Can You Build A Relationship Without Trust?
Recently, I was invited by a prominent pharmaceutical company to help their researchers improve communication skills when speaking with patients considering participation in clinical trials.
The key takeaway? Trust is at the heart of effective patient-provider communication. Yet, surprisingly few healthcare providers receive formal training on how to build trusting relationships with patients, families, or even colleagues.
Trust is essential for the successful delivery of healthcare. It influences a patient’s willingness to follow medical advice, adhere to treatment plans, and even improves clinical outcomes. Unfortunately, trust in the healthcare system has been declining—a trend accelerated by the COVID-19 pandemic. According to a recent Gallup report published in JAMA, trust in the medical system plummeted from 71% at the start of the pandemic to just 40% by January 2024.
A common pitfall for many clinicians is equating communication with simply delivering information. They often believe that providing more data or facts will reassure patients and make them more likely to follow their advice. However, effective communication goes far beyond relaying information. While data is important, trust and connection are built through human interaction. True communication requires empathy, active listening, and understanding—qualities that foster a genuine sense of partnership. Building rapport and utilizing proper non-verbal communication techniques are crucial for establishing trust. Fortunately, these skills can be taught.
As a neonatologist, I frequently counsel concerned parents who are hesitant to accept even life-saving treatments—treatments that, until recently, were rarely questioned. It’s essential for healthcare providers to approach these situations without judgment. The growing distrust is not a reflection of the provider personally, but rather the result of various systemic factors. Drawing on my experience guiding healthcare professionals through difficult conversations, I’d like to share several strategies to help build trust and guide patients toward making informed decisions:
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Start by stepping into the patient’s shoes. Understand their concerns and avoid taking their hesitation personally. Approach the conversation with empathy and an open mind. If your day is hectic, take a moment to center yourself before entering the room. Patients can sense frustration, and a calm demeanor fosters trust.
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First impressions are powerful. Trust begins with nonverbal communication: offer a genuine smile, maintain open body posture, and keep your hands visible. Keeping your hands in a lab coat or pants pockets can signal disinterest. Introduce yourself clearly, explaining who you are and your role in their care. Even if you’re pressed for time, always sit down—it shows that you are fully present. Any sign of impatience can create a barrier to building a connection with your patient.
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Resist the urge to interrupt or rush the conversation. Studies show that the average time a clinician interrupts a patient is only 11 seconds. Genuine listening builds rapport.
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Always explain the “why” Patients are more likely to make informed decisions when they understand the rationale behind a recommendation. Take the time to explain your reasoning in simple, accessible language. A clear “why” is often more persuasive than merely delivering instructions.
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Guide patients or their families to their own conclusions by providing the necessary information and sharing your concerns. When patients feel they’ve reached a decision independently, they are far more likely to adhere to it.
By incorporating these five communication techniques, healthcare providers can strengthen the trust between themselves and their patients, leading to more effective care and improved outcomes.