April 7-9, 2022 • Hyatt Regency • Lexington, KY
Communication Strategies to Promote Comprehensive Well-being
Communication Strategies to Promote Comprehensive Well-being
Abstract: Breaking Tradition is Risky: Physician Communication Strategies in Reducing Alternative Cancer Treatment Risk Perceptions
Treating cancer includes a degree of uncertainty yet some cancer patients have sought complimentary alternative medicine (CAM) to combat the disease, introducing additional uncertainty in the decision-making process. Although some physicians promote CAM, many traditional physicians have argued against the novel treatment’s efficacy. Consequently, the presence of conflicting expert opinions can result in increased risk perceptions and uncertainty (Slovic, 1987). Despite contradictions, openly discussing treatment risks can increase trustworthiness between doctor and patient (Janz et al., 2017). Further attention is required regarding the specific communication strategies used by physicians in reducing cancer patients’ CAM risk perceptions. I sought to understand what factors influence cancer patients’ decision to engage in CAM treatments and physician communication strategies used to alleviate CAM risk perceptions. I conducted a thematic analysis (Braun & Clarke, 2006) using testimonials (n = 17) from a book (Somers, 2009) highlighting cancer patients’ experiences with CAM. The first stage of thematic analysis included open coding, where I read through each testimonial searching for instances related to physician communication strategies and CAM treatment motivation factors. After developing preliminary codes, I engaged in axial coding, which resulted in 17 categories. After comparing each category, a total of three themes emerged relating to CAM treatment motivating factors and two themes pertaining to physician communication strategies. Motivations for CAM treatments included three themes: negative perceptions of traditional medicine, number of options, and social support. Patients who pursued CAM reported negative perceptions of traditional treatments. The number of options was also a motivating factor for patients. Many patients reported that CAM was the last remaining option after unsuccessful attempts with other treatments (e.g., chemotherapy). In contrast, other patients highlighted that they had many other treatment options available and would try CAM first. Social support was another theme mentioned by patients and included two subcategories, physical and spiritual. Physical support included friends, family, and literature, while spiritual support included God, luck, and serendipity. Physician communication strategies included two primary themes, patient-centered communication and treatment transparency. Patients frequently mentioned that prioritizing the patient diminished perceived CAM risks. Patient-centered communication created a trustworthy atmosphere for patients, providing space for questions and open disclosure. Cancer patients also reported that physicians were transparent when discussing risks and treatment effectiveness. Two subcategories emerged from this theme. First, physicians tended to provide clarity regarding any risks and/or treatment descriptions. Second, continuous reassurance of the treatment effectiveness provided patients with increased self-efficacy regarding CAM treatment completion. The study’s findings have theoretical and practical implications. According to the theory of planned behavior (TPB; Ajzen, 1991), attitudes, social norms, and perceived behavioral control predict behavioral intentions. Patients’ attitudes toward traditional treatments (e.g., chemotherapy) and social support (i.e., social norms) can predict CAM treatment intentions. Additionally, physician treatment reassurance can increase patient self-efficacy, further influencing behavioral intentions. Physicians who employ patient-centered communication and remain transparent with treatment risks can develop trustworthiness and heighten patient self-efficacy. Physician’s communication strategies can promote symbiotic doctor-patient relationships, further supporting the well-being of cancer patients and potentially saving lives.