Page 45 - Management Theory 2023-2024 Edition

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2. Proxemics: The distance between two interacting persons plays an important role in communication. It
is a powerful nonverbal communication tool. It has been found those different distances between
communication transforms different nonverbal messages to another party. The most protected space is
that from full contact to 18 inches from our bodies. This space or distance is reserved for others with
whom we have a close or intimate relationship. When any stranger or person with whom we are not
intimate with enters into this (intimate) zone, we feel anxiety, frustration and even anger.

A crowded elevator represents the example of proxemics. People in crowded elevator will do almost
anything to avoid touching one another. If by chance two parties do have bodily contact, they usually
make profuse apologies even though neither of them have space to avoid contact with each other.

In normal circumstances, the distance maintained between two communicators engaged in a social
interaction ranges from 4 to 12 feet. Interpersonal distances greater than 12 feet are reserved or usually
seen when one person is speaking and others are listening as an audience.

Every pharmacist or health provider should consider and obey the factor of distance. For example,
during counseling if you trespass frequently into a patient’s intimate zone, you are taking a risk.
Therefore, it is really important for a pharmacist, when counseling a patient, to stand close enough to
ensure privacy, yet at the same time provide sufficient room for the patient so that he/she does not feel
uncomfortable.

3. Environmental Nonverbal Factors: A number of environmental factors may affect the nonverbal
message sent to patients. The color, lighting, and use of the pharmacy are important environmental
factors that may affect nonverbal communication between pharmacists and patients. The most
discussed environmental factor of the typical pharmacy design is its prescription counter. It has been
described as a major barrier in initiating interpersonal communication with patients. It has been
preferred by those pharmacists who fear or try to avoid interpersonal communication with patients.

Other factors such as cleanliness of the pharmacy, an organized medication shelf or a cleanliness of
prescription counter pass on important nonverbal messages to patients. Another environmental factor
that affects most is the professional dress code of pharmacists and technicians. A pharmacist must
dress professionally in order to convey assertiveness and professional competence to patients.

4. Distracting Nonverbal Components: One of the most common barriers in nonverbal communication is
lack of eye contact with the patient. It is frustrating for a patient to talk with a pharmacist who is not
looking at him. Many times, it has been observed that unintentionally the pharmacist avoids looking at a
patient when talking to him. During conversation he looks at the prescription, the prescription
container, or other object, but not at the patient. This passes the message to the patient that the
pharmacist is not confident about what he is saying or is just ignoring him.

The second most distracting nonverbal component is the facial expressions of the pharmacist. For
example, while talking with the patient, if the pharmacist’s eyes roll or move frequently toward other
objects, it conveys the message of no concern or lack of interest.

The third most important distracting nonverbal component is the body position of the pharmacist.
Patients normally read or sense a willingness to talk to them based on their perception of body position.

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