2. Human Relations and Communications
Chapter 13
Human Relations and Communications

3. Learning Objectives
Explain the role of the pharmacy technician as a member of the customer care team in a pharmacy.
State the primary rule of retail merchandising, and explain its corollaries.
Provide guidelines for proper use of the telephone in a pharmacy.
Explain the appropriate responses to rude behavior on the part of others in a workplace situation.

4. Learning Objectives
Identify the importance of verbal and non-verbal communication skills.
Define discrimination and harassment, and explain the proper procedures for dealing with these issues.
Discuss the importance of protecting patient privacy in the pharmacy.
Identify and discuss the important areas of the Heath Insurance Portability and Accountability Act regulations.

5. PERSONAL SERVICE IN THE CONTEMPORARY PHARMACY
Attitude and Appearance: Customer orientation involves dressing and grooming oneself neatly, maintaining a constant lookout for customers in need of assistance, knowing the layout of the store and the location of its merchandise, smiling and using courteous language, providing explanations as necessary to customers, being sensitive to language differences, following established policies and procedures, and referring requests for medical or pharmaceutical advice to competent professionals.

6. PERSONAL SERVICE IN THE CONTEMPORARY PHARMACY
Telephone Courtesies: Common courtesy should be used in all telephone communications and conversations with both patients and healthcare professionals.
Interprofessionalism: A degree of formality is always in order until a request is made to use more informal modes of address in day-to-day operations.

7. Communication Issues Safety Note!
Do not provide medical advice. Direct such questions to the pharmacist.

8. Terms to Remember attitude appearance triage
policy and procedure manual

9. OTHER ASPECTS OF PROFESSIONALISM
Professional Behavior: Respect should be shown to all who work in a healthcare facility, because each person has an important job to do that contributes to the overall healthcare provided to the patient.
Verbal and Nonverbal Communication: Maintain eye contact with the person speaking and send the speaker nonverbal signals to indicate that you are genuinely interested in what he or she is saying. Ask questions to clarify issues and repeat portions of the conversation to confirm that you have correctly heard what was said.

10. OTHER ASPECTS OF PROFESSIONALISM
Discrimination and Harassment: A no-tolerance policy exists with regard to discrimination and harassment in the pharmacy workplace.

11. Communication Issues Safety Note!
All patient medical information is confidential and protected by law.

12. Terms to Remember decorum etiquette open-ended questions
closed questions
nonverbal communication
discrimination
harassment

13. PATIENT CONFIDENTIALITY
Respect the Customer’s Privacy: A pharmacy technician must be sensitive to maintaining patient privacy, confidentiality of medical information, and compliance with all state and federal HIPAA regulations.
Health Insurance Portability and Accountability Act: All healthcare facilities that access, store, maintain, or transmit patient identifiable medical information must comply with these regulations. Failure to do so can result in severe civil and criminal penalties.

14. Patient Identifiers name address and ZIP code relatives employer
date of birth
telephone number or fax number
address
social security number
medical record number
health plan ID number
account number
vehicle ID
certificate or license number
URL or IP address
fingerprint or voiceprint
photo
Table 13.1

15. Terms to Remember protected health information (PHI)
patient identifiers

16. Discussion
The culture of the United States is changing constantly and becoming more diversified. Patients are often influenced by a wide variety of factors in their culture, religion, and community. Explain in writing why it is important for a pharmacist and the pharmacy employees to get to know individual patients, their families, and their cultural beliefs. Include three examples or case illustrations in your explaination.

17. Discussion
Do an Internet search to identify the laws of your state relating to patient confidentiality of medical information and how they affect community pharmacy practice. How do they differ from HIPAA? Are they more or less stringent than HIPAA?