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Exploring pharmacists' communication with customers through screening services.

Afonso M Cavaco1, João Romano

  • 1Social Pharmacy Department, Faculty of Pharmacy, University of Lisbon, Av Prof Gama Pinto, Lisboa, Portugal. acavaco@ff.ul.pt

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Pharmacist communication during blood pressure and cholesterol services often involves closed questions, with pharmacists controlling the conversation. Hypertensive episodes prompted more information exchange, suggesting a need for improved pharmacist communication skills.

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Area of Science:

  • Pharmacy Practice
  • Communication Studies
  • Health Services Research

Background:

  • Community pharmacies offer vital health services like blood pressure and cholesterol monitoring.
  • Effective pharmacist-customer communication is crucial for service quality and patient outcomes.
  • Understanding communication dynamics in these settings is essential for service improvement.

Purpose of the Study:

  • To analyze and describe pharmacist-customer communication patterns during blood pressure and capillary cholesterol services.
  • To identify key communication structures and their relationship with service type and patient health indicators.

Main Methods:

  • Purposive sampling of participants for audio-recorded service encounters.
  • Verbatim transcription and detailed analysis of verbal content, including utterance classification.
  • Quantitative analysis of dialogue structures: speaker turn, interactivity, turn density, and turn duration.

Main Results:

  • Eighty-three service episodes were analyzed (51 blood pressure, 32 cholesterol).
  • Cholesterol service encounters were longer (7:05 min) with more pharmacist utterances (52.7%) and higher interactivity (13.3 turns/min) compared to blood pressure (5:35 min, 55.3% customer utterances, 7 turns/min).
  • Pharmacists predominantly used closed questions; increased turns and closed questions correlated with higher systolic blood pressure, but not cholesterol values.

Conclusions:

  • Pharmacists tend to dominate conversations using closed questions, though overall talk balance is maintained.
  • Hypertensive episodes appear to stimulate greater information seeking from customers.
  • Educational interventions targeting pharmacists' communication skills are recommended to enhance customer engagement and proactive information seeking.