hone these skills as part of their professional development," Giorgianni said. The NPCC is a tradition that began in 1983 at the Philadelphia College of Pharmacy and Science (PCP&S). That first competition was open to all fourth and fifth year pharmacy students and attracted 18 participants. After two years at PCP&S, because of its success in training students to recognize the valuable role of pharmacists in educating patients about their medications, the program was expanded in 1985 to invite students from all U.S. schools and colleges of pharmacy. The competition also became an official program of the APhA Academy of Students of Pharmacy. Since then, nearly every school of pharmacy in the United States and Puerto Rico have hosted local competitions and participated in the national event. Students compete first in preliminary rounds and then final rounds at their own pharmacy schools. The rounds involve mock-patient counseling situations and practice scenarios. Each school is encouraged to send the winner of its chapter's competition to the national competition-which consists of two increasingly challenging rounds-where contestants vie for prizes and the distinction of being crowned the nation's top student patient counselor.
At APhA2000, the Association's Annual Meeting & Exposition, held March 10-14 in Washington, D.C., students will begin competing in the mock counseling scenarios on Friday, March 10. Judges then view videotapes of the students' performances, looking for excellence in two categories: communication skills and professional competence. The ten students who are scored highest by the competition's judges go on to compete in final rounds on Sunday, March 12. Final-round judges view videotapes of those ten students, scoring them in 15 areas. Those that score highest are chosen winner or one of three runners-up, and are honored continued on page 12
Past winners of the National Patient Counseling Competition 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999
University of Michigan State University of New York at Buffalo Jonathan Schiller St. John's University Philadelphia College of Pharmacy Joy Meier and Science St. Louis College of Pharmacy Kimberly A. Kill University of Florida Jose Rey University of North Carolina Martha Wall at Chapel Hill Philadelphia College of Pharmacy Marissa Buttaro and Science Kim Hellmbrecht University of Iowa Campbell University Kristen Thomas Jennifer Schoelles University of Florida University of California Marie Belshe San Francisco Joanna Labrecque Campbell University Albany College of Pharmacy Tamar Nicholas University of Colorado Melissa Selby
John York Susan Hughes
8
~
"The Communicator," published five times per year in Pharmacy Student, provides practical news about pharmacist-patient communications and , . /l information about the National Patient Counseling Competition, conducted I • annually by the American Pharmaceutical Association Academy of APhA.A,SP Students of Pharmacy in partnership with Pfizer Pharmaceuticals Group.
January/February 2000
PhlmacyStudmt 11
ommunicator Communication: Key to excellence pharmacy practice While in pharmacy school, use every opportunity to learn and perfect the skills that will enhance your interactions with patients, colleagues, and other health care professionals. by Norman B. Sigband, PhD
The world of pharmacy has undergone many radical changes recently, making communication skills more vital than ever for pharmacists. Today, the pharmacist is a critical member of the health care team, interacting frequently with physicians, hospital administrators, and other health care professionals. Other factors, too, underscore the need for pharmacists to become excellent communicators. They include: • Increased requests for pharmacists to address community members, civic organizations, religious groups, and others about health care in general and medications and their interactions specifically. • Growing competition from other pharmacists, mail order companies, and health maintenance organizations (HMOs), requiring pharmacists to promote their practices. • New opportunities for the pharmacist to increase market share because of the growth of single-parent households, home care markets, and local "urgent care" and "outpatient surgery" centers. • The growing dependence of physicians on pharmacists for information about medications and pharmaceutical care. • The increase in cultural and ethnic diversity among patients, which requires different and improved interaction and communication skills. Recognizing communication as a vital aspect of pharmacy curriculum As changes in pharmacy practice underscore the need for excellent communication, developing communication skills has become a key component of the pharmacy curriculum. In November 1991, the American Association of Colleges of Pharmacy issued a position paper, Entry-level Education in Pharmacy: A Commitment to Change. One segment of the paper, "Educational Process," lists communication skills as one of the four areas that should be emphasized and implemented in pharmacy curriculum as soon as possible. In commenting on communication, the paper states: "The results of pharmacists'
12 PhiImiKy Student
problem-solving activities (their decisions) must be communication to colleagues, other health professionals, and patients. Moreover, as responsible members of society, pharmacists communicate with other citizens about health. Pharmaceutical education must prepare pharmacists who have the ·basic knowledge, confidence, attitudes, and skills to read, write , listen, and speak in an effective manner." Since the publication of that paper, dozens of articles , statements, and editorials have appeared in pharmacy publications, emphasizing the need for every pharmacist to be competent in communicating with patients, with other health care professionals, and with other pharmacists. Communicating with patients Even if OBRA '90 (the law that requires pharmacists to offer to counseling to certain patients) did not exist, interaction between pharmacists and patients would be necessary to ensure compliance, build good will, and facilitate discussion about patients' medications. This interaction is often not easy, especially when the patient or patient's caregiver is concerned about such issues as possible loss of work time, a feeling of helplessness in the face of physical adversity, a child waiting at home with a 103 degree temperature, or what seems like an unreasonable charge for "this little bottle of pink capsules." Other complications arise when patients come from different cultural or ethnic groups or do not speak English well. However, an effective pharmacist is one
continued on next page
APhA2000 continued from page 11 at an awards ceremony on Monday, March 13. "For many years, the competition has successfully trained pharmacy students to develop the necessary communication skills to become the foremost providers of pharmaceutical care," said John Gans, APhA executive vice president. "We are excited about our partnership with Pfizer, which continues a long tradition of support for programs that promote pharmacistpatient communication."
January/February 2000
ommunicator who speaks to patients in a way that ensures attentive listening, feedback, and compliance. An important part of communication between the pharmacist and patient is the patient's nonverbal feedback. The alert pharmacist will quickly note the disagreement between a verbal response, such as: "Yes, I understand how to insert the drops," coupled with a look of confusion in the patient's eyes. This situation can be avoided by not using "closed-ended" questions that require only a "yes" or "no" answer. When the pharmacist says, "You know how to use this eye ointment," or "You're competent to use the inhaler correctly," or "You remember how many of each tablet to take every day," the patient almost invariably replies (sometimes emphatically) "Yes!" The better method is to use "open-ended" questions that require the type of feedback that ensures compliance. "Just to be sure I haven't omitted anything in my explanation, please tell me how you will use the eye ointment," " ... use the inhaler," " ... how many of each tablet you will take each day and when." Pharmacists may find communication difficult when they speak to patients who do not speak English well. However, printed translations from foreign languages to English are often available. These frequently contain simple translations of commonly used terms, such as, "Take two capsules with water before each meal" or "Take all the tablets in this container as prescribed." A better solution, if possible, is to employ a pharmacist or clerk who speaks the language of a majority of the non-English-speaking patients who patronize the pharmacy. One of the most cogent reasons for communicating with patients is to counsel them on proper and effective compliance and how to avoid adverse effects. A huge number of therapies are not complied with, and a large number of patients are admitted to hospitals each year because of drug "misadventures." These two factors result in a loss of billions of dollars each year. In recently publicized cases, medications have been prescribed and dispensed that when taken together can result in life-threatening situations, even death. Patient-pharmacist consultation not only leads to improved health care but also lessens the possibility of legal action. Communicating with other health professionals
Untold opportunities exist for pharmacists to communicate with other health professionals. Some of these involve no more than arranging to meet with neighborhood physicians, speaking on a panel at a health fair, or attending professional meetings. Other opportunities are available to the pharmacist who mails goodwill letters, offering his or her services to nearby HMOs, convalescent homes, hospital administrators, independent provider organizations, nurse registries, physical and occupational therapists, dentists, and others. Pharmacists can also
January/February 2000
attend the local meetings of various health care professionals, where it is possible to network and establish friendships. Although communication with physicians is essential, some pharmacists unfortunately may be concerned or even reluctant to intrude on a busy physician's time. However, when the pharmacist takes the stance that he or she is a vital member of the health care team and communicates with that knowledge, communication barriers usually disappear. Every pharmacist, for example, communicates daily with physicians by phone. Although the calls may often be initiated by the office nurse or office assistant, the wise pharmacist will insist on talking to the physicians for the purpose of "establishing the advisability of one drug over another to avoid adverse reactions," to discuss "an equally acceptable generic at a lower cost," or simply, to apprise the physician of "a new development in the patient's health status." Although the physician may be busy, a callback can be arranged at a mutually convenient time. Both physician and pharmacist have an important job to do, and clear and direct communication is needed. Introducing a third person between the pharmacist and physician to send or receive messages can easily result in errors and misunderstandings. continued on page 14
Communication Trends Knowing your patients, knowing your message, being confident, and being yourself are the basic principles for effective communication. • Know your patients: Avoid generalizing and assuming that you know what is best for them. Gather personal and professional facts. Determine what your patients want or need. Recognize consistent concerns. • Understand your options: Examine the many options available for delivering your message. Consider what your patient wants, not what is most convenient for you. • Organize the correct information: What specific things do you need the patient to know? Tell them all they want to know. • Present your message sincerely: Be yourself. Personality is the most important part of the message. When delivering the message, talk to the patient, not at the patient. Speak plainly and avoid jargon. • Evaluate feedback: Create an environment that supports feedback. Develop receptive attitudes. Listen carefully. Ask for specifics. Feedback is important-it fosters learning and growth. Adapted from: Medical Practice Communicator. 1999;6(6):1.
mmunicator Communication: Key to excellence pharmacy practice continued from page 13 Communicating with the community With the high incidence of medications not taken properly (or not at all), the increase in adverse drug reactions, and the rise in the elderly population, the pharmacist has increased opportunities to contribute to community well-being through communication. Those opportunities include: • Speaking at service groups, such as Rotary, Kiwanis, and veterans' organizations, about such topics as the importance of taking medications properly, the growth of the pharmaceutical industry, the future of medication and medicine, advances in research, and changes in managed care. • Speaking to church and synagogue members; philanthropic, charitable, or women's groups; athletic associations; support groups (alcoholism, weight loss, mental health); and other neighborhood and community groups. • Offering specific community services, such as brown-bag reviews, where a family's medications are brought into the pharmacy and reviewed for efficacy, out-of-date prescriptions, and related factors. • Addressing school groups from elementary to college level on such topics as general health care, smoking, or careers in the health care field. • Providing services through community health care organizations or chain pharmacies at nominal or no cost. These might include weight checks, blood pressure screening, and (with the cooperation of other health care personnel) hearing tests, cholesterol screening, or immunizations. In addition to speaking to these groups, the alert pharmacist can build goodwill and patient count through letters to community members, former patients, and business, political, and community leaders. Pharmacists who also serve on the city chamber of commerce or school board or who hold an elected or appointed office not only communicate their willingness to be an integral part of the community but also create an outstanding marketing tool for their own practices. Nurses, physicians, dentists, occupational and physical therapists, and others are usually confined to a workplace in a way that precludes frequent outside communication. This is not the case with the pharmacist. Probably no other health care professional has the opportunity to interact with the community the way the pharmacist does. Communicating in your academic setting Pharmacy school classes provide innumerable opportunities for students to communicate frequently with a variety of differ-
ent audiences in different situations. The classroom permits you to ask questions and carry on discussions. Small groups and team settings almost always require constant interaction. In addition, internships and clerkships in hospitals and clinics provide one-on-one situations with patients, physicians, nurses, administrators, and other health care professionals. As a pharmacy student you also have dozens of opportunities to make formal group presentations: when you run for and secure an office in a school's social, academic, or service organization, or when you volunteer to give class reports, present papers at student professional meetings, or make presentations to community groups. There is no better opportunity to practice your communication abilities-written, oral, and nonverbalthan in the nonthreatening classroom environment. Norman B. Sigband, PhD, is professor emeritus in the Graduate School of Business, University of Southern California, Los Angeles, and the author of many books and articles on communications among health care and business professionals.
Communication TRENDs Recent installments on the patient-oriented Web site, onhealth.com, urge patients to "get to know their pharmacists." The site says: ''To avoid becoming a statistic ... take your relationship with a pharmacist more seriously, and consider going to one pharmacy exclusively. While price is always an issue, it's more important that you find a pharmacist who can and will answer your questions. In fact, many people are probably not aware of how much information pharmacists can provide. They are trained to know not just about drugs, but about the diseases for which they are prescribed. Some pharmacists ... are even gearing up to do quasi-medical procedures, such as checking blood pressure and monitoring blood sugar. If you get a leaflet describing the use of the medication, scan it before you leave the drugstore and be sure to ask if you have any questions.
January/February 2000