Implementation of Effective Communication and Therapeutic in Pharmacy

The purpose of the observation was to analyze how the pharmacist, assistant pharmacists, and patients communicate at Farmasi Zain, located at Jalan Elektron U16/J, Shah Alam, Malaysia. This pharmacy is conveniently situated near residential areas, making it easily accessible for residents and students seeking health products and services.

Pharmacy Zain, Malaysia

When entering the pharmacy, several aisles filled with a variety of over-the-counter medications and health products can be found. The prescription area is located at the back, which helps protect the quality of the pharmaceutical products and makes it easier for the staff to manage customer flow. This layout allows the staff to move around efficiently and serve customers better. Next to the prescription area, there is a consultation space for health check-ups, including blood pressure monitoring and tests for uric acid, glucose, and cholesterol.

Picture of shelves and products

The staff includes one pharmacist, two assistant pharmacists, and a cashier. For privacy reasons, the first assistant will be referred to as Assistant A and the second as Assistant B. During the observation, customer traffic was moderate, with about 15 to 20 customers served per hour. Effective communication was noted as being very important in this setting, greatly affecting customer satisfaction and safety, and helping to connect staff and patients.

Consultation and prescription area

Day 1 Observations

On the first day of observation, a patient approached Assistant B to ask whether a specific medication was suitable for small children and infants. Assistant B exercised caution by consulting the Medical Information Management System (MIMS), a comprehensive resource for prescribing information. After verifying the details, Assistant B sought the opinion of Assistant A before providing a clear and informed response to the patient. This collaborative approach ensured accuracy and reinforced the patient's trust in their expertise.

Later, Assistant B interacted with a patient who needed a blood pressure check. The results indicated a level higher than normal. Recognizing that the patient was an older woman, Assistant B adopted a friendly and empathetic tone to explain the results, suggesting that she make an appointment with a doctor. However, the patient expressed reluctance, inquiring whether she could take the medication without a doctor’s prescription. Assistant B maintained a calm demeanor, explaining the importance of adhering to regulatory and legal compliance. Despite the patient's insistence, Assistant B communicated respectfully and clearly, ultimately guiding the patient to understand the necessity of consulting a doctor for her health concerns.

Day 2 Observations

On the last day of observation, patients frequently arrived with prescriptions from their doctors. While many prescriptions were clear, some posed challenges due to poor handwriting. In such cases, the assistants promptly consulted the pharmacist for clarification, ensuring that proper medications were dispensed. After verifying the prescription, the assistants made it a point to ask patients if they were familiar with the medication instructions. This proactive approach was essential for reinforcing patient safety, as they reiterated critical information to ensure understanding.

Throughout the observations, it was noted that many elderly customers attempted to negotiate with the pharmacists and assistants for medications without prescriptions. Despite these requests, the staff adhered strictly to regulations while maintaining clear and respectful communication. The friendly and welcoming demeanor of the staff created a comfortable atmosphere, encouraging patients to ask questions without hesitation. This supportive environment was crucial for patients to receive the medications and treatments they required, significantly enhancing their overall experience.

Non-verbal communication was also observed to be crucial in the pharmacy’s operations. Being close to a private hospital, the pharmacy often supplies medications like antibiotics, anti-inflammatories, and anti-congestants. Hospital staff frequently called ahead to check if certain medications were available, and the pharmacist would write down the names and quantities needed. This clear communication facilitated timely preparation and delivery of the supplies.

Overall, the observations at the pharmacy highlighted the effectiveness of both verbal and non-verbal communication among the staff and patients. The information gathered confirmed that good communication greatly affects patient interactions, especially for the elderly, who often seek reassurance about their health. The staff employed clear and patient communication strategies, even during busy times or when dealing with challenging customers. Their professionalism was evident throughout the observations, creating a positive and reassuring experience for patients.

The commitment of the pharmacy staff to maintaining high communication standards is essential for ensuring patient safety and satisfaction, ultimately improving the overall quality of care provided. This experience reinforced the importance of effective communication in healthcare settings, where understanding and trust are crucial for patient well-being.