Do you come off as impersonal, abrupt or annoyed? How to improve your counterside manner

Patients talk about a doctor's so-called bedside manner. Pharmacists, by comparison, are typically sized up by patients based on how they come across from behind the counter. So how’s your counterside manner? Depending on the day’s workload and whether or not you’re busy dispensing when a patient approaches, it's all too easy to come off as impersonal, abrupt, maybe even annoyed. Stephanie Burden, a pharmacist and owner of Complete Care Pharmacies in Rocky Harbour, N.L., said the day-to-day pharmacy workflow makes it challenging for pharmacists to always put their best face forward at the counter. Add this to the public expectation that pharmacists are always available to answer “just one quick question”—which is never really quick, said Burden. She adds that the store environment pharmacists operate in makes some people view them less as healthcare experts and more as retail workers. “Pharmacists have been touted as the most accessible healthcare provider and we’ve created this expectation that we’re always available and we want people to ask our opinion,” she said. “We’ve done this from a position of meaning well, of wanting people to recognize that we do more than dispense pills. But we’ve done so at the expense of distraction, and that affects the quality of our interaction with patients.” With almost all pharmacists in the country now authorized to assess and prescribe for minor ailments, and with the healthcare system overloaded to a near-breaking point, pharmacists are increasingly in demand for their clinical services. This means more interactions with patients that go much deeper than explaining potential drug side effects and interactions. Shaping up your counterside manners is more important than ever, said Burden. Read: Stephanie Burden named CPhA's Canadian Pharmacist of the Year 1. Acknowledge the patient right away It’s good practice to greet patients as soon as you see them approach the counter. If you’re busy doing something else, tell them, 'I’ll be with you in a few minutes.’ This lets patients know you’re aware they’re there and also signals other team members, who may be able to step up and help. “I don’t think patients mind waiting to be served,” said Burden. “It’s when they feel like they’re being ignored or if they’re not sure you even know they’re there—that’s what they start getting annoyed and maybe they start clearing their throat or coughing to get your attention.” 2. Call them by their name Once you learn a patient’s name, use it throughout your conversation. If you don’t know their name, ask—and give them yours. Burden said this establishes a sense of familiarity and helps patients feel comfortable with you. There’s also an important benefit for the time-constrained, stressed out pharmacist: patients are more likely to be compassionate towards you. “I find when you’re familiar and personable patients become more understanding,” she said. “They tend to be kinder in their interactions with your and with your team.” 3. Speak with a smile People in sales swear by it, which is why a lot of sales trainers recommend smiling even when you’re talking on the phone. Burden said smiling is something she does at the start and throughout every interaction. She doesn’t suggest plastering on a forced smile but rather acting and speaking in a way that conveys a friendly professionalism. “It shouldn’t feel fake to you or to other person, and the way to make sure it isn’t is by training yourself so it becomes second nature to always be pleasant when you’re talking to people at work,” she said. “This is not about doing something that isn’t authentic. It’s about being a professional, and in pharmacy a big part of professional success is being able to communicate effectively.” 4. Doing an assessment? Put the patient at ease Instead of starting with the commonly used “What can I do for you today?” try leading the conversation with the more casual “So what’s going on with your health today?” At the same time, said Burden, use body language that tells the patient you’re listening and not judging. “Maybe lean towards them a little bit and nod as they talk to let them know you’re really listening,” she said. “They’ve come to you with a personal health issue so you need to make them feel they’re in a safe and comforting space.” 5. Keep a box of Kleenex—and your empathy—on hand While patients are unlikely to burst into tears in the midst of a minor ailments assessment for allergic rhinitis or a conjunctivitis, pharmacists should be prepared to offer support during emotional moments. Burden said these moments can occur with patients getting a prescription for a serious or chronic illness. “I’ve had patients come with a new diagnosis of diabetes and they’re feeling very defeated and perhaps also disappointed with themselves for not losing weight,” she said. “”Or someone comes in to drop off a cancer prescription and they’re feeling scared.” When patients get emotional, Burden said the first thing she does is bring them into the clinic room to protect their privacy. Then she sits with the patient—she pulls her chair to be closer to —and puts a reassuring hand on the patient’s arm or knee. “I talk to them and let them know they’re not alone, and that we will figure it out,” said Burden. “It’s about being that partner for them in their healthcare journey, and offering them compassion while also empowering them.” Read: 3 key tips to help you become a more intuitive, customer-focused pharmacist 6. You’re a professional, make sure your space is too Clinicians are best positioned to deliver effective care when they combine professional confidence and authority with empathy, compassion and a pleasant personality. Burden said she feels most confident as a clinician when she’s in the right environment, and this is why she ensures her pharmacy’s clinic room is well organized. “You need a professional clinic room, with a computer and the appropriate reference material on the desk,” she said. “It shouldn’t be full of papers and boxes—it’s not a dumping area, this is where you provide clinical services.” 7. But what if I’m an introvert? To any pharmacist reading this and thinking ‘Wait, I can’t do that, I’m an introvert,” Burden has two words in response: Me too. “I’m an introvert too, and I’m different at home from who I am at the pharmacy,” she said. “The way I look at it, I’m not only a clinician, I’m an ambassador for the pharmacy profession. So when I come the pharmacy, I take on my clinician and pharmacy ambassador persona.” If that sounds like a lot of work, Burden said it does take effort at the start but over time that persona just becomes part of who you are as a pharmacy professional. It’s worth the effort. “It will grow your career and your patient base,” she said. “If you’re a pharmacy entrepreneur it will grow your business. If you’re staff it will help you in your career and may get you into a leadership position. You’re levelling up, and in the process you’re showing patients that they can expect more from their pharmacists.” Read: As a pharmacy leader, which should you be? Nice or kind?

Do you come off as impersonal, abrupt or annoyed? How to improve your counterside manner

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