Medical practice today is a dual process for healthcare providers who are charged with not only maintaining and improving the health and well being of their patients, but operating a business enterprise as well. By understanding the requirements of merging these two visions, it is easy to see why good doctorpatient communications are so important.What is less easy to achieve is tailoring those communications to meet the basic needs of physicians and patients to improve health while pro moting brand loyalty and retention. Patients often have preconceived notions about what they need and deserve. Physicians have increasing demands on their time caring for patients while dealing with all of the practicemanagement aspects of providing superi or healthcare.This natural divide sometimes leaves patients feeling confused or disappointed with their physicians’ time and attention.Those feelings result in poor health decisions and behaviors, including nonompliance with prescribed treatments or frequently switching medications as patients try to answer ques tions themselves. There is a great need to reconcile the emotional needs of patients with the more rational needs of doctors so that vital clinical informa tion is communicated in a way that is precise, but not devoid of feeling. Synchronizing Communications Patientphysician communication initiatives need to be synchronized to improve the way key players interact. Specifically, the goal is to educate physi cians and patients before they get together so they are more comfortable and the encounter is more productive. This synchronization promotes understanding, which in turn increases confidence and, ultimately, adherence while securing doctor and brand loyalty. When physicians and patients are engaged and prepared, their limited time together is optimized, creating a bond underscored by trust and shared agendas. The Physician Role Physicians are highly trained in the science of medicine, but are generally less well trained in the science of emotion. It’s important to help physicians develop their emotional insight and consulting skills to increase sensitivity and empathy for their patients and their needs.There are several techniques that are effective at improving these skills, such as roleplaying, awareness and train ing videos, and using patientcentered communications materials. Physicians can learn to recognize “patient archetypes,” for example,avid infor mation seekers or doctordependent patients.This typology can help the physi cian choose the best communication style to interact with the individual patient. Through this process, physicians also can become aware of their own underlying preferences and prejudices and how these affect their interactions with patients. This type of training only recently has been added to medical school curricula. The Patient Role On the other side of the education equation is the need to prime the patient before the doctor visit. Combined with other consumer and patient communications, one of the ideal settings for patient education is in the physi cian’s office, taking full advantage of a focused audience. Instead of leafing through magazines, patients can use the time to read information designed to educate them about specific disease states, including symptoms, therapeutic options, and related concerns.They can be ready to raise appropriate questions when speak ing with the doctor.The result is that patients become better advocates for their medical problems and more skillful communicators about their symptoms and concerns.This reduces anxiety and improves interaction skills, making the visit more productive. Improving physicianpatient communications helps physicians help patients, while supporting the businessrelated goals of the larger medical community. That in turn, helps support every sector of the healthcare industry. Synchronizing Communications THE PROMOTIONAL MIX GREY HEALTHCARE GROUP,with headquarters in NewYork, is comprised of 10 companies with 42 offices in 16 countries, and is the world’s fifth largest healthcare communications company. It provides an extensive array of integrated services in support of brand acceleration and sales including branding, advertising, CME and medical education, directtoconsumer/direct to patient communications, and emarketing. For more information, visit ghgroup.com. Grey Healthcare Group It is critical to tailor communications to meet the basic needs of physicians and patients to improve health while promoting brand loyalty and retention. Joe Loftus Executive VP, General Manager, Avenue Grey Lynn EdlenNezin, Ph.D. Director of Behavioral Science, Grey Healthcare Group
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Synchronizing Communications Educating Physicians, Priming Patients
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