Gestão da comunicação em farmácia comunitária

• Main Author: Pereira, Mafalda Rodrigues
• Publication Date: 2022
• Format: Master thesis
• Language: por
• Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
• Download full: http://hdl.handle.net/10400.1/19411
• topic: Farmácia comunitária; Farmacêuticos; Comunicação; Utente; Cuidado farmacêutico

The community pharmacy is a health space where the pharmacist connects his professional and deontological practice with commercial activity. As a health professional, the pharmacist is primarily responsible for patient-centered care, and it is crucial that the message he intends to transmit is perfectly understood. He needs to be able to conduct a good management of interpersonal communication, to establish a close relationship with the patient, contributing to improve their adherence to therapy, while carrying out an adequate management of commercial communication, which allows him to create opportunities to demonstrate the value of the pharmacy products and services to the public. The main objective of this dissertation was to approach the management of communication in community pharmacy, exploring the importance of the pharmacist role as a communicator. For a better understanding, several topics related to community pharmacy in Portugal will be addressed, such as: the specific law, facilities, products, services, pharmaceutical care as well as the human resources and economic model. Several aspects that are essential to communication in community pharmacy will be focused, including the styles and types of communication, meaning of the message, importance of active listening, the existing barriers to communication and the different types of communication in which the pharmacist intervenes in their daily practice, whether in communication with the patient, health professionals, commercial communication or for society. It is foreseen this dissertation may contribute to highlight the need for the pharmacist to develop the necessary communication skills, which allow the correct use of communication in its various aspects with all the people involved with the community pharmacy.