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# 4. Communication Skills Within the community practice setting, the use of the prescription counter is an important environmental factor. The counter and related shelving serve to keep the prescription dispensing process from the public's view. However, they can also serve as communication barrier...

# 4. Communication Skills Within the community practice setting, the use of the prescription counter is an important environmental factor. The counter and related shelving serve to keep the prescription dispensing process from the public's view. However, they can also serve as communication barriers if they inhibit your interaction with your patients. When appropriate, step to the side of the prescription counter or from behind the counter to communicate a genuine interest in talking with patients about their medications. In addition, the presence of a private consulting area may indicate to your patients that you are interested in counseling them in a private manner. The general appearance within the pharmacy setting conveys nonverbal messages to patients. Dirt, clutter, and general untidiness carry negative nonverbal messages. ## 4. Distracting Elements of Nonverbal Communication One of the most distracting nonverbal elements is lack of eye contact. It is frustrating to talk to somebody who is not looking at you. Unfortunately, many pharmacists unconsciously do not look at patients when talking to them. Their tendency is to look at the prescription, the prescription container, the computer screen, or other objects while talking. This behavior may indicate to patients that you are not totally confident about what you are saying or that you really do not care about speaking with them. Not looking at the patient also limits your ability to assess whether the patient understands the information. In other words, lack of eye contact limits your ability to receive feedback from the patient about the messages that you are giving. Another potentially distracting nonverbal element is facial expression. An inadvertent facial expression may send a message that you did not intend to transmit. For example, if you roll your eyes as a patient explains something to you, you may be communicating a feeling of disinterest or lack of concern toward the patient. Another potential distraction to communication may be your tone of voice. People interpret the message not only by the words you use, but also by the tone of voice you use. ### 4.2.3 Written Communication Skills Written communications skills are those skills that use written words to deliver the message or information. Letters, e-mails, advertisements, information leaflets, etc. are few examples of written communication. Pharmacist is required to do written communication with healthcare professionals, patients, organisations, etc. #### Elements of Written Communication 1. Conciseness