Communicative Elements of Compliance in the Practice of Medical Personnel

Author: Anna B. Tsvetkova, Vladimir A. Evstafiev

Communicology. 2018. Vol.6. No.5
Anna Borisovna Tsvetkova, Cand. Sc. (Econ.), assoc. prof of marketing department, Plekhanov Russian University of Economics; Vladimir Alexandrovich Evstafiev, Dr.Sc. (Philol), Professor, Head of advertising and PR department, RANEPA. E-mail:

Abstract. Extremely important that the communicative competence of a doctor determines the patients’ understanding of the treatment technology and the implementation of their prescriptions, which ultimately leads to compliance. This significant component of the treatment process in the form of communication “doctor-patient” will be discussed in the current article. Successful treatment of disease with prescription medicines requires consistent use of the medicines as prescribed.
Many research show that medicines commonly are not used as directed. Nonadherence to medicines is a major health care cost and quality problem, with numerous studies showing high rates of nonadherence directly related to poor clinical outcomes, high health care costs, and lost productivity. The cost of nonadherence has been estimated at $100 billion to $300 billion annually [Sweeney]. Human and economic costs associated with nonadherence can be avoided by improving the communicative competence of the doctor and patient, which, in turn, helps to provide better results and greater value from our health care system.
The authors represent the results of research of medical services consumers, and specify the criteria of communicative interaction between the doctor and the patient.

Keywords: personal communications, communicative competence of a physician, the reputation of the medical institution, the loyalty of the consumers of medical services, doctor-patient relationship, compliance, adherence

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For citation: Tsvetkova A.B., Evstafiev V.A. Communicative elements of compliance in the practice of medical personnel. Communicology (Russia). 2018. Vol. 6. No.5. P. 49-68. DOI 10.21453 / 2311-3065-2018-6-5-49-68.

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