Culture, Professionalism and the Practice Of Pharmacy
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This document discusses the influence of culture on pharmacy practice and professionalism. It begins by defining culture and explaining that every social group has its own unique culture defined by factors like geography, language, religion, age, gender and economic status. [NEXT SENTENCE] It then explains how cultural factors influence people's health behaviors, beliefs about illnesses, and responses to medical symptoms and treatment. [NEXT SENTENCE] Finally, it argues that for pharmacists to improve their professional status and effectively serve diverse populations, they must develop cultural competence by gaining awareness, knowledge, skills and the ability to provide empathetic, caring and respectful care to patients from any cultural background.
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Culture, Professionalism and the Practice Of Pharmacy
- 1. Culture, Professionalism and the Practice of Pharmacy Billy Futter Rhodes University South Africa
- 2. Key questions 1. What is Culture? 2. How does Culture influence: • Practice of Pharmacy? • Professional status?
- 3. 4. Cultural Competence Communication 3. Professionalism 2. Culture 1. Pharmacy Practice
- 4. 1. Pharmacy Practice Emphasis on Product Emphasis on People
- 6. People have Medicine-related problems
- 7. Pharmaceutical care services Based on Relationship of trust
- 8. But . . . People are different
- 9. See & do things differently How many legs?
- 10. Young lady? Old lady?
- 11. Need to understand differences between people
- 12. So . . .? • Important differences? • Impact on pharmacy practice? What is Culture?
- 13. 2. Culture Society has many sub-groups Each has its own culture Society
- 14. 2. Culture Society has many sub-groups Each has its own culture Society
- 15. 2. Culture Society has many sub-groups Each has its own culture Generic? Generic? Generic? Generic? Society Generic? Generic? Generic? Generic?
- 16. Different cultural groups group Generic group group group Society group group group group
- 17. Society GEOGRAPHIC Chinese Generic Indian Japanese American Society Australian Swedish European African
- 18. Society LANGUAGE Chinese Generic Hindi Russian English Society Italian Zulu French Xhosa
- 19. Society RELIGION Muslim Generic Hindu Tao Christian Society Jew Mormon Ancestor Sects worship
- 20. Society AGE and GENDER Female Generic Babies Male Kids Society Elderly Teenagers Mature Early adults Adults
- 21. Society ECONOMIC Middle class Generic Upper class Lower class Super rich Society Destitute Rich Poor Middle
- 22. Society SIZE and POWER Generic MAJORITY Minority Minority Minority Society Minority Minority Minority Minority
- 23. people people Therefore people people Society people people people people 1. No generic cultural groups! 2. Each group has its own culture
- 24. people people people people Society people people Group Culture people people Group Behaviour Routine, Predictable Difficult to change Prescribed limits
- 25. people people people people Society people people people people Cultural boundaries “Right way of doing things” B.E.V.A.N.S.
- 26. people people Different B.E.V.A.N.S people people Society people people people people Beliefs Expectations Values Assumptions & Attitudes Norms Symbols
- 27. people people Different B.E.V.A.N.S people people Society people people people people Beliefs – what is right and wrong Expectations – what should happen Values – priorities, standards Assumptions & Attitudes – positive/ negative Norms – traditional way of doing things Symbols - group identity, convey meaning
- 28. Cultural Symbols age, gender, language, race
- 29. Status symbols Wheels!
- 31. Cultural symbols The Five Friendlies Beibei JingJing Huanhuan Yingying Nini Bei jing huan ying ni Fish Panda Olympic Antelope Swallow Welcome to flame Beijing sea forest fire earth sky
- 32. people Influence of Culture on Behaviour people people people Society people people people people ‘BEVANS’ Routine Qualityo Beliefs f life Expectations Values Behaviour Outcomes Attitudes Norms Symbols Patterns Quality of service
- 33. So: How does Culture influence 1. Health behaviour? * Patients? * Health professionals? 2. Health outcomes?
- 34. Health Beliefs of different cultures Yin yang Yoga
- 35. Tai Chi
- 36. Gym
- 38. Expectations Queuing for health care
- 39. Values pyramid Care Courage Respect, Fairness Competition, Equality, Informality
- 40. Values pyramid Care Respect Fairness, Honesty Cooperation, Status, Formality
- 42. Responding to Visual cues
- 43. Responding to Visual cues Oprah
- 44. How do you respond to HIV/ AIDS Response to HIV/ AIDS? LOGO?
- 45. ACTIVISTS?
- 46. VICTIMS?
- 47. Beliefs – Diagnosis? Cause of illness? Stress Evil spell Yin Yang imbalance Hereditary Lack of chi Environment Hot cold Imbalance Bad habits Punishment for sins Old age Microbe or Virus
- 48. How do you respond to Symptoms? Visit Doctor or Pharmacist Get a prescription Self-medicate Vitamins Herbal treatments Rest and relax
- 49. Response to Symptoms? Restore balance Avoid hot / cold Remove “spell” Visit Traditional healers Consult ancestors
- 50. Conclusions Culture influences Signs and Symptoms – Interpretation different – Response different Communication different
- 51. Consequences Professional advice Not sought Not trusted Not followed
- 52. Serious? Health outcomes Cultural inequalities Unmet medicine needs Medicine related problems
- 53. Serious? Access Quality of care Quality of life
- 54. 3. Implications Professional Status of pharmacists?
- 55. 3. Professional status Level of authority given by society to – make judgements – give directions
- 56. Who decides? Society decides the roles it needs Social institutions give and limit authority to practice
- 57. Criteria for Professional Status? Competent Committed to satisfy needs that are: Valued Complex Personal
- 58. Perceptual haze Evidence? Competent Committed to satisfy needs that are: Valued Complex Personal
- 59. Combining criteria Hi Commitment Lo Lo Hi Competence
- 60. Combining criteria Combining criteria Hi Commitment Professional Lo Lo Hi Competence
- 61. Combining criteria Combining criteria Hi Commitment Caregiver Professional Lo Lo Hi Competence
- 62. Combining criteria Combining criteria Hi Commitment Caregiver Professional Lo Robot Lo Hi Competence
- 63. Combining criteria Combining criteria Hi Commitment Caregiver Professional Lo Thief Robot Lo Hi Competence
- 64. Combining criteria Combining criteria Hi Commitment Caregiver Professional Lo Thief Robot Lo Hi Competence
- 65. Therefore Professional status can be increased Show evidence of Competence Commitment
- 66. Therefore Professional status can be increased Show evidence of Competence – applied Commitment – service before self
- 67. But: REAL WORLD - not laboratory group Generic group group group Society group group group group
- 68. REAL WORLD IS CHANGING In the next 20 years . . . Global drift more people visiting foreign countries Urban rush 60 - 80% will live in town Population explosion additional 1.6 billion people on the planet
- 69. REAL WORLD IS CHANGING
- 70. REAL WORLD Communication Digital Revolution Mobiles Information on Web Web based marketing
- 71. REAL WORLD IS CHANGING Professional tools
- 72. Communication challenges Digital divide - less access Efficiency Pressure - Impatience Cultural filters - Misunderstanding Minorities - Intolerant
- 73. Conclusion Cultural diversity increasing Communication challenges
- 74. So . . . What can pharmacists do Agenda Competence, Commitment? Communication? Professional status?
- 75. The Solution? Develop Cultural Competence!
- 76. Cultural Competence Ability of health system to deliver consistent quality health care to patients in cross cultural situations irrespective of the culture of fellow professionals or patients.
- 77. Cultural Challenge Lo Hi Incompetent Competent 1. Intolerant 5. Empathy 2. Impatient 6. Concerned 3. Dismissive 7. Caring 4. Judgemental 8. Respect
- 78. Cultural ladder Cultural Proficiency Cultural Competence Cultural Pre-competence Cultural Blindness Cultural Incapacity Cultural Destructiveness
- 79. Pre-competence to Competence COMPETENT Hi (Empathy, concerned, caring, respect) Desire Encounter Skill Knowledge Awareness INCOMPETENT Lo (intolerant, impatient, dismissive, judgemental)
- 80. Everyone benefits! Patients - better QoC & QoL Health professionals - higher esteem Health system - more cost effective Medicine - improved use Employers - Legal protection - Satisfied staff - Loyal patrons
- 81. And Pharmacists improve professional status! Hi Professional Commitment Lo Lo Hi Cultural Competence
- 82. This is not the end but the beginning!
- 83. Thank you