Better by Design: Guide to Micro Interventions for Optimizing the Dermatology Appointment

Abstract

The corporate world has long recognized the impact of interpersonal dynamics, communication, and behavioural economics on business outcomes. Countless books are written on leveraging behavioural science and psychology to optimize negotiations, build alliances, and improve customer experiences. Publications such as the Harvard Business Review exist to translate evidence and ideas in leadership, management, and psychology into practical insights that help business professionals lead and communicate effectively. Yet, this wealth of evidence and insight remains largely untapped by the Dermatology world. At the crux of it, the dermatology appointment is a powerful and complex encounter. Dermatologists must establish trust and rapport almost immediately, creating an environment that supports open communication and safety. Only then can they effectively provide patient education, and the intricate negotiation and shared decision-making required for patient centred care. Dermatologists spend years mastering what to say to patients, yet receive far less training on how to deliver the information. As a result, dermatologists rely on intuition and role models during training to shape the way we interact with patients, and once in practice we rarely have the opportunity to see how our practice differs from our peers. Yet, small physician behaviours, often lasting only seconds, shape first impressions, trust, satisfaction, and our patient’s willingness to follow our recommendations.