Communication skills in

Pharmaceutical supply
chain management
Phar 6514
 COURSE OBJECTIVE

• After completing the course the student

will be able to:
– Know the purpose and application of com-
munication principle
– Do appropriate business correspondence
– Prepare business report
– Prepare Job application and resume
– Apply principle of interview
– Effectively communicate in oral, written
and verbal communication.
 1. Introduction to Communication

1.1. Definition
1.2. Steps in Communication /Commu-
nication process
1.3. Interpersonal Communication
1.4. Barriers to effective Communica-
tion
 Learning Objectives
• After completing this chapter, you will be able to:
– Explain why business communication is impor-
tant to individuals and organizations.
– List and explain the goals of business commu-
nication.
– Describe the patterns of Business communica-
tion.
– Explain the communication process.
– Identify communication barriers and describe
ways to remove them.
 Introduction
• The word communication has been de-
rived from the Latin word 'communicare'
that means ‘to share’
• Communication may be defined as inter-
change of thought or information between
two or more persons to bring about mutual
understanding and desired action.
• It is the information exchange by words or
symbols. It is the exchange of facts, ideas
and viewpoints which bring about com-
monness of interest, purpose and efforts.
 The Importance of Communi-
cating Effectively
• Getting Jobs You Want
• Gaining Promotions
• Providing Leadership
• Being Productive on the Job
• Relating Positively to Others
• Assuring the Success of Your Organization
 Cont…d
• Effective communication helps businesses
in numerous ways. It provides:
– Closer ties with important communities in the
marketplace
– Opportunities to influence conversations, per-
ceptions, and trends
– Increased productivity and faster problem solv-
ing
– Better financial results and higher return for
investors
– Earlier warning of potential problems, from ris-
ing business costs to critical safety issues
– Stronger decision making based on timely, re-
liable information
– Clearer and more persuasive marketing mes-
sages
 Communication Process
• Communication is the process of trans-
ferring information and meaning be-
tween senders and receivers , using one or
more written, oral, visual, or electronic
media.
• The communication process has five steps:
– idea formation, message
– encoding, message
– transmission, message
– decoding, and feedback
The Communication Process
 Communication Process
[Link] has an idea. The form of the
idea may be influenced by the sender’s
mood, frame of reference, background, cul-
ture, and physical makeup, as well as the
context of the situation.
[Link] encodes the idea in a mes-
sage. Encoding means converting the idea
into words or gestures that will convey
meaning.
–A major problem in communicating any mes-
sage verbally is that words have different
meanings for different people. That’s why
skilled communicators try to choose familiar
words with concrete meanings on which both
[Link] travels over a channel. The
medium over which the message is transmitted is
the channel.
– Messages may be sent by computer, telephone, letter,
or memorandum.
– They may also be sent by means of a report, announce-
ment, picture, spoken word, fax, or other channel. Be-
cause both verbal and nonverbal messages are carried,
senders must choose channels carefully.
– Anything that disrupts the transmission of a message in
the communication process is called noise.
– Channel noise ranges from static that disrupts a tele-
phone conversation to spelling errors in an e-mail mes-
sage. Such errors damage the credibility of the sender.
1.
 Cont…d

 Sources of noise in communication:

– Poor choice of channels.

– Poor written or oral expression.
– Failure to recognize nonverbal signals.
– Physical distractions.
– Status effects.

13
[Link] decodes message. The
person for whom a message is in-
tended is the receiver.
Translating the message from its symbol
form into meaning involves decoding.
Successful communication takes place
only when a receiver understands the
meaning intended by the sender.
 Such success is often hard to achieve
because no two people share the same
background. Success is further limited
because barriers and noise may disrupt
[Link] travels to sender. The
verbal and nonverbal responses of the re-
ceiver create feedback, a vital part of the
entire communication process.
 Feedback helps the sender know that the mes-
sage was received and understood.
 Senders can encourage feedback by asking
questions such as, “Am I making myself clear?”
and, “Is there anything you don’t understand?”
 Senders can further improve feedback by de-
livering the message at a time when receivers
can respond.
 Senders should provide only as much informa-
tion as a receiver can handle. Receivers can
improve the process by paraphrasing the
 Sender Receiver
oIdea
oReception
oThought
oDecoding
oEncoding oUnderstanding
oMedium oFeedback

16
 Elements of the communi-
cation
Referent:
•A referent motivates the sender (or receiver) to
share information (message, objects, sounds,
sights, time schedule, ideas, perceptions, sensation,
emotion, odour, etc.) that may initiate communica-
tion.
– For example, a nurse, sighting a patient with difficulty in
breathing may serve as a referent to the nurse promot-
ing her to initiate communication with the patient.
•Sender : A sender is a person who encodes & sends
the message to the expected receiver through an
appropriate channel.
– A sender is the source of the message that is
generated to be delivered to the receiver after
 Elements of the communi-
Message: cation…
•The message is the content of communica-
tion & may contain verbal, nonverbal or
symbolic language.
•Perception & personal factors of the sender
& receiver may sometimes distort this ele-
ment & the intended outcome of communi-
cation may not be achieved.
•For ex, the same message may be commu-
nicated or perceived differently by two indi-
viduals.
 Elements of the communi-
Channel:
cation…
•A channel is a medium through which a
message is sent or received between two or
more people.
• Several channels can be used to send or
receive the message, i.e seeing, hearing,
touching, smelling, & tasting.
• While selecting channels of communica-
tion, several factors must be considered:
availability of channel()s , purpose, suitabil-
ity, types of receivers, types of message,
preference of sender & receivers, communi-
cation skills of the sender, cost, etc.
Classification of channels of communi-
cation
• Visual channel: Facial expression, body
language, posture, gestures, pictures & writ-
ten words, electronic mails, mass media,
etc.
• Auditory channel: Spoken words,
sounds, telephone or mobile communica-
tions, delivering audio content (radio,
voicemail), etc.
• Tactile channel: Touch sensations, thera-
peutic touch, etc.
• Combined channel: Audiovisual media,
consoling a person with touch & spoken
words.
 Elements of the communi-
cation
Receiver:
•A receiver is an individual or a group of in-
dividuals intended to receive, decode & in-
terpret the message sent by the sender/
source of message.
• A receiver also known as decoder. He is
expected to have the ability & skills to re-
ceive, decode & interpret the message.
 Elements of the communi-
cation
Feedback:
•It is a return message sent by the receiver
to the sender.
•It is most essential element of the commu-
nication process as it shows that the re-
ceiver has understood the primary message
sent by the sender & the communication
process is now consider complete.
• A successful communication must be a
two-way process where the sender sends
the message & receives feedback from the
receiver.
• These feedback could be verbal & nonver-
 Elements of the communi-
cation
Confounding elements:
•These elements are not a direct part of the
flow of the communication process but influ-
ence the communication process signifi-
cantly indirected.
•These elements are interpersonal variables
of the sender & the receiver & the environ-
ment where the communication process
take place.
• Interpersonal variables such as perception,
beliefs, values, sociocultural background,
educational & developmental levels, emo-
tion, gender, physical & mental health, etc.
 TYPES OF COMMUNICATION
 Based on the means of delivering the
message
 Based on the purpose of communication
 Based on the levels of communication
 Based on the pattern of communication
Based on the means of delivering the
message
a) Verbal communication:
• It occurs through the medium of spoken or
written.
• A combination of several words is used &
each words conveys a specific meaning.
• Some important elements of verbal com-
munication are language, vocabulary, deno-
tative & connotative meaning, pacing, into-
nation, clarity, consciousness, preciseness,
comprehension, brevity, timing & relevance.
Subtypes of verbal communication:
• Spoken communication
• Written communication
•Telecommunication
•Electronic communication
b) Nonverbal communication
•This communication occurs without words;
where the five senses & whole range of body
movements, posture, gesture, facial expres-
sions & silence are used for sending & re-
ceiving the message.
•Nonverbal communication is a more accu-
rate way of communication because it con-
vey the true & intended meaning of the
message.
• Nonverbal communication may be accom-
plished by the following means:
– Touch
– Eye contact
– Facial expression
– Posture
– Posture
– Gait
– gesture
– Physical appearance
– sound
– Silence
Based on the purpose of communication
a) Formal communication
• Formal communication follows line of au-
thority & is generally used in organization to
achieve organizational objectives.
• For example, the nursing superintendent of
a hospital will communicate with staff nurse
through assistant nursing superintendents,
supervisors & ward-in-charge nurses.
b) Informal communication
• Informal communication does not follow
line of authority.
• Examples of informal communication are
gossip, chitchat & kitty parties.
•It is very fast & usually takes place in social
groups like friends, family, peer groups, etc.
c) Therapeutic communication:
• Therapeutic communication takes place
between a health care personnel & a pa-
tient, with the purpose of modifying the pa-
tient behavior.
• This is accomplished with repeated inter-
action using certain essential attribute such
as trust, empathy, tenderness, concern &
non judgemental attitude.
Based on the levels of communication
a) Intrapersonal communication
• It take place within an individual; we may
also say it is self-talk.
• It is crucial because it provides a person
with an opportunity to assess self or a situa-
tion, before acting on it, ultimately affecting
the person behavior.
b) Interpersonal communication
• It takes place whenever two or more peo-
ple interact & exchange messages or ideas.
• This is also one of the most common forms
of communication in our daily lives.
• Interpersonal communication may further
categories into assertive, nonassertive &
aggressive communication.
c) Transpersonal communication
• It takes place within a person’s spiritual
domain.
• The purpose of transpersonal communica-
tion is to realize selfhood, enhance spiritual-
ity & answer questions that are spiritual in
nature.
d) Small-group communication
• An example of a small-group communica-
tion is when nurse interact with two or more
individuals face-to-face or use a medium
(like a conference call).
• Patient care conferences, staff meetings &
e) Public communication
• Public is generally defined as a large group
of people.
• Communication with such a large group of
people is known as public communication.
• Public communication requires essential
skills to influence people at large & media
material to reach member of the public
clearly & loudly.
f) Organizational communication
• It takes place when individuals & groups
within an organization communicate with
each other to achieve established organiza-
Based on the pattern of communication
a) One-way communication
• It take place when message are delivered
to the audience from the communicator only
without constant feedback.
• A common example of one-way communi-
cation is lecture delivered in a classroom.
b) Two-way communication
• It takes place when both the communica-
tor & audience take part in the process.
• The audience may raise questions & add
information, ideas & opinions on the subject.
c) One-to-one communication
• Communication between one sender & one
recipient at one time is termed as one-to-
one communication.
• A nurse providing information to a patient
is an example of one-to-one communication
d) One-to-many communication
•Where one person communicates with may
•people at the same time, it is termed as one
to-many communication.
•A nurse providing health education to a
community is an example of one-to-many
e) Many-to-one communication
• Many-to-one communication takes place
when several people communicate with one
person at the same time.
• A panel of expert taking an interview is an
example of many-to-one communication.
 BARRIERS OF COMMUNI-
CATION
I. Physiological barriers
•Poor retention due to memory problem
•Lack of attention
•Discomfort due to illness
•Poor sensory perception
•Hearing problems
•Poor listening skills
•Information overload
•Gender physiological differences

39
 BARRIERS OF COMMUNICATION

II. Environmental barriers

•Loud background noise
•Poor lighting
•Uncomfortable setting
•Unhygienic surrounding & bad
odour
•Very hot or cold room
•Distance

40
 BARRIERS OF COMMUNICATION

III. Psychological barriers

•Misperception & misunderstand-
ing
•Distrust & unhappy emotions
•Emotional disturbances
•Psychotic or neurotic illness
•Worry & emotional disturbances
•Fear, anxiety & confused thinking

41
 BARRIERS OF COMMUNICATION

IV. Social barriers

•Diffidence in social norms, values & be-
havior
•Social taboos
•Different social strata

V. Cultural barriers
•Ethnic, religious & cultural differences
•Cultural tradition, values & behavior

42
 BARRIERS OF COMMUNICATION

VI. Semantic barriers

•Language barriers
•Faulty language translation
•Individual differences in expression &
perception
•Past experiences of an individual failure
to listen

43
 BARRIERS OF COMMUNICA-
TION

VII. Organizational VIII. Communica-

barriers tion process-re-
•Organizational pol- lated barriers
icy, rules & regula- • Unclear & conflict-
tion ing message
•Technical failure • Stereotypical ap-
•Time pressure proach
•Complexity of orga- • Inappropriate
nization structure channels
due to hierarchy • Lack of or poor
•Size of the organiza- feedback 44
 How can communication be im-
proved?
 Active listening.
– The process of taking action to help
someone say exactly what he or she
really means.
 Rules for active listening:
– Listen for message content.
– Listen for feelings.
– Respond to feelings.
– Note all cues, verbal and nonverbal.
– Paraphrase and restate. 45
How can communication be improved?

 Ten steps for good listening:

– Stop talking.
– Put the other person at ease.
– Show that you want to listen.
– Remove any potential distractions.
– Empathize with the other person.
– Don’t respond too quickly; be patient.
– Don’t get mad; hold your temper.
– Go easy on argument and criticism.
– Ask questions.

46
How can communication be improved?

 Feedback.
– The process of telling others how you feel
about something they did or said, or about the
situation in general.
 Constructive feedback guidelines:
– Give it directly.
– Make it specific.
– Give it when the receiver is willing/able to ac-
cept it.
– Make sure it is valid.
– Give it in small doses.

47
 How can communication be improved?

 Use of communication channels.

– Channel richness is the capacity of a
communication channel to carry infor-
mation in an effective manner.
• Low channel richness is impersonal,
one-way, and fast.
• High channel richness is personal,
two-way, and slow.
– We need to choose a channel with the
appropriate richness for the communica-
tion.
48
Channel richness and the use of com-
munication media.

49
METHODS TO OVERCOME BARRIERS OF
COMMUNICATION
I. Methods to overcome physiologi-
cal barriers
•Keep in each other’s retention & recollec-
tion abilities.
•Pay attention during the sharing of infor-
mation
•Ensure each other comfort.
•Ensure the intactness of sensory percep-
tion.
•The limitation of hearing abilities must
keep in mind.
•Active listening.
•Information overload must avoid. 50
METHODS TO OVERCOME BARRIERS OF
COMMUNICATION

II. Methods to overcome envi-

ronmental barriers
• Good lighting must be ensured to
facilitate nonverbal communica-
tion.
• A comfortable seating arrange-
ment.
• A hygienic & odour-free environ-
ment.
51
METHODS TO OVERCOME BARRIERS
OF COMMUNICATION

III. Methods to overcome psycho-

logical barriers
•Happy & trustworthy manner
•Should not harbour negative emotions
•Avoid feeling of prejudice, resentment
& antagonism.
•Free from fear, anxiety & confusion

52
METHODS TO OVERCOME BARRIERS
OF COMMUNICATION
IV. Methods to overcome so-
cial barriers
•The difference in social norms,
values & behavior must be give
consideration.
•Social beliefs must be kept in
mind.

53
 METHODS TO OVERCOME BARRIERS
OF COMMUNICATION
V. Methods to overcome cultural barri-
ers
•Consider cultural differences
•Consider cultural traditions, values & behav-
ior.

VI Methods to overcome semantic barriers

•Use the same language
•Considered difference in the expression &
perception of message
54
METHODS TO OVERCOME BARRIERS
OF COMMUNICATION
VII. Methods to overcome organiza-
tional barriers
• Considered Organizational policy, rules
& regulation.
• Organization structure must be simple &
noncomplex
• Large organization must divided into
smaller subset

55
METHODS TO OVERCOME BARRIERS
OF COMMUNICATION
VIII. Methods to overcome communi-
cation process-related barriers
• An appropriate channel must be used.
• A stereotypical approach must be
avoided in communication.
• The message must be clear & noncon-
flicting
• Proper feedback must be ensured by the
recipient.

56
 Interpersonal Communication
• Communication is frequently divided into
the following levels:
– Interpersonal communication
– Group level communication
– Organizational level communication
– Inter-organizational level communication
– Mass communication.
 INTERPERSONAL COMMUNICATION
 Interpersonal communication is the process by which people
exchange information through verbal and non-verbal
messages.
 Interpersonal skills also includes :
 ability to listen and understand
 problem solving
 decision making
 personal stress management
IMPORTANCE OF INTERPERSONAL
COMMUNICATION

 Effective communication is very helpful in work place

where we need to interact with different types of people.
 It is important in maintaining good relationship within
family and with friends.
 Interpersonal communication skills are also known as
life skills.
 PRINCIPLES OF INTERPERSONAL COMMUNICATION

 Interpersonal communication is inescapable.

• You cannot NOT communicate. Even your body sends
a message when you are silent.

 Interpersonal communication is irreversible.

• Once you’ve said something(verbally or non-verbally), it’s
out there. You can’t reword it or ask to take it back.

 Interpersonal communication is complicated.

• Words are actually symbols, given different meaning by
different people in different circumstances.

 Interpersonal communication is contextual. Psycho-

logical, cultural, situational, rational and environmental. When
INTERPERSONAL COMMUNICATION SKILLS

 Listening Skills
 Communication Skills
 Verbal Communication
 Assertiveness
 Non-Verbal Communication
 LISTENING SKILL
 Listening is more important than just verbal communication.
 Listening is not the same as hearing.
 Listening means paying attention not only to the story, but how it is
told, the use of language and voice, and how the other person uses his
or her body to communicate.
 Listening requires you to concentrate and use your other senses in
addition to simply hearing the words spoken.
PRINCIPLES OF LISTENING
 Stop Talking
 Prepare Yourself to Listen
 Put the Speaker at Ease
 Remove Distractions
 Empathise
 Be Patient
 Listen to the Tone
 Listen for Ideas – Not Just Words
 Watch for Non-Verbal Communication
 COMMUNICATION SKILL
 Communication is not just about what is actually said and the
language used but how it is said and the non-verbal messages sent
through tone of voice, facial expressions, gestures and body lan-
guage.

 Interpersonal communication is face to face.

 People receive message even when communication is not taking

place. This is called non verbal behaviour.
 ELEMENTS OF INTERPERSONAL COMMUNICA-
TION

The Communicators- sender and re-

ceiver
 The Message
 Feedback
 Channel
 Context
 Noise
 VERBAL COMMUNICATION
Opening Communication
 The first few minutes are extremely important as first impres-
sions have a significant impact on the success of further com-
munication.
 Everyone has some expectation that how things to take place.
 If interpersonal expectation is mismatched, communication
will not be effective nor run smooth.
Reinforcement
 The use of encouraging words alongside non-verbal gestures such as
head nods, a warm facial expression and maintaining eye contact, are
more likely to reinforce openness in others.
 The use of encouragement and positive reinforcement can:
 Encourage others to participate in discussion
 Signify interest in what other people have to say
 Pave the way for development and/or maintenance of a relationship
 Show warmth and openness.
 ASSERTIVENESS
 Assertiveness means standing up for your personal rights in
expressing thoughts, feelings and beliefs in direct, honest and
appropriate ways.
 Assertiveness is misunderstood as aggressiveness.
 Being assertive means we should also respect the thoughts,
feelings and beliefs of other people.
 Assertiveness aims to be neither passive nor aggressive.
BEING PASSIVE
 Many people adopt a passive response because they have a strong
need to be liked by others.
 Being passive results in failure of communication.
 Being passive allow others to take responsibility, to lead and
make decisions for them.
 It bring inferior feeling.
 BEING AGGRESSIVE
 By responding in an aggressive way, the rights and self-esteem
of the other person are undermined.
 Aggressive responses can includes behaviours like rushing
someone unnecessarily, telling rather than asking, ignoring
someone, or not considering another's feelings.
 Aggressive responses encourage the other person to respond in a
non-assertive way, either aggressively or passively.
 BEING ASSERTIVE
 Being assertive is very important in interpersonal communi-
cation.
 Being assertive helps in respect others feelings also.
 Expressing appreciation of others for what they have done
or are doing.
 Behaving as an equal to others.
 NON VERBAL COMMUNICATION
 Interpersonal communication not only involves the explicit meaning
of words, but also refers to implicit messages, which may be ex-
pressed through non-verbal behaviours.
 Non-verbal communications include
 facial expressions,
 tone and pitch of the voice
 gestures displayed through body language
 physical distance between communicators
Non-verbal messages allow individuals to:
 Reinforce or modify what is said in words.
 Convey information about their emotional state.
 Define or reinforce the relationship between people.
 Provide feedback to the other person.
 Regulate the flow of communication.