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UNDERTANDING patient’sUNDERTANDING patient’s
needs, wishes, andneeds, wishes, and
preferencepreference
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In each counseling situation, theIn each counseling situation, thepharmacist needs to determine thepharmacist needs to determine theparticular needs, wishes andparticular needs, wishes and
preferences of each individual patientpreferences of each individual patientconcerning his own healthconcerning his own health
he pharmacist must also gain ahe pharmacist must also gain a
sense of what a patient!s feelingssense of what a patient!s feelingsand concern to esta"lish aand concern to esta"lish arelationship with patientrelationship with patient
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20082008 ##
Illness vs sickness: the patientIllness vs sickness: the patient
perspectiveperspective
$ealth %&$'() a state of complete$ealth %&$'() a state of complete
ph*sical, mental, an social wellph*sical, mental, an social well
"eing, and not +ust the a"sence of"eing, and not +ust the a"sence of
disease and infirmit*disease and infirmit*
onversel*, the -illness! can "e seenonversel*, the -illness! can "e seen
as more than +ust the presence ofas more than +ust the presence of
diseasedisease
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icknessickness refers to the limitedrefers to the limited
scientific concept of diagnosedscientific concept of diagnosed
medical conditionmedical condition
IllnessIllness refers to an individual!srefers to an individual!s
perception of an* condition thatperception of an* condition that
causes that individual to "ecauses that individual to "e
concerned and seek helpconcerned and seek help
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*mptoms
*mptoms are perceived, evaluated, andare perceived, evaluated, and
acted on %or not acted on( differentl* "*acted on %or not acted on( differentl* "*
different people and in different socialdifferent people and in different social
situationsituation Individuals ma* differ in theirIndividuals ma* differ in their
attentiveness to pain and s*mptoms, adnattentiveness to pain and s*mptoms, adn
in the etent t which the* seek help, makein the etent t which the* seek help, make
claim on others and ad+ust their schedulesclaim on others and ad+ust their schedules
to accomodate illnessto accomodate illness
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o evaluate and coping processes, and theo evaluate and coping processes, and thedecision that result from them, ma* "e limited "*decision that result from them, ma* "e limited "*individual!s intelligence, as well as "* his or herindividual!s intelligence, as well as "* his or hersocial and cultural understandingsocial and cultural understanding
he pharmacist who provides pharmaceutical carehe pharmacist who provides pharmaceutical caremust think in term of the patient!s illness rathermust think in term of the patient!s illness ratherthan the medicall* defined sickness conditionthan the medicall* defined sickness condition
he patient!s perception of his illness in this sensehe patient!s perception of his illness in this sense
can affect his attitude and "ehavior in relation tocan affect his attitude and "ehavior in relation tousing the medication3using the medication3
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Theories of health-related ehavior Theories of health-related ehavior
5 variet* models has "een5 variet* models has "een
constructed to help eplain suchconstructed to help eplain such
"ehavior"ehavior
$ealth 6elief 7odel will "e used here$ealth 6elief 7odel will "e used here
as the "asic of discussion of theas the "asic of discussion of the
general concept of healthrelatedgeneral concept of healthrelated
"ehavior3"ehavior3
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The !ealth "elief #odel $Rosenstock, %&'()The !ealth "elief #odel $Rosenstock, %&'()
emographic varia"les %age,se, race, ethnicit*(
ocialpsichological var
%personalit*, social class,peer and reference group,pressure(
tructural var %knowledgea"out disesase, prior contactwit disease(
ues to action
7ass media campaign
5dvice from other
:eminder postcard fromph*sician
Illness of fail* mem"er or
friend
newspaper
Perceived threat ofdisease
Perceived suscepti"ilit* to
diseasePerceived seriousness%severit*( of disease
Perceived "enefit ofaction
7inus
Perceived "arierr ofaction
;ikelihood of takingrecommended action
Individual perceptions 7odif*ing factors ;ikelihood of action
Th t f h $t th ti l) d lTh t f h $t th ti l) d l
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The sta*e of chan*e $transtheoretical) +odelThe sta*e of chan*e $transtheoretical) +odel
$rochaska and Dile+ente, %&'()$rochaska and Dile+ente, %&'()
:elapse)
:eturn toprevious patternof "ehavior
Precontemplation)
lient sees no
pro"lem "ut othersdisapprove
ontemplation)
&eighing up pros andcons of changing
5ctive changes)
Putting decision intopractice
7aintenance)
5ctivel* maintainingchange
'ptimal recover*
hange conslidated
Premature wa*out
start
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.ocial co*nitive theor/ $"and0ra,.ocial co*nitive theor/ $"and0ra,
%&&1)%&&1) ocial cognitive teor* indicates that theocial cognitive teor* indicates that the
relationship "etween people and theirrelationship "etween people and theirenvironment is more su"tle and comple3environment is more su"tle and comple3
Point)Point)< :eciprocal determinism %environment and:eciprocal determinism %environment and
"ehavior continousl* interact and influence"ehavior continousl* interact and influenceeach other, use o"servational learning and roleeach other, use o"servational learning and rolemodels(models(
< =pectations %the capacit* o anticipate and=pectations %the capacit* o anticipate andplace value on the outcome of differentplace value on the outcome of different"ehavior patterns("ehavior patterns(
< elfefficac* %the importance of "elief in *ourelfefficac* %the importance of "elief in *ourown a"ilit* to successfull* perform a "ehaviorown a"ilit* to successfull* perform a "ehavior
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Theories to *0ide chan*in*Theories to *0ide chan*in*
co++0nitiesco++0nities
heor* of innovation diffusion %:oger,heor* of innovation diffusion %:oger,
2002(2002(
he communication"ehavior changehe communication"ehavior change
model %7c>uire, 1989(model %7c>uire, 1989(
Th f i i diff i
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Theor/ of innovation diff0sionTheor/ of innovation diff0sion
$Ro*er, 2332)$Ro*er, 2332)
here are five factors that influence thehere are five factors that influence the
success and speed with which new ideassuccess and speed with which new ideas
are adopted in communities)are adopted in communities)
< he characteristics of the potential adoptershe characteristics of the potential adopters< he rate of adoptionhe rate of adoption
< he nature of the social s*stemhe nature of the social s*stem
< he characteristics of the innovationhe characteristics of the innovation
< he characteristics of change agentshe characteristics of change agents
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haracteristics of innovations that haveharacteristics of innovations that have"een consistentl* associated with"een consistentl* associated withsuccessfull adoption, these include)successfull adoption, these include)
< ompati"ilit* with prevailing socioeconomicompati"ilit* with prevailing socioeconomicand cultural values of adopterand cultural values of adopter
< larit* of the relative advantage, including)larit* of the relative advantage, including)perceived costeffectiveness, as well asperceived costeffectiveness, as well asusefulness, convenience and prestigeusefulness, convenience and prestige
< he simplicit* and flei"ilit*he simplicit* and flei"ilit*< he reversi"ilit* and perceived riskhe reversi"ilit* and perceived risk
< '"serva"ilit* of the result'"serva"ilit* of the result
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The co++0nication-ehavior chan*e +odelThe co++0nication-ehavior chan*e +odel
$#cG0ire, %&'&)$#cG0ire, %&'&)
he five communication inputshe five communication inputs
descri"ed)descri"ed)
< ourceource
< 7essage7essage
< hannelhannel
< :eceiver:eceiver
< estinationestination