THE ART OF COMMUNICATION

Mr Arturo Almeida discusses the importance of communication skills in aesthetic medicine

MR ARTURO ALMEIDA

Mr Arturo Almeida MBBS, ChM, MBA, MBCAM, FACPh is an award-winning consultant surgeon and cosmetic doctor, internationally renowned keynote speaker and a global medical trainer. A professor of medicine at the European University in Madrid, Spain, he is also a full member of the British College of Aesthetic Medicine (BCAM). A serial entrepreneur, Mr Almeida has business experience in the UK and overseas of 18+ years, and is the founder of Baarle Consulting Ltd, a company that provides global medical education and business advice for companies in the medical industry worldwide.

Aesthetic medicine is about far more than the procedures we perform; it’s primarily about our patients. While achieving the most successful treatment outcome is obviously a priority, the ability to effectively communicate with our patients is equally important.

We hear a lot at conferences about complications and how to prevent them. We all talk about vascular occlusions, delayed onset nodules and all of those things, but let’s be honest: a complication is anything that makes your patient pick up the phone and complain. My experience throughout more than 20 years of practising medicine and surgery is that problems with communication are at the bottom of many of these complaints.

This is why the consultation is so key. The consultation process is an integral part of the patient experience, and communication skills are paramount for it to be truly effective and to avoid many of these non-emergency complications. The consultation is the initial step patients take in sharing their concerns and desires and where we, as practitioners, assess their needs and how we can support them (which may include saying no to the treatments they have come in asking for).

But we mustn’t forget that communication with our patients often starts before they even step into the consultation room via our social media, front-of-house, website and email communications. This makes mastering our communication skills even more vital.

In this article, I will explore the importance of communication skills in and outside the consultation and the five key elements to mastering it: listening, relating, using stories, asking questions, and practising.

COMPLICATIONS AND COMPLAINTS

Even in the best-run clinics, complications and complaints can arise. Practical communication skills are invaluable when addressing these issues. If you can listen, empathise, and communicate clearly, you can promptly and professionally deal with any complaints that arise and foster patient loyalty.

Transparent communication around results, recovery times, and potential side effects also helps manage expectations and prevents patients from having unrealistic expectations and being dissatisfied with the results, which can lead to negative reviews and reduced satisfaction. And let’s not forget that you have a professional and ethical obligation to make sure your patients have given informed consent.

WHY WE NEED TO WORK ON OUR COMMUNICATION SKILLS

An investment in improving your communication skills is an investment in providing a more patient-centric and satisfying experience. This helps build trust, which is the cornerstone of any successful patient-practitioner relationship.

Below I’m going to share with you five things that I consider really important when it comes to improving your communication skills.

1. LISTEN

We often think of communication as being about speaking, but to be a good communicator, we also need to learn to listen. This is where “active listening” comes in. It involves not only hearing the words but also understanding the emotions and intentions behind them. Patients often seek aesthetic treatments not only for physical enhancement but also for emotional well-being. But sometimes we don’t listen. We all have preconceived ideas about what they want or need. So the first thing is to listen carefully, not just with your ears but your entire mind. This will help you understand what they are saying beyond the words that are actually coming from their mouths. By attentively listening, you can connect with your patients on a deeper level, address their concerns more comprehensively, resolve misunderstandings and build trust.

2. RELATE

Relatability is another crucial aspect of effective communication and goes hand in hand with listening. Patients want to feel understood and valued, and when they feel understood and valued, they are more likely to come back to you and recommend you to their friends and family. Relating to patients’ feelings and experiences can help establish a strong rapport and make them feel genuinely cared for. Empathy is key here. By showing empathy and understanding, you can create a more comfortable and trusting environment. At the end of the day, all human beings want to feel connected.

3. USE STORIES

Since our early existence, humans have verbally or pictorially told stories to communicate with each other, so our brains have evolved to listen to them. How many of you have got lost in a good story when reading a book or watching a film? Stories are a powerful tool for engaging and connecting with an audience. They make our words come alive and, importantly, make them more memorable. You can use stories to explain procedures, share patient successes, or relate to the patient’s journey. Stories also humanise the experience, making it more relatable and less intimidating. They also make information more engaging.

4. ASK QUESTIONS

Asking questions is an essential part of communication, but sometimes, we are so focused on what we are saying that we don’t take the time to ask them to ensure we fully understand the person we are communicating with. Asking the right questions during consultations can help you better understand your patients’ goals and address any concerns. Asking thoughtful and relevant questions also demonstrates a genuine interest in your patient’s well-being. It enables you to gather important information that will help you tailor treatments to their specific needs and expectations and may also uncover deeper reasons behind them coming to see you that they may not be telling you at first. Bringing it back to complaints, this can help you identify less obvious red flags.

5. PRACTICE

Effective communication is a skill that comes naturally to some, but, like anything, it can be honed and refined through practice. If you want to ensure a more successful and satisfying patient experience, then work on improving your communication skills. As the saying goes, “Every master was once a disaster.” Whether it’s refining your ability to explain procedures or perfecting your bedside manner, consistent practice is key to becoming a skilled and empathetic practitioner. The more you do something, the more natural and unconscious it becomes. It may take some effort at first, but the rewards will be worth it both in and out of the clinic because, let’s face it, how we communicate isn’t just important in our professional lives but in our home and social lives, too.

In conclusion, communication skills are indispensable for aesthetic practitioners. Listening attentively, relating to patients, using stories to engage, asking relevant questions, and continuous practice can greatly enhance the patient experience and build strong patient-practitioner relationships. By incorporating these elements into your daily interactions, you can provide a more compassionate and personalised approach to patient care, ultimately leading to better results and higher patient satisfaction.