Chapter 13 Human Relations and Communications © Paradigm Publishing, Inc. 1.

Chapter 13

Human Relationsand Communications

© Paradigm Publishing, Inc. 1

Personal Service in the Contemporary Pharmacy

In the contemporary pharmacy . . .The pharmacist is more than just a dispenser of drugs.

The pharmacy technician is more than just a cash register operator and stock person.

A new and welcomed emphasis on personal service has returned to the practice of pharmacy.



Personal attention makes customers feel that the pharmacy is a pleasant place to dobusiness.

© Paradigm Publishing, Inc.3


Pharmacy technicians should remember the primary rule of merchandising:

At all times you are representing your company to the patient or customer. Remember that in a pharmacy you are, in a legal sense, an agent of your employer and entering into a contract to provide care to the patient. Your employer must “answer” for all of your actions.


Characteristics of the Pharmacy Technician

A successful pharmacy technician must possess a wide range of skills, knowledge, and aptitudes.

Along with these, the pharmacy technician must also displayA professional attitudeCommunication skills Problem-solving skills


Characteristics of the Pharmacy Technician

Attitude

Verbal and nonverbal communication

Problem solving


Attitude

Attitude is very important in customer relations.

The pharmacy technician should maintain a positive attitude, even when the day is hectic or when he or she is not feeling up to par.


Attitude

A positive attitude also means taking pride in your workplace.

The pharmacy technician should offer feedback on improving pharmacy operations.

Being an invaluable asset to the overall operation can often be helpful in career advancement.


Attitude

• Always display a professional appearance:Customers expect a high degree of

cleanliness and professionalism.The following are important in conveying

a professional atmosphere:• Proper attire• Grooming• Personal hygiene


AttitudeA pharmacy technician must be

observant of customer needs.With many things happening at once, it

is often necessary to triage customer needs.

Acknowledgecustomers with“I’ll be right with you”and “Thank you forwaiting.”


AttitudeIt is important to demonstrate a professional

empathy for the patient.

Patients may be experience any number of difficult situations; a caring attitude can go a long way.

The pharmacy technician is often the bearer of bad news. It is important to take the time to explain why a prescription could not be filled or why insurance does not cover a particular medication.


Attitude

The pharmacy technician should be on the lookout for customers who look confused or are trying to find a particular product.

The pharmacy technician can triage customer requests:Handling those pertaining to product location, availability, and priceReferring to the pharmacist those that require professional judgment


Attitude

Making a personal connection with customers is important, especially in a community pharmacy.

Greeting customers by name makes a big difference.

Eye contact is especially important to older customers who may rely on informal lip-reading to compensate for a hearing deficiency.


Verbal and Nonverbal Communication

A pharmacy technician needs good communication skills when receiving prescriptions and assisting customers.

Verbal communication skills require practice.

Asking patients open-ended questions as opposed to closed-ended questions is always more helpful in eliciting information.



Nonverbal communication is important also:

Facial expressions

Eye contact

Body position

Tone of voice



Listening is a vital skill for the pharmacy technician:

Maintain eye contact with the speaker.

Use nonverbal signals to indicate that you are genuinely interested.

Ask questions to clarify what has been said.

Repeat key points of the conversation to confirm that you have correctly understood what has been said.



Use courteous speech . . .When interacting in person with customers

When talking on the telephone with other healthcare professionals



Be sensitive to gender, cultural, and language differences:

Become familiar with the cultural backgrounds of your customers.

You will be able to better serveyour customers.



Be understanding when obtaining information from customers with mental or physical disabilities.

For customers without drug insurance coverage . . .Offer lower-cost alternatives.

Provide information on free clinics or community health centers if possible.

Do not treat those without insurance differently from other customers.


Problem Solving

Problem solving is an important asset for the pharmacy technician:

Dealing with difficult patients

Staying focused at work when home or school issues threaten to interfere

Dealing with work disputes through rational, calm, and private discussions


Problem Solving

Discrimination and harassment are unethical and illegal.

You do not have to put up with off-color or crude jokes.

Conversely, you must not create an environment that is uncomfortable for your coworkers.


Other Aspects of Professionalism

Professional behavior

Teamwork

Interprofessionalism

Do not dispense medical or pharmaceutical advice

Emergency preparedness


Professional Behavior

Professional behavior includes adherence to laws and ethical guidelines.

It also includes a commitment to decorum and etiquette.

Show respect to your healthcare colleagues.

If you are in doubt as to expected behavior, watch and learn from a suitable role model.


Teamwork

Pharmacy technicians and pharmacists must work together as a cohesive team.

Show respect for coworkers.


Teamwork

Using common courtesies can make a difference.

Do not allow personal differences to interfere in the workplace.



Sometimes workplace shows itself in unintentional rude behavior.

Maintaining courtesy in spite of rudeness is a mark of a pharmacy technician’s professionalism.



Always use the title “Doctor” where appropriate.

Keep your interactions formal untilyou are requestedto dootherwise.


Do Not Dispense Medicalor Pharmaceutical AdviceA pharmacy technician should not

advise customers about medications and their use (including OTC drugs and diet supplements).

Refer to the pharmacist any questions involving patient assessment or the proper use and effects of medications.


Emergency Preparedness

Pharmacy personnel may be called into action during and emergency or disaster.

Pharmacies can help plan specific responses to emergency situations.

Roles and functions of pharmacy and other professionals are validated through a credentialing process.


Health Insurance Portability and

Accountability Act

Patient identifiers

Patient confidentiality


Patient Identifiers

HIPAA requires pharmacies to maintain the privacy of protected health information (PHI).

Pharmacy staff must remove or conceal from view any patient identifiers:Shred all patient-related information before disposal.Black out patient information on used prescription vials.


Patient Confidentiality

All healthcare professionals must understand the importance of maintaining patient confidentiality.

Some patient information needs to be shared with healthcare professionals for insurance reimbursement or for drug studies.

All pharmacies must have a written policy on patient confidentiality.



Electronic transmission of data is common in the pharmacy:Improves revenue

Contains cost

Provides better patient care

Efficiency of transmitting information electronically must be balanced with the need to maintain data security.



The pharmacy technician should be sensitive and respectful of customer privacy.

Display a professional, no-nonsense attitude toward matters that might be embarrassing for the customer.



Matters of medication history discussed in the pharmacy require the same amount of privacy as in the doctor’s office.



Be careful to keep your tone of voice low so as not to broadcast sensitive information to nearby customers.



Pharmacies are required to have a policy defining patient privacy rights.

Patients may be asked to sign a notice of privacy practices to show that they have read and understand the pharmacy’s policies.



Pharmacies should have policies and procedures to cover HIPAA regulations.

State laws also govern patient confidentiality. The pharmacy technician should know the pertinent laws of his or her state.


Chapter 13 Human Relations and Communications © Paradigm Publishing, Inc. 1.

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