
Medicine Cabinet
By Teodoro B. Padilla
In 2020, 2.3 million people were diagnosed with breast cancer and there were about 685,000 deaths from the disease globally, said the World Health Organization (WHO). It is also the most prevalent cancer to date.
Females have the strongest breast cancer risk, but approximately 0.5% to 1% breast cancers can occur in men, added the WHO. It is a disease in which abnormal breast cancer cells grow out of control and form tumors. These tumors can spread throughout the body and can become fatal.
On the other hand, improvements in survival rates have been observed, with early detection closely tied in with comprehensive treatment programs, medical therapies included.
Patient experience is also crucial in improving the cancer patient’s journey. Patient experience is defined as “the sum of all interactions, shaped by an organization’s culture, that influence patient perceptions across the continuum of care.”
In a research study called the “Patient Experience in the Philippines: Journey towards Optimal Health,” it said that among the challenges that patients experience are: long wait lines, services needed are not available, privacy and confidentiality are taken lightly, lack of amenities, overcrowding, and lack of information about services.
The study added that there are seven key generic themes that are important for a high-quality patient experience. These themes are patient as active participant, responsiveness of services, individualized approach, lived experience, continuity of care and relationships, information and support, and communication.
Speaking during the 2nd “Inspiring Conversations on Breast Cancer in the Philippines” roundtable, Asian Hospital Medical Center CEO Dr. Beaver Tamesis underscored the importance of good communication skills among healthcare professionals in addressing the concerns of cancer patients and their families. He said that there should be enough information about the treatment options, possible side effects, nutrition, lifestyle, and psychosocial support.
The said roundtable series is organized by the Swiss Chamber of Commerce of the Philippines on behalf of the Philippine Cancer Society and ICanServe Foundation, with the support of Novartis Healthcare Philippines. Members of the Philippine Press Institute (PPI) are participating in the roundtable discussion to help their breast cancer reporting fellowship this year.
The PPI reporting fellowship, also done in partnership with the Pharmaceutical and Healthcare Association of the Philippines (PHAP), seeks to raise awareness about breast cancer to help save lives through information and communication.
A panelist during the roundtable, Joel Chong, president of Novartis, expressed his beliefs that effective communication is key to improving the patient journey, which in turn helps enhance health outcomes.
“The top doctors around the world are not only those who are the leading experts in their field. They are also the ones who have mastered the art of communication,” he said.
These healthcare professionals balance facts with feelings when talking to their patients. Instead of expository communication or that which is merely intended to explain and educate, they employ narrative or storytelling communication, which is more engaging, persuasive, and empathetic. They choose the right words for the right patient, tailoring their communication to match the patient’s background and level of comprehension, avoiding jargon and instead using clear, simple language.
“When talking to patients about their health, the power of every word can be magnified. Feelings hang on every sentence. Heart rates can soar with every bit of news. This is especially true for breast cancer patients,” Mr. Chong explained.
He recognized that time is possibly the biggest barrier to effective communication. Many healthcare professionals try their best to answer the questions of patients and their caregivers in limited time in order to be fair to other patients waiting for their turn. To address the time barrier, he recommended leveraging digital technology and automation. These include the use of virtual communication platforms, patient education materials, and digital tools to help patients manage their finances, seek funding assistance, or even navigate the healthcare system.
According to Mr. Chong, the patients of doctors who are good communicators feel connected and trust their physician wholeheartedly, are laser-focused on listening, clearly understand what is being told, and are highly motivated to act according to their doctors’ advice.
Apart from communication, Dr. Tamesis said that patient experience can be enhanced through a holistic and integrative approach. He emphasized the need to have an environment that is warm and caring irrespective of the socioeconomic status of the patient.
Teodoro B. Padilla is the executive director of Pharmaceutical and Healthcare Association of the Philippines (PHAP). PHAP represents the biopharmaceutical medicines and vaccines industry in the country. Its members are in the forefront of research and development efforts for COVID-19 and other diseases that affect Filipinos.