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Gisondi P., Pezzolo E.
Sezione di Dermatologia e Venereologia, Dipartimento di Medicina, Università di Verona, Verona, Italia
Communication has a pivotal role in the physician-patient relationship, because it could create empathy. Empathy is essential for obtaining patient’s trust. The first meeting with the patient can be critical for the success or failure of any consultation. Experience leads us to the conclusion that patients make their minds almost instantaneously. The instant your patient lays eyes on you, he has already begun to form an opinion, assembled unconsciously and at near-light speed, from the way you are dressed, your posture, facial expression, eye contact and body movement. It is very important that the patient feels that the physician is taking care of him. Physician represents a guide for the patient who follows his indications including diagnostic investigations, therapeutic and/or surgical procedures. Modern medicine is “personalised”, i.e. patient-focused. Personalized medicine is a medical model that proposes the customization of healthcare ‑ with medical decisions, practices, and/or products being tailored to the individual patient according to his/her characteristics needs and beliefs. Indeed, attitudes, thoughts, feelings and behaviours are important aspects of healing and health. It is critical for the physician to optimize the communication skills. Indeed, the advantages of efficient communication include capturing right information about the patient, reducing the pitfalls generated by incomprehension, creating empathy and providing convincing suggestions.