By Noelia Martínez

Implementing and developing strategies to optimize the communication skills of the pharmaceutical staff will improve the customer’s perception of the point of sale and the patient-pharmacist relationship. Today, creating good communication in such an intimate health environment as the pharmacy office is vital. Customer care requires implementing and developing these types of skills in order to improve relationships with patients and the quality of service offered in the pharmacy office.

In Pharmacy Offices it is no longer only about what sold, but from as it is offered.

The importance of this discipline is so great that experts have been created in the development of communication skills. This is intended to respond to the need to provide added human value and help a certain pharmacy to differentiate itself from its competition. Since different pharmacies often have the same drugs – and the same prices stipulated by law – there is a need to find another way to make a difference other than pricing strategies. What other option is left for them to attract more customers? The pharmaceutical advice, the service they can offer.

For this reason, pharmaceutical personnel who dedicate a large part of their working hours to serving the public must develop their communication skills. There are workers and even (speaking at the global level of the pharmaceutical team) pharmacy offices that have a greater power of influence and conviction than others. And this is not about being more extroverted or less introverted, but about knowing how to communicate and transmit better.

Communication levels

In communication we can express ourselves on three levels:

  • In the first mouth-ear level, one person speaks and another hears. The second does not have to be listening (which is not the same). Here it is very important to pay attention to the differential nuance that exists between hearing and listening. Nothing happens at this level of communication. Therefore, it does not imply success of any kind, much less professional.
  • When we talk about a brain-brain communication level, one person speaks and the other hears and both are in tune. This is so because the perceiver does listen to the speaker. Therefore, in this case there is the possibility of achieving success. We must make the brain of the other person think and understand the person who communicates. In the context of the patient-pharmacist relationship, it can be done in three ways: calling customers by name (in fact, this has been shown to elicit an immediate response); transmitting confidence and security in what he expresses and asking open questions.
  • Finally, we find communication heart heart. There is a constant empathy between the person communicating and the client and therefore almost always guarantees success. In the pharmacy office, clients look for expert advisors to attend to the public. With all this, it is sought that pharmacies are an integral health space. According to WHO, health is much more than the absence of disease. It also implies a physical, mental, emotional and social well-being. And precisely the latter is what is sought with the development of the communication skills of the pharmaceutical staff.

Therefore, it is as important to communicate well as to listen well. In fact, one should listen more than speak in order to adapt the speeches to the person in front of us. This is the only way to understand the customer’s concerns and achieve good communication. Clients trust their health in the figure of the pharmaceutical staff, but they are not only looking for products, but also to receive a health service appropriate to their needs. In short, we talk more about something intangible and with value. In fact, health is priceless and a good pharmaceutical recommendation is worth more – but does not cost anything – than any drug or product. Good customer service puts the price of tangible things in the background, which is charged.

Therefore, in the pharmaceutical sector, the fact that you are at the service of people must prevail. Having good communication skills should be an essential philosophy to achieve excellence with our clients.

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