The Communications Doctor Is In

 Helen Vollmer, President, Edelman Southwest

In a digital world, you still need old-fashioned people skills. I recently learned that many medical schools (Stanford, Virginia Tech, UCLA among them) are now including brief interviews (MMI or multiple mini interview) demonstrating social skills as part of their admission process. No longer are test scores and grades the sole barometers of who will be treating you in the future.

Questions asked are designed to assess how candidates think on their feet, how willing they are to participate in teams and how well they listen, empathize, as well as respond when someone disagrees with them. Why are these traits important? According to a recent New York Times article (nytimes.com/health) a survey by the Joint Commission found poor communication to be among the leading causes of medical errors, which cause as many as 98,000 deaths each year.

In short, it would seem that good communications skills are as critical in the medical field today as they are in the business world or in personal relationships.

In fact, from Harvard to Howard, most MBA schools now have specific communications courses integrated into curriculum. Several universities offer dual degree programs, such as John Hopkins’ MA Communication/MBA.

Digital communications skills and knowledge are now a huge part of how we engage with those around us. And that’s a good thing. But our abilities to effectively use hybrid, owned and social media should be complementary to, not a substitute for, the depth of understanding that comes from a handshake, a question in response to listening carefully, a well placed pause for emphasis, or a change in tone to indicate displeasure or approval.

I’m an advocate of “eyeball” meetings whenever it’s possible. You know what it’s like: being in the same room, watching a situation unfold with a bit of give and take. And then comes that moment of realization that you are moving down the same path together or you are still miles apart with differing points of view.

So as we all hone our digital communication skills, let’s not forget the importance of a good bedside manner or the value in a well-turned phrase that’s shared verbally. It’s what the doctor ordered. Take one eyeball meeting and two RSS feeds and call me in the morning.