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Change management - Numark

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Change management - Numark

People find change difficult. Emma Charlesworth, Numark’s communications manager, explores some of the behaviours of change and the barriers and motivations that affect people when going through the process of change

How many times have you counselled a patient to help them lose weight, quit smoking or reduce alcohol intake, only to go through the same thing with
them months later? Change can be difficult, even if the individual knows what they are doing is unhealthy for them and the impact it can have on those around them.

Psychologists Prochaska, Norcrossa and DiClemente developed a theory regarding the process of change – this ‘Stages of Change’ model categorises the various phases in a person’s receptiveness to change. When developing services, understanding where your customer is in the process will help you coach them more appropriately, and ultimately increase your chances of facilitating that change.

The Stages of Change model is broken down into six phases: precontemplation, contemplation, commitment, preparation, action and maintenance.

Precontemplation

The precontemplation stage is commonly referred to as denial. At this stage the customer is unaware of, or unconcerned about, the issue.
This customer will be difficult to convert. They will also be difficult to counsel, as they will not only deny there is a problem, but defend their bad habit, be it poor eating or smoking 40 a day! The best approach would be to increase their awareness of the need for change, perhaps talk about associated risks, and focus on the positives and benefits should change occur.

Contemplation

The contemplation stage is the point at which the customer is aware that there is a problem. They may be considering getting some support to help deal with it. The interesting thing about the contemplation stage is that the customer may recognise the need for change but never actually implement the process of change. For example: “Oh, I really should cut down on smoking ... maybe next week”. This stage can last from as little as a week to as long as a lifetime as they concentrate on the negative aspects of giving up, rather the benefits to be gained.

These types of customers tend to be open to intervention and want to know more, although they may not always act on the information given. The key is to motivate them to set specific goals or put a plan of action together to at least give them something to focus on.

Commitment

The commitment stage is potentially when the customer is at their most vulnerable. Their health may be at risk or their lifestyle is suffering and this is the point where they feel they ‘need’ to do something about the problem.

It’s a kind of reverse psychology, however, as customers at this stage are only there because the thought of not changing is unbearable. These customers need to action change, therefore try to council and support them in developing a strategy to implement that change, set targets and provide a structure of support, whether it be a smoking cessation or weight management programme, or simply to come back and see you once a week.

Preparation

During the preparation stage the customer is considering what to do and making a lifestyle choice that will ultimately help improve their situation, whether that is selecting a specific meal replacement programme to support weight loss or choosing a smoking cessation product. This is where you can offer a range of support options. Try to identify what you think will be suitable for them through consultation and relationship building, and you are sure to have a loyal customer long after they have managed change within their lives.

Action

In the action stage, the customer has decided on their chosen programme and simply needs to stick at it until the desired result is achieved. Generally the shortest of all phases depending on the programme, the major milestone is that mentally your customer has made a commitment to themselves, potentially their family, and of course to you.

The pharmacist’s role is not only one of encouragement and support, but of problem solving and reinforcement of benefits. The patient may struggle to ‘stick with the programme’ and perhaps the programme needs to be reviewed or the customer just may not be ready emotionally to commit.

It is critical to keep an eye on the customer when they come to you, as the potential for intervention is greatest at this stage. To keep the customer’s spirits up it is worth reminding them that it can take less than a week for a bad habit to form, but takes at least 30 consistent days to break one – keep the faith!

Maintenance

Customers will have often implemented significant lifestyle changes, as well as the specific support programme, and will be concentrating on maintaining their ‘new’ way of life during the maintenance stage. Remind your customer how well they are doing/have done and of the benefits they should now be experiencing. They will, of course, have bad days when the potential for relapse is strong and the support of their family and friends will be paramount.

You probably do much of this instinctively, but having an understanding of the process may help you to refine your advice. Identifying at what ‘Stage of Change’ your customers may be will ultimately help you to deliver that point of difference that other providers just cannot offer.

For more information contact Emma Charlesworth on 01827 841220,
or email: emma.charlesworth@numark-central.co.uk.

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