KOMUNICIRANJE KAO OSNOVA IZGRADNJE ODNOSA S PACIJENTIMA U ZDRAVSTVENIM USTANOVAMA/COMMUNICATION AS A BASIS FOR BUILDING PATIENTS RELATIONSHIP MANAGEMENT IN HEALTH INSTITUTIONS

Abstract

Today, healthcare institutions of not only developed countries but also transition countries are increasingly struggling to meet the growing health care needs of the population and the challenges that come from their environments. Physician-to-patient communication aims to gather information to facilitate diagnosis, provide advice to patients, identify and determine therapy, and generally establish and maintain good patient relationships. The ultimate goal of physician communication with patients is to create patient satisfaction. Many studies of physician-patient communication have confirmed the various forms and intensities of patient dissatisfaction, and with such reported dissatisfaction, physicians were surprised and deeply convinced that they did everything to make their communication with patients appropriate or excellent. Doctors very often overestimate themselves, their role, acquired knowledge, life and work experiences while underestimating patients. This paper seeks to highlight all the essential elements of healthcare professionals' communication with patients and describe the content of these elements. These elements are: sending and encoding a message; receive and decode a message; patients' reactions to the message; feedback from patients; interference with communication between doctors and patients. In this way, it seeks to contribute to defining and building patient relationship management models as a key link in quality management of healthcare services