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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.
© Paradigm Publishing, Inc. 2
Personal Service in the Contemporary Pharmacy
Personal attention makes customers feel that the pharmacy is a pleasant place to dobusiness.
© Paradigm Publishing, Inc.3
Personal Service in the Contemporary Pharmacy
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.
© Paradigm Publishing, Inc. 4
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
© Paradigm Publishing, Inc. 5
Characteristics of the Pharmacy Technician
Attitude
Verbal and nonverbal communication
Problem solving
© Paradigm Publishing, Inc. 6
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.
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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.
© Paradigm Publishing, Inc. 8
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
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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.”
© Paradigm Publishing, Inc. 10
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.
© Paradigm Publishing, Inc. 11
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
© Paradigm Publishing, Inc. 12
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.
© Paradigm Publishing, Inc. 13
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.
© Paradigm Publishing, Inc. 14
Verbal and Nonverbal Communication
Nonverbal communication is important also:
Facial expressions
Eye contact
Body position
Tone of voice
© Paradigm Publishing, Inc. 15
Verbal and Nonverbal Communication
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.
© Paradigm Publishing, Inc. 16
Verbal and Nonverbal Communication
Use courteous speech . . .When interacting in person with customers
When talking on the telephone with other healthcare professionals
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Verbal and Nonverbal Communication
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.
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Verbal and Nonverbal Communication
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.
© Paradigm Publishing, Inc. 19
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
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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.
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Other Aspects of Professionalism
Professional behavior
Teamwork
Interprofessionalism
Do not dispense medical or pharmaceutical advice
Emergency preparedness
© Paradigm Publishing, Inc. 22
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.
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Teamwork
Pharmacy technicians and pharmacists must work together as a cohesive team.
Show respect for coworkers.
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Teamwork
Using common courtesies can make a difference.
Do not allow personal differences to interfere in the workplace.
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Interprofessionalism
Sometimes workplace shows itself in unintentional rude behavior.
Maintaining courtesy in spite of rudeness is a mark of a pharmacy technician’s professionalism.
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Interprofessionalism
Always use the title “Doctor” where appropriate.
Keep your interactions formal untilyou are requestedto dootherwise.
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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.
© Paradigm Publishing, Inc. 28
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.
© Paradigm Publishing, Inc. 29
Health Insurance Portability and
Accountability Act
Patient identifiers
Patient confidentiality
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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.
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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.
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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.
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Patient Confidentiality
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.
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Patient Confidentiality
Matters of medication history discussed in the pharmacy require the same amount of privacy as in the doctor’s office.
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Patient Confidentiality
Be careful to keep your tone of voice low so as not to broadcast sensitive information to nearby customers.
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Patient Confidentiality
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.
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Patient Confidentiality
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.
© Paradigm Publishing, Inc. 38