Issue link: https://viewer.e-digitaledition.com/i/89851
++++++++++++++++++++++++ + + ++++++++++++++++++++++++ BUSINESS SECTION +++ +++ The 21st Century Bedside Manner "T By Joseph J. Feltes, JD REAT THE PATIENT, not the X-ray." That good advice sometimes gets lost in the wake of technological advances, which threaten to depersonalize the physician-patient relation- ship, adversely impact patient satisfaction, and lead to malpractice claims. Among recognized Core Competencies is the need for physi- cians to: (1) communicate clearly and respectfully in patient encounters; (2) demonstrate patience, compassion, and empathy in patient encounters; and (3) engage the patient and/or family in communication and educational counseling to facilitate collaborate patient care. In the old days, a physician's good "bedside manner" created trust that forged a close professional relationship and engendered a forgiving attitude, even in the face of untoward clinical outcomes. Today, the game has changed. Patients expect good results. They generally are more educated (Internet sites like WebMD are both a blessing and a curse). Patients demand more involvement in making healthcare decisions, and are not afraid to question — even challenge — physicians. They are less tolerant and forgiving. On the other side of the equation, physicians generally spend less time with patients, as a result of managed care, the utilization of hospitalists, and yes — a greater reliance on technology. Doctors, I believe, are still caring, but, they often are perceived as being more detached. Some, unfortunately, simply are rude. Take the case of Ruth Hillebrand, a Toledo native, who developed mesothelioma. Her doctor, reportedly, called her late one night, informed her that she had a fatal disease for which there was no treatment or cure, and then abruptly hung up. That experience led to Ruth's estate making a $1.9 million bequest to the Medical College of Ohio, along with the demand that the money be used to teach "bedside manner." The Ruth M. Hilldebrand Clinical Skills Center was established to "create interactive and formative educational experiences that will provide health-care professionals ... a supportive environment in which to hone their interpersonal and empathetic skills, as well as their diagnostic and problem solving techniques." In an era where Da Vinci robotics now populate operating rooms, physicians need to adopt a new code for implement- ing an effective 21st century bedside manner with their patients. A good start, at least for primary care physicians, is the AMA definition of the patient-centered medical home, which is "... a model of care delivery that includes an ongoing 36 | Cleveland/Akron/Canton MD NEWS s MDNEWS.COM s NOVEMBER-DECEMBER 2012 Making Ev ery Event Memorable 330.325.6850 | neomed.edu relationship between provider and patient, around the clock access to medical consultation, respect for the patient/family's cultural and religious beliefs, and a comprehensive approach to cure and coordination of care through providers and community services." Of course, there is no substitute for in-person interaction. However, prudent use of electronic communication can be adjunctive in creating a responsive "virtual bedside manner." It's not so much media, but rather the message that counts: Be professional. Be confident, but not arrogant. Take the time. Give your undivided attention to the patient/family. Recognize that communication is a two-way street. Listen, don't just hear. Don't talk over the patient's head or down to the patient. Use plain English. Be factual, up-front and non-evasive. Watch your body language. Above all, be genuine and empathetic. Joe Feltes is an attorney with Buckingham, Doolittle & Burroughs in Canton and a member of its Health & Medicine Practice Group. Mr. Feltes is also the managing partner of Buckingham Canton. s There's No Place Like Home for the Holidays (Except Maybe The NEOMED Conference & Event Center) ❄❄❄❄❄❄❄❄❄❄❄ CORPORATE HOLIDAY CELEBRATIONS BREAKFAST, LUNCH, DINNER OR COCKTAIL PARTIES LIMITED DECEMBER DATES STILL AVAILABLE DISCOUNT ON JANUARY BOOKINGS