Digital Communication

There are few aspects of society, including clinical medicine, still untouched by digital communication and the Internet. It would seem that the important and intimate conversations in a doctor’s office or at the bedside should be one of the last refuges to provide private and exclusive face-to-face discourse between two humans, free of the distraction and distance of the computer. But that is changing. From computers in the exam room to electronic medical records, to email exchanges with patients and medical apps, computers are ever present in the delivery of healthcare. Of course, information technology has revolutionized medicine, and the advantages for patients and physicians are numerous. Through patient portals, patients can now look at their lab results, learn more about their diagnosis, and ask relevant questions; physicians can respond quickly to emailed questions; and patients can inform themselves about surgery by watching online videos. Apps monitor physiological data points; robots deliver medications and perform surgery; and artificial intelligence plays a bigger role in the analysis of complex healthcare data. Many physicians have jumped on board with social media, where they can have a variety of professional and personal interactions. It seems that those in medicine have readily adapted to the electronic universe. But how has it affected physicians’ behavior, expectations for access and processing of information, and most important, relationships with their patients? This chapter explores those topics and takes a closer look at the different ways in which medical professionals are communicating and interacting in the digital universe.

Traditional Media

Physicians who participate in the media may perform an important public health service for their communities. Physicians who understand the media (and their influence) may decide to engage and work with the press to inform society on a variety of issues in medicine. Physicians have access to information and knowledge as well as experience, a perspective and a point of view valuable to the public. They have something to say and something to teach the public because they do it every day in their practice, in their profession, and with their patients. Improving their understanding of reporters’ roles, responsibilities, and professional guidelines, along with an overview of the world of medical journalism, may help reduce physicians’ anxiety and potentially help them relate to journalists and interact with the press. Physicians will want to learn important guidelines from the American Medical Association and other organizations regarding their involvement with the media, whether writing a news article or being interviewed on television. This chapter includes the “what, why, how, when, and where” regarding all of the information and advice physicians need before working with or in traditional media.

Public Speaking and Presentation Skills

Physicians, throughout their training and careers, are often asked to do a variety of different types of public speaking—from large academic settings and videotaped seminars to informal informational settings or impromptu discussions. Doctors are asked to speak on important clinical topics at hospital grand rounds; discuss preventative health with patients in the community; lecture about their research at a professional conference; respond at a press conference about a controversial issue; conduct a job interview through video broadcast; Skype with a team of academic researchers from around the world; or conduct themselves on camera for a telemedicine interaction with patients and colleagues. Individuals are usually filled with apprehension about speaking in front of a group. More often than not, many people will avoid talking in front of a live audience or a video camera if they possibly can. But opportunities to speak are important to take advantage of, whether self-directed or prompted by a request from a superior or an organization. Professional careers and personal connections can be enhanced by giving an outstanding presentation with excellent skills. Whether the goal is to slightly improve physicians’ presentation and communication skills or to perfect their public speaking performances, this chapter will help them. Today, many careers in medicine and throughout the healthcare profession require not only that physicians make presentations in person to large and small live audiences but also that they are camera-ready and know how to successfully perform in a video presentation or broadcast interview.

Face-to-Face Communication

On any given day, seeing many different patients with a myriad of different problems can bring up various challenging discussions and situations. The physician’s ability to make a human connection to each patient will always improve communication and ultimately care—knowing that each conversation may be as diverse and varied as the patients themselves. Can physicians learn how to take care of patients and at the same time always have a respectful, positive, and therapeutic interaction together? Can physicians provide excellent care despite the time limitations they are under and the computer screen in front of them? Is it possible to make sure patients are happy with their care and with their doctors? Are there natural physician communicators? This chapter will show physicians how to deepen their connection to patients and enhance their own and their patients’ experiences by improving their communication and interpersonal skills. Physicians’ success at face-to-face communications with patients is highly dependent on understanding their patients and the intricacies and nuances of clinical communication. Despite the ever-increased mechanization, the increased strains of healthcare, and the computer-driven clinical sphere, physicians still work in a very personal intimate setting with humans who may be experiencing profound life moments. Physicians need to have humility, patience, respect, and compassion with both their patients and themselves in order to learn how to limit the negative influences that hinder their abilities to connect and care for patients.